Women's Health and Social Equity

nae Inc.’s commitment to women’s well-being is deeply rooted in the personal experiences and design philosophy of its founder and CEO, Yuki Shinohara.

In 2014—before the term “femtech” had gained recognition—Shinohara led ethnographic research for monicia, a basal thermometer designed to support women dealing with PMS. This project revealed the often-unseen physical and emotional challenges many women face in their daily lives. It marked a turning point in his awareness of gender-specific needs and systemic gaps.

His involvement in subsequent projects—ranging from osteoporosis and beauty devices to medical equipment—further shaped his understanding of how deeply embedded and under-addressed many of these issues remain.

The birth of his first daughter in 2019 brought these questions into sharper personal focus. Now a father of two daughters, Shinohara feels a growing sense of responsibility: to help create a world where his children, and all women, can grow up with greater choices, support, and dignity.

A pivotal experience came much earlier, during his high school years, when his mother was diagnosed with cervical cancer. At the time, the HPV vaccine was not yet widely available. Today, with broader awareness and access, such cases are increasingly preventable. This contrast left a lasting impression—illustrating how simply knowing something can change everything.

Yet even now, topics like menstruation, PMS, and hormonal cycles remain under-discussed and misunderstood. Shinohara believes that both women and men still lack the fundamental knowledge needed to understand and support one another.

At nae Inc., well-being is defined as “having room in the mind and heart.” Creating that space requires access to information, the ability to choose, and a culture of shared empathy.

More than just a vision, we believe well-being must be materialized through making. Our work goes beyond research and strategy—we bring ideas into reality by developing tangible products and services that embed well-being into daily life.

With cross-disciplinary experience in healthcare, consumer electronics, automotive, space, food, and materials, nae Inc. brings a unique ability to make the invisible visible.

Designing for well-being means building it into the fabric of everyday life—through design, and through what we make.