Peony Li: The Visionary Founder Revolutionising Bladder Care with Jude
In the evolving world of health and personal care, few entrepreneurs have managed to combine passion, innovation, and social impact as seamlessly as Peony Li. A Cambridge-educated economist and seasoned professional, Peony has dedicated her career to addressing the unmet needs of underserved communities, with a particular focus on women’s health and bladder care. As the founder and CEO of Jude, she is on a mission to break the silence and stigma surrounding bladder issues — a subject rarely discussed openly despite affecting millions.
This article delves into the inspiring journey of Peony Li, her educational background, her diverse career path, and the groundbreaking work she is doing through Jude to mainstream bladder care in the UK and beyond.
Early Life and Education: The Foundation of a Leader
Peony Li’s story begins far from the corridors of power and innovation in London. Born and raised in Hong Kong, she moved to the United Kingdom at the age of 15, bringing with her an international perspective and a drive to make a difference.
Her academic journey is remarkable. Peony earned a Master’s degree in Economics from the prestigious University of Cambridge, one of the world’s leading institutions. During her studies, she demonstrated an early aptitude for analytical thinking and research, focusing on complex economic models such as measuring the size of the shadow economy in Southeast Asia. This analytical rigor would later underpin her approach to business — combining data-driven insights with empathy and purpose.
Her education not only equipped her with technical skills but also exposed her to a diverse intellectual environment that cultivated her leadership abilities and entrepreneurial spirit. Peony’s academic achievements, including winning awards and scholarships, reflect her commitment to excellence and continuous learning.
A Diverse and Impactful Career Path
Before founding Jude, Peony’s professional experience spanned multiple industries and roles, showcasing her adaptability and passion for creating positive impact.
Investment Banking and Mergers & Acquisitions
Peony began her career in investment banking at Bank of America Merrill Lynch, specialising in mergers and acquisitions (M&A). Here, she advised on projects with a combined valuation of over £7 billion, gaining deep sector knowledge in energy, utilities, and infrastructure. This high-pressure environment honed her strategic thinking and negotiation skills.
Startup Investment and Venture Building
After her stint in banking, Peony transitioned to the dynamic world of startups and venture capital. As Head of Investments at Founders Factory, she supported over 60 early-stage companies, collaborating with corporate investors such as L’Oreal, Aviva, and Marks & Spencer. This role allowed her to foster innovation, mentor founders, and understand the challenges and opportunities within the startup ecosystem.
Social Impact and Crisis Response
During the COVID-19 pandemic, Peony’s commitment to societal wellbeing shone through. She founded Medical Supplies for COVID Relief, a vital initiative that distributed over six million pieces of protective equipment to frontline workers and care homes in the UK. This project not only provided critical support during a health crisis but also generated significant revenue in a short period, demonstrating her ability to blend purpose with business acumen.
Women’s Health Innovation
Peony also played a key role at Daye, a company dedicated to women’s health products. As Head of Operations, she helped commercialise a pain-soothing tampon designed to relieve menstrual cramps — an innovation that further reinforced her dedication to addressing personal care issues often overlooked or stigmatised.
Founding Jude: Revolutionising Bladder Care
Despite her varied career, Peony’s defining venture is undoubtedly Jude, the healthcare brand she founded in October 2020. Jude is a London-based company focused on bladder care — a topic traditionally considered taboo but which affects approximately 14 million people in the UK alone and over 400 million globally.
The Vision Behind Jude
Peony’s inspiration for Jude came from personal conversations and listening closely to the experiences of people living with bladder issues. She recognised a glaring gap: bladder health was rarely discussed openly, and existing solutions were often inadequate or dismissive. Jude seeks to change this by creating a community-led approach to bladder care that is holistic, preventative, and empowering.
Product Offering and Approach
Jude offers a range of innovative, science-backed products designed to improve bladder health and reduce the stigma around it. These include supplements aimed at strengthening pelvic floor muscles, leak-proof underwear, and environmentally friendly bamboo pads and liners. What sets Jude apart is its commitment to combining medical science with real user feedback — ensuring that products are effective, comfortable, and respectful of the people who use them.
Breaking the Silence: Community and Awareness
Jude’s mission extends beyond products. It aims to normalise conversations about bladder care, smashing one of Britain’s biggest health taboos. Through its social media presence, educational campaigns, and collaborations, Jude encourages people to speak openly and seek help without embarrassment or shame.
Challenges and Triumphs: The Dragons’ Den Experience
In 2024, Peony took a bold step to accelerate Jude’s growth by appearing on the popular BBC television show Dragons’ Den. She sought a £100,000 investment for a 3% stake in the company. The show provided national exposure and sparked widespread discussion about bladder health.
However, Peony made headlines by turning down an offer from guest Dragon Emma Grede. She felt the valuation undervalued Jude and did not adequately reflect the contributions of early investors and the company’s growth potential. This decision, while risky, showcased Peony’s confidence and strong leadership principles.
Since that pivotal moment, Jude has experienced remarkable growth, quadrupling its revenue and expanding its distribution into major retailers such as Boots and QVC. The story of Jude demonstrates that staying true to one’s values and vision can lead to greater long-term success.
Education as a Catalyst for Innovation and Leadership
Peony Li’s educational background has played a crucial role in shaping her approach to business and innovation. Her rigorous training in economics taught her to analyse markets, understand consumer behaviour, and evaluate risks effectively.
Moreover, Cambridge’s intellectually stimulating environment nurtured her ability to think critically and embrace challenges. This foundation has empowered her to take calculated risks, innovate in an underserved sector, and lead with empathy.
Education also fuels Peony’s commitment to mentorship and supporting other female entrepreneurs. She served as a Senior Business Mentor at Innovate UK, advising emerging women founders and helping them navigate the complexities of building successful businesses.
The Future of Peony Li and Jude
Looking ahead, Peony Li remains steadfast in her mission to revolutionise bladder care globally. She envisions a future where bladder health is openly discussed, better understood, and effectively managed through preventative care and innovative solutions.
Under her leadership, Jude plans to expand its product range, deepen its community engagement, and continue breaking down barriers surrounding bladder health.
Her story exemplifies how education, experience, and a deep sense of purpose can come together to create meaningful change in healthcare — inspiring others to tackle issues that matter.
Conclusion
Peony Li’s journey from a Hong Kong teenager to a Cambridge graduate, investment banker, startup investor, and finally the founder of Jude is a testament to her resilience, vision, and commitment to social impact. Through Jude, she is not only providing tangible products but also fostering a cultural shift towards openness and empowerment in bladder care.
Her story is a powerful example of how innovative leadership, informed by strong educational foundations and diverse professional experiences, can transform underserved sectors and improve millions of lives.
Peony Li continues to be a trailblazer in health innovation, proving that even the most taboo topics deserve attention, care, and revolution.
