UK startup Ove Care has launched a new app targeting a frequently overlooked demographic in menstrual health: young girls aged 9-17. The app aims to provide age-appropriate education and support for teenagers navigating their first period and puberty.
Recent research indicates that more than one-third of women feel misinformed about their bodies and periods, with 74% reporting negative emotions during their first menstrual cycle. While numerous period tracking apps exist, many include mature content or require payment, creating barriers for younger users seeking reliable information.
“Young girls and teenagers need access to trusted, evidence-based information about puberty and menstruation. But when I first explored what was available, I was shocked to find that much of the content was either overly sexualized or hidden behind paywalls,” says Libby Tanswell-Gidney, Ove’s founder. “I developed Ove to offer free, accessible and age-appropriate information that young girls can trust throughout this critical phase of their lives.”
The app features an AI chatbot programmed to answer questions about menstruation and puberty sensitively, along with over 40 lessons and quizzes tailored for the target age group. It also includes a built-in shop offering period products with how-to guides, and a welfare section connecting users to additional support organizations.
Dr. Wasif Razzaq, a general practitioner, emphasizes the app’s importance: “Despite it being 2024 there is still misinformation around puberty in general, but periods specifically. The Ove app fills those gaps by providing a safe space for girls to learn about their bodies at their own pace with medically accurate information.”
To maintain free access to educational content, Ove plans to generate revenue through its shop, initially offering period starter packs. Future plans include monthly subscription boxes customized to users’ cycles and own-branded products, as well as a premium subscription offering advanced personalized tracking and insights.
The app is now available on both iOS and Android platforms.
