10043119Unfabled: AI Personalised Cycle CareClosedGrant for R&DInnovate UKUnfabled is a data-driven direct-to-consumer (DTC) platform for menstrual and hormonal health and wellbeing. Our e-commerce solution allows women to shop sustainable and non-toxic products personalised for their period, menstrual cycle symptoms, and general self-care and wellness. We personalise product and content recommendations to our users based on our recently-launched quiz prototype that captures data around their lifestyle, preferences, and menstrual symptoms. We leverage both our community and clinical science to personalise products and information to meet our users' needs, and to help educate and provide consumer solutions to improve their menstrual and hormonal health and wellness. Our project will scale our quiz into an automated, AI-driven diagnostic and personalised recommendations tool for improved self-management of women's menstrual and hormonal health. Our project will also introduce at-home hormone testing as part of the diagnostic tool's offerings in order to supplement the user's recommendations with certified lab-tested results and insights into their hormonal health. Our vision is to become the mainstream platform for non-toxic, sustainable women's health and wellness products around the world. Driven by data and AI, we want to own the consumer lifecycle from first period to post-menopause and to eliminate stigma relating to all aspects of the female lifecycle. Our mission is to change how women think about and shop for their periods, and redefine wellness -- putting menstrual and hormonal health at its core.