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 wellness is big business, it might also be a smart pivot. But it’s an undeniably different world, navigating health regulations and making bold investment choices when such bets didn’t go so well at Allbirds. Revenue and share prices dipped drastically starting in 2022, and have hardly recovered.
Launching December 9, Biologica is a set of new supplements for women’s health, naturally flavored and powdered to fizz into water. Each single sachet, or separately sealed daily dose to be mixed with eight ounces of water, targets different body functions with ingredients including electrolytes, multivitamins, botanicals, and probiotics.
Crucially to the value proposition, there are three products for different life stages: younger reproductive years, perimenopause, and post-menopause. While some share ingredients like Vitamin C and potassium, for different stages you may have dosages of broccoli extract (for detoxification and liver function), pomegranate extract (for skin hydration), or saffron (for mood balance and sleep quality).
