Amulet Aims to Redefine Hormonal Health with Sharapova's Backing

NEW YORK, NY – April 13, 2026 – A new player has entered the burgeoning women's wellness market with a bold mission: to shift the conversation from managing monthly symptoms to optimizing daily performance. Amulet, a science-backed hormonal health company, launched today with its flagship product, Daily Cycle Support, and the formidable backing of investors like tennis icon Maria Sharapova and designer Gabriela Hearst.

Led by CEO Suzanne Stockbridge, a veteran consumer health executive, Amulet aims to carve a new path in a category long dominated by reactive solutions. The company is betting that women are ready for a proactive approach that helps them work with their biology, not against it.

"For too long, women's health solutions have been reactive, fragmented, and narrowly focused on symptom relief," said Stockbridge in the launch announcement. "Amulet was built around a different vision: helping women perform more consistently across their entire cycle."

A Market Ripe for Reinvention

Amulet enters a women's health landscape that is both crowded and, according to the company, deeply flawed. The current market largely offers two choices: pharmaceutical interventions like birth control or a sea of "pink-washed" wellness products often built on herbal blends with limited clinical validation. Amulet is positioning itself as a "third path" focused on evidence-based performance support.

The company's premise is built on a stark reality many women face. Consumer research conducted by its parent venture studio, Squared Circles, suggests that due to natural hormonal fluctuations, many women experience only about 10 truly optimal days per month. Yet, the demands of modern life—from the boardroom to the gym—expect consistent, high-level performance every single day.

This creates a significant gap between expectation and biological reality. The brand is tapping into a powerful cultural shift, as a new generation of women, athletes, and health professionals demand more sophisticated tools and a deeper understanding of female physiology. The focus is moving away from simply "period care" and toward a more holistic concept of "female performance," a category Amulet aims to define and lead.

The Science of Consistent Performance

At the core of Amulet's strategy is a novel formulation for its debut product, Daily Cycle Support. The gummy supplement combines two well-researched ingredients, creatine monohydrate and a bio-identical lactoferrin called effera®, chosen specifically for their roles in female biology.

Creatine, while one of the most studied compounds in sports science, has historically been associated with male athletes. However, emerging research highlights its crucial, and often overlooked, role in women's health. Women naturally have 70–80% lower creatine stores than men, which means supplementation can be particularly impactful. Its function extends far beyond muscle-building; it is vital for cellular energy production. This is critical as estrogen fluctuations throughout the menstrual cycle directly influence creatine metabolism. By supporting the body's energy systems, creatine may help stabilize mood, enhance cognitive focus, and sustain strength, particularly during phases of the cycle when women often report dips in energy and performance.

The second key ingredient, effera®, represents a leap forward in biotechnology. Developed by Helaina, effera® is a bio-identical lactoferrin produced through precision fermentation. Lactoferrin is a powerful protein naturally found in the female body, but most supplements use a version derived from cows. Helaina's clinical data suggests its human-equivalent version is not only more easily absorbed but also avoids the potential inflammatory and immune responses that can be triggered by the bovine alternative. This bio-identical protein is designed to support iron regulation, immune function, and microbiome balance—all of which are integral to stable energy and overall well-being.

"Women's physiology is dynamic and cyclical, yet most health products ignore this fundamental biological reality," noted Dr. Stephanie Kuku, a women's health specialist and member of Amulet's scientific advisory board. "Amulet is built around a deeper understanding of hormonal biology and uses evidence-based ingredients to help stabilize fluctuations that influence mood, energy, and performance."

Star Power and Strategic Capital

The credibility of Amulet's scientific claims is bolstered by significant star power and strategic investment. The inclusion of Maria Sharapova as both an investor and strategic advisor lends the brand a powerful voice rooted in elite athletic experience.

Sharapova, who has transitioned from a tennis champion into a formidable investor with a sharp eye for wellness brands like Therabody and Supergoop!, brings more than just her name. Her involvement speaks to a personal understanding of the problem Amulet is trying to solve.

"Throughout my career I was expected to perform no matter what time of the month it was, and there wasn't any conversation about how our cycles affect how we feel, train, and show up every day," Sharapova stated. "That's one of the reasons I connected with Amulet. It's designed to support women throughout their entire cycle, not just a few days each month."

This endorsement is part of a larger trend of celebrity and venture capital flowing into the femtech and women's wellness sectors, which are experiencing explosive growth. Investors are recognizing the immense, underserved market of women seeking better, more personalized health solutions.

The Venture Studio Blueprint

Amulet is the latest brand to emerge from Squared Circles, a consumer health venture studio that partners with private equity giant L Catterton. Squared Circles specializes in incubating science-backed companies, a model designed to accelerate innovation by pairing licensed bioscience IP with sophisticated brand building.

The studio recently closed a $40 million Series A funding round, signaling its intent to launch and scale several more health-focused brands in the coming years. Its portfolio already includes Magic Molecule, a popular skin-healing spray, and Algae Cooking Club, a sustainable cooking oil brand co-founded by chef Daniel Humm. This track record provides Amulet with a robust operational backbone and a proven framework for bringing science-led products to market.

With a clear mission, advanced ingredient science, and the backing of strategic investors and a successful venture studio, Amulet is poised to make a significant impact. The company is not just launching a supplement; it is making a compelling case for an entirely new approach to women's health, one where hormonal cycles are not a liability to be managed, but a biological rhythm to be understood and optimized.