Bellabeat
Bellabeat is a San Francisco-based femtech company that builds women's health wearables, including the IVY+ tracker and Leaf jewelry trackers, paired with the AI-driven Ivy AI platform and a subscription wellness coaching app.
- Company typePrivate
- Founded2014
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bellabeat does
Bellabeat is a private US femtech company founded in 2014 and headquartered in San Francisco, with a European operating entity (Bella Software) in Zagreb, Croatia. The company designs and sells women's health wearables and connected wellness accessories, anchored by the IVY+ wrist-worn tracker (with temperature-based hormone tracking and AI-powered ovulation prediction), the Leaf Urban and Leaf Chakra jewelry-style wellness trackers, the Shell prenatal listening device, the Spring smart water bottle, and the B.YOU accessory line (menstrual cup, yoga mat). All hardware syncs with the Bellabeat and Airi mobile apps (iOS and Android) and with the standalone Period Diary app.
Bellabeat firmographics
Firmographics- Name
- Bellabeat
- Legal name
- Bellabeat, Inc.
- Website
- https://bellabeat.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Bellabeat is a San Francisco-based femtech company that builds women's health wearables, including the IVY+ tracker and Leaf jewelry trackers, paired with the AI-driven Ivy AI platform and a subscription wellness coaching app.
- Ownership category
- akta.pro rank
Bellabeat industry classification
Industry- Product category
- Women's Health Wearables
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Software Publishers (5132), Jewelry Retailers (45831)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ)
- akta.pro secondary industries
- Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ), Fitness Trackers (CRACAIAB), Wearable-Integrated & Smart Performance Apparel (CRAAAEAL), Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH)
Keywords
Where Bellabeat is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Bellabeat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Supply Chain
Revenue model
- Hardware Product Sales: One-time sales of wellness tracking devices including IVY+, Leaf Urban, Leaf Chakra, and accessories. Revenue of $650 million reported for 2023.
- Subscription Membership (Coach): Recurring subscription service providing personalized wellness coaching including workouts, nutrition, mindfulness techniques, and menstrual cycle support tailored to each stage of the cycle. Growing at approximately 17% annually.
- App Store/Google Play Subscriptions: Coach Subscription available through App Store and Google Play with options to cancel through respective platform interfaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | Leaf Urban wellness tracker |
| One time/ perpetual license | Annual | Leaf Chakra wellness tracker |
| One time/ perpetual license | Annual | IVY+ Bracelet accessory |
| Subscription | Monthly | Bellabeat Coach Subscription |
| One time/ perpetual license | Annual | Menstrual Cup |
| One time/ perpetual license | Annual | Yoga Mat |
| Unit Pricing | Annual | Charging Dock |
| Transaction based/ take rate | Pay-as-you-go | US Payment Installments |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels11 records
Bellabeat product offering
Product offeringCore offering
Bellabeat develops and sells women's health wearables and an AI-driven digital health platform. Its product lineup includes the IVY+ wrist-worn tracker, Leaf Urban and Leaf Chakra jewelry-style wellness trackers, the Shell prenatal listening device, and the Spring smart water bottle. The company is evolving these products into the Ivy AI intelligence platform, combining biometric data, cycle intelligence, and transformer-based machine learning to deliver personalized women's health, cycle, fertility, pregnancy, and postpartum insights.
Product overview
Bellabeat is a femtech company offering an integrated ecosystem of women's health wearables, wellness accessories, and digital coaching services. The core product lineup includes Ivy AI (the AI-first intelligence platform), IVY+ wrist tracker, Leaf Urban and Leaf Chakra jewelry-style trackers, Shell prenatal listener, and Spring smart water bottle. The Bellabeat Coach platform provides subscription-based digital wellness coaching including workouts, nutrition, mindfulness, and cycle-synced content. The B.YOU accessory line includes menstrual cups and yoga mats. The ecosystem is supported by Bellabeat and Airi mobile apps, Period Diary app, and hardware accessories (charging docks, bracelets, necklaces, clips). Bellabeat positions itself as evolving from a wellness product company into an AI-first infrastructure for women's health and longevity.
