Bellabeat

Bellabeat is a wellness company founded by Urška Sršen and Sandro Mur in 2014.[1] It is best known for its Leaf smart jewelry wearable line. The company has offices in San Francisco, Zagreb and Hong Kong.[2][3][4]

Bellabeat
TypePrivate
IndustryWellness
Founded2014
Founders
  • Sandro Mur
  • Urška Sršen
HeadquartersSan Francisco,
United States
Key people
Sandro Mur (CEO)

(Co-Founder), Urska Srsen (CPO)

(Co-Founder)
ProductsJewelry, software, consumer electronics
Number of employees
58 (2023)
Websitewww.bellabeat.com

History

Bellabeat was founded in 2014 by Croatian mathematician Sandro Mur and Slovenian sculptor Urška Sršen in 2016. The same year, they participated in the Y Combinator program and finished top of the class (W14).[5] After graduating from Y Combinator they raised a $4.5M seed round.[6]

Products

Smart Jewelry

The company’s main products are wearables available in two models: Leaf and Ivy.

Bellabeat Leaf
Bellabeat Leaf Urban

A year after its Y Combinator debut, in 2015, Bellabeat launched its first edition wearable tracker called Leaf Nature, characterized by its nature-inspired design and versatility of wear.[7] It is a wearable for women that tracks activity, sleep, and stress resistance.[8] The same year, the company added period and pregnancy tracking to its accompanying app.[9]

In 2016 the company launched Leaf Urban,[10] the updated version of the previous Leaf tracker that featured a more modern, water-resistant design, and updated the corresponding Bellabeat app with additional mindfulness guidance.[11] Leaf collection was later expanded to include Leaf Chakra[12] in 2018 and Leaf Crystal, created in partnership with Swarovski crystals in 2019.[13]

Bellabeat Ivy

In 2021, Bellabeat launched Ivy, a new and upgraded health & wellness tracker. After selling 20,000 preorders in the first hour of its announcement in late 2020, Bellabeat has sold over 50,000 preorders of its Ivy by January 2021.[14] Ivy is a smart-wearable product made specifically for women, just like its predecessor. It has improved sensors, and monitoring capabilities, and tracks data to support its female wearers' overall well-being, productivity, and reproductive health. It monitors women's biometric data: respiratory rate, resting heart rate, heart rate variability (HRV), and cardiac coherence, as well as lifestyle data in the form of steps, activity, mindfulness, light, deep, and REM sleep, as well as sleep timing and quality to give a comprehensive picture of their performance, health, recovery, and wellbeing. It has a battery life of up to 20 days.[15][14]

Spring

Bellabeat launched its smart water bottle Spring in 2016, giving its users an opportunity to automatically track their water intake within the Bellabeat app. Spring runs on Bellabeat proprietary tracking technology developed to work for women’s bodies. Through wireless syncing and with a secure data backup, Spring calculates exactly how much water the user needs based on their lifestyle and health (eg. pregnancy, breastfeeding) and reminds them to drink throughout the day. It is made of glass, BPA-free Tritan™, and high-quality rubber; and features a replaceable-coin cell battery with a battery life of up to 6 months.[16]

B.YOU Wellness Line

In 2021 Bellabeat expanded its catalog with B.YOU line of wellness accessories. B.YOU line consists of menstrual cups, a yoga mat, and workout bands.

Mobile apps
Bellabeat app tracking screen and visible Wellness Score details.

Bellabeat App

All Bellabeat trackers sync to the Bellabeat app. Released in 2014 for its first wearable tracker, Leaf, the Bellabeat app featured activity, sleep, cycle, hydration, and mindfulness tracking. In 2016 the mindfulness section was expanded with guided meditations for better sleep, focus, and easing of menstrual pain, in addition to breathing exercises. In 2017 Bellabeat launched Airi: a chat-based personal wellness coach (predecessor of Bellabeat Coach) as a subscription-based feature within the Bellabeat app.

In 2021 Bellabeat expanded the cycle-tracking section in the app to give detailed tips on cycle phases and educate users on them.

In 2019, Bellabeat launched Bellabeat+ Membership: a subscription service that provides women with specialized content in all wellness segments. With the subscription (that can be used with and without the device), users receive personalized daily plans and coaching, aligned with their menstrual cycle and goals.

Within the Bellabeat app, access to all tracking features is free with the purchase of a device.  

Period Diary

In 2018, Bellabeat expanded its catalog with the Period Diary app which became a part of the Bellabeat ecosystem of apps. Period Diary app is a menstrual cycle tracking app in which women can track their menstrual cycle length, period duration, moods, symptoms, temperature, and input notes.

Period Diary is available for both iOS and Android.

Privacy and Security

In the aftermath of Roe v. Wade, Bellabeat upgraded its standard end-to-end encryption with an additional layer of protection called Private Key Encryption (AES-256) Security Feature.[17] PKE works by encrypting the user’s data fully for everyone except themselves and is decrypted with a personal key that only the user has. For users that opt-in for using PKE, everyone except the user doesn’t have access to the decrypted data.[18]

Awards
  • 2015: Awarded Best Startup by The Europas[19]
  • 2020: Leaf Urban named Best Smart Jewelry Tracker of 2020 by Business Insider[20]
  • 2020: Received HAMAG Award for International Research and Cooperation[21]
  • 2021: Received Big SEE award for Ivy design[22]
  • 2022: Bellabeat Ivy selected as one of TIME’s 2022 Best Inventions[23]
  • 2023: Y Combinator Top Companies 2023[24]

Partnerships & Endorsements

Bellabeat partners with Swarovski in 2018 to launch Bellabeat Leaf Crystal, created with Swarovski crystals.[25][13]

In 2021, Bellabeat partners with Poosh by Kourtney Kardashian for the Poosh Your Wellness Festival, where the company held a solo panel with the topic "Living by Your Cycle With Bellabeat"[26] lead by Bellabeat's co-founder Urška Sršen and Shayna Taylor, a holistic nutritionist.

