Emm is a UK-based femtech startup that has engineered what it calls the world’s first smart menstrual cup, embedding ultra-thin sensors into medical-grade silicone to collect real-time menstrual data. The companion app encrypts and stores this information, allowing users to track patterns and potentially flag conditions such as endometriosis, which currently takes an average of seven to ten years to diagnose. Founder Jenny Button conceived the idea during the COVID lockdown after noting the lack of reproductive health wearables despite widespread adoption of devices like the Oura Ring and Whoop band. Following thousands of prototypes and extensive user testing, the company is preparing for a full UK launch next year and has amassed more than 30,000 pre-orders. Looking ahead, Emm plans to expand into the U.S. market by early 2027 and sees opportunities to move beyond menstrual tracking into diagnostics, broader digital care tools, and even therapeutics. The startup recently secured $9 million in seed financing, providing runway for product launch, continued R&D, and market expansion.

Total raised

$10M

Funding rounds

2

Latest round

Seed

Latest activity

Nov 2025