ONO Labs GmbH

ONO Labs GmbH, which now operates as her1, was established in Berlin during the summer of 2017 by Chanyu Xu and Ramona Milcheva. The company was developed within the framework of the company builder Rheingau Founders. Xu's entrepreneurial background is deeply rooted in the food industry; her parents owned restaurants, and prior to ONO Labs, she had launched several food delivery startups starting in 2013. This experience exposed her to the significant issue of food waste due to limited shelf life, which prompted her to seek a more sustainable business model within the health and food sector.

The company focuses on the women's health market, specifically developing and distributing natural, plant-based, and vegan nutritional supplements and functional food products. The product line is designed to support women through various life stages, including those trying to conceive, during pregnancy, and post-childbirth. The initial products were capsules containing powdered vegetables and plants, manufactured exclusively in Germany. The business model is centered on direct-to-consumer sales through its own online shop, as well as distribution through pharmacies.

The philosophy behind the brand, whose name 'ONO' is Hawaiian for 'delicious', is to provide digitally enhanced health products made by women, for women, to address gender-specific health needs. Xu's personal journey toward a healthier lifestyle, driven by the demands of her previous entrepreneurial ventures, also heavily influenced the company's direction. ONO Labs aims to create products with a longer shelf life to be more sustainable and plans to expand its product line to accompany women beyond breastfeeding and through their daily lives.

Keywords: femtech, women's health, nutritional supplements, plant-based, vegan, functional food, e-commerce, direct-to-consumer, Chanyu Xu, Ramona Milcheva, Rheingau Founders, prenatal nutrition, postnatal supplements, German startup, Berlin, health and wellness, sustainable food, natural ingredients, food-tech