Bellabeat has been endorsed by athletes and celebrities such as Olivia Culpo,[27] Tammin Sursok, Chiara Ferragni, Amanda Seyfried, Mila Kunis, and Chari Hawkins.[28]

References
  1. "30 Under 30 2016 Europe: Technology". Forbes. Retrieved December 9, 2022.
  2. "Bellabeat — Netokracija". Netokracija.com. Retrieved April 4, 2017.
  3. "Jutarnji list - Sandro Mur: Ljudsko tijelo spajamo na internet. To je naš posao". www.jutarnji.hr (in Croatian). May 15, 2016. Retrieved May 31, 2021.
  4. Chen, Connie. "47 female-founded retail startups to support on International Women's Day — plus our favorite products from each". Business Insider. Retrieved December 9, 2022.
  5. "Meet Bellabeat (YC W14), The Quantified Self Startup That Wants To Be The FitBit For Pregnancy". Y Combinator. Retrieved November 28, 2022.
  6. Taylor, Colleen (May 23, 2014). "Bellabeat Lands $4.5M Seed Round To Grow Its Quantified Self App For Pregnancy". TechCrunch. Retrieved November 28, 2022.
  7. Perez, Sarah (September 30, 2014). "Bellabeat Debuts A Trio Of Health-Tracking Products For Moms-To-Be And Beyond, Including Jewelry, A Monitor And A Smart Scale". TechCrunch. Retrieved December 1, 2022.
  8. "Bellabeat Debuts LEAF, A Smart Charm Necklace That Monitors Your Stress Levels And Ovulation Schedule". Bustle. Retrieved December 1, 2022.
  9. Perez, Sarah (January 16, 2015). "Bellabeat Leaf, A Health Tracker For Women, Will Now Track Your Reproductive Cycle Too". TechCrunch. Retrieved December 1, 2022.
  10. Perez, Sarah (July 26, 2016). "Bellabeat Leaf's new wearable and app help women tackle stress". TechCrunch. Retrieved December 1, 2022.
  11. Marie Claire (June 9, 2015). "6 Pieces Of Wearable Tech To Destress Your Mind And Make You Feel Calmer". Marie Claire UK. Retrieved December 1, 2022.
  12. Jovin, Ivan (September 21, 2018). "Bellabeat launches Leaf Chakra, a wearable for mind-body balance". Gadgets & Wearables. Retrieved December 9, 2022.
  13. KAPFUNDE, MUCHANETA (November 8, 2019). "Bellabeat's New Leaf Crystal Designed To Help You Make Better Lifestyle Choices(FashNerd)". techlovesstyle (in Chinese). Retrieved December 9, 2022.
  14. Koksal, Ilker. "Bellabeat's Ivy Analyzes Wellness Data By Wearables". Forbes. Retrieved December 9, 2022.
  15. "Bellabeat Seeks FDA Approval for Its Ivy Health Tracker". Retrieved December 9, 2022.
  16. Yi, Nicole (February 7, 2018). "I'm Perpetually Dehydrated, but This Smart Bottle Has Drastically Improved My Drinking Habits". POPSUGAR Fitness. Retrieved December 9, 2022.
  17. "Bellabeat Implements Private Key Encryption (AES-256) Security Feature for Mobile App to Protect Women's Reproductive Information in Wake of Roe v. Wade Overturn". finance.yahoo.com. Retrieved December 9, 2022.
  18. "Bellabeat becomes first women's health tracking app to implement private key encryption - FemTech World". August 19, 2022. Retrieved December 9, 2022.
  19. "Hrvatski Bellabeat je najbolji europski zdravstveni startup". Netokracija (in Croatian). June 16, 2015. Retrieved December 9, 2022.
  20. Gokey, Malarie. "The 5 best pieces of smart jewelry you can buy". Business Insider. Retrieved December 9, 2022.
  21. "HAMAG-BICRO predstavio Photomath, Bellabeat, Geolux kao jedne od svojih perjanica uspjeha". HAMAG BICRO (in Croatian). May 15, 2019. Retrieved December 9, 2022.
  22. "Ivy HR health tracker". BIG SEE. August 9, 2021. Retrieved December 9, 2022.
  23. "Best Inventions 2022". Time. Retrieved December 9, 2022.
  24. "Y Combinator Top Companies List". Y Combinator. Retrieved March 1, 2023.
  25. "The new Bellabeat fashion accessory successfully manages stress - HAMAG BICRO" (in Croatian). Retrieved December 9, 2022.
  26. Living By Your Cycle with Bellabeat: PYW 2022 | Poosh, retrieved December 9, 2022
  27. Thompson, David (April 29, 2022). ""Olivia Culpo Is Obsessed With Bellabeat's Wellness Tracker Ivy"". Tech Times. Retrieved December 9, 2022.
  28. "Chari Hawkins on Instagram: "I am ready for another day of getting better and enjoying every minute of it!!!". Instagram. Retrieved December 9, 2022.
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