After years of irregular cycles doctors couldn't explain, Ivie realised she was one of the 25% of women affected. She found seed cycling, which helped but existing kits were expensive and lost nutrients once opened. Digging deeper, she discovered that 90% of women don't meet daily fibre needs either, despite its role in hormone regulation. Applying her chemical engineering background, she developed an antioxidant-infused, fibre-forward seed cycling kit that finally regulated her own cycle and built phasebloom to bring the solution to women globally.