Interview with Niina Suni - Challenging the Norms of Traditional Women's Healthcare

If we want the world to change, we need a new type of Rebel Leaders to lead that change. We feature people who are leading the way. 

Did you know that even in medicine, women are biologically often seen as "small males"? Meaning that a bulk of the medical research is only conducted with men, leaving women's bodies often unresearched and more difficult to diagnose or treat. 

Niina Suni, founder of Hormonia,  is a holistic reproductive health practitioner and integrative nutrition health coach who has a PhD in Pharmacy. She helps women to reconnect with their bodies and reclaim ownership of their health. Read more about what makes her approach focusing on hormones and the menstrual cycle different. 

How did you get started with Hormonia? 

Niina: Women's healthcare needs a more holistic perspective, one that addresses root causes and recognizes that women are not small men but biologically different (from hormones to brain). Hormonia is made to do just that. 

I only truly began to explore and immerse myself in the wonders of the menstrual cycle and female hormones after working in healthcare for nearly 20 years. Once I did, there was no turning back, and eventually Hormonia was born.

I came to see that my solid background in healthcare, my researcher's curiosity, and my love for working with people all come together perfectly in this work.

What was the defining moment you realized you wanted to do something different? And why women's health?

Niina: It slowly dawned on me that I wanted to shift away from the pharmaceutical world - from treating diseases and managing symptoms - towards holistic health: searching for and addressing root causes while supporting overall well-being. 

On this journey, I found the menstrual cycle "as the fifth vital sign", an underexploited marker and continuous report of health. I realized how little I had truly understood the menstrual cycle, let alone appreciated it or made use of the different phases and changing levels of female hormones during the menstrual cycle - and importantly, how much we can affect our hormones, symptoms, and health! 

So many women suffer unnecessarily, much because period pain, perimenopausal symptoms etc., are normalized. Women are not made to suffer! There is always a reason behind symptoms. 

A pivotal moment in my life, however, came after a miscarriage and the crash that followed, when, for the first time in my life, I truly paused. I stopped to reflect on what I genuinely wanted to do with my life. That’s when I realized: work with female hormones and health was calling me. 

Niina: Some of the biggest challenges I help women with include unexplained infertility and other fertility issues. I also help a lot of women with severe endometriosis, intense mood-related symptoms like PMS and premenstrual dysphoric disorder (PMDD), PCOS, as well as perimenopausal symptoms.

Niina: I offer mentoring and courses on hormonal health. Our new 6-month program on female hormonal health starts in October 2025, with an amazing team of expert guest lecturers.

That’s what I’m passionate about: going deep into the professional and scientific foundations. By educating other professionals, the knowledge and better health are spread even wider via their work.  

Niina: The right things happen at the right time when you dare to let go and just trust the process. But I would also like to share something related to the menstrual cycle: If you’re a person with a menstrual cycle, learn to harness the unique strengths of each phase of the cycle.

Work with your hormones, not against them. That has made a big impact on how I run my business.

  

Niina: Crush Movement deeply aligns with my mission: closing the gender gap and empowering women. Networking with other rebel leaders who are redefining success, embracing feminine values, and “crushing patriarchal norms” really resonates with me. I want to grow as a leader in women’s health and contribute to a movement centered on equality and empowerment.

Niina: I’m a Rebel Leader because I’ve chosen to challenge the norms of traditional healthcare, and especially in how we treat women. I support women in reconnecting with their bodies and reclaiming ownership of their health. I believe that education is one powerful form of rebellion, and I’m building tools, trainings, and a professional network to bring true body literacy to both clients and practitioners.

Niina: I offer 1:1 consultations on hormonal health, courses, trainings and events. You can find me on Instagram @hormonia.fi and at www.hormonia.fi 

In this interview series, we feature Crush Movement Rebel Leaders. Join now!