Unfabled raises £1.3m amid expansion into 737 Boots stores

Women’s health start-up Unfabled has raised £1.4m ($1.7m) in new funding and secured national distribution in 737 Boots stores.

Founded in 2021 by chief executive Hannah Samano, a former Unilever innovator named in the Forbes 30 Under 30 list, Unfabled develops supplements addressing cycle-related symptoms such as fatigue, cramps and hormonal imbalance. The company’s total seed funding now stands at £3.2m ($3.9m).

Among the new backers is Arāya Ventures, founded by managing partner Rupa Popat and supported by British Business Investments (BBI). The investment marks BBI’s first commitment to a solo general partner. Previous investors include Morgan Stanley, Exceptional Ventures, Atomico Angels, and angel groups linked to Google and the Massachusetts Institute of Technology.

Arāya Ventures invested through its Arāya Super Angel Fund, which is built on a community-led model reflecting Unfabled’s own focus on women supporting women. According to the company, 67% of its investors are women, compared with an industry average of 14% of angel investors and 15% of senior venture capital roles held by women.

Samano said: “Women’s health has been sidelined for far too long. At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products – you create a movement. Boots expanding our footprint by over 1000% proves that women’s health is no longer niche.”

Popat added: “Unfabled represents the future of women’s health – community-driven, culturally relevant, and commercially explosive. Hannah has built unparalleled momentum, with direct-to-consumer growth that has translated directly into retail success.”

Unfabled first launched six of its Essentials supplements into 50 Boots stores in December 2024 through the retailer’s accelerator programme, Boots Ignite. The brand’s performance prompted the expansion to 737 stores. It is one of the first wellness brands from the Ignite cohort to reach national scale.