Women Owned Startup Companies Advance Efficiency & Progress in Home Pregnancy Tests

Lia Diagnostics’ pregnancy test, center, is made of biodegradable material so it can be flushed down a toilet, the company said. Photo Credit: Lia Diagnostics

Edited by: TJVNews.com

For women who use home pregnancy tests, a certain level of anxiety due to societal perceptions are still present, despite the fact that they have been around since the 1970s.

According to a Wall Street Journal article, women still feel uneasy when it pertains to the subject of home pregnancy tests. The article indicates that they “don’t linger too long in front of the shelf in the drugstore.” It added, “Hide the box under other items in your basket. Wrap up the used test before throwing it in the trash.”

While home pregnancy tests have evolved since they made their debut in the 1970s, the WSJ report indicated that women still feel quite uncomfortable if they happen to meet someone they know or are acquainted with in a drug store while buying a test and they still feel their stress levels shoot up when they receive the results and are bewildered.

In this Generation Z era,  many companies founded by women and for women and their needs are becoming more prevalent with each passing day.

The WSJ reported that Cynthia Plotch, the co-founder of a company called Get Stix, Inc that is seeking to fast track home pregnancy tests into the new century in terms of ease of buying them, taking them and disposing of them.

Speaking quite bluntly to the WSJ, Ms. Plotch said, “There’s so many other experiences and feelings involved, other than the actual peeing on a stick.” Prior to creating Get Stix with co-founder Jamie Norwood, both women worked for Hungry Harvest, a produce-delivery company.

The associate strategy director at Brooklyn-based branding company Red Antler LLC,, Faye Shneider told the WSJ that, “What we’re seeing in healthcare innovation is startups having the opportunity to start with a blank slate and be much more human in their approach. Red Antler is known for its work on startups and new ventures including Oova, an at-home fertility test, as was reported by the WSJ.

While many women who are involved in home pregnancy tests are experts in the ins and outs of e-commerce and startup companies, many do not have knowledge or experience in the consumer health industry. Considering their progress, they have learned quite quickly.

For instance, the WSJ reported that advertising executive Bethany Edwards and designer Anna Couturier founded Lia Diagnostics. Their version of the home pregnancy test is the first flushable one which clearly helps with discreet disposal.

This particular test is a relatively new product, having hit store shelves in March,  The WSJ report indicated that Lia’s product is constructed from biodegradable paper-based material that the company says can go in the toilet after use.

Rather than throwing a used pregnancy test in the garbage where people can see them, this alternative is clearly better and is environmentally preferred said Ms. Edwards.

If one wishes to purchase a home pregnancy test online, there is a considerable choice of products. The WSJ reported that a Canadian startup company known as Corduroy Enterprises Ltd sells very thin pregnancy tests directly to customers online. The strip tests arrive in boxes of four or 18 and are thin enough to fold down to the size of a thumbnail and bury in the trash, said Jackie Rhind, Ovry’s founder and managing director, as was reported by the WSJ. (Source:WSJ)