Emm

What Emm does

Emm (Emm Technology Ltd) is a UK-based women's health technology company that has developed the world's first regulatory-cleared smart menstrual cup. Founded in 2020 by Jenny Button and headquartered in Bristol, the company spent over five years on R&D across thousands of design iterations before bringing the product to market. The core product is a medical-grade hypoallergenic silicone menstrual cup embedded with capacitive biosensors, an accelerometer, and temperature sensors that passively measure menstrual fluid volume, daily flow rate, cycle duration, and cup fill level. Data is transferred via Bluetooth Low Energy only when the cup is docked in its USB-C charging case, with the connected mobile app providing personalised menstrual health insights; all data is stored within the EEA under GDPR.

The company's primary customer segment is women and people who menstruate seeking objective, measurable cycle data rather than subjective calendar-based tracking, with a secondary segment of academic researchers and clinicians interested in continuous phenotypic menstrual data for diagnostics and therapeutics research. The go-to-market is product-led and direct-to-consumer: the company sells pre-orders through its own e-commerce site (emm.co) in the UK, with planned US expansion in 2027 following FDA pursuit. Revenue mechanics are anchored in one-time hardware sales (Smart Cup + charging case + Fit-Check Kit), with potential subscription/connected-app services and research/clinical partnerships as secondary streams. The device holds UKCA marking and MHRA registration, with ISO 13485 being pursued to support international rollout.

Name

Emm

Legal name

Emm Technology Ltd

Website

https://emm.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Emm (Emm Technology Ltd) is a UK-based health technology company that has developed the world's first regulatory-cleared smart menstrual cup with embedded biosensors, serving women and people who menstruate seeking objective, continuous cycle and flow data, with a secondary research and clinical customer base.

Ownership category

akta.pro rank

Product category

Smart Femtech / Menstrual Health Biowearables

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Menstrual Cups (CRABAIAE)

akta.pro secondary industry

Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ)

Keywords

• Smart menstrual cup
• Femtech biosensors
• Menstrual health tracking
• Wearable reproductive health
• Smart feminine care

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations, Others

Revenue model

1. Smart Cup Hardware Sales: Sale of the Emm Smart Cup - a physical menstrual cup with embedded sensors. The product is sold directly to consumers via pre-order on the company website. One-time hardware purchase includes the cup, charging case with USB-C cable, and access to the connected mobile app.
2. Connected App Services: The connected mobile app provides personalized menstrual health insights by tracking flow volume, cycle patterns, and duration. App collects menstrual history, body temperature, flow data, and user-logged symptoms. Revenue may be generated through app services or premium features.
3. Research and Clinical Partnerships: Collaboration with academic researchers and clinicians for diagnostic and therapeutic studies. Emm provides data collection technology for research purposes, potentially generating revenue through research partnerships and grant applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Emm sells the Emm Smart Cup, a medical-grade silicone menstrual cup with embedded capacitive biosensors, accelerometer, and temperature sensors that passively and continuously measure menstrual flow volume, daily flow rates, and cycle patterns. Data syncs via Bluetooth Low Energy (only when the cup is docked in its USB-C charging case) to the Emm mobile app, which delivers personalized menstrual health insights to users. The product is the world's first UKCA-marked and MHRA-registered smart menstrual cup, sold direct-to-consumer via pre-order with a complimentary Fit-Check Kit.

