About Avafem

Most wellness shopping is generic. The advice gets generic too: the same nine-product routine recommended to a 17-year-old in puberty, a 34-year-old in postpartum, and a 58-year-old in menopause. Avafem exists because women deserve better.

We're a curated marketplace + AI wellness companion. Every product on the shelf is reviewed against a clinician-maintained knowledge base. Every recommendation cites the passages it's grounded in. Every personalisation signal — life stage, skin type, cycle phase when you're tracking one, daily symptom log when you choose to share it — is yours to control, anonymise, or wipe.

What we believe

• Life stage matters more than age. The Curator routes Menopause users to bone-health + barrier-repair picks, Pregnancy users to pregnancy-safe nutrition, and General Wellness users to skin-type-aware actives. No two shelves look the same.
• Receipts beat hype. Every clinical claim on the site carries a citation back to the knowledge base. If we can't cite it, we don't say it.
• Cycle is one signal, not the whole story. We track it for users who choose to. We never make it a gate.
• Privacy is the product. Photos for skin analysis are processed once and discarded. Health data anonymisation is a one-click toggle.

Who we serve

Avafem is built around six life-stage paths: Puberty, General Wellness, Pregnancy, Postpartum, Perimenopause, and Menopause. Each one anchors its own curated shelf, its own Expert chat persona, and its own community room. You pick yours in the intake; you can change it any time.

How we make money

We earn a per-merchant commission on every order the marketplace fulfils. We don't accept paid placements, and ranking on the Curated shelf is decided by relevance to your profile, not by who pays the most. Every product page shows the merchant who actually ships it; we never re-skin a brand.

Where we're going

Telehealth referrals into vetted partner networks (Midi for menopause, Hers for general care, Perelel for pregnancy + postpartum) are live. Subscription auto-ship + loyalty tiers with free shipping at Flow are shipping in waves. The Editorial desk publishes weekly evidence-backed pieces, each anchored to picks from the curated catalog.

Get involved

If you're a clinician or creator and you'd like to contribute, see /creators. For everything else, drop us a line.