Julie
8 known investors
Julie sells an FDA-approved over-the-counter emergency contraceptive (levonorgestrel morning-after pill) that reduces pregnancy risk after unprotected sex, available without prescription, ID, or parental consent across all 50 U.S. states. The product is sold direct-to-consumer and in retail stores such as CVS, targeting people seeking accessible emergency contraception.
Also known as Julie Morning After Pill · Julie Products Inc.
Investors · 8
Also in the syndicate · 1
Company profile
researched Aug 2026Julie (Julie Products Inc.) is a consumer healthcare brand built around the Julie Morning After Pill, a progestin-only emergency contraceptive containing 1.5mg of levonorgestrel — the same active ingredient as Plan B One-Step. The product is FDA-approved, sold over the counter without a prescription, ID, parental consent, or age restriction, and is available for purchase in all 50 U.S. states. Julie states the pill lowers the chance of pregnancy after unprotected sex by nearly 90% when taken within 72 hours, works by temporarily delaying or stopping ovulation, does not terminate or harm an existing pregnancy, and does not affect future fertility.
Alongside the product, Julie operates an editorial and educational arm covering emergency contraception and general sexual health, with articles authored by Dr. Tessa Commers, the company's Head of Medical, and additional medical advisors and contributors including Dr. Cordelia Nwankwo, Dr. Jennifer Peña, and sex educator Lizzy Joelson. The site also offers "Ask Julie," an AI-generated question-and-answer feature whose content the company says is sourced and reviewed by board-certified medical professionals and framed as educational rather than medical advice. Julie additionally sells branded apparel and accessories such as t-shirts, underwear, and keychains priced between $25 and $45.
The company runs two access programs under the "Julie for All" banner: a donation program that has given away one million morning-after pills to nonprofit and community organizations, with 3% of net retail sales donated as product on a quarterly basis, and a wholesale program supplying low-cost emergency contraception to nonprofit and community organizations serving economically disadvantaged populations. Julie frames these programs around the 19 million American women it says live in contraceptive deserts.
Founding story
Julie was co-founded by Amanda E.J. Morrison, who serves as president and previously founded and was COO of the cosmetics brand Mented Cosmetics, together with Brian Bordainick and Julie Schott, who previously co-founded the pimple patch brand Starface. The founders applied their beauty and personal care backgrounds to a healthcare brand aimed at dispelling myths and reducing stigma around emergency contraception.
Business model
Julie sells a single-tablet over-the-counter emergency contraceptive as a packaged consumer product, distributed both direct-to-consumer through its own online shop with delivery and through physical retail. It supplements product sales with branded merchandise and operates a discounted wholesale channel for nonprofit and community organizations.
Revenue comes from product sales of the Julie Morning After Pill through e-commerce and retail distribution, plus sales of branded apparel and accessories. A wholesale program provides the product at low cost to nonprofit and community organizations, and 3% of net retail sales is allocated to product donations.
Traction
The company states that 1.6 million women trust the Julie Morning After Pill, that more than one million pills have been donated, and that the product is carried in over 13,000 stores.
Latest developments
Julie's website promotes updated packaging ("same pill, new box"), a campaign starring Chet Hanks and Hallie Batchelder, the "Ask Julie" AI information tool, and an apparel line. The Julie for All donation program has reached one million donated pills, with 2026 donations distributed quarterly.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Julie positions itself as an over-the-counter alternative to Plan B One-Step and other levonorgestrel generics such as Aftera and Take Action, differentiating on branding, discreet packaging, in-aisle retail placement, and educational content rather than on active ingredient.
The product uses the same 1.5mg levonorgestrel active ingredient as other over-the-counter emergency contraceptives; the company differentiates through consumer-brand packaging described by customers as discreet and non-clinical, shelf placement that does not require asking at a pharmacy counter, an editorial library and AI question-and-answer tool reviewed by medical professionals, and an access-oriented donation and wholesale program.
Technology
The consumer-facing product is a pharmaceutical tablet containing 1.5mg levonorgestrel. The company also operates "Ask Julie," an AI-generated informational tool on its website whose outputs it says are sourced and reviewed by board-certified medical professionals and presented anonymously for educational purposes only.
Go-to-market
Sales run through the company's own e-commerce site with delivery and a store locator, and through national retail chains including CVS and, at launch, Walmart. Marketing includes celebrity-fronted campaign creative featuring Chet Hanks and Hallie Batchelder, an Instagram presence, email and SMS marketing sign-ups, branded merchandise, and a content hub authored by in-house and advisory clinicians.
People with a uterus seeking emergency contraception after unprotected sex or birth control failure, without needing a prescription, ID, parental consent, or a minimum age; the company also targets nonprofit and community organizations serving economically disadvantaged populations and areas with limited access to contraception.
Geography
United States; the product is available for purchase across all 50 states and is stocked in more than 13,000 retail locations, including CVS, with a launch into Walmart stores noted in 2022.
History
The company was described as a new healthcare brand in September 2022, when it closed a Series Seed financing round led by Connect Ventures, an investment partnership between talent agency CAA and venture capital firm NEA. At that time it was launching over-the-counter distribution in Walmart stores across the United States. It has since expanded retail availability, including CVS, and reports presence in more than 13,000 stores.
Risks & controversies
The company discloses that effectiveness of the morning-after pill decreases at higher body mass index — pregnancy risk under 2% for BMI under 25 versus 5.8% for BMI over 30 — and that taking two pills does not improve effectiveness. It also notes common side effects including menstrual cycle changes, spotting, cramping, nausea, breast tenderness, and fatigue, and operates an adverse-reaction hotline. The product is subject to FDA regulation as an over-the-counter drug.
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.
Timeline · 3
launches, deals, and filingsThe company promotes redesigned packaging ("same pill, new box") and offers "Ask Julie," an AI-generated, anonymous educational question-and-answer feature reviewed by board-certified medical professionals.
Julie, described as a new healthcare brand focused on emergency contraception, completed a Series Seed financing round led by Connect Ventures, an investment partnership between talent agency CAA and venture capital firm NEA. Lowenstein Sandler acted as legal counsel to the company.
The over-the-counter emergency contraceptive was reported to be launching in Walmart locations nationwide to broaden access.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
Small Business Spotlight: Moore's Bar & Grill | Banner Graphic | suncommercial.comsuncommercial.com · Aug 2026▸Research sources · 8
primary sources listed
- Juliejuliecare.co · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Julie do?
- Julie sells an FDA-approved over-the-counter levonorgestrel emergency contraceptive direct-to-consumer and through U.S. retailers.
- Who are Julie's investors?
- Julie's investors include Cosmic Venture Partners, Fourward Ventures, Ingeborg Investments, Western Technology Investment, Worklife Ventures, Entrepreneur Venture, SIDE-Capital.