A new category of women’s wellness.

Proposition

28FOUR is building the first four-phase cycle support system: four phase-specific formulas guided by one connected app that tells you what to take, when, and when to refill.

Founder

Sophie Ward, founder and managing director.

Current stage

Pre-launch. Brand, product architecture, working formulations and a functioning companion-app prototype are complete; formulation, professional review and production are in progress.

Planned launch

Early 2027.

Business model

A one-time Starter System at an expected £109, followed by individual phase refills expected from £29.99. No fixed monthly subscription.

Connected app

The app guides the daily routine, estimates phase timing from the information a customer records, and prompts refills for the individual phase that is running low.