After 5 years within the sport, Stix will now be often called Winx Well being.
On Tuesday, the reproductive and vaginal well being firm is introducing its new title, look and adviser Kerry Washington.
Winx Well being launched in 2019 with a being pregnant check and a robust mission of how ladies needs to be marketed to, particularly relating to reproductive and sexual well being instruments.
“We wished to create a being pregnant check that was branded and designed for individuals who didn’t essentially need to get pregnant, so no infants on the packing containers,” stated Stix cofounder Jamie Norwood. “We in a short time realized that the market was a lot greater than that and ladies’s well being is way, rather more than getting pregnant or not getting pregnant.”
Winx Well being Early Being pregnant Assessments
Courtesy of Winx Well being
From there, the model started increasing, launching UTI testing, a morning-after tablet, dietary supplements and an in depth instructional platform referred to as Actual Speak that has greater than 500 articles.
“I like to explain it because the Gen Z WebMD,” Norwood stated of the platform.
This vary that the model now provides is what finally led to the rebrand, in line with Norwood.
“The title Stix got here from the road on the being pregnant assessments,” she stated. “We’ve felt for the previous couple of years like our title didn’t actually signify the total spectrum of ladies’s well being and all of our choices. We determined to make the leap and alter our title to Winx Well being, [which] is a nod or a wink to let individuals know that we’re of their nook and that ladies’s well being is a full spectrum of experiences.”
The method began eight months in the past and included creating a brand new look and all new property. Whereas the model nonetheless options vibrant colours, it’s undergone a design refresh.
“It can look extra like an evolution than like a totally new model,” Norwood stated.
Kerry Washington for Winx Well being
Courtesy of Winx Well being
Along with the rebrand, Winx Well being has introduced on Washington as an investor and well being adviser. The group didn’t disclose the small print of Washington’s funding.
“We obtained linked with Kerry a few 12 months in the past. She had heard of Stix, now Winx Well being, by one among our traders,” Norwood stated.
After having conversations, it was a transparent match.
“Kerry has spent a variety of her profession advocating for intercourse ed and reproductive justice,” Norwood stated, emphasizing the significance of this particularly in an election 12 months two years after the overturning of Roe v. Wade. “She’s going to be doing a variety of advocacy work, particularly this summer time going into the autumn with the election throughout reproductive justice and letting individuals know that ladies’s rights and ladies’s well being may be very a lot on the poll.”
Winx Well being Restart Morning-after Tablet
Courtesy of Winx Well being
Advocacy is a core tenet for the model, most notably seen by its Restart Donation Financial institution, which permits anybody to both donate $20 or redeem free of charge a dose of the morning-after tablet. To this point, the model has donated 30,000 doses. Along with this, the model will probably be doubling down on get-out-the-vote efforts and campaigns this 12 months surrounding the election.
“I’m thrilled to be working so carefully with Winx Well being. The model has labored diligently to uphold ladies’s rights to selection and privateness relating to their well being,” Washington shared in an e-mail. “I’m proud to be an investor on this game-changing firm that has helped lots of of 1000’s of younger ladies entry the well being care they need and want — particularly now, when motion is so urgently wanted.”
As well as, the model is launching its UTI test-and-treat and vaginal well being test-and-treat packages.
Winx Well being UTI Take a look at + Deal with
Courtesy of Winx Well being
“You pee on it such as you would a being pregnant check, after which we’ve a QR code,” Norwood stated. “You possibly can scan your check consequence after which it’s going to inform you in case you have a UTI or not. Should you do, it’ll join you with the physician through SMS and you will get your prescription in hours.”
Though the model has therapy merchandise and dietary supplements, the primary focus going ahead will proceed to be on testing, per Norwood.
“Persons are so confused about what’s occurring with their our bodies,” she stated, emphasizing buyer confusion relating to the distinction between a UTI or yeast an infection. “We wish at-home diagnostics to be as accessible and as simple to grasp and easy as attainable. Staying within the diagnostic area is actually vital to us….That stated, any merchandise that individuals with vaginas want which can be at present complicated, obscure, exhausting to entry, we need to make higher so we’ll undoubtedly keep in vaginal, reproductive and sexual well being.”
Winx Well being Vaginal Well being Probiotic
Courtesy of Winx Well being
With this in thoughts, the model can also be targeted on Gen Z prospects in the mean time, although Norwood sees potential within the menopause class.
Whereas the corporate declined to share particular gross sales figures, Norwood reported that the model, which is obtainable on on-demand retailers like GoPuff and DoorDash in addition to a regional grocer in Pennsylvania, reached profitability this 12 months. With that, the purpose is to proceed to increase its footprint.
“We need to be in all places that our prospects are so we’d like to launch in retail in all places,” Norwood stated.