Investor Overview · April 2026
Cycle-intelligent supplementation and intimate wellness — delivered daily, personalized by your body.
The problem
The supplement industry sells women static products designed around average bodies on average days. Four bottles. A complicated regime. Zero feedback loop. The result is a drawer full of half-used vitamins and no measurable improvement.
A woman's nutritional and hormonal needs shift dramatically across a 28-day cycle — and differ even more between the 30% who have PCOS, the 8% who have PMDD, the millions entering perimenopause, and the millions with undiagnosed estrogen dominance. No product accounts for any of this.
The product
Swell works like birth control — a 28-day pack where each day's pouch is pre-loaded with exactly what your body needs. Each pouch is labeled with the time of day, whether to take with food, and the supplement nicknames so there's nothing to figure out. You log your period start, answer a short intake quiz, and Swell handles the rest. Connect an Oura Ring and the algorithm confirms ovulation from skin temperature rather than guessing from a calendar.
A small nightly insert that increases blood flow, natural warmth, and lubrication while supporting your microbiome. Recommended automatically on ovulatory and luteal days — the days your body is most receptive. It's intimate wellness timed to your cycle: something you actually look forward to as part of a nightly ritual.
The personalization engine
Swell detects which of 7 hormonal profiles fits each user — from audio intake, a short symptom quiz, and wearable signals — then adjusts the ingredient stack without the user doing anything. A PCOS user and a PMDD user share the same phase calendar but receive fundamentally different packs. Every adjustment stays within OTC ingredients with published clinical evidence.
Heavy periods, bloating, breast tenderness. DIM + Calcium D-Glucarate added to shift estrogen metabolism.
Irregular cycles, acne, insulin resistance. Inositol + Berberine + Spearmint stack replaces base.
Spotting, anxiety before period, poor luteal sleep. Vitex + Ashwagandha + B6 deepened.
Severe luteal mood crash. Saffron + Calcium + L-Theanine combination — clinical-grade without Rx.
Hot flashes, night sweats, irregular cycles. Black Cohosh + Red Clover + Selenium added.
Vaginal dryness, low libido, post-pill transition. Red Clover + Maca + Collagen layered in.
Fatigue, hair loss, cold intolerance. Selenium + Methylfolate + D3 targeted stack.
Sample pouch — Day 19 · Luteal · PMDD profile
Revenue model
Path to $12M ARR
| Milestone | Subs | ARPU | ARR | When |
|---|---|---|---|---|
| F&F beta | 25 | $55 | $16K | April 2026 |
| Waitlist launch | 250 | $60 | $180K | Q3 2026 |
| Influencer + PR push | 1,500 | $68 | $1.2M | Q1 2027 |
| Retail pilot (Ulta/Target) | 6,000 | $75 | $5.4M | Q3 2027 |
| Scale + clinical data | 13,000 | $82 | $12.8M | Q2 2028 |
Competitive moat
Oura skin temp data catches the LH surge days before calendar math would. Phase recommendations shift in real-time. Competitors use averages. We use your body.
PCOS, estrogen dominance, PMDD, perimenopause, low estrogen, low progesterone, thyroid. Each gets a different stack. Intake quiz + audio + wearable signals detect which profile fits — automatically.
The only cycle-timed intimate wellness product on the market. It creates a category no supplement brand occupies and no intimate brand has the data to enter. Recommended automatically on days your body is most receptive.
Every symptom log refines the model for every user. At 10K users, Swell has more cycle-supplement response data than any academic study ever conducted. The database is the moat.
Intellectual property
Swell and Ardor are protected by three co-pending provisional patent applications covering the full stack — composition, device, and platform intelligence. No funded competitor is known to have filed on cycle-phase-timed intravaginal delivery combined with wearable-informed supplement personalization.
Landscape
Swell sits at the intersection of cycle-intelligent supplementation, hormonal profile personalization, and intimate wellness — a combination no funded competitor occupies.
| Competitor | Raised | What Swell has that they don't |
|---|---|---|
| Perelel | $9.5M | Static 4-bottle system, no personalization, no hormone profiling, no intimate layer |
| Bonafide | $40M+ | Menopause demographic only, no cycle intelligence, no wearable integration |
| DAYE | $8M | Single CBD tampon product, UK-only, no supplement stack |
| Evvy | $25M | Microbiome diagnostic only — no delivery, no supplements |
| Flo / Clue | $200M+ | Tracking apps — no physical product, no supplement integration, no revenue per pouch |
The science
Swell makes no drug claims — but the clinical backing is strong and growing. The breakthrough is delivery: the right compound, at the right dose, on the right cycle day, for the right hormonal profile. That last mile has never been built at consumer scale.
The opportunity
Swell is live as a PWA today. F&F trial underway. The personalization engine is built — 7 hormonal profiles, 40 OTC ingredients, wearable biodata integration, predictive phase analytics. The product works on calendar math alone and upgrades as users connect wearables or complete the hormone profile quiz.
We're not yet raising a formal round. If you want to be part of building this, the conversation starts with a coffee.
Contact
mike@stepsventures.comswell · steps ventures · confidential · april 2026