A new science-backed hormonal health company, Amulet, has launched, backed by the consumer-focused venture studio Squared Circles.
The brand will debut with Daily Cycle Support, a biotechnology-powered supplement designed to support hormonal balance for women and promote energy, mood, strength and cognitive performance throughout the entire menstrual cycle.
It will be led by CEO Suzanne Stockbridge, a seasoned consumer health executive with experience scaling science-backed brands and former GM of Oddity's SpoiledChild.
Stockbridge called current women's health solutions "reactive" and "fragmented," promising the brand will focus on more than just symptom relief.
Amulet was built around a different vision: helping women perform more consistently across their entire cycle.
"Starting with Daily Cycle Support, we're creating a platform designed to give women more good days every month,' she added.
Hormones impact nearly every aspect of women's physical and mental performance, including mood, metabolism, strength and cognitive focus. However, most market solutions focus primarily on period relief, leaving a significant gap in women's health care.
Research by Squared Circles shows that women often have only about ten optimal days each month due to hormonal fluctuations, yet they are still expected to perform well at work, in training and in relationships.
Meanwhile, the current market is dominated by products that fall into the following two categories:
- pharmaceutical interventions, such as birth control or pain medication, or
- "pink-washed" wellness products built around herbal blends with limited clinical validation.
Amulet was created to offer a third path: science-backed performance support tailored to women's biology.
The company says its mission is simple but ambitious: help women experience more good days each month by stabilising the biological fluctuations that affect performance.
The launch comes at a time when women's health is undergoing a cultural shift. Across medicine, athletics and wellness, a new generation of women is seeking tools that help them work with their biology rather than against it. Amulet is at the forefront of this shift, building a brand designed not around "period care," but around female performance.
The flagship formula
Amulet's flagship product, Daily Cycle Support, contains two bio-identical active ingredients — lactoferrin and creatine — backed by scientific research.
These components work together to align with the body's oestrogen-driven hormonal rhythms, potentially enhancing performance throughout the menstrual cycle.
Daily Cycle Support is a tasty, convenient gummy that emphasises safety and effectiveness at clinically studied dosages, with rigorous third-party testing for quality. Emerging research indicates that this unique combination may also support muscle health and energy.
Amulet's groundbreaking formulation also features effera bio-identical lactoferrin, a bioactive protein naturally found in the female reproductive tract and in breast milk.
Unlike cow lactoferrin, which has traditionally been used in supplements, Amulet's formulation uses effera, a precision-fermented, bio-identical lactoferrin developed by Helaina, a New York-based biotech.
This bio-identical lactoferrin mirrors native human lactoferrin, maximising utilisation while minimising inflammatory responses.
Lactoferrin supports key aspects of women's health, targeting the following:
- menstrual health
- iron regulation
- immune defense
- gut and vaginal microbiome balance
- inflammatory response
- hair and skin health
- sustained energy and mood.
"We're incredibly excited to support Amulet's launch and its vision to help women live better lives," said Laura Katz, founder & CEO, Helaina.
It reflects a broader shift in our industry — from using ingredients that were simply available to creating ones such as effera that are designed to match women's biology.
The formulation also includes creatine monohydrate, one of the most extensively studied compounds in sports and cognitive performance science.
While often associated with male athletes, research also shows women typically have 70-80% lower creatine stores than men, meaning supplementation can be even more impactful for women, supporting:
- menstrual health
- energy production
- muscle strength and recovery
- cognitive performance
- mood stability.
Maria Sharapova joins as investor and strategic advisor
Tennis champion and entrepreneur Maria Sharapova has joined Amulet as an investor and strategic advisor, sharing her insights on how hormonal fluctuations impact athletic performance and recovery.
"Throughout my career, I was expected to perform no matter what time of the month it was and there wasn't any conversation about how our cycles affect how we feel, train and show up every day," said Sharapova.
"That's one of the reasons I connected with Amulet."
It's designed to support women throughout their entire cycle, not just a few days each month.
In addition, Amulet's scientific advisory board includes leading experts in women's health, endocrinology and nutrition, such as Dr Stephanie Kuku, a member of the Royal College of Obstetricians & Gynaecologists, a specialist in women's health and an honorary senior research fellow at the UCL Institute of Women's Health.
"Women's physiology is dynamic and cyclical, yet most health products ignore this fundamental biological reality," said Dr Kuku.
Amulet is built around a deeper understanding of hormonal biology and uses evidence-based ingredients to help stabilise fluctuations that influence mood, energy and performance.