Differentiator
Problem solved
Functional benefit
Brands
- IVY+: AI-powered smart wearable wrist tracker for women's health monitoring including cycle tracking, pregnancy support, and wellness insights.
- Leaf Chakra
- Leaf Urban
- Shell
- B.YOU
- Bellabeat Coach
- Ivy AI
Products and services
- Ivy AI AI-first intelligence platform built specifically around women's biology, rhythms, and unique health patterns. Combines biometric data, cycle intelligence, behavioral patterns, and advanced AI models to help women understand energy, recovery, stress, sleep, hormonal shifts, and long-term health risks, representing Bellabeat's transformation into an AI-driven women's health platform.
- IVY+ Wrist-worn health tracker designed for women. Measures temperature for insights into fluctuating hormones across cycle phases, and tracks activity, sleep, meditation, stress, and reproductive health. Features AI-powered ovulation prediction and cycle tracking for women following their cycle, aiming for pregnancy, or on pregnancy/postpartum journey.
- Leaf Urban Jewelry-style wellness tracker combining fashion with function. Made of wood composite and hypoallergenic stainless steel. Tracks activity, sleep, stress, meditation, and reproductive health with no screen or buttons. Water-resistant, shower-safe, and wearable as a bracelet, necklace, or clip with up to 6-month battery life.
- Leaf Chakra Wellness tracker jewelry clip with hypoallergenic stainless steel and certified natural crystals (Black Onyx, Rose Quartz variants in Love and Power versions). Designed to provide Leaf devices with a stylish makeover through interchangeable chakra clips for stress and activity monitoring.
- Shell Prenatal listening device that enables expectant parents to hear their unborn baby's heartbeat non-invasively at home. Records baby heart sounds via a microphone and allows sharing of recordings with family and friends through the Bellabeat app.
- Spring Smart water bottle that tracks hydration levels and water intake as part of the connected wellness ecosystem, syncing with the Bellabeat app for hydration management.
- Bellabeat Coach Subscription-based digital wellness coaching platform covering workouts, nutrition, mindfulness techniques, and menstrual cycle support. Tailors expert-based content to each stage of the user's cycle and personal goals. Regularly priced at $9.99/month, available through the App Store and Google Play with cancellation managed through the respective platform.
- B.YOU Menstrual Cup Medical-grade silicone menstrual cup designed for easy usage as an alternative to pads and tampons. Available in sizes A and B with an ergonomic design for comfortable, safe use.
- B.YOU Yoga Mat Premium wellness yoga mat made from polymer environmental resin mixed with recycled plastic bottles. Features anti-slip texture, is biodegradable and recyclable, and offers 6mm thickness for joint support as part of the B.YOU premium wellness accessories line.
Quantifiable outcome
- ML models achieve MAE of 2.3 days for period start prediction vs 2.92 days with median algorithm
- +4 more outcomes
Companies that use Bellabeat
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Bellabeat technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature7 records
Bellabeat partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Google Cloud PlatformcoreBellabeat stores user data including exercise logs, sleep data, and steps in databases maintained by Bellabeat and its service providers including Google Cloud Platform for cloud storage infrastructure.
- StripecoreThird-party payment processor for credit card and payment processing on bellabeat.com. Stripe cookies (__stripe_mid, __stripe_sid) used for the meeting scheduler function.
- PayPalcorePayment option available on bellabeat.com for secure transactions. Enforce_policy cookie used in context with PayPal transactions on the website.
- Apple App StorecoreBellabeat Coach subscription available through App Store. Subscriptions can be managed and cancelled through Apple account settings.
- Google PlaycoreBellabeat Coach subscription available through Google Play Store. Android users can manage subscriptions through Google Play.
