Unfabled raises $1.7m to accelerate growth amid nationwide expansion

Unfabled, the women’s health and wellness brand founded in 2021 by Forbes 30 Under 30 honouree Hannah Samano, has raised $1.7 million in a new funding round as it continues its retail expansion across the UK.

The latest funding includes new investment from London-based firm Arāya Ventures, founded by General Partner Rupa Popat and backed by British Business Investments (BBI).

It brings Unfabled’s total funding to $3.9 million to date.

Previous investors include Morgan Stanley, Exceptional Ventures, Atomico Angels, and angel investors affiliated with Google and MIT.'

Alongside the investment, the brand has confirmed a major retail expansion into 737 Boots stores across the UK, marking a significant milestone in its growth trajectory.

The move follows Unfabled’s initial launch in Boots in December 2024, when six of its Essentials supplements debuted in 50 stores. Following strong sales performance, Boots has now expanded the range to 737 stores nationwide - representing a retail footprint increase of over 1,000%.

Unfabled was an early participant in Boots Ignite, the retailer’s accelerator programme for emerging brands, and is among the first wellness companies from the programme to scale nationally.

The brand focuses on supplements for bloating, cramps, sleep, stress, and energy, using a community-led product development process through Unfabled Labs. This approach allows the business to respond quickly to trends and consumer demand while maintaining a science-backed foundation.

With this latest funding and expanded retail presence, Unfabled aims to strengthen its position in the women’s wellness category and continue scaling its product offering in response to consumer needs.