What fermata does

fermata Inc. operates the world's first femtech specialty store, a Japan-based direct-to-consumer e-commerce platform founded in 2019 that aggregates curated women's health products from domestic and international brands. The storefront at hellofermata.com spans the full female health lifecycle, covering menstruation (period underwear, menstrual cups), fertility planning (kegg, fertility cups, ovulation support), pregnancy and postpartum (pelvic floor trainers, pumping bras), menopause (supplements, intimate care), and sexual wellness (pleasure devices, lubricants). The flagship technology fermata distributes is the kegg device from US-based Lady Technologies Inc., which uses electrochemical impedance spectroscopy to measure cervical mucus for ovulation tracking and was approved as Japan's first product under the new medical device category for home cervical mucus measurement. Beyond kegg, the catalogue includes app-connected hardware from Elvie (UK pelvic floor trainer), Lioness, Kgoal, Panasonic RizMo, and TENGA Healthcare, alongside proprietary consumables such as the EVE organic cotton period underwear.

The business model combines three revenue streams: one-time product sales through the e-commerce storefront priced in multiple currencies (JPY, USD, AUD, HKD, SGD, KRW, TWD); recurring subscription box deliveries; and B2B corporate wellness through 'Health Office Box' and 'Adult Health Room Box' programs sold to schools and enterprises. Go-to-market blends product-led growth (diagnostic quizzes, bundle sets, subscriptions) with channel-driven distribution partnerships that give international femtech brands a regulated entry into Japan. Marketing is content-led via Dr. Amina's blog, LINE consultation, multi-platform social media, and earned media coverage.

Name

fermata

Legal name

fermata Inc.

Website

https://hellofermata.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

fermata Inc. is a Japan-based femtech specialty e-commerce marketplace, founded in 2019, that curates and distributes global women's health products — from period underwear to the kegg fertility device — across menstruation, fertility, postpartum, menopause, and sexual wellness, serving Japanese consumers via DTC, subscription, and B2B wellness channels.

Ownership category

akta.pro rank

Product category

Women's Health E-commerce

NAICS

Health and Personal Care Retailers (456), Clothing and Clothing Accessories Retailers (45811), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Femtech products
• Women's health retail
• Fertility tracking devices
• Period care products
• Pelvic floor trainers

Headquarters

HQ city

Roppongi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of femtech and femcare products through owned e-commerce storefront (hellofermata.com), including period underwear, fertility devices, pelvic floor trainers, menstrual cups, supplements, and intimate care products from domestic and international brands.
2. Subscription Services: Monthly subscription box delivery service for recurring revenue, offering convenience and loyalty benefits for customers who want regular supply of femcare products.
3. B2B/Corporate Wellness: Enterprise sales of health office boxes and wellness programs for schools and corporate clients, offering on-site exhibition and femtech experience programs.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

fermata operates Japan's first femtech specialty e-commerce store, curating and selling women's health products across period care, fertility tracking, pelvic floor training, sexual wellness, menopause care, and intimate care. The company distributes third-party global femtech brands (Elvie, Lunette, Lioness, LELO, Lady Technologies' kegg, etc.) to Japanese consumers through its multilingual online storefront, while also providing subscription boxes, bundle sets, and B2B corporate wellness programs.

Product overview

fermata is a femtech and femcare online store operating as a multi-brand marketplace/platform. The company aggregates carefully selected women's health products from domestic and international brands, offering items across categories including period care (absorbent underwear, menstrual cups), fertility tracking devices (kegg, fertility cups), pelvic floor training (Elvie Trainer, Kegel Boost), sexual wellness (pleasure items, lubricants), intimate care, supplements, and lifestyle products. The store serves as an e-commerce platform connecting global femtech brands with Japanese consumers, featuring both proprietary products and curated third-party brands. kegg is a flagship fertility device that uses electrochemical impedance spectroscopy to track cervical mucus changes, while the broader portfolio includes period underwear, pelvic floor trainers, and intimate care products.

