When Hormones Shift: EJ Kim on Perimenopause and Mental Health

Today we’re getting under the hood with EJ Kim a daughter, sister, women’s advocate and the Co-Founder & CEO of NNABI, the first company dedicated exclusively to perimenopause support and care. With over 20 years of experience in data, intelligence, and analytics, she has built a career at the intersection of consumer insights, strategy, and innovation, helping brands make smarter, data-driven decisions for growth.

Her journey into women’s health and perimenopause advocacy is deeply personal. Diagnosed with PCOS in her early 30s and later experiencing perimenopause symptoms firsthand, she was struck by the lack of support, education, and solutions available to women at this critical stage of life. This realization led her to co-found NNABI, a brand committed to empowering women with science-backed solutions, credible information, and a supportive community to help them navigate perimenopause with confidence.

For too long, perimenopause has been underserved and misunderstood, despite being a phase where women hold immense power, potential, and creativity. EJ believes that perimenopause is a time of transformation and that women deserve the resources, education, and support to thrive, not just get by. Through NNABI, she is leading the charge in advocating for better education, phase-specific innovations, and a holistic, personalized approach to midlife wellness.

NNABI is also helping to bring perimenopause into the mainstream conversation, with features in Elle, Vanity Fair, and Good Housekeeping. By securing a place in top-tier publications, NNABI is breaking long-held taboos and ensuring that midlife women are seen, heard, and supported—so they can continue leading, creating, and making an impact without compromise.

Recognized as one of the 200 Trailblazing Leaders in Women’s Health & FemTech, EJ is passionate about reshaping the conversation on perimenopause and ensuring that women in Peri receive the visibility, recognition, and solutions they need.

As a sought-after speaker on women’s health, consumer insights, and the future of midlife wellness, EJ brings a unique mix of data, strategy, and lived experience to the conversation—bridging the gap between science, innovation, and real-world solutions for women navigating perimenopause

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