What Winx Health does

Winx Health is a female-founded, New York-headquartered direct-to-consumer women's health brand incorporated in Oregon as Winx Health, Inc. (formerly Stix/Get Stix Inc.), founded in 2019 by Cynthia Plotch and Jamie Norwood. The company sells over-the-counter diagnostic tests (early pregnancy tests, UTI test + treat kits, vaginal pH tests), the Restart morning-after pill, daily prevention supplements (Urinary Daily Defense, Vaginal Health Probiotic), and OTC pain relief, organized into individual SKUs and bundled kits. Core technology centers on a Shopify-powered e-commerce storefront, a companion mobile app with QR-code scanning that converts physical test strips into digital results in under two minutes, and an integrated telehealth layer through Telegra MD P.C. that delivers same-day prescriptions in all 50 US states.

The business operates a hybrid DTC plus retail model. Direct revenue comes from hellowinx.com with Subscribe & Save (15% discount), free shipping over $30, and FSA/HSA eligibility. Wholesale revenue flows through nearly 1,000 Walmart stores, over 6,000 Walgreens stores, and same-day delivery platforms (Instacart, DoorDash, Uber Eats, GoPuff), with telehealth consultations priced at $29.95 per message or phone-based consult. The target customer is women of reproductive age seeking discreet, destigmatized access to reproductive and sexual health products, with secondary use cases for women experiencing recurring UTIs and those needing emergency contraception post-Dobbs.

The company is private, female-founded and operated, with 11-50 employees, no disclosed institutional investors beyond a $0 round from 1745 Ventures in 2021, and reports hundreds of thousands of customers, 5,000+ five-star reviews averaging 4.9/5, and a TIME Best Invention 2024 recognition for the UTI Test + Treat. Projected 150% YoY revenue growth from 2024 to 2025 is anchored to accelerating wholesale expansion.

Name

Winx Health

Legal name

Winx Health, Inc.

Website

https://hellowinx.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Winx Health is a female-founded DTC women's health brand selling at-home diagnostic tests (pregnancy, UTI, vaginal pH), the Restart emergency contraceptive, and supplements with integrated telehealth prescriptions, distributed through its website, Walmart, Walgreens, and same-day delivery platforms.

Ownership category

akta.pro rank

Product category

Women's Health Products

NAICS

Medical and Diagnostic Laboratories (62151)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Infectious Disease & STI Testing-to-Treatment with eRx + Pharmacy Fulfillment (HLALAIAL)

akta.pro secondary industries

At-Home Lab Testing & Diagnostics-Integrated Virtual Care (HLALAAAE), Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)

Keywords

• Women's health products
• At-home diagnostic tests
• Telehealth consultations
• Emergency contraception
• Personal care supplements

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Winx Health generates revenue through direct-to-consumer product sales via its e-commerce platform. Products include pregnancy tests, UTI test & treat kits, vaginal health tests, morning-after pills, and supplements. The company offers subscription options (Subscribe & Save 15%) for recurring revenue from consumable products.
2. Wholesale/Retail Distribution: Revenue generated through wholesale partnerships with major retailers including Walmart (nearly 1,000 stores), Walgreens (over 6,000 stores), and same-day delivery platforms (Instacart, DoorDash, Uber Eats, GoPuff). The company projects 150% year-over-year revenue growth from 2024 to 2025 driven by accelerating wholesale presence.
3. Telehealth Consultations: Telehealth consultation revenue of $29.95 per message or phone-based consult through partnership with Telegra MD P.C. Services include UTI treatment, yeast infection treatment, and BV treatment consultations. FSA/HSA eligible.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Winx Health (formerly Stix) is a female-founded consumer health brand that sells over-the-counter diagnostic test kits for early pregnancy, urinary tract infections, and vaginal health conditions (yeast infections, BV), along with the Restart™ women-owned morning-after pill and daily preventive supplements. Its test-and-treat kits integrate directly with a licensed-physician telehealth network so users can receive same-day prescriptions after a positive at-home test. Products are sold direct-to-consumer through hellowinx.com and distributed nationally through Walmart (nearly 1,000 stores), Walgreens (over 6,000 stores), and same-day delivery platforms including Instacart, DoorDash, Uber Eats, and GoPuff.

Product overview

Winx Health is a female-founded women's health brand (formerly known as Stix) offering a comprehensive portfolio of over-the-counter diagnostic tests, prescription telehealth services, and daily supplements for vaginal, urinary, and reproductive health. The core product lineup centers on three main testing categories: Early Pregnancy Tests (over 99% accurate), UTI Test + Treat (TIME Best Invention 2024 award winner with integrated telehealth for same-day prescriptions), and Vaginal Health Test + Treat (for yeast infection and BV detection). The company also offers Restart™ Morning-After Pill as an emergency contraceptive. Supporting products include Urinary Daily Defense and Vaginal Health Probiotic supplements, plus UTI Fast-Acting Pain Relief. Products are available as individual items and in bundled kits (UTI Complete Kit, Vaginal Wellness Kit, Morning-After Pill & Pregnancy Test Kit). All products are OBGYN-approved, women-owned, and nationally stocked at Walgreens (6,000+ stores), Walmart (1,000+ stores), and via same-day delivery through DoorDash, Uber Eats, and GoPuff.

