Why we exist.
Women's wellness is a multi-hundred-billion-dollar industry that mostly sells women the right to keep guessing. The mainstream wellness internet is a noisy mix of supplement marketing dressed as journalism, brand-owned content masquerading as objective, and clinical writing too dense for self-directed women to use. None of it properly serves a woman who is curious, intelligent and has $50–$500 to spend on a test, a supplement or an hour of a credible clinician's time.
Heme is the missing middle. Smart, plain-English, decision-led, commercially sharp, compliance-strict.
What we do.
Three verbs, in this order:
- Compare tests. We score every at-home blood test and direct-to-consumer testing service against the same seven-criterion framework. Editor's picks. Best-value picks. Best-for-perimenopause picks. The honest version of the comparisons most affiliate sites are too commercially conflicted to publish.
- Decode biomarkers. Ferritin, TSH, estradiol, progesterone, vitamin D, ApoB, B12, cortisol — every marker explained in plain English with the cycle-day timing, the reference range nuance and the questions worth asking your provider. Reviewed by clinicians before publication.
- Choose better next steps. Every page ends with a verb. A test to consider. A question to ask your doctor. A guide to read. A supplement to compare. Readers leave with somewhere to go, not just something to feel.
The editorial firewall.
The thing that makes the rest of Heme possible. Two clear rules, in plain English:
What we will do
- Disclose every sponsored review at the top of the page.
- Apply the same framework to sponsored and independent reviews.
- Publish the score the framework produces, whatever it is.
- Disclose affiliate relationships on every review.
- Publish corrections at the top of affected pages, with the date.
What we won't do
- Edit a review to hide a low score.
- Promise positive coverage in exchange for payment.
- Award the Heme Reviewed badge below criteria threshold.
- Use medical-claim language under pressure (cure, treat, fix, diagnose).
- Sell ranking. We sell editorial integrity. It costs more. It works.
Who we serve.
American women, ages 25 to 55. Curious, intelligent, allergic to wellness condescension. Reading us during ten minutes between meetings, on the train, in bed at 11pm, after another GP appointment that didn't go anywhere. Heme is for the woman who is done with "your labs are fine" and ready to know what her labs actually said.
Who we are.
A small editorial team based in the U.S., with named clinical reviewers on retainer, and a freelance writer pool of women who have lived the questions Heme answers. Every editorial article has a byline. Every clinical article has a reviewer. Bios live at /team. Conflict-of-interest disclosure is on every contributor page.
How we make money.
Affiliate commissions from at-home tests, telehealth platforms and supplement brands. Sponsored reviews (clearly labelled). Newsletter sponsorships. Lead generation for vetted women's health clinics. The Heme Reviewed badge program for brands that pass the framework. Eventually, a paid Heme Report tool. None of these influence editorial ranking. We publish the full economics openly. Read how we make money.
What we're not.
We are not a medical service. We do not diagnose, treat, prescribe or replace your healthcare provider. We are not a generic affiliate site that ranks by commission rate. We are not a pinkwashed wellness brand that sells "goddess energy" and "balance." We are not a Function Health competitor — Function is one of the platforms we review. We are not a supplement company — we may launch products later, only when the audience tells us what they actually need.
We are an editorial publication. We treat women as adults. We publish the methodology. We disclose what we earn. We refuse the placements that don't meet the framework. And when a brand pays us, they pay for the framework, not the verdict.
What's next.
The next 12 months: 200 published pages, a newsletter of 15,000+ women, named clinical reviewers across OB-GYN and integrative medicine, partnerships with the most credible U.S. testing and telehealth platforms, and a Heme Reviewed badge program with our first 5 brand partners. By month 24: a paid Heme Report tool, expanded perimenopause and fertility editorial leadership, and the start of conversations about a co-branded test kit with a credible lab partner.
If any of that matters to you — as a reader, a brand, a partner, a writer, or a clinician — say hi at hello@heme.co.
— The Heme editorial team