Jenny Button Launches Emm: The World’s First Smart Menstrual Cup
During the COVID lockdown, Jenny Button had a groundbreaking idea that led to the creation of Emm. While using an Ora ring and Whoop to track her body’s data, she realized there was a gap in the market for a device that could provide insights into reproductive and menstrual health. Determined to fill this void, she reached out to an engineer at Dyson, kickstarting the journey to develop a wearable device that could revolutionize how individuals understand their reproductive health.
After five years of extensive design iterations and user testing, Emm has unveiled the world’s first smart menstrual cup. This innovative product, designed in the UK, has received a $9 million seed round led by Lunar Ventures in preparation for its official launch in 2026.
Emm’s smart menstrual cup functions like a regular cup but is equipped with advanced sensor technology made from medical-grade silicone. These sensors gather data to help users track their menstrual cycles and gain valuable insights that could potentially transform the research, diagnosis, and treatment of menstrual and reproductive health conditions.
Button believes that menstrual blood is an overlooked opportunity in women’s health, offering insights that are not typically available from traditional health tests based on circulatory blood. By providing data on conditions like endometriosis, Emm aims to address the long-standing issue of delayed diagnoses due to the lack of comprehensive menstrual health data in clinical settings.
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With one in ten women suffering from endometriosis and many experiencing severe reproductive health issues, Emm’s mission is to provide a solution that empowers individuals to take control of their health journeys. The data collected by the Emm app is securely encrypted and anonymized, ensuring user privacy and confidentiality.
Button strategically secured funding for Emm’s launch, with investors including Alumni Ventures and BlueLion Global. The capital will be used to introduce the product to the UK market in 2026, with plans to expand to the US in 2027. Emm’s ultimate goal is to impact women’s health on a broader scale, potentially expanding into diagnostics, digital care tools, and therapeutics.
As Button envisions, Emm is more than just a smart menstrual cup – it’s a catalyst for revolutionizing how individuals engage with their bodies and advocate for their health. Join Emm on this transformative journey towards empowerment and self-discovery.
