Hormona
Techstars '22Weybridge, GB · Founded 2020 · 30 employees on LinkedIn · 6 known investors
Hormona provides digital health resources and education for women's hormonal health management across all life stages. The platform addresses knowledge gaps and helps women understand and manage hormonal well-being.
Also known as Hormona: Period & Hormones · WLNESS SCIENCE LTD
Founders & leadership
Hormona was founded in 2020 by Karolina and Karolina Löfqvist.
Investors · 6
Also in the syndicate · 2
Funding
SEC filings, press & company announcements- Undisclosed amountSeedMay 2025 · 2 sources
Supernode Global (lead), Voima Ventures (lead), DLF Ventures, Nascent Invest, Techstars
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Hormona is a women's health technology company that combines a mobile app with at-home hormone testing to help women measure, track and interpret their hormone levels. The core product is the Hormona cycle app, which lets users log menstrual cycles, symptoms and general well-being; algorithms analyse the logged data to identify individual patterns, predict PMS and period symptoms, and deliver daily insights, cycle-syncing guidance, recipes and nutrition tips. The app is offered in a free version (Hormona Freemium) and a paid tier (Hormona+) that unlocks personalized symptom predictions, hormone-level-based nutrition advice, a full library of articles, mindfulness sessions and recipes, a mood and energy calendar, cycle analytics and expert answers.
Alongside the app, Hormona has developed a non-invasive at-home urine hormone test. Users scan the test with a phone camera and receive quantitative, clinical-grade hormone results in the app within roughly 15 minutes, without lab visits or blood draws. The company also markets a perimenopause offering (waitlist-based at the time of the sources) providing stage-specific hormone mapping and symptom support for hot flashes, fatigue and sleep changes, and states it is developing a home testing device to measure estrogen levels. Product development is carried out with endocrinologists, gynecologists and nutritionists, and the company says it conducts its own studies and data analysis on women's hormonal health.
Founding story
Co-founder and CEO Karolina Löfqvist experienced years of hormone-related symptoms and repeated, unhelpful consultations with multiple doctors, at one point being prescribed antidepressants and advised to leave her career. After independent research and consultations abroad she was diagnosed with an underactive thyroid and hormonal imbalances. Recognising a broad knowledge gap in women's hormonal health — she cites that up to 80% of women face similar struggles — she set out to build an accessible platform combining education, tracking and testing.
Business model
Direct-to-consumer: sale of at-home hormone test kits shipped globally, combined with a freemium mobile app that includes in-app purchases and a paid Hormona+ subscription tier.
Revenue from hormone test kit sales and from app subscriptions/in-app purchases (Hormona+ premium tier alongside a free version).
Traction
The Android app reports 10,000+ downloads and a 5.0 rating from 518 reviews; the company states its tools are used by women in more than 185 countries, and the app is described as award-winning. The team numbered 12 as of May 2025.
Latest developments
In May 2025 Hormona announced a $6.7 million seed round led by Voima Ventures and co-led by Supernode Global, with DLF Ventures, Nascent Invest and Techstars participating, earmarked for launching its at-home hormone testing device, building a perimenopause app, international scaling, team growth, scientific research and clinical validation. The company is selling test kits and running a perimenopause waitlist; the Google Play listing shows an app update dated 19 August 2026.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positions itself as a clinical-grade, real-time at-home hormone testing and tracking solution for women, distinct from conventional period-tracking apps by focusing on hormone levels rather than cycle dates alone.
Combination of a non-invasive at-home hormone test read by a smartphone camera with app-based tracking and predictive insights, developed with endocrinologists, gynecologists and nutritionists, positioned as an alternative to blood tests and lab visits.
Technology
A mobile app (iOS 13.4+ and Android 6+) with algorithms that analyse logged cycle and symptom data to detect individual hormonal patterns and forecast symptoms, plus AI-driven insights. The at-home test uses a urine assay read by the phone camera to produce quantitative hormone results in the app in about 15 minutes, described as requiring no additional equipment.
Go-to-market
Direct-to-consumer distribution via the company website (test kit orders with global shipping) and app store downloads on the Apple App Store and Google Play; the app is available worldwide in Swedish and English, with a waitlist used to gather demand for the perimenopause product.
Women tracking their menstrual cycles and hormonal symptoms, including those investigating hormonal imbalance, PMS, irregular cycles, PCOS, fertility questions, and women navigating perimenopause and menopause.
Geography
Headquartered in London with a presence in Stockholm; the developer entity WLNESS SCIENCE LTD is registered at Great Portland Street, London. Products are used by women in more than 185 countries, and the app is offered worldwide in Swedish and English.
History
Founded in 2019 in London as an online educational community around women's health and hormones, according to a 2022 founder interview; a Vestbee report gives a 2020 launch by Karolina Löfqvist and Jasmine Tagesson, while the company's own site marks its story "since 2023". Feedback from the community led the founders to build the Hormona tracking app and to develop at-home hormone tests, with an at-home hormone monitoring system flagged as in development in 2022. In May 2025 the company announced a $6.7 million seed round to launch its hormone tests, expand its digital tools including a perimenopause app, and scale internationally.
Risks & controversies
The founders have described fundraising as their main challenge, citing difficulty raising as two female founders in a female-focused category. User reviews on Google Play include reports of app instability and complaints about pricing. The company notes its content and hormonal-fluctuation graphs are calibrated to regular cycles of 21-38 days and are less accurate for users with irregular or atypical cycle lengths, and its own site acknowledges the underlying research is still evolving.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 6
by search overlap
Companies competing with Hormona for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 2
launches, deals, and filingsSeed round led by Voima Ventures and co-led by Supernode Global, with DLF Ventures and returning investors Nascent Invest and Techstars, to launch its at-home hormone testing device, expand digital tools including a perimenopause app, and scale internationally.
$6.7M source ↗
In a founder interview, Hormona said it would launch an at-home hormone monitoring system for real-time hormone tracking over the following year, alongside its hormone tracking app.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Hormonahormona.io · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Hormona do?
- Hormona is a women's health company offering at-home hormone tests and an app for cycle, hormone and symptom tracking.
- Who founded Hormona?
- Hormona was founded by Karolina, Karolina Löfqvist in 2020.
- Who are Hormona's investors?
- Hormona's investors include Supernode Global, Techstars, SFC Capital, Voima Ventures.
- Where is Hormona headquartered?
- Hormona is headquartered in Weybridge, GB.