Episode #1 FoundHER – Jasmine Tagesson (Hormona)
Guest: Jasmine Tagesson, Co-founder & CEO of Hormona
Interviewer: Our wonderful collaborators from Women in Entrepreneurs at LSE
Guest Introduction
Jasmine Tagesson is the co-founder and CEO of Hormona, a femtech startup revolutionizing women's hormone health with AI-driven at-home urine testing. With a unique blend of business, finance, and creative expertise, Jasmine’s career journey has deeply influenced Hormona’s mission: bridging the gender data gap in medicine to empower women. The startup was inspired by her co-founder Caroline’s prolonged struggle with undiagnosed hormone imbalances and the hurdles she faced in seeking proper medical care.
Core Topics & Highlights
The Personal Mission Behind Hormona
Hormona was sparked by Caroline’s three-year battle with hormone-related symptoms dismissed as stress by doctors. A specialist in Brussels eventually identified the hormone imbalance, revealing a critical issue: 80% of women suffer from hormone issues, yet traditional healthcare often overlooks their needs. Hormona’s core aim is to empower women through accessible hormone data, transforming empathy into actionable healthcare solutions.
Operationalizing Empathy: Data-Driven Decisions
Hormona prioritizes equity and user-centric design in every decision. When beta user data contradicted historical norms, Jasmine’s team expanded their research rather than dismiss anomalies, ensuring diverse representation. The product encourages proactive health management—guiding users to test on strategic days aligned with their cycles to accurately capture hormone fluctuations.
Hormona’s Tech: AI Meets At-Home Testing
Hormona’s innovation relies on two key technological advances:
Quantitative Testing: Proprietary urine test strips detect precise hormone levels across the clinical spectrum.
Smartphone Analysis: Using AI and camera tech, the app instantly translates test-strip visuals into accurate hormone data.
In collaboration with SpaceX, Hormona proved its tech functions effectively in extreme conditions—even space—though adequate lighting remains crucial, leading to further app refinements.
Why Subscription Matters
Hormona’s subscription model isn’t merely a revenue choice but integral to its health-driven mission. Hormone levels vary daily, rendering single tests ineffective. Continuous monitoring over 3+ months allows women to build reliable hormone baselines, accounting for life’s variables (stress, travel, irregular cycles). Initially focused on direct consumer engagement (B2C), Hormona strategically utilizes B2B partnerships to expand reach while remaining dedicated to empowering individual women to advocate for their health.
Brand Trust Through Creativity
Jasmine’s creative background shapes Hormona’s approachable brand identity. By simplifying complex science into clear language and maintaining consistent visual aesthetics (soft colors, friendly typography), Hormona feels like a trusted friend rather than a clinical device, building confidence and accessibility.
Entrepreneurial Realities: Overcoming Self-Doubt
Jasmine candidly addresses entrepreneurship's emotional challenges, particularly imposter syndrome. Reminding each other, "If it were easy, anyone would do it," keeps the founding team grounded. Hiring passionate individuals who share personal hormone stories sustains Hormona’s heart-centered culture as the company scales.
Fundraising Challenges in Femtech
Raising capital for femtech poses unique difficulties. Many male investors struggle to relate, and the "femtech" label sometimes narrows investor interest. To date, Hormona has raised $7M primarily from women investors who inherently understand the mission, complemented by consumer investors with expansive networks for strategic growth.