Unfabled bags $1.7 million in funding and notches up a wellness brands from Boots Ignite cohort first

Unfabled, a women's health specialist which was founded in 2021 by former Unilever executive Hannah Samano, has secured a $1.7 million funding round, along with an expansion into 737 Boots UK stores nationwide, topping up the total of seed funding raised to $3.9 million.

Among the new investors is Arāya Ventures, founded by Managing Partner Rupa Popat and backed by British Business Investments (BBI). This is BBI’s first ever commitment to a solo GP. Alongside this, previous investors include Morgan Stanley, Exceptional Ventures, Atomico Angels, and angel groups out of Google and MIT.

Investment into Unfabled has been made from their Arāya Super Angel Fund, a community powered model. 67% of investments into Unfabled have come from female investors, compared to an industry average where just 14% of angel investors are women and only 15% of senior VC roles are held by women.

Samano says: “Women’s health has been sidelined for far too long. We’ve shown that when you truly listen to women, you don’t just create better products - you create a movement. Boots expanding our footprint by over 1000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community, and a category that retailers and investors can no longer ignore.”

Rupa Popat, General Partner at Arāya Ventures, says: “Unfabled represents the future of women’s health: community driven, culturally relevant, and commercially explosive. Hannah has built unparalleled momentum, with DTC growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”

Boots introduced six of the brand’s Essentials supplements into 50 stores in December 2024, and the retailer is now bringing the range to 737 stores nationwide. It was picked as one of the first entrants into Boots Ignite, an accelerator programme for trending and viral brands.

Unfabled aims to turn TikTok virality into in-store demand, bridging the gap between digital buzz and high street sales. For retailers, the brand offers a gateway to Gen Z and Millennial shoppers, who are notoriously difficult to engage in wellness aisles.

At the heart of the brand is Unfabled Labs, a community led methodology where trends are spotted, tested, and validated before being rapidly translated into products.

2025 RTIH INNOVATION AWARDS

Startups will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.