Unfabled, founded in 2021 by Hannah Samano, was created to redefine women’s health through data, community, and lived experience. The platform transforms women’s voices into real solutions, proving that women’s health is no longer niche but fundamental to overall wellbeing.
The company has raised £1.3m in a new funding round led by Arāya Ventures, backed by British Business Investments, bringing total seed funding to £3m. The raise coincides with Unfabled’s rapid retail expansion into 737 Boots stores nationwide, marking one of the fastest scale-ups in the UK wellness sector.
Unfabled develops supplements for bloating, cramps, low energy, sleep, and stress through its innovation arm, Unfabled Labs. Each product is tested and validated by its community before launch, combining scientific credibility with cultural relevance. Its Essentials range, which first launched in 50 Boots stores in December 2024, has quickly become a bestseller.
The brand has also been part of Boots Ignite, the retailer’s accelerator for trending and viral brands, and is one of the first from that cohort to scale nationally. Unfabled’s growth reflects its ability to turn TikTok virality and digital engagement into strong in-store performance, bridging the gap between cultural trends and commercial success.
With a growing customer base of Gen Z and millennial women, Unfabled offers affordable, effective products that connect with consumers’ real needs. Its model, backed by a majority of female investors, mirrors its mission to make women’s health visible, accessible, and community-led.
