Speaking Experience into Care: How Women are Challenging Stigma to Redesign Health & Wellness Solutions

Let women live. In 2024, these three words are a common exhale. Expressed with equal parts adamance and exasperation, it’s an idea that not only resonates with more than half the world’s population but is reflected in both progress and setbacks across nearly every industry and field. But within the systems at play, can they? Even as women’s health gains recognition, stigma continues to threaten underserved needs. For women, defined here as anyone aligned with the female physical experience, healthcare remains a prevailing barrier.

Sexual wellness is on an upward trajectory and femtech is the buzzword of the moment. Yet for women looking to treat everyday needs, available solutions largely fall short of meeting the conditions they’re designed for. Take the 10 years it typically takes for a proper endometriosis diagnosis, no matter that 190 million women and girls worldwide suffer from this cause of chronic pain (Fast Company). Women are more likely to be at a disadvantage when seeking medical interventions due to lack of access, lower effectiveness, or both (McKinsey). It’s a disparity that extends from women’s health conditions to even such common ailments as asthma and cardiovascular disease.

But the imbalance doesn’t end with medical care. Visit a pharmacy or retailer and, in most cases, the wellness aisle can still be found prioritizing the latest immediate fix over dedicated options for health needs specific to women. Think dieting, energy pills, and endless cycles of cosmetic trends, over support for fertility and pregnancy to care for pelvic conditions and menopause. The typical assortment demonstrates the disconnect between where investment is coming from and going within the health and wellness sectors. Statistics show that only 2% of overall venture funding in health companies is invested in women’s health startups (Fast Company). Meanwhile, according to a recent study on the global wellness market in 2024, women are spending more of their own money on menstrual care and sexual health than any other categories of wellness products (McKinsey). It’s time for the health and wellness industry to get to know who it’s caring for — and to deliver on what they want.

Through unapologetic representation and open dialogue, rising brands led by women are building a blueprint to challenge the status quo. Nadya Okamoto, founder of the nonprofit PERIOD., began her company, August, in response to the deep-seated need for a sustainable, affirmative, and gender-inclusive period care brand. But meeting the immediate needs of people with periods is only the beginning. “I think there’s also a need to talk about overall period health — not just about period blood, but about all the related PMS symptoms too,” she affirms. And the efforts of Okamoto and others are boldly recontextualizing issues that have gone underserved. The fact that women are paying more attention to their underlying health and looking for solutions that promise long-term impact offers a mutual opportunity for brands.

Creating a caring consumer experience through visual identity and messaging to disrupt societal norms and industry conventions is an approach that can’t be overlooked. Reia, a brand that offers a modern-day solution for a widely prevalent condition, was founded on this awareness. Ariana Sopher and her co-founders were in college when they learned that 50% of post-menopausal people experience pelvic organ prolapse. And when they discovered how archaic most of the tools and medical devices used to treat the condition have remained, they committed to being part of a better reality for women. Prioritizing inclusivity and accessibility became important not only for the design of their device but across their entire consumer experience — a pursuit ThoughtMatter was proud to support. From the material and form of Reia’s pessary to the brand’s color palette and instructions for use, making the consumer feel supported was key, shared Sopher. “We want people to feel like we really thought about them every step of the way.”

For Alexandra Fine, founder of Dame, starting the dialogue to invite more people into the conversation is a powerful motivation. Dame made its name in products for pleasure, and as someone who built her career from a desire to talk about sex, Fine is committed to changing the way sexual wellness is understood. The brand also runs Dame Labs, which focuses on ‘people-centered research’, and Swell, a blog that explores ‘all things sexual wellness.’ Creating community through dialogue is something she’s seen both Dame’s products and platform empower.

The necessity of new healthcare solutions is becoming undeniable. There is a growing demand for brands that meet the needs of women, both in use and through thoughtful communication and design. Brands like PERIOD., August, REIA, and Dame embody this balance in a fashion that is intentionally bold and functionally focused. Meanwhile, innovation within the health and wellness sector is finding support at the national level. At the end of 2023, the White House announced the Initiative on Women’s Health Research, emphasizing the importance of tailored research, support, and future resources for women (Forbes). And the math adds up. Addressing the women’s health gap could add years to life for women, not to mention a better quality of life, and potentially boost the global economy by $1 trillion annually by 2040 (McKinsey).

It’s a classic case: Women deserve the same quality of care as anyone else. But this doesn’t necessarily mean the same care. Instead, women are looking for treatment options they can access, trust, and rely on. The health and wellness industry’s understanding of underserved conditions can be deepened by first-hand knowledge from the very people who are looking for ways to feel better. It’s an approach to healthcare that stands to transform the industry for us all. But for women, and others with underserved needs, it’s a state of care that’s long overdue. Because we don’t just want to live. We want to live well.

This post was written by Shanti Basu. ThoughtMatter is a creative branding, design and strategy studio in New York City’s Flatiron District. Find us on LinkedIn.