The product named cramp/less will be available from July 4.
Based on data that the firm has gathered via their expert-backed quiz and consumer engagement, it is observed that one in every three women suffer from period cramps, PMS-related mood swings, and menstrual bloating.
“Creating 100% natural remedies for the needs of the modern Asian woman has always been our goal. Doing this with the highest-quality ingredients and ensuring efficacy are of utmost importance to us.
“Natural ‘painkillers’ that reduce tension and inflammation — the cause of most PMS-related issues — are very difficult to develop, so we had to go back and forth on the ingredients, the dosage, as well as the best way to take it. You don’t have to take cramp/less every day for it to be effective, just during your menstrual cycle!” Mili Kale, co-founder of Moom Health, told NutraIngredients-Asia.
During menstruation, hormone-like substances called prostaglandins trigger muscles in the uterus to contract, which help expel the uterus lining. However, high levels of prostaglandins are linked to inflammation and severe menstrual cramps.
cramp/less is formulated with a combination of cinnamon, cramp bark, B-vitamins (B1, B6), ginger, manganese, copper, magnesium, and peppermint.
“These ingredients work together to soothe, relax and calm the muscles and hormones that cause increased inflammation during the menstrual cycle.”
To test the effectiveness of cramp/less in tackling period woes, Moom Health conducted a consumer trial involving 100 women in Singapore and Malaysia between the ages of 22 and 45.
According to the findings, all participants who took cramp/less ingested zero to 60% less painkillers for cramp relief during their cycles.
Furthermore, 83% of participants stated that by consistently using cramp/less over a period of three months, their PMS symptoms gradually reduced month on month.
Women-centric innovations
In a span of two years, Moom Health has raised S$1.2m (USD850,000) through seed funding. Its investors include venture capital firm DSG Consumer Partners, fashion retailer Love, Bonito, and wellness brand incubator Nuguru Wellness Solutions.
Its best-sellers are de/bloat and sleep/well, which support digestive health and sleep respectively. The popularity of these products has prompted the birth of travel-sized versions and bundle sets.
Besides cramp/less, the company is planning to introduce other new products that it has been working on for a while now.
“As a community-focused brand, everything we create are a result of what our community asks for. Our upcoming launches are all essentials for women at different stages of life. Focusing on women’s health is definitely something we hope to do over the next several years, so I don’t think we will be looking into men’s health,” Kale shared.
Moom Health’s products are currently available on its website and stockists, including specialty retail stores such as Actually, Sunday Bedding, The Green Collective, and The Paper Bunny.
The brand also entered the Malaysia market this year.
“We are thrilled with our growth thus far and know there is always more to go. Singapore and Malaysia are our main markets for the foreseeable future. We want to focus heavily on them, and truly become leaders in our industry across these two countries, then perhaps expand further in the region later on,” said Kale.
