Jenny Button
Emm is a health intelligence company and pioneer in bio wearable innovation, dedicated to closing the gender health data gap.
Project
Emm
URL
Year founded
2020
Business stage
Series A
High-growth sectors
Digital and Technologies
Sector
Health
Location
South West
Funding
Funded Award Winner
The problem and opportunity
Emm is building a critical menstrual and reproductive health data layer of objective, continuous baseline data that does not currently exist at scale. While consumer health technology has successfully automated the continuous tracking of sleep, heart rate, stress, recovery, and glucose, reproductive health has historically lagged. By establishing the definitive phenotypic dataset for menstruation, Emm aims to fundamentally change the future of personalised reproductive care, screening, and diagnostic support in female health.
The solution and innovation
The Emm Cup is the world’s first passive bio wearable for women’s reproductive health, measuring precise flow volume, daily flow rates, and overall cycle patterns, and occupying a biological interface no other device holds. The resulting baseline data gives users actionable insights into their reproductive health, allowing them to spot cycle changes over time and confidently share objective metrics with healthcare professionals.
Market and ambition
Emm is now moving forward with regulatory expansion, pursuing US Food and Drug Administration (U.S. FDA) clearance and ISO 13485 certification to support a broader international rollout into consumer markets and research partnerships.
Founder perspective
Entrepreneur Jenny Button founded Emm to tackle one of healthcare’s biggest blind spots: the lack of objective menstrual health data. She led the creation of the world’s first regulatory-cleared smart menstrual cup, pioneering a new category of women’s health technology.
Women in Innovation Award
Recipient of an Innovate UK Women in Innovation Award 2025/26, receiving funding, tailored business support, and access to specialist training and networks. View all winners and highly commended applicants from the Women in Innovation cohort 2025/2026.