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Women’s Hormone Brand FLO Living Celebrates its 10th Anniversary With the Launch of a Rebranded Platform

Bintou Diarra, A.B | Medical Anthropology, Brown University | July 5, 2023

Women are likely to experience hormonal imbalance at some point of their lives. And yet, despite the prevalence of the experience, there exists little information about management. There exists a slew of factors that trigger or exacerbate the imbalance, with seemingly few solutions for management. 

Women’s hormone brand FLO Living emerged in 2012 to combat the issue of misinformation and arm people with the tools to get at the root of their symptoms. With hormonal imbalances come ever-changing symptoms and manifestations, and with new information comes a shift in our understanding of the nature of hormonal imbalance. 

FLO Living is embracing these changes. Today, FLO Living is celebrating its 10th anniversary with the debut of a new platform that will advance their head goal of ending unnecessary hormonal suffering.

“Our vision has always been to merge evidence-based functional food and micronutrient protocols with tools, tech and products that make fixing your hormones and syncing with your cycle easy, from your first bleed to your last,” says founder Alisa Vitti. “Now you can make sense of your symptoms, get your own customized hormonal care plan, and optimize your health across each phase of your cycle. We are so excited to continue building the world’s best hormonal healthcare platform and we’re just getting started.”

Hormonal suffering is not foreign to founder Alisa Vitti. During her time at Johns Hopkins, Vitti was diagnosed with polycystic ovary syndrome (PCOS), a condition in which the ovaries produce an abnormal amount of androgens. The name originates from the observation that the hormonal imbalance often triggered the growth of fluid-filled cysts on the ovaries of people with the condition. Vitti’s physician only offered birth control as a solution, a measure that comes with unfavorable, and sometimes fatal, side effects for some. Unfortunately, Vitti’s experience mirrors that of many people with PCOS—in an international survey of 1,385 women with the condition, only 35% were satisfied with their experience within the medical establishment. Vitti’s dissatisfaction was a galvanizing force. She would find alternative ways to heal, and share them with the huge community of women who were also looking for natural ways to manage their symptoms.

Alisa Vitti, founder of FLO LIVING.

Today, the hormone care platform has helped tens of thousands of women heighten their personal agency over their care with its personalized programs, supplements, and a top-ranked hormone care app. On a broader scale, FLO Living is forcing us to reframe cultural understandings of hormones and promoting gender inequality with its unique approach to care. As a brand that values accessibility and efficacy, rebranding is a major step in honoring these goals. Among the changes is a brand new logo, which represents the power of the cycle, the mutability of our hormones, and the beauty of our hormones. The logo contains the brand’s new colors, which represent what Vitti calls the “four key hormonal pillars” of the reproductive journey: menstruation (orange), fertility (pink), perimenopause (green), and cycle syncing®—a method developed by Vitti (blue).

This is only the tip of the iceberg. FLO Living is working to bring a web-based assessment to help people create personalized hormonal care plans; additional products to assist people through menstruation, fertility, and menopause; a new app to support people in tracking their symptoms and functional health management; and a new hormonal healthcare web designation that details how hormones work and how people can manage fluctuations. They’ve also updated their MyFLO app with robust features to enhance the user experience for all. 

There exist solutions outside of traditional interventions. With these changes, FLO Living is illuminating the reality that data-science and technology are not necessarily antithetical to natural methods of care.


Read more about the relaunch here.

Download the MyFlo app here.


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