In April, billionaire longevity obsessive Bryan Johnson posted the results of his girlfriend Kate Tolo’s vaginal microbiome test on X, declaring that she ranked in the “top 1% of all vaginas” with a score of 100 out of 100. Beneath the cringe internet overshare was a welcome indication that the vaginal microbiome has finally moved from an obscure area of medical research into mainstream conversation.
Investors are already following suit. A new generation of startups is building around vaginal diagnostics, microbiome testing, reproductive health, and personalized care. New York-based Evvy, which focuses on vaginal microbiome testing and clinical care, has raised more than $20 million in funding and served more than 100,000 patients since launching five years ago. In 2025, Dutch startup Yon E Health raised €250,000 in pre-seed funding for a device designed to measure vaginal pH and temperature, while US startup LiviWell raised $3.3 million to develop a device intended to support vaginal microbiome health. All the while, women’s health companies attracted a record $1.55 billion in disclosed equity investment in 2025, up 41% from the previous year, according to W Group.
Meanwhile, vaginal health content has surged across TikTok and Reddit, where users share symptoms, compare experiences and seek advice on everything from bacterial vaginosis and UTIs to discharge and vaginal hygiene. According to one study, 164 TikTok videos about vulvovaginal health collectively generated more than 500 million views and 60 million likes.
“Longevity has pushed the health wellness industry into new territory, exploring every aspect of the body as an interconnected system — the gut, nasal and oral microbiomes are experiencing a similar boom in research and product innovation,” says Alice Crossley, principal strategic foresight analyst at The Future Laboratory.
“While research into longevity has long been male focused, women fundamentally age differently, and the industry has treated their biological, hormonal and experiential distinctions as a side note,” Crossley continues, adding that innovators such as Marina Gerner, author of The Vagina Business, and Dr. Somi Javaid, founder and chief medical officer of healthcare platform HerMD, have helped to break down stigma while educating and empowering women to take control of their own health and anatomy. According to a Future Laboratory poll, 49% of women cite hormonal wellbeing as a growing priority in their wellness routines.
The vaginal health boom is coinciding with culture’s optimization obsession, and while the idea of the “top 1% vagina” is absurd, it also raises a more serious question: what happens when a legitimate healthcare gap becomes another status marker for people with the money to quantify every part of themselves?
Why has vaginal health been so historically undeserved?
For years, intimate care was largely centered around simple cleansing. Gradually, it began borrowing the language of beauty and wellness via mists and sprays, pH-balanced products, “gynecologist-tested” claims, and references to the intimate microbiome. Now, a new generation of companies is moving the category into something considerably more sophisticated.
Take Evvy, which offers at-home vaginal microbiome testing alongside clinical care. Patients send in a sample that is analyzed using metagenomic sequencing — a technique that sequences the genetic material of all the microbes in a sample, rather than narrowly looking for a predefined list, with results reviewed by clinicians who can recommend personalized treatment where appropriate. The test costs $159, or $129 with a membership. “When we started Evvy, our thesis was that there are enormous gaps in women’s healthcare because we haven’t invested enough in understanding female-specific biology,” says Priyanka Jain, Evvy CEO and co-founder. The vaginal microbiome was a natural place to start: it was deeply understudied, despite being relevant to health outcomes across the lifespan.
