How Ida Tin Built Clue into a $60M Femtech Pioneer

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ida Tin, founder of Clue, who pioneered the femtech vertical and has raised over $60 million in funding. Ida shares her journey of creating a scientifically-grounded, globally relevant product in a category that was initially dismissed as "niche" despite serving half the world's population. Through building a trusted brand in the sensitive space of menstrual health tracking, Clue has navigated complex cultural taboos, regulatory challenges, and skeptical investors to create a product with extraordinary user loyalty—attracting 10,000 brand ambassadors overnight. Ida offers profound insights on creating purpose-driven companies that challenge traditional metrics of success and finding marketing opportunities in newly visible cultural conversations. Topics Discussed: Pioneering the femtech vertical and creating a new product category Building a scientifically sound, globally trusted brand in a sensitive health space Navigating investor skepticism when creating products for underserved markets Developing user-centered products through deep listening and research Creating and maintaining company culture centered on genuine purpose Leveraging cultural shifts to drive marketing effectiveness Balancing global reach with limited localization resources Moving beyond traditional growth metrics to create resilient companies