On May 16, 2023, the Women in Innovation New York Chapter, in partnership with Amazing Women in eCommerce (AWIE) by Yotpo, hosted an in-person panel on innovation in the wellness and women’s health industry at Yotpo’s SoHo office.

The room was packed with women from across roles, companies, and industries. Both new and existing WIN members gathered to enjoy snacks and drinks while taking in a powerhouse panel of trailblazing female disruptors in the health and wellness space.

Moderated by Ruthie Berber, WIN NY Chapter Community Lead and Program Director of AWIE, the panel featured an open conversation around breaking taboos—from menopause and intimate care to redefining undergarments and expanding family-building options.

Meet the Panelists

Catherine Balsam-Schwaber, Founder & CEO, Kindra — a self-care company for women in menopause offering body care and supplements for menopause, intimacy, focus, and sleep.

Jessie Goldman, Head of Partnerships, Cofertility — a human-first fertility ecosystem making egg freezing, egg donation, and third-party reproduction more accessible and empowering.

Laura Schubert, Co-Founder & CEO, Fur — the first daily pubic hair and skincare line designed for anywhere hair meets skin.

Annette Azan, Founder & CEO, Nuudii System — creator of a radical “boobwear” innovation that bridges the gap between wearing a bra and going braless.

Below are some of the key takeaways from the discussion.

From Personal “Aha” Moments to Shared Movements

Each panelist’s journey began with a deeply personal realization that reflected a widespread issue among women.

• Catherine (Kindra): Misdiagnosed with fibromyalgia before discovering she was in perimenopause.

• Laura (Fur): Inspired by a conversation with her sister about the stigma surrounding pubic hair.

• Jessie (Cofertility): Aligned with founders who realized “the best time to freeze your eggs is when no one’s talking about it.”

• Annette (Nuudii): Created her company after failing to find a bra that worked with her wedding dress—then learning that 80% of women dislike their breast shape.

Shattering Stigmas in Health and Wellness

These founders are reimagining how women experience and discuss their bodies—addressing topics often dismissed or ignored.

• Kindra: Tackling menopause and vaginal dryness, helping women “feel great at every age.”

• Fur: Encouraging people to rethink body hair and talk about it proudly.

• Cofertility: Making fertility journeys less isolating and more empowering.

• Nuudii: Designing for movement and comfort, helping women “feel their bodies.”

What Traditional Health and Wellness Gets Wrong

Each panelist reflected on the systemic challenges within the industry:

• Jessie: Fertility treatments are expensive—“People can pay $50–$80K and still not come out with a child.”

• Catherine: Menopause lacks investment and innovation because VCs look for “quick breakout hits.”

• All: Agreed that new solutions are needed to address long-ignored consumer pain points.

Breaking Through With Creative Marketing

Reaching audiences in restricted ad environments (TikTok, Meta) is an ongoing challenge. Panelists shared their approaches:

• Nuudii: Guerilla-style marketing—“We are all creators,” encouraging employees to post authentic content.

• Fur: A 360° approach, combining digital marketing with trade shows and community events.

• Cofertility: Building credibility through medical professionals willing to share and promote their message.

The Undercurrent: Building Trust

Trust emerged as the foundation for every success story—essential for attracting investors, educating consumers, and building loyal communities.

Panelists emphasized listening, iterating, and educating:

• Fur: “The bar is high.” Spent two years perfecting packaging to earn trust.

• Kindra: Focused on “gendering trust” in early days.

• Cofertility & Nuudii: Educate and empathize to attract donors and customers alike.

When asked about raising capital or pivoting, all pointed to integrity and quality as non-negotiable pillars of trust.

Closing the Evening: Ask & Give

Every WIN event ends with an Ask & Give session, where attendees exchange offers and requests for help. Participants included:

• An eCommerce executive recruiter offering her expertise

• A global professional seeking opportunities in startups

• A Meta representative offering to help Nuudii navigate certification

Guests left inspired by the women reshaping health and wellness—through connection, innovation, and empowerment. Some even won product giveaways from the panelists.

Jessie: “We think more women deserve more options. You spend your entire life trying not to get pregnant, and then when you can’t, it’s like—what?”

Annette: “I don’t need a bra, just a thin layer between myself and the world… we’re calling BS on bras.”

Catherine: “How can none of my friends know what’s going on—and my young daughter one day live in a world where people have severe menopausal symptoms but get misdiagnosed?”

Laura: “Why are there no options to take care of hair eloquently like dog hair?”

Catherine: “When you think of women’s health, it’s hard for those companies to be breakout hits. Male VCs are like, ‘Where’s the breakout hit like lipstick?’”

Jessie: “We joke about having donors in our DMs. It’s important for us to be seen.”

Laura: “I have a hot take: the advice to ‘just put something out and pivot’ doesn’t work in consumer markets. The bar is too high.”

Jessie: “The fertility space is hot now. We don’t see it as zero-sum. We want to give people choice—that’s a win for everyone.”

Annette: “It’s a pain in the butt to have boobs. We just want to be simple and comfortable. I want more competition—that makes it better for all women.”

Laura: “The fight isn’t in health and wellness—it’s in traditional advertising. It’s rooted in shame, so it’s important to band together and flip the switch.”