The inspiration for Emm began during the quiet months of the COVID lockdown. Founder Jenny Button was using wearable technology to monitor different areas of her health including sleep and recovery. While these tools offered valuable insights, she noticed one major gap. None of them helped track menstrual or reproductive health. Considering how important this area is for millions of people, the absence of technology felt impossible to ignore.
That question eventually became her motivation. Why was there no device that could help people better understand this essential part of their bodies? The more she thought about it, the more determined she became to build a solution.
From an Idea to a Real Product
What started as a simple observation turned into years of focused development. Button began exploring whether it was possible to gather meaningful menstrual health data using wearable-like sensors. Early designs were created, tested, and repeatedly improved. Feedback from users guided further adjustments, and each version became more polished and practical than the last.
Five years later and after thousands of design iterations and extensive user testing, Emm has become a real product. Today, it stands as one of the world’s first smart menstrual cups.
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A Cup With Technology Built In
Emm works in a familiar way. Like a traditional menstrual cup, it collects blood rather than absorbing it. What makes it different is the technology integrated into its structure. The cup is made from medical grade silicone and contains ultra thin sensors designed to gather data during use.
This information connects to an app, allowing users to track their cycle with more accuracy than manual methods. Over time, patterns can become clearer. The goal is to support better understanding of cycle changes, flow variations, and overall menstrual health.
Why This Innovation Matters
Menstrual and reproductive health are areas where many people struggle with limited information or delayed medical support. Endometriosis is one example. According to Button, one in ten women live with the condition and many wait seven to ten years for a diagnosis. She believes a major contributor is the lack of measurable menstrual health data.
She also shared that one in three women experience severe reproductive health issues at some point in their lives. With so few tools designed specifically for the menstrual experience, many people are left to interpret symptoms without clarity. Emm aims to help change that by offering real, trackable information rather than estimation or assumption.
Built With Privacy at the Center
Because the data collected relates to reproductive and menstrual health, privacy is a core part of Emm’s design. The information gathered is encrypted, protected with two factor authentication, and either anonymized or pseudonymized. This means identifying details are removed or replaced with codes and only essential team members at Emm can access the data.
The intention is to give users confidence that their information remains secure, respected, and in their control.
Funding and the Road Ahead
To support development and prepare for launch, Emm secured a $9 million seed funding round. The investment will help scale manufacturing, continue product development, and support the official rollout.
The launch is expected to begin in the United Kingdom next year. Interest has already been strong with a waitlist of more than 30,000 people and preorders set to open soon. The company also plans to enter the United States market in early 2027.
A Beginning Rather Than an Endpoint
Button views this product as the first step toward a broader vision for reproductive health technology. While menstrual tracking is the starting point, her long term aim includes expanding into digital care support, early insight tools, and potentially therapeutic solutions.
At its core, Emm is built to help people understand their bodies with more clarity and confidence. For many, it may mark a shift in how menstrual health is tracked, understood, and respected.
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