Key Takeaways:
· Biologica, a women’s health company, has launched with a suite of stage-specific daily essentials packed in recyclable tins.
· Each tin is designed to be displayed, featuring a unique Greco/Roman-inspired relief for each hormonal stage.
· Inside the artistic tins are 30 single-serve powder sachets, which are made from paper with a thin plastic layer and internal foil that protects the potency of the supplement.
Biologica, a women’s health company creating stage-specific nutritional support for the reproductive years, perimenopause, and postmenopause, launches with a suite of stage-specific daily essentials. Founded by Joey and Liz Zwillinger, co-founder of Allbirds, the company was created around a simple truth: hormones drive women’s overall health. Biologica aims to deliver targeted, great-tasting support for each hormonal stage of a woman's life, while simplifying wellness into a (one packet) daily routine.
Where it began
Biologica grew out of Liz’s lifelong struggle with common hormonal health issues, including PCOS and PMS. As a former family law attorney and mom of three, she tried countless products and found none that delivered the consistent, targeted support she needed. In conversations with fellow women, doctors, and Joey, who spent years building innovative consumer products at Allbirds, she realized the problem wasn’t her - it was a market that overlooked how women’s hormones actually change, and how each hormonal stage requires different nutritional supplements. Combining Liz’s personal experience with Joey’s background in consumer innovation, they set out to create the stage-specific care missing from so many women’s lives.
“This wasn’t about adding another supplement to the shelf," says Joey Zwillinger. "We set out to unlearn assumptions and rethink the approach in order to address women’s real needs at each life stage.”
To ensure scientific rigor, Biologica built a medical advisory board of practicing OB/GYNs, a breast-cancer surgeon, and naturopathic doctors, all focused on women’s health. These experts have guided each formulation decision to ensure products address real symptoms with evidence-based solutions. Each formula uses clinically studied ingredients at research-backed dosages to address the most acute symptoms faced during each hormonal life stage. Certain symptoms – like digestive issues and lethargy – plague women across life stages at levels much higher than men, hence Biologica’s inclusion of a targeted probiotic strain and levels of Vitamin B-complex and electrolytes designed for a woman across all three of Biologica’s products.
The packaging story
Daily consistency was central to development. Biologica removed unnecessary ingredients, eliminated sugar, and spent a year refining flavor to create a simple, enjoyable daily effervescent beverage. Each recyclable tin is designed as a work of art meant to be displayed, featuring a unique Greco/Roman-inspired relief for each hormonal stage.
“We knew from the beginning that the packaging had to feel as intentional and intelligent as the women for whom we’re designing. Most supplement bottles are clinical, generic, and made of plastic, so women hide them away in cabinets. The practical implication is that it’s very easy to forget to take supplements if they’re hidden! We know in supplementation, consistency is key so we wanted to create a beautiful object that women would actually want to display and, as a result, they will remember to take it daily,” explain Joey and Liz Zwillinger.
The three-piece tins include a sidewall, bottom piece, and lid that gives a tight fit while offering easy opening for the consumer. Each design features a woman at a different hormonal life stage, interwoven with botanical and allegorical elements that symbolize that specific chapter of life.
“Dialing in the emboss took months of iterations with the tin factory, but it was worth it,” says the founders. “Our printing utilizes a proprietary process that ensures incredibly high fidelity and color adherence, including intricate printing on the embossed areas. “We now have a highly scalable solution that works in multiple sizes with different sidewall depth, while maintaining the sculptural beauty of the lid.”
Inside the artistic tins are 30 single-serve powder sachets, which are made from paper with a thin plastic layer and internal foil that protects the potency of the supplement and preserves the integrity of the highly sensitive powder inside.
“The paper exterior of the sachets adds a beautiful tactile element, and also adds to the sustainability story, as others almost exclusively use plastic for this exterior layer. This format allows for convenient transportation and ease of use. Women can throw a few sachets in her purse so that if she forgets to take it at home, it’s very easy to add to water while she’s out during the day."
While the sachets makes it easy for on-the-go consumption, and the artistic tins (when set out as a display) offer that daily reminder to use the product, the real goal and pride in this project for Joey and Liz Zwillinger is the art.
“To us, the sculptures are the heart of our storytelling. We wanted the packaging, alongside the product itself to be a differentiating factor compared to other supplements. We wanted to create something that felt meaningful, thoughtful, and worthy of display to honor the women we’re serving.”
“Ultimately, we invested in the sculptures because they embody much of what Biologica stands for. And, the added effort creates an experience that feels more like a luxury keepsake than a supplement — a daily ritual that acknowledges women’s journeys with the dignity and beauty they deserve.”
Inside the launch
The launch coincides with the announcement of a $7 million seed financing round led by Addition, with participation from Hawktail (Michael Polansky), Greycroft (Katherine Power), True Beauty Ventures (Cristina Nuñez), Good Friends (the founders of Warby Parker, Harry’s and Flamingo), as well as Gabrielle Bernstein and Katherine Schwarzenegger Pratt.
Biologica launched with three daily Essentials available at biologica.com. They each deliver the critical nutrients required for a woman’s current stage in life, support for energy metabolism, easing digestive issues, along with clinically backed ingredients to address the following symptoms:
· Primary Essentials (Reproductive Stage): mood, skin, and PMS-related symptoms
· Midlife Essentials (Perimenopause): irritability, sleep disruptions, and brain fog
· Postmenopause Essentials: cognition, bone strength, heart health, and cellular function
