Tennis star Maria Sharapova and fashion designer Gabriela Hearst have invested in new women’s hormonal supplement brand Amulet.
Amulet soft launched in March with Daily Cycle Support, a supplement designed to support hormonal balance for women and promote energy, mood, strength and cognitive performance throughout the entire menstrual cycle.
It is part of Squared Circles, cofounded by Alexander Gilkes, husband of Sharapova. Its other brands include Magic Molecule, Freaks of Nature, Algae Cooking Club and SwimClub.
Of the investment, terms of which were not disclosed, Sharapova, who has also been unveiled as a strategic adviser to Amulet, said: “I’ve been the guinea pig in the household for several of the brands that Squared Circles have started. Then about over a year and a half ago, we started receiving these gummies in the mail, and [Alexander Gilkes] was like, ‘I want you to try these for taste and to see how you feel.’ That was the birth of Amulet. I took it for several weeks, and I started noticing a difference in my cycle health and my hormones, and I’m also just increasingly more aware and interested in women’s health and supplementation, especially as I near my 40s and just got excited about the brand they were building.”
This marked the first time she made a personal investment in one of these brands.
Maria Sharapova at the 2026 Vanity Fair Oscar Party.
Chad Salvador/WWD
She continued: “My body has always been important to me because it was my Formula 1 car during 20-plus years of my tennis career, where I really understood peak performance and what it means to compete on a daily basis at a very high level, and then stepping away from the game, becoming a mother, going through pregnancy, you start recognizing and acknowledging you’re no longer a teenager. You’re no longer in your youth. So you start thinking about preserving and thinking of your health before you get problems, before you get ill.”
Amulet chief executive officer Suzanne Stockbridge, formerly general manager of Oddity’s SpoiledChild, added: “For too long, women’s health solutions have been reactive, fragmented, and narrowly focused on symptom relief. Amulet was built around a different vision: helping women perform more consistently across their entire cycle. Starting with Daily Cycle Support, we’re creating a platform designed to give women more good days every month.”
On how Hearst became involved, she said: “Maria connected us with Gabriela. They’ve been friends for a while, and given both of them focus on such a female performance and empowerment mission, we thought it would be great to get more women on board that just embody our idea and our mission of giving women more good days and supporting women being at their peak every day.”
Amulet’s flagship product, Daily Cycle Support, is formulated with two bio-identical active ingredients: lactoferrin and creatine. Together these ingredients are designed to work in sync with the body’s estrogen-driven hormonal rhythms. Because both lactoferrin expression and creatine metabolism are estrogen-responsive, targeted supplementation may help support more consistent performance throughout the menstrual cycle, the brand claims. Internal consumer research conducted by Squared Circles suggests that many women experience only around 10 truly optimal days a month due to natural hormonal fluctuations, yet are expected to perform consistently across work, training, relationships and life.