Differentiator

Problem solved

Functional benefit

Products and services

• kegg fertility tracking device Fertility tracking device that measures cervical mucus changes using electrochemical impedance spectroscopy to help users track ovulation and fertility windows. Connects to an app for cycle visualization.
• EVE Absorbent Period Underwear

Quantifiable outcome

• Approximately 100,000 people use kegg in the United States before Japanese launch

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Lady Technologies Inc.coreTechnology or Integration · 20 April 2026US-based developer of kegg fertility tracking device. fermata secured exclusive rights to launch kegg in Japan as the authorized distributor. The device uses electrochemical impedance spectroscopy to measure cervical mucus for ovulation tracking and is Japan's first approved product under the new medical device category for home cervical mucus measurement.
• GREEN FUNDINGflagshipChannel Partner/ Reseller/ Distributor · 7 April 2026Japanese crowdfunding platform used for launching kegg fertility device in Japan (April 20, 2026), serving as the initial distribution channel before general retail availability in June 2026.
• ElviecoreChannel Partner/ Reseller/ DistributorUK-based smart femtech brand specializing in pelvic floor muscle training devices. fermata serves as authorized distributor for Elvie Trainer in Japan.
• LunettecoreChannel Partner/ Reseller/ DistributorFinnish menstrual cup brand known for ease of use and sustainability. fermata distributes Lunette products including cup variants, cup wash, and intimate wipes in Japan.
• LionesscoreChannel Partner/ Reseller/ DistributorSmart pleasure item brand offering app-connected visualization of orgasm and pelvic floor muscle movement. fermata distributes Lioness products in Japan.
• OhnutcoreChannel Partner/ Reseller/ DistributorSexual wellness ring brand that adjusts penetration depth for enhanced comfort. fermata distributes Ohnut products in Japan as part of sexual wellness category.
• LELOcoreChannel Partner/ Reseller/ DistributorPremium pleasure and intimate care brand offering lubricants, moisturizers, and pleasure devices. fermata distributes LELO's sexual wellness product line in Japan.
• Panasonic Beauty (RizMo)minorChannel Partner/ Reseller/ DistributorJapanese electronics company with wearable health management device that visualizes menstrual cycles, sleep, and physical rhythms.
• TENGA HealthcareminorChannel Partner/ Reseller/ DistributorMen's fertility self-check kit brand offering smartphone-connected sperm observation device for male fertility testing.
• Kgoal (Kegel Boost)minorChannel Partner/ Reseller/ DistributorPelvic floor care brand offering over-clothing training devices with app connectivity for all genders.
• LiluminorChannel Partner/ Reseller/ DistributorHands-free pumping bra brand supporting breastfeeding mothers with smart technology integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elvie: UK-based smart femtech brand behind the Elvie Trainer pelvic floor device. fermata is the authorized distributor of Elvie in Japan, making Elvie both a portfolio partner and the closest comparable in smart femtech hardware.
• LOLA: US-based D2C women's wellness brand offering period care and sexual wellness products. Comparable to fermata as a multi-category women's health specialty retailer serving similar consumer needs across life stages.
• Dame Products: Sexual wellness brand offering lubricants and pleasure devices through D2C channels. Directly comparable as a femtech product company selling intimate wellness products in the same category fermata distributes (e.g., LELO, Lioness, Ohnut).
• The Honey Pot Company: Feminine care brand offering washes, wipes and period products across a multi-category women's health assortment. Comparable to fermata's curation model of femcare products spanning menstruation, hygiene, and intimate care.
• Thinx: Period underwear brand and broader menstrual care retailer. Comparable to fermata's period care category (e.g., EVE absorbent underwear) and to its marketplace approach in women's health.
• Flex Co. Menstrual disc and period care brand sold via D2C and retail channels. Comparable to fermata's femcare category spanning menstrual cups, discs, and absorbent underwear.
• Cora: Organic feminine care brand offering tampons, pads, and wellness products through D2C and retail. Comparable to fermata's femcare and period care categories with a similar mission-driven women's health positioning.
• Saalt: Period care brand specializing in menstrual cups and absorbent underwear. Comparable to fermata's femcare catalog, which includes Lunette cups and EVE period underwear as core SKUs.

Emerging players

• Kindra: Menopause-focused wellness brand offering supplements and personal care products. Comparable to fermata's perimenopause/menopause segment, which is currently a secondary but strategically important growth category for fermata.

Broad incumbents

• Maven Clinic: Digital women's and family health platform providing telehealth across fertility, pregnancy, postpartum and menopause. Comparable to fermata as a broader women's health ecosystem player, though operating in services rather than physical product distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hello_fermata
• YouTubeyoutube.com/channel/UCBmK9Y8ihSoo4Fhbca_XbuA
• Facebookfacebook.com/hellofermata
• Instagraminstagram.com/hello_fermata

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors5 records

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

M&A

Investments1 record

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

Frequently asked questions about fermata