Perelel is a women’s health company, founded by Victoria Thain Gioia, Alex Taylor and Dr. Banafsheh Bayati in 2020, that offers supplements spanning the needs of a woman’s life , including conception, pregnancy, cycle syncing and perimenopause , which the brand just soft launched a supplement for. Loom, founded by Erica Chidi and Quinn Lundberg in 2017, is a women’s health educational platform, valued at $20 million according to the company, that spans reproductive health, sexual wellness and parenting.
Perelel products.
“Our goal is to continue to disrupt the women’s health category and deliver on our mission of creating… more healthy, supported and informed women,” said Taylor. “We’ll be pulling together our content libraries, our community efforts and up-leveling our holistic education ambitions through Erica joining as an adviser, as well as through the acquisition.”
Chidi added that as an adviser she is “dedicated to Perelel and its mission, and seeing it through to the very end.”
According to both teams, they had been in each other’s orbits and were fans of their respective work. Chidi, who is a doula, had also previously worked with Bayati on several patient pregnancies.
“Some of my best births were with Dr. Bayati being one of the most progressive, empathic OBs in L.A. and so I remember when Perelel was starting off, and I saw that that connection was happening, I was like, ‘It’s really wonderful to see a nutraceuticals company partner with an OB right from jump,” said Chidi.
In addition, she was a fan of the brand’s formulas, so when it came time for a possible acquisition , Chidi knew Perelel would be the perfect fit.
“My core thesis in terms of who the partner would be, would be someone with either more clinical acuity or more consumer acuity, and Perelel has both,” she said.
In a statement Bayati added: “Erica has been a close friend for decades and we have both always trusted the importance and believed in the transformative power of doulas in obstetric care and the birthing experience. After a career-long relationship of collaboration, I am thrilled to officially join forces to provide even more comprehensive and compassionate care for women and address disparities in maternal care.”
According to Thain Gioia, what Chidi had already built with Loom was also aligned with what Perelel has been building out with its own educational platform.
“There is an incredible touch that Erica has in terms of, not only her deep knowledge in women’s health, but specifically for the core of our customer base, which is prenatal,” Taylor said.
Mandy Moore for Perelel.
This acquisition follows several updates for Perelel, as it aims to address the women’s health research gap. In February, it closed a $6 million series A led by Unilever and pledged $10 million to Magee-Womens Research Institute and Good+ Foundation. The brand also tapped actress Mandy Moore for its latest campaign “Perelel Universe” demanding an improvement in women’s health research.
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