Women’s health startups are reaching for the stars. Literally.

Women’s health startups are setting ambitious goals these days, and celebrities and their star power are increasingly part of the journey.

Recently, I spoke with a founder of a U.S.-based femtech company who is in the midst of a Series B fundraising round. When asked about their plans for the funding, the founder mentioned their intent to onboard a celebrity advocate—a growing trend in the sector.