"In the past, of course, Thiel has personally expressed some attention-grabbing thoughts about both women and health technology."

"In a 2009 essay, he famously expressed the opinion that giving women the right to vote made the country less libertarian and thus worse. And as Inc. magazine reported in 2016, Thiel reportedly expressed an interest in having young people’s blood transfused into his own body as a potential fountain of youth; a year later, people connected with Thiel Capital began making the rounds to deny that story, not very convincingly. (Disclosure: Thiel also funded a lawsuit against Gawker Media, the company where I used to work, that successfully bankrupted the company.) That—and Thiel’s traditional interest in panopticon technology—makes Thiel Capital a curiously appropriate choice...." 

From "Peter Thiel’s Investment Firm Is Backing a Menstrual Cycle-Focused ‘Femtech’ Company/Evie Magazine is COVID-skeptical, transphobic, and obsessed with traditional womanhood. Now, with Thiel Capital’s help, they’re launching a 'wellness' company based on menstrual cycles" (Vice).

Evie has long stressed the notion that women should only engage in “feminine” exercise, discouraging lifting heavy weights, and written about why women shouldn’t, in its words, “work out like men.” 28’s website and TikTok announcement both feature many photos of women with very long hair delicately posing in bikinis, drinking from coconuts, and running, extremely gently, across sandy beaches. 

“If your cycle is your compass,” 28’s website promises, “then 28 is your path to healthy hormones, self-discovery, and a beautiful, feminine physique.” It’s fairly easy to see where 28 dovetails with the rest of Evie and [Evie founder Brittany] Hugoboom’s interests—namely, promoting a more “traditional” model of femininity. 

Along with a hostility towards birth control, Hugoboom has also tweeted about how modern women got “scammed” by feminism and working outside the home, a notion that Evie’s Twitter account has also echoed many, many times. One particularly weird Evie article posited that feminism was a “psyop to get women to pay more taxes to the government,” an ahistorical grab bag of words that also manages to get in some fretting about Marxism. (“By pushing women out of the home, Marxists were able to achieve two goals at once,” the author declares. “They destroyed the biologically strong glue of the nuclear family while doubling their workforce.”)

Well, what can you do? The personal is political. And there's been so much talk about hormones lately. Tying women's health products to the menstrual cycle is a clever move.

The "traditional woman" phobia seems a tad overwrought, and that "particularly weird" Evie article is making quite standard points about the political agenda of selling women on outside-of-the-home work. Tone done the hysteria please — whether it's got to do with your menstrual cycle or no.