Hormone Health Trailblazer Alisa Vitti’s Flo Living Rebrands On Its Tenth Anniversary

When nutritionist, author and Flo Living founder Alisa Vitti went on “The Dr. Oz Show” in 2013, she became the first human to talk about menstrual blood colors and what they mean on national television. Although she used juice to imitate blood, the segment was extremely controversial—and almost didn’t happen. 

“Half of the producers rejected the pitch I created,” she recalls. “They were like, ‘This is terrible, we cannot show even simulated menstrual blood on TV.’ And the other half were like, ‘But Dr. Oz was using simulated poop, so how can we not do this?’” The other half and Vitti persisted and scored a significant win that Vitti says “helped women understand that that’s an important biomarker that they should be looking at every month.”

A decade later, Vitti is still talking about period blood as well as PMS, perimenopause and fertility. Thanks in part to her relentless outspokenness, conversations on those issues are a lot less controversial than they were in 2013. (Dr. Oz, not so much.) To help it resonate with contemporary conversations, Flo Living, the company Vitti founded to redefine hormonal health, has rebranded its website, supplements and patented app. 

Marking Flo Living’s 10th anniversary, the goal of the rebrand is to give it a brighter, fresher look. In Flo Living’s early days, Vitti says the purple palette she chose for its branding felt new. Today, it’s common. “If you look around, a lot of wellness companies have gone with the purple gradient for things in the female space because it’s not pink, it’s not red, but it’s somehow still feminine,” she says. “That has become something that you see a lot more, but we did that first.”

Now, as Flo Living enters its second decade in business, Vitti wanted its physical and digital products to embody its positive, proactive approach to hormonal health. She says, “The new brand visually encapsulates the energizing nature of taking care of your hormones on a daily basis versus what we have been conditioned to feel about our hormones, that it’s confusing, it’s unclear, it’s heavy, it’s convoluted, it’s difficult, it’s murky.” 

Flo Living has made its cycle-tracking app, previously $1.99, free to download to increase its reach. Since its launch in 2017, Vitti says the app has consistently been ranked in the top 10 of all paid health and fitness apps on iTunes. App users stay glued to it for an average of 15 minutes. 

Flo Living founder Alisa Vitti

Flo Living’s offerings span three main verticals: menstruation, fertility and perimenopause. Each one has a dominant color to provide visual organization for easy navigation. Flo Living sells supplements singularly and in kits for fertility, PMS, polycystic ovarian syndrome (PCOS), perimenopause, cycle syncing and fibroids. Single products range from $100 to over $200 per month. Flo Living sells what it calls The Cycle Syncing Membership for $28 per month and The FLO Protocol, a ten-week nutritional program, for $297.

Vitti shares that members receive recipes, meal plans and grocery lists based on what cycle phase they’re in. She details, “There’s workout videos and content that’s brand new every month for them. There’s access to a community and monthly workshops to help them integrate this practice into their lifestyle. This is your new center point of how you take care of yourself. Having some support around that, some structure, some guidance, a place to ask questions and to troubleshoot is really valuable for women.”

“Cycle syncing,” a concept involving diet, exercise and other lifestyle aspects tailored to phases of the menstrual cycle, has entered the zeitgeist. On TikTok, the hashtag #cyclesyncing hashtag has 269.9 million views. Vitti is the originator of the concept of “cycle syncing” and has trademarked it as well as the term “Cycle Syncing Method.”

Vitti declined to disclose Flo Living’s sales. However, she say’s she’s encouraged by the company’s growth, which funded its rebrand.

“I was doing telehealth before that was even a phrase,” says Vitti. “As this new femtech environment is growing all around us and some funding is going around, not enough funding is getting out there to women. For these important businesses that are being launched in the femtech space to try to find a path to product-market fit and profitability so they can continue to grow, I think [bootstrapping] is going to be an important strategy for other female founders to consider since access to capital for femtech and female founders is so limited still. I’m here to say that it is possible. It’s not easy, but it’s possible.”