Norms

Category
Modern consumer care for stigmatized conditions

Status
Active

Leadership
Joshua Katz, Founder & CEO · Carli Roth, Co-Founder

Norms makes modern, effective products for the health problems people are too embarrassed to talk about, starting with hemorrhoids. Maximum-strength creams, sprays, and wipes, gastroenterologist-backed and FDA-compliant, wrapped in branding and education that treat the category like it's normal. Because it is. Next is the rest of the GI shelf no one wants to shop in person.

75% of adults will deal with hemorrhoids in their lifetime, and 40% of women get them during or after pregnancy. It's a large, recurring, under-branded category people mostly suffer through in silence. The products on the shelf haven't changed in decades, and the shame keeps people from treating it at all. That avoidance is the opening.

This is the cleanest version of our thesis. The consumer is already making this health decision alone, quietly, and badly served by what exists. A trusted brand that removes the shame wins the category long before the system is anywhere near it. Norms leads with brand and category discipline, the durable layer we back in consumer goods. Founder-operator who's built and sold before, with the taste to make an unbranded shelf feel like a real brand.