Vella Bioscience Welcomes Joy Allen-Altimare as New President, Leading the Charge in Femtech Revolution

Vella Bioscience's New Era Under Joy Allen-Altimare

Vella Bioscience is stepping into a transformative phase with the recent appointment of Joy Allen-Altimare as its President. As a pioneer in FemTech, Vella is dedicated to developing clinically-driven products that address women's intimate health, hormonal balance, and sexual wellness. Allen-Altimare joins Vella following her role as Global CMO of Saucony, bringing a wealth of experience in global health and consumer innovation.

Since taking the reins at Vella in November 2025, Allen-Altimare has injected fresh energy and vision into the company. She has successfully refined the operational framework and revitalized the commercial approach, steering Vella's brand narrative to reflect a more authentic representation of women's experiences with various aspects of their sexual health, including arousal, menopause, and pelvic discomfort.

One major initiative under her leadership is the launch of Ebbtide, a scientifically-backed vaginal suppository designed specifically to alleviate menstrual and pelvic pain. This innovative product exemplifies Vella’s commitment to addressing critical gaps in women's health with practical and evidence-based solutions. According to Carolyn Wheeler, CEO and Co-Founder of Vella Bioscience, Allen-Altimare's unique blend of rigor, creativity, and empathy is pivotal in connecting the brand to its audience while remaining scientifically grounded.

Allen-Altimare possesses a deep understanding of the intersection between clinical excellence and consumer needs. Dr. Harin Padma-Nathan, Chief Medical Officer and Co-Founder, asserts that her leadership allows for the translation of complex biological concepts into accessible and meaningful solutions for women. This aligns with Vella’s ongoing research in areas like arousal biology and women’s hormonal wellness.

In her new role, Allen-Altimare will spearhead brand strategy and marketing while navigating future product innovations and retail expansions. Her holistic approach to women's health emphasizes the need for evidence-based products and reliable solutions that cater to women's unique wellness needs. As she states, “Women deserve evidence-based answers, world-class products, and a brand that speaks to them with honesty and respect.”

Vella Bioscience, engineered by the same experts behind Viagra® and Cialis®, is well-equipped to lead this crucial revolution in FemTech. With a strong commitment to marrying science with user-friendly solutions, Vella launched the groundbreaking Vella Pleasure Serum, empowering women with a hormone-free and scientifically validated way to enhance their sexual experiences.

Looking ahead, Vella is poised for a significant rebranding unveiling scheduled for January 2026. This strategic refresh aims to reflect a modern and clinically meaningful perspective on women's sexual vitality and hormonal wellness. Following the rebranding, Vella plans to reintroduce all its products in the first half of 2026 in addition to expanding its reach across direct-to-consumer and retail channels.

With Allen-Altimare at the helm, Vella Bioscience is set to not only enhance its market presence but also redefine the narrative around women's health. The company's growth trajectory is a testament to its commitment to innovation and empowerment, paving the way for women to advocate for their wellness in a more informed, empowered manner. As the focus on women’s health intensifies, Vella stands ready to make a lasting impact in the realm of FemTech, emphasizing the fundamental importance of hormonal and sexual health in overall well-being.