Differentiator

Problem solved

Functional benefit

Products and services

• Early Pregnancy Tests Over-the-counter early-detection pregnancy tests offering over 99% accuracy, detecting pregnancy up to six days before a missed period. Discreetly shipped with privacy-protected packaging. Available individually or via Subscribe & Save.
• UTI Test + Treat At-home UTI test kit (3 tests) with frictionless digital results via smartphone app QR code scanning in under two minutes, including integrated telehealth doctor's appointment access for same-day prescription treatment. TIME Best Invention 2024 award winner. OBGYN-approved.
• Vaginal Health Test + Treat Over-the-counter vaginal pH test that determines whether symptoms are caused by a yeast infection, BV, or other condition, with frictionless digital results and telehealth access for same-day prescription treatment if needed. Only OTC vaginal health test with frictionless digital results.
• Restart™ Morning-After Pill FDA-cleared, OBGYN-recommended emergency contraceptive pill containing levonorgestrel, effective within 72 hours of unprotected sex. No prescription, ID, or age limit required, legal in all 50 states. The only women-owned morning-after pill option.
• UTI Fast-Acting Pain Relief

Quantifiable outcome

• UTI prevention effectiveness - customers report zero UTIs after 6 months of daily supplement use
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship and core.

• WalmartflagshipChannel Partner/ Reseller/ Distributor · 1 May 2026Launch in nearly 1,000 Walmart stores nationwide. Largest retail expansion to date. Products include UTI Test + Treat and Walmart-exclusive combination UTI and Vaginal Health pH Test. Same-day delivery available through Walmart's e-commerce platform.
• WalgreensflagshipChannel Partner/ Reseller/ Distributor · 1 September 2025Products available at over 6,000 Walgreens stores nationwide and online. Represents major national retail presence for vaginal and sexual health products without stigma.
• Telegra MD P.C.coreTechnology or IntegrationTelehealth partner providing licensed U.S. physicians for consultations related to UTI Test & Treat products. Winx Health is not a healthcare provider; consultations are handled by independent physicians through Telegra MD P.C. Providers are available 7 days a week, 8am-4pm PST, with 4-hour response times. Prescriptions sent to pharmacy for same-day pickup.
• Telegra MD P.C.coreImplementation/ SI/ Consulting PartnerHIPAA-covered entity handling protected health information (PHI) for telehealth consultations. Governed by Business Associate Agreement. Information shared includes name, date of birth, shipping address, email, phone number, product purchased, and order details.
• InstacartcoreChannel Partner/ Reseller/ DistributorSame-day delivery partner for Winx Health products through Instacart platform, enabling rapid access to women's health products.
• DoorDashcoreChannel Partner/ Reseller/ DistributorSame-day delivery partner providing rapid access to Winx Health products through DoorDash platform.
• Uber EatscoreChannel Partner/ Reseller/ DistributorSame-day delivery partner for Winx Health products through Uber Eats platform.
• GoPuffcoreChannel Partner/ Reseller/ DistributorSame-day delivery partner, particularly for emergency products like morning-after pills and UTI pain relief available 24/7.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale platform partner for retailer inquiries. Retailers can order Winx Health products through Faire for in-store availability at stores like Giant Co and FSAStore.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Winx Health's online store at hellowinx.com. Handles payment processing, order management, and customer accounts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wisp: Wisp is a direct-to-consumer women's telehealth and OTC product platform offering at-home treatments for UTIs, yeast infections, BV, and reproductive health. Most direct competitor to Winx Health's integrated telehealth-plus-product model.
• Favor: Favor (formerly The Pill Club) is a women's health platform combining birth control delivery, telehealth consultations, and at-home testing — directly overlapping with Winx Health's reproductive health and test-and-treat offering.
• Natalist: Natalist is a female-founded DTC women's health brand offering pregnancy tests, ovulation tests, and prenatal supplements with a similar destigmatization-led brand positioning and direct-to-consumer model.
• Modern Fertility (by Ro): Modern Fertility (acquired by Ro in 2021) sells at-home fertility and hormone tests with telehealth integration. Closely comparable in product (at-home diagnostics) and target demographic (reproductive-age women), though focused on fertility rather than UTIs.

Emerging players

• Cora: Cora is a women's wellness brand selling menstrual care and reproductive health products DTC. Less direct overlap on telehealth, but comparable in the women's destigmatization-led DTC positioning.
• Tia: Tia is a women's health platform combining virtual and in-person care for primary care, gynecology, and mental health. Adjacent to Winx Health's telehealth offering but with a clinic-based hybrid model rather than D2C OTC.

Broad incumbents

• Hims & Hers Health (Hers): Hims & Hers Health is a large, public DTC telehealth platform with a women's health vertical (Hers) covering sexual health, hair, skin, and primary care. Much larger and broader than Winx Health but offers overlapping product categories.
• Clearblue (Church & Dwight): Clearblue is the dominant pregnancy and ovulation test brand globally, owned by Church & Dwight. Competes directly in Winx Health's pregnancy test category with massive incumbent distribution and brand equity.
• First Response (Church & Dwight): First Response is another leading pregnancy test brand (also under Church & Dwight) and a direct competitor in Winx Health's core pregnancy test category with established national retail presence.
• AZO (i-Health): AZO is a leading OTC women's urinary health brand offering UTI test strips, pain relief, and preventive supplements. Direct product overlap with Winx Health's UTI portfolio and a major incumbent in mass retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/winxhealth
• Xx.com/winxhealth
• Facebookfacebook.com/winxhealth
• LinkedInlinkedin.com/company/winxhealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors5 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 Winx Health