Valerie: The liquid supplement startup for perimenopausal women

Having launched in September, Valerie is set to revolutionize the way women approach health during the stages of menopause. Olly Johnson, co-founder, draws from both a career in health-focused retail and a deeply personal motivation for this venture. “Valerie exists to empower women and to take back control of their health, specifically when they’re going through the three stages of menopause,” Johnson states. His mother’s experience inspired this path, as her struggles with symptoms like brain fog, poor sleep, and high anxiety were dismissed with a quick prescription of antidepressants. Unwilling to settle, she searched through Facebook groups, high-street brands, and eventually, self-treatment, which often led back to square one. “I guess [her] experience … led me to do more research and figure out whether it was a common problem,” he reflects.

From Sports Science to Retail Expertise

Johnson’s background has equipped him well for his role in addressing this under-served market. A sports science graduate, he honed his marketing and growth strategy skills at well-known brands such as Myprotein, where he observed firsthand the rapid expansion of direct-to-consumer (DTC) brands. “My version of … a growth marketer is that retention is just as important,” he explains, emphasizing the need for lasting customer relationships, a focus that he brings to Valerie. Johnson’s journey reflects both extensive experience and genuine passion, making him ideally suited to address the needs of women going through this life stage.

“We want Valerie to be very kind of not only informative and educational … but also really down-to-earth, and kind of straight-talking.”

Valerie’s product, a liquid supplement, is designed specifically to stand out from existing solutions. “We have not developed a pill or a capsule. Ours is a liquid format … which gets into the bloodstream up to 46 times better than it would if it was in a capsule,” Johnson says, describing their use of a liposomal formulation, a technique that ensures higher absorption rates and better efficacy. Current market offerings, he suggests, often lack effective solutions and cater minimally to women experiencing perimenopause—a phase that, as Johnson describes, is under-recognized yet critical.

“Valerie’s launch proposition is focusing on the perimenopause stage,” Johnson asserts, positioning Valerie as a brand filling a void. He adds that many women in this phase “might think they’re burning out, they might think they’re depressed” due to a lack of knowledge about the symptoms. Valerie aims to bridge this gap by providing personalized options that acknowledge the unique journey each woman faces. Johnson is confident in Valerie’s differentiated approach and commitment to personalization, signaling that Valerie will eventually provide tailored options to address individual health needs.

The two-year research and development phase for Valerie involved rigorous testing and collaboration with experts. Initially, Johnson sketched a product formula, which was reviewed and refined by a naturopath specializing in women’s hormone health. Johnson details, “She snagged my formula, like, crossed out a few things, probably kept half of it, and then came up with her version.” After collaborating with manufacturers, who optimized the formula for liposomal delivery, the product finally took shape as a science-backed, liquid supplement. The lengthy process, he explains, was crucial to ensure Valerie’s product stood out in both quality and effectiveness.

Building Community Through Social and Direct Engagement

Valerie’s launch strategy includes a strong emphasis on community, primarily through social media. “Valerie is a person and hopefully kind of like an agony aunt … that you can confide in and share what it is you’re exactly feeling,” Johnson says, describing the brand’s persona as approachable and empathetic. Valerie’s target market largely resides on Instagram, with plans to create an exclusive forum moderated by experts for women to exchange experiences and find reliable information. Johnson explains, “The vision is to bring everything under one roof into a forum that’s moderated by experts so we can cut through the [misinformation] and make sure it’s sound.” Valerie’s approach aims to foster a supportive environment for women, a contrast to the clinical or commercialized spaces of current health products.

“If I could have started the fundraising campaign again, I probably would have lowered the valuation.”

In a competitive wellness market, Valerie stands out not just for its product format but for its emphasis on relationship-building through a DTC model. Johnson notes, “The ability to own the data and build that relationship directly with the consumer … and plug in a subscription model” is essential to Valerie’s business. Describing a subscription as a “membership,” Johnson sees this model as an opportunity to offer value beyond a simple discount, such as access to events with experts in women’s health. This approach aligns well with his broader vision for Valerie: a DTC brand that prioritizes consumer engagement and long-term relationships.

Valerie’s product development process has been informed by a unique advisory board consisting of 200 women who helped guide the brand’s journey. Johnson refers to this group as their “unofficial advisory board,” a team that provided “tens of thousands of data points” through surveys, meetings, and interactions. This advisory board allowed Valerie to “co-create the brand and validate the proposition,” Johnson states, acknowledging the critical role this feedback played in shaping both the product and its marketing.

The Challenge of Securing Investment

Despite its potential, launching Valerie has not been without its challenges. Johnson shares his experience with securing investment, noting, “I thought that I would be able to … close [funding] pretty quickly, and that has just not been the case.” Valerie’s initial funding target is £500,000, a goal Johnson is steadily approaching as launch nears. Reflecting on the lessons learned, he advises, “If I could have started the fundraising campaign again, I probably would have lowered the valuation … to give us enough runway to start running a bit quicker.” This humility and willingness to learn from the process demonstrate Johnson’s commitment to ensuring Valerie’s success.

As the conversation draws to a close, Johnson shares the motivations driving Valerie’s mission, pointing to the “staggering” lack of funding and research in women’s health. “The numbers … are actually quite staggering. The lack of funding and research that has gone into women’s health over the years,” he says. Addressing this gap through Valerie, Johnson hopes to empower women by providing them with effective tools to navigate a critical stage in their lives. He asserts, “It’s time that we did better,” urging for increased support from investors, policymakers, and society at large.

In the crowded field of wellness brands, Valerie’s approach to perimenopausal health is both innovative and purpose-driven, combining cutting-edge science with a focus on community and genuine support. As Valerie prepares for its official launch, Johnson is optimistic that it will resonate with women seeking a trusted companion in their health journey. “We want Valerie to be very kind of not only informative and educational … but also really down-to-earth, and kind of straight-talking,” he concludes. With its unique blend of expertise, empathy, and dedication, Valerie may just prove to be the game-changer that women navigating menopause have been waiting for.