Biologica looks to simplify the fragmented women’s wellness market with science-backed formulations tailored to women’s hormonal stages.
The brand, founded by wife-and-husband team Liz and Joey Zwillinger, was inspired from a personal pain point.
“I found myself one day in my kitchen mixing seven different pills, four different powders…and I said, ‘This shouldn’t be this hard,’” said Liz Zwillinger at WWD’s 2026 Los Angeles Beauty Forum.
Recognizing that many women were experiencing the same frustration, she set out to create a more streamlined approach to wellness. Before launching in December, reportedly with $7 million in seed funding, the company conducted focus groups nationwide and a 1,000-woman study, which shaped its product strategy.
Biologica offers three supplement lines tailored to different life stages: “Primary” for ages 18 to 45; “Midlife” for 40 to 55, and “Postmenopause” for those 50 and older. Each is priced at $79, with discounted rates available for subscribers.
“Women weren’t even required to be included in health studies until the 1990s,” said Liz Zwillinger. “Researchers said that because of our monthly hormonal changes, our bodies were too unpredictable to be included in medical studies.”
A surprising finding from Biologica’s research was how similar women’s needs were when grouped by hormonal stage, said Joey Zwillinger, cofounder of Allbirds.
“When you break the population down by hormonal stage of life for a woman, the consistency of the most acute symptoms that women are facing is very high,” he continued. “We saw an opportunity to create a simplified nutritional regimen and also leave room for clinically backed ingredients that solve these acute symptoms in a way that feels really personal.”
“We wanted to create a product that was not just another grouping of pills,” said Liz, noting that many consumers either overbuy and fail to stay consistent or become so overwhelmed they do nothing.
The result is a sachet-based system that’s “the equivalent of seven to 10 pills,” she said. “We want you to leave it on your counter every day and actually remember to take it.”
The ingredients in Biologica’s formulations are “shown to be deficient in the majority of American women,” Liz said. They include nutrients like calcium, vitamin D and K2 with clinically backed botanicals targeting acute symptoms. One example is saffron extract at a 28-milligram dose, which she said “is the exact clinical dosage that is shown in women to help with mood and irritability” tied to the menstrual cycle.
Biologica has mapped out its first two years of product development, with the goal of offering immediate relief, more energy and improved mood, with long-term health benefits like “strong bones, strong brain, strong cardiac health,” Liz said.
“Biologica is covering those acute hormonal symptoms so that you feel better today, but then also the long-term longevity play is really what is going to create success, ultimately, for this brand,” she said.