Product overview

Emm offers a unified smart menstrual health system comprising three integrated components: the Emm Smart Cup (a medical-grade biowearable menstrual cup with embedded biosensors), the Emm App (a connected mobile application providing personalized menstrual health insights), and a USB-C Charging Case (which also serves as the BLE data sync point). Early-access pre-orders include a complimentary Fit-Check Kit to ensure proper fit before opening the smart product. The system provides automated, objective tracking of menstrual flow volume, daily flow rates, cycle duration, and regularity — replacing manual calendar-based tracking with precise biometric measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Emm Smart Cup The world's first regulatory-cleared smart menstrual cup made from medical-grade hypoallergenic silicone, embedded with capacitive biosensors, accelerometer, and temperature sensors that passively track menstrual flow volume, daily flow rates, and cycle patterns. 16mL sensing capacity (~4 tampons), up to 12 hours of wear, IPX7 waterproof, BLE-synced, UKCA marked and MHRA registered. For menstruating consumers seeking objective cycle data.
• Emm App Connected mobile application (Android 12+/SDK 31 and iOS 15.1+) that receives flow and cycle data from the Emm Smart Cup via Bluetooth Low Energy when docked in the charging case. Provides personalized menstrual health insights including daily flow rate, total flow volume, cycle regularity, and cup capacity monitoring. Data encrypted and stored within the EEA.
• Charging Case USB-C charging case included with the Emm Smart Cup that safely stores and recharges the cup between uses and acts as the BLE sync point — data transfer from cup to app only occurs when the cup is docked, never during wear.
• Fit-Check Kit Non-smart version of the Emm cup included free with pre-orders, made from the same medical-grade silicone with identical shape and size as the Smart Cup, allowing users to confirm fit and comfort before opening the smart product. If unsuitable, the kit and unopened Smart Cup can be returned within 28 days for a full refund.

Quantifiable outcome

• 86% of beta users rated the Emm cup as 'comfortable' or 'extremely comfortable'
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Natural Cycles: FDA-cleared digital contraceptive app using basal body temperature data. Comparable because it sells a regulated, data-driven women's health product with a hardware-adjacent (thermometer) component and a recurring subscription model — directly relevant to Emm's regulatory + connected-app approach.
• Ava: Fertility-tracking wearable for women using sensor data (skin temperature, pulse, etc.) to identify fertile windows. Comparable as a women-specific connected health wearable with subscription app revenue model and a focus on reproductive health — adjacent use case to Emm's menstrual flow focus.

Broad incumbents

• Oura: Premium smart ring for sleep, readiness, and women's health (including cycle insights). Comparable as the category-defining women's health wearable with strong brand and hardware-to-app business model; former Oura CEO Harpreet Rai is an Emm angel investor, signaling overlap in commercial playbook.
• Elvie: Women's health technology company with connected breast pumps and pelvic floor trainers. Comparable as a femtech hardware-plus-app brand serving women's intimate health, and the most established premium-positioned connected device competitor Emm will encounter in the UK and US.
• Clue: Leading period and cycle tracking app with tens of millions of users. Competes on the software/insights layer that Emm's app must match or exceed; relevant because Clue could either partner with Emm for objective data or build its own hardware layer to compete.

Direct peers

• Diva International (DivaCup): Established category-leading menstrual cup brand. DivaCup is the closest direct competitor in the underlying menstrual cup category, but lacks any smart sensors, app connectivity, or regulatory medical-device positioning, making Emm the technology-augmented next-generation entrant in the same shelf.
• Mooncup: UK-based reusable menstrual cup brand with deep UK retail presence. Most relevant direct competitor in Emm's launch geography; competes on the same cup form factor but without any biosensor or digital-health value proposition.
• Saalt: US-based reusable menstrual cup and period care brand. Direct peer in the menstrual cup category with international distribution; differentiated by sustainability and brand positioning rather than technology, so Emm represents a fundamentally smarter alternative to Saalt's offering.
• Cora: Period care brand selling menstrual cups, pads, and tampons with a strong digital/social mission brand. Direct peer in reusable menstrual cups with overlapping target customer (women seeking better period products); Cora's owned-retail and subscription model informs Emm's potential GTM evolution.

Regional players

• Thinx: Period underwear and reusable period care brand with strong US retail presence. Adjacent category competitor in reusable/sustainable period care; comparable target customer but different product form factor, and serves as a benchmark for DTC period care brand-building at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/Your-Emm/100087998360821
• LinkedInuk.linkedin.com/company/your-emm
• Instagraminstagram.com/your.emm
• TikToktiktok.com/@your.emm

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emm