Caria
Caria is a consumer health startup focused on women's midlife health that was acquired in 2025.
I co-founded Caria and personally led the company’s design, brand, and product vision from the ground up. At a time when menopause was still largely ignored by tech, venture, and most of consumer health, the landscape was full of dated branding and very little that felt like it had been designed for the women actually going through it.
I saw an opportunity to design something better: a product and brand that made this stage of life feel visible, modern, and worth taking seriously.
During my time building Caria, it grew into a global platform used by women in more than 50 countries, attracted notable investors (Serena Ventures, LSVP, UnitedHealthcare), generated media attention organically in major outlets like Apple, Forbes, WIRED, FastCo, and helped bring menopause into the mainstream as a serious consumer health category.
What made Caria different was that we refused to build for a stereotype. The women nagivating this life phase are digitally fluent, style-literate, highly engaged, and used to strong consumer experiences everywhere else in their lives. Yet in menopause, the market kept serving them some combination of medical jargon and products/imagery that felt like they were made for an entirely different generation.
We took the opposite approach. We built Caria as the first modern, women-first brand in the category: direct, relatable, well-designed, and actually reflective of the user. It became the first menopause solution featured on the front page of the App Store and the first to appear on a billboard in Times Square.
The product was designed to meet women where they are — helping get answers, support, and access to care without navigating the healthcare maze and gaslighting that was constantly letting them down. Caria used AI to help women make sense of the symptoms they were experiencing, turning confusion into a clearer picture of whether they could be in perimenopause or menopause. From there, the product combined symptom tracking, personalized care programs, and community support.
In a category crowded with confusion and snake oil, we prioritized clinical rigor from the start. Caria ran a flagship randomized controlled trial that showed meaningful improvements in some of the most disruptive menopause symptoms after six weeks of use.
Caria set the stage for an entire category of menopause-focused innovation and established that tone for what came next. By creating a design-forward, authentic, and relatable identity, Caria paved the way for a wave of new solutions, investment, and conversation around menopause that followed in the years after.
