An inventor in Bristol who has just landed $1m for her 'smart' menstrual cup believes her device could "revolutionise" women's health. Jenny Button established her start-up - called Emm - during the pandemic in 2020 and has spent two years working with engineers, academics and researchers on developing the patent-pending technology.
The cup syncs with a smartphone app and is able to track a person's period, including volume, flow rate, cycle length and regularity. The device, which is made of medical-grade silicone, is also able to tell the user when it needs emptying. According to its inventor, it lasts for three years and replaces up to 1,000 tampons.
Emm recently closed a pre-seed funding round and is now working with the University of Cambridge as it looks to launch the product in 2023. The invention has already attracted interest from the likes of Google and government innovation agency Innovate UK.
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“There is so much biological information that could enable early intervention for healthcare, but no route to clear access," said Jenny, who has won a Women in Engineering Grant in recognition for her innovation in health. "The menstrual cycle is a non-invasive route to giving our users better health data for better health outcomes."
Her idea, she said, is to help people understand their menstrual health and spot any changes in patterns or irregularities in their cycle that could indicate an issue.
"Many health conditions are difficult for researchers to analyse at the moment because they require invasive testing or regular monitoring which is inconvenient, time-intensive and often uncomfortable. Emm has the potential to do this in a practical, painless way," said Jenny.
The company is hoping to tap into the $25bn feminine hygiene market with its product, which is currently in a Beta testing phase.
“For Emm to be a useful tool with the potential to revolutionise research into female health, it needs to be something people actually want to use," Jenny added. "That’s why it was important we developed a best-in-class period product."
Dr George Malliaras of the University of Cambridge, who sits on Emm’s scientific advisory board, believes the device could "revolutionise" health research in the future.
He said: “Emm’s sensing platform is real innovation, with game-changing possibilities for health research. While the first generation of Emm will have huge value to its users and time-pressed medical professionals, it’s the possibilities Emm opens up in the future that can revolutionise health research and help to close the gender health gap.”
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