Building a Women's Health Brand That Lasts: Experts on Hormonal Health, Fertility, and Perimenopause

Launching a women's health brand has never been easier. Building one that lasts has never been harder. Funding is up, and there is no shortage of women's health brands. The question is no longer how to get to market, it's whether your brand survive the next three years. The consumer in this category is unusually unforgiving. She's done the research, she's been failed by the medical system, and she's tried enough brands to know what works for her and what doesn't. Generic positioning doesn't move her. Vague claims don't convert her. The brands she repurchases, the brands she refers, these are the brands that are still standing after the next funding round or have reached profitability. What they have in common: they all built defensibility before they needed it. On July 16th, Citruslabs CEO Susanne Mitschke sits down with three experts who are building durable positions in three of the most complex sub-categories in women's health: Dr. Thara Vayali from Hey Freya, Raegen Barger from WeNatal, and Alexander DiPersia from LM(meno). They'll talk about the gaps they found, the consumer they're building for, what they got wrong, and what they'd do again from day one. What you'll walk away with Where our panelists see the next opening in hormonal health, fertility, and perimenopause, and which corners of each category they think are already too crowded to win. The product claims they've actually watched move customers, and the studies they'd skip if they were starting over. How each of them sequenced their clinical work as they scaled: why they went for it, what they spent, when, and whether it paid off. The retention number they personally watch, and the one they say separates a brand that lasts from one that stalls. What all three see coming in 2027: the regulatory shifts, competitive moves, and consumer demands they're already building around. Your host and guests Susanne Mitschke, CEO & Co-founder of Citruslabs (Host): Forbes 30 Under 30. Harvard MPH. Susanne works every day with brands building credibility in demanding consumer categories. Dr. Thara Vayali, Co-founder & CMO, Hey Freya · Hormonal Health. Raegen Barger, RDN, Functional Medicine Dietitian, WeNatal · Fertility. Alexander DiPersia, Co-founder, LM(meno) · Perimenopause.