A founder reflection on hormones, fertility and the year ahead
Over the past few years I’ve noticed something quietly happening with women and their health. The more information we have access to, the more overwhelmed many of us seem to feel.
There are endless protocols now. Perfect morning routines. Habit stacking systems. Lists of supplements that promise to fix everything from hormones to digestion to energy. Women are trying so hard to do the right things for their bodies, yet at the same time many feel more confused than ever. They’re navigating symptoms they don’t understand, receiving medications without fully understanding what’s happening inside their bodies, and constantly wondering whether they’re doing enough.
Somewhere along the way, we seem to have lost trust in something very simple.
Our bodies were never designed to be puzzles we can’t solve. Our bodies are not that complicated , they just under researched, misunderstood and misguided
They were designed with extraordinary intelligence.
Hormones are not chaos. Symptoms are not random inconveniences. The body is constantly communicating with us, responding to our environment, our nourishment, our stress levels, our rhythms. But in a world that constantly pushes women to optimise and control every aspect of their health, many have slowly lost the sense that their bodies might actually know what they’re doing.
If I’m honest, the wellness industry has not always helped here.
There are brilliant practitioners and researchers doing important work in women’s health. But there is also an enormous amount of noise. Too many gimmicks. Too many products designed to taste good and sell well, while offering very little meaningful support. Too many supplements filled with unnecessary fillers and poor ingredients that quietly dilute the credibility of the entire industry.
And perhaps the most concerning trend of all is the idea that women need more and more products to function well.
Take this supplement. Then add these three. Now stack another protocol on top. Suddenly a woman is taking ten, fifteen, sometimes twenty different products every single day just to feel like she is doing enough for her body.
But real health rarely looks like that.
In my experience, the body responds far more powerfully to simplicity than it does to complexity.
Women don’t just need more products. They need clarity. They need education that helps them understand their hormones rather than fear them. They need to learn how to read symptoms as signals instead of immediately trying to silence them. They need calmer nervous systems in a world that constantly overstimulates them with information, pressure and unrealistic expectations.
And perhaps most importantly, they need to reconnect with the idea that the body already carries an enormous amount of wisdom.
This belief sits at the heart of why we created KIKO.
When we started KIKO five years ago, it wasn’t simply about creating another supplement company. It came from a deep frustration with the gender health gap and the lack of meaningful solutions available to women navigating hormonal health. Women’s bodies remain one of the most under-researched areas of medicine, and the result is that many move through life experiencing symptoms they are told are simply “normal”, without ever being given the tools to understand what their bodies are trying to communicate.
Over the past five years we’ve had the privilege of listening closely to thousands of women. Through conversations, community, research and customer stories, one thing has become very clear: women are navigating far more than they should have to alone.
Around one in ten women live with PCOS. Endometriosis affects a similar number, often taking years to diagnose. PMDD, hormonal acne, painful cycles, fertility struggles and pregnancy loss are far more common than we openly talk about. Globally, infertility now affects roughly one in six couples, yet the emotional and physiological complexity of fertility is still so poorly understood.
At the same time, we are living in an era where chronic stress, environmental pressures, inflammation and nutrient depletion are placing enormous strain on our hormonal systems.
It’s a lot for one body to carry.
Over the last five years KIKO has focused deeply on supporting women through menstruation and menopause. These life stages are incredibly important and often overlooked. But women’s hormonal journeys don’t begin and end there. Fertility, pregnancy, postpartum and motherhood are equally profound chapters of the hormonal story.
This has become especially meaningful to me on a personal level.
Over the past few years my own journey with fertility changed me in ways I never expected. I experienced the heartbreak of losing three babies, along with an ectopic pregnancy that cost me one of my fallopian tubes. Eventually, I experienced the joy of becoming a mother. That journey taught me more about the female body, resilience and hormonal health than anything else ever could.
It deepened my respect for how complex, fragile and extraordinary the female body truly is.
It also made something very clear to me: women deserve far better support throughout every phase of their hormonal lives.
This is why the next chapter of KIKO will expand more intentionally into fertility and reproductive health. Not just through products, but through education, research and conversations that help women feel less alone as they navigate these experiences.
Because at its core, KIKO has never simply been about supplements.
It’s about helping women understand their bodies again.
It’s about creating simpler, more thoughtful ways to support hormone health. It’s about education that makes complex biological systems feel accessible rather than intimidating. And it’s about creating spaces where women can slow down, learn and reconnect with themselves in ways that feel warm, human and nourishing.
This year we want to deepen that work.
We want to listen more closely to women’s experiences and contribute to the research and insight that still feels so desperately needed in this space. We want to gather better data about what women are navigating so that the solutions we build are informed by real stories rather than assumptions.
We also want to create environments that feel different from the typical wellness space. Places where women can sit with a cup of tea, read, ask questions and learn about their bodies without feeling overwhelmed. The idea of something like The Sunroom grew from that vision ,a warm, gentle space for learning, conversation and connection.
And alongside that, we want to bring women together in nature again. Walks, shared meals, sunlight, conversation. Simple gatherings that remind us that health isn’t just something we measure through blood tests and numbers. It’s something we experience in our bodies, in our nervous systems, and in the communities we build around us.
At the heart of everything we do at KIKO is a very simple belief.
The body is incredibly intelligent.
When we nourish it well, support it consistently and create the right conditions for it to function, it has an extraordinary ability to regulate and restore balance.
Sometimes the most powerful thing we can do is simply create the space to listen again.
Because in many ways, the body already knows the way back.
And our role is simply to help women remember.
