Healthcare

Adaye, a groundbreaking Gynae Health and FemTech startup, has officially launched in the GCC region, introducing a range of certified organic, endocrine-safe, and sustainable menstrual care products. Adaye's mission is to empower menstruating individuals and promote period positivity by providing safe, environmentally responsible solutions.

Addressing a critical need in the GCC, where women's gynecological health is increasingly at risk, Adaye's launch comes at a pivotal time. The region faces high rates of conditions like Polycystic Ovary Syndrome (PCOS), affecting 18.8% of women—nearly three times higher than neighboring regions—alongside a significant prevalence of uterine fibroids and adenomyosis. These health challenges can be mitigated through proper education and care, which Adaye aims to provide.

Adaye’s product lineup includes certified organic pads, tampons, and pantyliners, all free from harmful chemicals such as dioxins and lead, commonly found in conventional period products. The products are also environmentally friendly, being biodegradable and packaged in recyclable, plastic-free materials.

"Our mission at Adaye is to break the taboos surrounding menstruation and promote better gynae health," said Shereen Abdulla, Founder and CEO of Adaye. "After years of battling PCOS, uterine fibroids, and thyroid imbalance, I realized that living clean and toxin-free isn’t just a choice; it’s a necessity. Adaye is my answer to women who deserve safer period care, along with a supportive community where open conversations about menstrual health are encouraged."

Adaye distinguishes itself through its innovative FemTech platform, which offers personalized period care solutions. Customers can tailor their product subscriptions to meet their unique menstrual needs, and businesses can opt for dispenser subscription plans to promote menstrual equity in shared spaces such as schools, workplaces, and wellness centers.

The platform also plays a vital role in period education, offering digital content like blogs and podcasts that aim to normalize discussions around menstrual health. Adaye aspires to become a central hub for informed and approachable period discourse in the Middle East, accessible to all menstruators.

As the global women’s health industry continues to grow, currently valued at $1 trillion, Adaye is well-positioned to meet the rising demand for safer, sustainable menstrual products in the GCC. With increasing global concerns about the safety of conventional period products, Adaye’s commitment to health and the environment offers a timely and much-needed alternative.

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