Winx Health

Winx Health
Company type	Private
Industry	Women's health, Healthcare, Femtech
Founded	2019; 7 years ago
Founder	Jamie Norwood, Cynthia Plotch
Headquarters	Philadelphia, United States
Area served	United States
Products	Pregnancy tests, Emergency contraception, Vaginal health tests and probiotics, UTI tests and treatments

Adapted from the English Wikipedia article Winx Health, available under CC BY-SA 4.0Updated 28 November 2025

Winx Health (previously known as Stix) is a U.S.-based company specializing in women's health, headquartered in Philadelphia, Pennsylvania. Established in 2019 initially as a direct-to-consumer provider of pregnancy test kits, the company has since broadened its product range to include vaginal health and women's wellness items, such as diagnostic tests and treatments for urinary tract infections (UTIs) and vaginal infections.

History

The company was launched in 2019 by founders Jamie Norwood and Cynthia Plotch under the name Stix, focusing on reproductive health products sold directly to consumers.

In June 2022, following the U.S. Supreme Court's decision to overturn Roe v. Wade, Winx introduced an emergency contraception product while distributing over 30,000 complimentary doses.

By June 2024, the brand transitioned from Stix to Winx Health to better represent its expanded offerings beyond pregnancy testing, embracing a wider health-oriented identity. This rebranding involved redesigning packaging, updating the brand’s visual elements, and maintaining an emphasis on education through its “Real Talk” content platform, which plays a crucial role in driving organic engagement.

In September 2025, Winx Health announced a nationwide retail debut at Walgreens, placing its products in roughly 7,000 drugstore locations across the country. The initial product launch included seven items: Restart Morning-After Pill, Early Pregnancy Test, Vaginal Health Test + Treat, Vaginal Health Probiotic, UTI Test + Treat, UTI Fast-Acting Pain Relief, and UTI Daily Defense. This move represented a pivotal expansion in the company’s distribution approach by increasing accessibility to its over-the-counter reproductive and urinary health solutions.

Products

Winx Health provides a variety of over-the-counter solutions targeting reproductive, sexual, and urinary health concerns, comprising:

Pregnancy testing – tests designed for early pregnancy detection.
Emergency contraception – Restart Morning-After Pill.
Vaginal health – Vaginal Health Test + Treat and Vaginal Health Probiotic.
UTI care – UTI Test + Treat, UTI Fast-Acting Pain Relief, and UTI Daily Defense.

All offerings are developed in collaboration with OB-GYNs and urologists and comply with FDA regulations. Notably, the Restart Morning-After Pill is the only emergency contraception brand in the United States both founded and owned by women.

Additionally, Winx produces educational material under the Real Talk initiative, delivering medically vetted content on topics including women's health, sexual education, and reproductive rights.

Retailers

Winx Health’s product line is stocked in over 7,000 Walgreens locations nationwide. Their products are also available at grocery store chains such as GIANT in Pennsylvania and Hannaford throughout the Northeastern United States.

Besides conventional retail outlets, Winx products can be ordered through on-demand delivery platforms like Gopuff, DoorDash, Instacart, and Uber Eats.

Recognition and awards

In October 2024, Time magazine recognized Winx’s "UTI Test & Treat" as one of the 200 Best Inventions of that year.

Founders Jamie Norwood and Cynthia Plotch have received accolades including placement on Forbes 30 Under 30 lists, Inc.’s Female Founders 500, and AdAge Breakout Brand Leaders rankings.

Founders

Jamie Norwood and Cynthia Plotch co-founded Winx Health. Both are alumni of Venture for America and participated in New York’s Entrepreneurs Roundtable Accelerator program.

Investors

Actress Kerry Washington serves as both an investor and advisor. In an interview with People, she underscored Winx's commitment to promoting self-awareness and empowerment within the realm of women's health.

References