After Joey Zwillinger stepped down as CEO of Allbirds in March 2024, he took three months off—mainly because his wife Liz said she’d divorce him if he jumped into another venture. He had run the sustainable shoe company for 10 years while the couple raised their three young children. “It took a real toll on the family,” Liz says.

(“I would say it developed character in our family,” Zwillinger counters.)

Before long, he was itching to start a new project, an ambition he shyly expressed to his wife. “It was really hard to want to sign up for something like that all over again,” Liz says. But this time, he cofounded the venture with Liz.

It’s also a bold pivot from a sustainable shoe company to an entirely different industry: women’s hormone health supplements.

At a time when health and w

See Full Page