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Health & Her Expands into US and Chinese Markets, with UAE Launch Planned


Health & Her, a leading female health brand, has successfully secured new export deals in the US and China, with plans to enter the UAE market later this year. The company, co-founded by Kate Bache and Gervase Fay, was established in 2019 and offers a range of supplements designed to support women through various hormonal changes, including menstruation, perimenopause, and menopause. These products are backed by research and driven by data, ensuring reliable support for women’s health.


The Cardiff-based brand has already made inroads in Germany and Ireland, and its expansion into the US and China is being supported by the Welsh Government’s export initiatives. The US, now the company’s largest export market, saw a significant boost after Health & Her secured partnerships with one of the country’s largest pharmacy chains, as well as Vitamin Shoppe, a wellness retailer with over 700 locations. This has enabled the brand to provide an in-person retail experience, expanding beyond its existing online presence through its website and Amazon US.


The entry into the US market proved transformative, with US revenue increasing from 5% to 8% of overall turnover within just a few months. This strategic move was facilitated by the Welsh Government’s International Trade Development (ITD) programme, which provides Welsh businesses with guidance and support to navigate the global export landscape.


In China, Health & Her has collaborated with a local agency to reach millions of consumers through popular platforms like TMall, TikTok, and Douyin. TMall, known for being the world’s largest third-party online platform for brands, allows Chinese consumers to access international products that may not be available in local retail stores. Meanwhile, Douyin, the dominant player in the Chinese social media market, alongside TikTok Shop, enables Health & Her to engage with a vast audience. Support from the Welsh Government and the China-British Business Council was crucial in establishing these commercial partnerships.


Health & Her is also set to enter the Middle Eastern market, having showcased its products at the Arab Health conference in January 2024. Participating in the event under the Cymru/Wales Pavilion as part of a trade mission, the company attracted interest from three major retailers and distributors in the region. After securing the necessary accreditations, Health & Her will launch in the UAE this October.


The brand’s expanding international presence marks the beginning of a major global rollout, with its perimenopause and menopause wellbeing app already being used by women in 176 countries worldwide.


Kate Bache, Co-founder and CEO of Health & Her, commented:

“It’s been an incredibly busy few months as we expand into the US and Chinese markets. The US represents the world’s largest supplement market, and China, as the second most populous country, allows us to reach hundreds of millions of women who face hormonal health challenges. Our goal from the beginning has been to access global markets because, no matter where you live, women will always experience changes in their wellbeing related to hormonal health. The support from the Welsh Government has been invaluable on this export journey. It’s been a truly collaborative effort, and their guidance has played a key role in our success.”

Rebecca Evans, Cabinet Secretary for Economy, Energy, and Planning, said:

“Exports are a vital component of the Welsh economy, and the success of Health & Her exemplifies the impact of innovative Welsh companies reaching global markets. It is inspiring to see a female-led business thriving and showcasing its products internationally. The Welsh Government’s export support programmes, delivered under our Export Action Plan, continue to make a real difference. We hope to see even more businesses across Wales follow in Health & Her’s footsteps.”

Health & Her’s continued expansion underscores the brand’s commitment to providing essential support for women’s health around the world, demonstrating the importance of innovation and international collaboration.


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