Talking About Taboo Topics: A Femtech Founder’s Guide to Sensitive Marketing

I’m not just an anxious marketer — I’m also a woman, and, quite recently, a mother.

I only started trying to live by my cycle a couple of years ago, following my friend’s example. Before that, I barely paid attention to my body and to my pain — like most of us, I was never really taught to. And when I tried to get pregnant, it turned out my body had been trying to tell me something all along.

That’s how I discovered I have PCOS — not through a doctor, but thanks to Mira (you might know them - they developed a hormone tracking system you can use at home). Those tests helped me conceive my beautiful baby daughter — something none of my doctors were able to help me with until I brought them my Mira reports.

As women, it’s often up to us to advocate for our own health. We research, track, test, push, and ask for answers — because too often, no one else does. So when I look at the reality of women’s health, not just as a patient but as a marketer, I feel responsible.

If you’re building something in femtech, I already know one thing about you: you’re doing hard things.

Not just technically hard — emotionally hard. You’re building products around bodies, hormones, cycles, intimacy, fertility, pain — things that still make most ad algorithms (and a lot of humans) deeply uncomfortable.

And yet, the world needs you to keep talking.

The world needs your product to exist, to be seen, to be understood.

So let’s talk about how to do that.

1. “How do I market sensitive topics without getting banned?”

Most ad algorithms are allergic to words like vagina, period, or sexual wellness.

Instead of fighting them, build your organic base first.

Start with educational content — long-form articles, guides, myth-busting posts. Use illustrations, metaphors, or textures that say “we’re human” without triggering filters.

💡 Example: Innovo normalised stress urinary incontinence through approachable, educational visuals — and saw real engagement.

2. “What tone of voice actually works?”

Honesty does. Empathy does. Polish doesn’t.

Talk like a human. Use “we” and “you.” Tell awkward stories. Share truths that might sting a little but heal a lot.

💡 Example: Dame Products speaks about sexual wellness the same way a fitness brand talks about training — directly, with purpose. Their wordplay is on point, too, with thing like “find your vibe” or “get in touch - with yourself”. Get it?

💡 Example: Hormony creates short, relatable content like “How to Tell Your Husband About Menopause.” It’s real, funny, and human.

3. “How do I stay culturally sensitive?”

Taboo is relative. What’s normal in London might be shocking in Jakarta.

Adapt your visuals and tone. Work with local experts and creators who understand nuance.

But never hide what you do — euphemisms are fine, dishonesty isn’t.

💡 Example: Hormony and Nala’s tailor messaging to local modesty while keeping the mission transparent.

💡 Design tip: Winsome Marketing suggests using metaphor and colour to symbolise femininity and body awareness without objectifying it.

4. “How do I educate without sounding preachy?”

Start from empathy, not authority.

Tell stories, ask questions, and use language that connects emotionally: “If you’ve ever felt ___,” “You’re not alone if…”

💡 Example: The Female Company uses storytelling and humour to make menstruation feel like something to talk about, not hide.

5. “How do I build a campaign around something this sensitive?”

Start small. One strong blog, one FAQ page, one honest social post — these can outperform an expensive campaign if they build trust.

💡 Example: Elvie’s Smart Bodies campaign reframed motherhood and the body as something to be proud of, not hidden.

💡 Example: The Lowdown built a review community that normalised contraception talk — no glossy ads, just truth.

6. “How do I talk to women who don’t even know they need me?”

That’s a big one — so big it deserves its own deep dive.

If your users don’t realise their pain isn’t “normal,” if they’ve been conditioned to tolerate discomfort or silence, you’re not just selling — you’re educating.

👉 Read the full guide on how to reach women who don’t know they need you yet →

7. The Most Important Thing: Start the Conversation Anyway

If you’re building in femtech, you’re already doing something brave.
Marketing it will never be easy — but silence helps no one.

You don’t have to shock. You don’t have to be loud. You just have to talk — honestly, consistently, and with empathy.

💬 Final Thoughts

The world doesn’t need more noise. It needs more clarity. You don’t have to be everywhere, do everything, or sound like everyone else. You just have to sound like you — honest, curious, and ready to make a difference.

Marketing isn’t about hype. It’s about helping your idea reach the people who need it most. Let’s build marketing that feels human again. If you’re ready to stop overcomplicating and start focusing on what truly matters, reach out to schedule a free session with me.

We’ll map out a simple 90-day plan that aligns with your purpose — and keeps your sanity intact.

🪶 Disclaimer

Written by a human (hi, that’s me) — with a little help from ChatGPT to organise my ideas. The thoughts, experiences, and occasional anxious opinions are all mine.