- CSEM (Centre Suisse d'Electronique et de Microtechnique)coreData processing software licensed by CSEM for IVY wrist-worn tracker. CSEM provides the algorithmic technology powering the device's health metrics calculations.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Bellabeat competitors and assessment
Company assessmentDirect peers
- Oura: Smart ring maker focused on sleep, readiness, and women's health metrics including cycle and fertility insights. Closest direct competitor to Bellabeat's IVY+ in the health-tracking wearables category.
- Ava: Women's fertility tracking bracelet that monitors physiological signals (skin temperature, HR, HRV, sleep) to identify fertile windows. Direct peer to Bellabeat's cycle/fertility-tracking positioning.
- Natural Cycles: FDA-cleared digital contraceptive and cycle tracking app using basal body temperature. Directly comparable to Bellabeat's ovulation/cycle prediction capabilities, though app-first rather than hardware-first.
- Whoop: Subscription-based recovery, strain, and sleep wearable. Competes with Bellabeat's stress, recovery and HRV tracking narrative, and similarly bundles hardware with a paid membership tier.
- Flo Health: Leading women's health app for period, ovulation and pregnancy tracking with a large global user base. Directly comparable to Bellabeat's Period Diary and Coach cycle-aware content layer.
- Clue: Period and cycle tracking app with predictive algorithms. Overlaps with Bellabeat's cycle tracking and fertility prediction capabilities, primarily through a software-first model.
Broad incumbents
- Fitbit: Mainstream fitness tracker brand (owned by Google) offering heart rate, sleep and menstrual health tracking. Overlaps Bellabeat's wellness tracking features within a much broader device portfolio.
- Garmin: Established wearable maker with deep HRV, sleep and stress monitoring features including women's health tracking. A broad incumbent competing in the wellness wearable category.
- Apple: Apple Watch increasingly adds cycle tracking, heart rate and mobility features. As a platform incumbent with massive distribution, it poses a structural threat to dedicated femtech wearables.
Emerging players
- Elvie: Women's health hardware company (e.g., connected breast pumps, pelvic floor trainers). Adjacent femtech peer focused on women's health products with premium consumer branding similar to Bellabeat.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Bellabeat social profiles
Digital presenceBellabeat compliance and trust
Trust signalCompliance2 records
Bellabeat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bellabeat leadership team
Management profileNumber of profiles
Profiles8 records
Bellabeat funding detail
Funding detailFunding overview
Funding rounds7 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bellabeat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bellabeat
What does Bellabeat do?
Bellabeat develops and sells women's health wearables and an AI-driven digital health platform. Its product lineup includes the IVY+ wrist-worn tracker, Leaf Urban and Leaf Chakra jewelry-style wellness trackers, the Shell prenatal listening device, and the Spring smart water bottle. The company is evolving these products into the Ivy AI intelligence platform, combining biometric data, cycle intelligence, and transformer-based machine learning to deliver personalized women's health, cycle, fertility, pregnancy, and postpartum insights.
Is Bellabeat a public or private company?
Bellabeat is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bellabeat founded?
Bellabeat was founded in 2014. It employs 51 to 100 people.
Where is Bellabeat based?
Bellabeat is headquartered in San Francisco, United States, in the North America region.
How does Bellabeat make money?
Three revenue lines are on record. Hardware Product Sales are the primary driver. The others are subscription Membership (Coach) and app Store/Google Play Subscriptions.
Who are Bellabeat's main competitors?
Direct peers on record are Oura, Ava, Natural Cycles, Whoop, Flo Health and Clue. Broad incumbents are Fitbit, Garmin and Apple. Elvie is listed as an emerging player.
Does Bellabeat have an API?
No public API is recorded for Bellabeat.
What industry is Bellabeat in?
Bellabeat's product category is Women's Health Wearables. Its primary akta.pro industry code is CRACAQAJ, Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices), with a secondary code of HLAHACAJ, Consumer Health Wearables & Fitness Trackers (Wellness Monitoring). Its NAICS code is 334510 and its SIC code is 3845.