Ove Care, a UK startup, has launched a new app available on both Android and iOS, designed to support young girls aged 9-17 years old through their first period and the changes that come with puberty.
According to a recent study, over 1 in 3 women feel misinformed about how their bodies and periods work, and 74% report experiencing negative emotions when starting their first period. Yet, most period apps currently available are designed for adult women and include features too mature or irrelevant for younger users. In contrast, the Ove app provides a safe, judgement-free space for girls to access age-appropriate information and education, emotional support, and easy access to period products.
Ove was founded by Libby Tanswell-Gidney, a 22-year-old entrepreneur, inspired by an idea she developed during her time at university. As part of a research project, Libby discovered that existing period apps often include features such as fertility and ovulation tracking as well as sexualised content, which are unsuitable for younger girls.
“Young girls and teenagers need access to trusted, evidence-based information about puberty and menstruation. But when I first explored what was available, I was shocked to find that much of the content was either overly sexualized or hidden behind paywalls,” says Libby. “I developed Ove to offer free, accessible and age-appropriate information that young girls can trust throughout this critical phase of their lives.”
Features include a proprietary AI chatbot to answer questions about menstruation, puberty and period care sensitively. The app also includes, over 40 lessons and quizzes, with the content specifically tailored to girls aged 9-17. In addition to educational resources, the app includes a built-in shop offering a range of period products with clear, easy-to-follow how-to guides, and a welfare section which connects girls to other organisations that go beyond just menstruation support.
Dr Wasif Razzaq, a general practitioner, highlighted the importance of tools like Ove in today’s digital age. “Despite it being 2024 there is still misinformation around puberty in general, but periods specifically. The Ove app fills those gaps by providing a safe space for girls to learn about their bodies at their own pace with medically accurate information,” he says.
To ensure the content on the app stays forever free, Ove offers period starter packs to help girls find the right products. Additionally, Ove will introduce a premium subscription that includes advanced personalised tracking and insights, providing further value to its users.
With the launch of the app, Libby envisions a future where every girl feels empowered and informed. “Every woman remembers how challenging starting their first period was” she shares. “That’s why my goal for Ove is for every girl to have the support she needs, right at her fingertips.”
