As part of Howard Kennedy’s Edge of Retail report, this article delves into the trends driving disruption and innovation in retail. HANX, the groundbreaking women’s health brand, has reshaped the sexual wellness industry. Founded by Farah Kabir and Sarah Welsh, HANX started as a vegan condom brand and has since expanded into a comprehensive women’s health platform. With gynecologically-backed, planet-friendly products, HANX connects the milestones of women’s health—from your first time to menopause and beyond.
How did the idea for HANX come about, and what inspired you to focus on women’s sexual wellness?
HANX was born from a personal moment of discomfort. I experienced an awkward encounter with my boss while buying condoms, which made me reflect on why taking control of sexual health felt so stigmatised. At the same time, my co-founder Sarah, a gynaecologist, was treating women with irritations caused by mainstream products. We realised there was a gap in the market for sexual wellness products designed with women in mind—products that were kind to the body and the planet. That realisation led to HANX: a brand that empowers women to take charge of their health without shame.
What challenges did you face in launching a brand in such a traditionally male-dominated industry?
It was tough. Initially, we were laughed out of the room by some investors who didn’t believe two young women could disrupt a male-dominated space. Many products in this category are designed with men’s pleasure in mind, often using harsh chemicals that can harm women’s health. Overcoming these biases and educating both investors and customers about our mission required grit and persistence. But that challenge also fuelled our passion to create something truly different.
What role does community feedback play in HANX’s product development?
Community feedback is at the heart of everything we do. Before launching HANX, we surveyed 2,000 women to understand their needs and preferences. That process continues today through quarterly surveys, focus groups, and individual feedback. For example, during our lubricant development, customers tested different formulations and provided input on texture and scent. This approach ensures our products truly resonate with the women we serve.
HANX has expanded into the U.S. market. What has that journey been like, and what advice would you give to brands considering international growth?
Expanding to the U.S. was a natural progression, driven by customer demand and retailer interest. However, entering a new market isn’t without challenges. For us, regulatory hurdles like FDA approval were significant. My advice to other brands is to budget for unexpected costs, seek expert legal advice, and leverage networks of founders who’ve navigated similar paths. The U.S. market is vast, but success requires careful planning and execution.
As a woman of colour in a taboo industry, what have been the biggest lessons from your entrepreneurial journey?
Being a woman of colour in this space comes with its unique challenges. The statistics on funding disparities are stark, and I’ve felt the effects firsthand. But I’ve also learned the importance of resilience and choosing the right partners—those who genuinely believe in your mission. I’ve had sceptical investors turned into advocates, often through education and persistence. My biggest takeaway is that grit, authenticity, and a strong network can help overcome even the toughest barriers.
What role does sustainability play in HANX’s retail strategy, and how does it resonate with your audience?
Sustainability is one of our core values. From sourcing Fair Trade latex for our condoms to using recyclable packaging, we’ve made deliberate choices to minimize our environmental impact. Our customers, particularly Gen Z and millennial women, are incredibly eco-conscious. They want products that align with their values, and by prioritising sustainability, we’ve built a loyal and engaged community.
How has the shift towards D2C models impacted HANX, and what do you see as the future of D2C in retail?
The D2C model has allowed us to connect directly with our customers, fostering trust and community. It also gives us control over our narrative and branding, which is vital in a space as sensitive as women’s health. However, as competition in D2C grows, I see the future being a hybrid approach—leveraging both D2C and partnerships with key retailers. For us, working with Boots in the UK and exploring retail partnerships in the U.S. has been a natural extension of our growth.
The Edge of Retail report focuses heavily on innovation. What innovations do you think will define the future of women’s health retail?
Innovation in women’s health retail will revolve around accessibility, personalisation, and community. AI and telehealth are already changing the game, enabling brands to provide more tailored and on-demand healthcare solutions. At HANX, we’re exploring ways to integrate these technologies into our platform while maintaining our human touch. I also see retail spaces evolving into wellness hubs—offering a mix of products, services, and experiences that cater to the whole person.
How does HANX approach social impact, and how is that shaping its place in retail?
Social impact is woven into HANX’s DNA. Beyond creating high-quality products, we aim to destigmatize conversations around women’s health and advocate for greater equity in healthcare access. This mission resonates deeply with our customers and differentiates us in the retail space. Moving forward, I see brands like ours playing a larger role in shaping how retail can address societal challenges—whether that’s through education, collaboration, or creating products that genuinely make a difference.
Thanks, Farah, your journey shows other brands the power of listening to customers, addressing unmet needs, and building with purpose—lessons any disruptor can take to heart in 2025 and beyond!
If you want to find out more about the key trends shaping the retail industry, download the EDGE of retail 2025 report now.
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