Rediscovering Nature: How an AI Start-up is Transforming Natural Health
MeNow is not a typical software startup. The company has developed a powerful SaaS platform that simulates the behavior of over 2 million nature-based compounds without needing to step inside a lab. Using a proprietary database of more than 60,000 organisms, it predicts how ingredients interact at a molecular level, their efficacy, safety, and potential synergies.
What once took years of R&D and extensive trial-and-error in cosmetic labs can now be done with a click. Cosmetic manufacturers use MeNow to create safer and more effective products, while cutting development time by up to 75%. Sellers can also recommend products more accurately to consumers, thanks to AI-powered personalization.
But the technology isn’t limited to beauty. It’s also being applied to functional food, nutraceuticals, and wellness solutions, identifying bioactive compounds in plants that can boost health outcomes. This cross-sector potential is what makes MeNow such a game changer, and their rise has been strongly fueled by the support of the EIT Community, through the NEB Catalyse programme.
Accelerating Client Success
Their platform has consistently enabled clients to move from problem to validated solution in record time, without compromising quality.
“Take our recent collaboration with Colgate. We identified an optimal plant combination for treating gingivitis, cutting their development time by 75%,”says Hilla.
Another impacted results example in the haircare sector: “One partner approached us with an urgent mission: discover a bioactive compound to repair damaged hair, fast. In just six weeks:
- 200+ potential ingredients analyzed in silico
- 28 shortlisted based on safety, bioactivity, and regulatory standards
- 3 prototypes generated before entering the lab
The outcome? Six weeks from brief to lab validation.
“A 70% reduction in resource use, and a fivefold cut in formulation costs. This is the power of virtual chemistry plus real-world performance.”
Empowering Innovation, Powered by Women
Behind MeNow are two pioneers: Dr. Hilla Ben-Hamo Arbel (CEO) and Dr. Coralie Ebert (CTO), whose backgrounds in neuroscience, chemoinformatics, and molecular modeling bring both scientific rigor and a deeply human-centered vision.
“As a biotech engineer, I’ve always been fascinated by how compounds interact with the human body. But what sparked MeNow was something personal, a realization that many products are still developed without real scientific insight into how ingredients interact. We wanted to change that”, explains Dr. Hilla Ben-Hamo Arbel.
Their leadership also reflects a new kind of innovation culture. MeNow’s team is predominantly women, but also includes colleagues of diverse backgrounds, nationalities, and abilities.
“We’re not just pushing the frontiers of science, we’re also reshaping the leadership model behind it. This diversity is a strength. It allows us to build technology that’s more human-centered, more creative, and ultimately more impactful.”
This inclusive approach has led to more intuitive applications of their tech, such as identifying natural compounds that reduce skin inflammation or allergens, and tailoring food supplements for women’s health using plant-based ingredients. It’s a perspective that blends scientific expertise with lived experience.
A Catalytic Boost from the EIT Community
In 2025, MeNow joined the EIT Catalyse NEB programme, a transformative step that connected them with a multidisciplinary network and helped propel their technology and market positioning.
“We joined the EIT Catalyse NEB programme because we saw it as a unique opportunity, not just for funding, but for surrounding ourselves with a network that shares our values. The NEB programme offered exactly that: a multidisciplinary ecosystem of innovators, mentors, and thought leaders across sectors,” says Dr. Hilla Ben-Hamo Arbel.
Throughout the programme, MeNow’s team engaged with a wide range of experts, gaining perspectives that would shape the trajectory of their platform. A key turning point came during one of the NEB co-creation workshops, where the broader potential of their AI technology came into focus.
“We had the chance to sit down with people from very different industries: architecture, biodesign, even circular economy. Someone looked at our AI model and said, ‘You’re not just predicting ingredients; you’re mapping nature’s intelligence.’ We realized we weren’t just solving a cosmetic problem, we were building technology that could change how we use nature’s resources across sectors. That insight, combined with the validation and mentorship we received, helped us fully grasp and articulate MeNow’s broader potential,” says Dr. Hilla Ben-Hamo Arbel.
The EIT Community, through the Catalyse NEB programme, also provided crucial European-level validation, reinforcing MeNow’s credibility across the continent and opening doors to key partners.
Hilla affirms: “The programme offered critical market validation: being selected and supported by EIT gave us credibility with European partners, helping us open conversations with leading brands we admire. It gave us access to people who challenged our assumptions, helped us refine our vision. It was a turning point for both our technology and our ability to create meaningful, measurable impact.”
“Following our recognition by EIT, we initiated go-to-market activities in Austria and were invited to special programs. Both customers and investors have been highly impressed by the program, viewing our collaboration with EIT as a strong mark of credibility.”
Sustainability at the Core
Sustainability is at the heart of MeNow technology. Their prediction engine can identify multiple valuable compounds from a single plant, making natural resources go further.
“By analyzing every part of every plant, we find new treasures in the ground, that can change people lives. It’s about doing more with less, without compromising efficacy or safety,” explains Dr. Coralie Ebert.
This approach supports circular economy principles and aligns with the European Green Deal goals, making MeNow a strong example of innovation driving both profit and purpose.
Looking Ahead: Wellness, Reimagined
MeNow envisions a future where nature and technology work hand in hand to improve everyday health. Whether it’s creating skincare products that adapt to individual biology or designing food supplements tailored to hormone cycles, the company is building tools that make wellness smarter, safer, and more personal.
“Our mission is to create safe, effective, and sustainable ingredients powered by nature and perfected by science. We believe in a world where wellness is personal, science is accessible, and innovation uplifts both people and the planet.”
And to the next generation of women innovators, Hilla and Coralie have a clear message:
“Don’t wait to be invited, build your own table. Surround yourself with believers, be bold, and keep going. Innovation takes courage. You belong in every room where decisions are made, and if that room doesn’t exist yet, create it.”