hey freya

Hey Freya (stylized "hey freya") is a women's health and wellness company that combines at-home cortisol lab testing, naturopathic care and a line of plant-based supplements aimed at stress, burnout and related symptoms such as anxiety, fatigue, brain fog and insomnia. The company frames its approach around hormone physiology rather than behavior change, positioning chronic stress symptoms as a physiological state rather than a lifestyle failing.

The product range includes THRIVE, a daily multivitamin with adaptogens (ashwagandha, rhodiola), vegan omega-3s, thyroid minerals, selenium, zinc and brain nutrients, priced at $68; QUENCH, an electrolyte hydration mix with astaxanthin and vitamin C at $45; CALM, an l-theanine, magnesium bisglycinate and GABA formula for anxiety and mood at $32; and REST, a melatonin-free botanical and magnesium sleep formula at $43. The company also offers a $299 Cortisol Reset Plan combining at-home testing with expert insight. Products are described as formulated for efficacy and potency, informed by more than 500 studies in women, made in the USA, non-GMO and third-party tested for metals, toxins and purity.

The company describes a proprietary approach to cortisol testing that includes assessing patterns in a woman's voice to track changes in her stress profile, summarized as "test, take, test," and has conducted machine learning research on cortisol and women's health with partner Northeastern University.

Founding story

Co-founders Helkin Berg, Cecilia Tse and Thara Vayali met at a fem-tech event and, after aligning on a shared vision for women's health, founded hey freya in 2022. Vayali, a naturopathic physician, nutritionist, herbalist, health informatics specialist and behavior change coach, became co-founder and chief medical officer; Cecilia Tse serves as CEO.

Business model

Direct-to-consumer e-commerce: Hey Freya sells branded supplements individually through its online store and packages at-home cortisol testing with expert interpretation as a paid plan, alongside personalized wellness recommendations derived from lab tests and lifestyle assessment.

Product sales of supplements priced between $32 and $68 per unit, plus a $299 Cortisol Reset Plan bundling at-home testing and insight.

Traction

The company's site reports a 4.9/5 average rating across 64 customer reviews, with individual products rated between 4.69 and 5.0. Published clinical trial results cite 78% of participants reporting improved mood, energy and less fatigue, 70% reporting improvement in libido, and 75% feeling less overwhelmed by day-to-day stressors.

Latest developments

The company markets four supplements (THRIVE, QUENCH, CALM, REST) and a Cortisol Reset Plan, and has published results from its own clinical trial on mood, energy, libido and stress outcomes. Founders have appeared on podcasts discussing women's healthcare, hormone science and venture financing.