The Start-Up Accelerator gave me the clarity, structure, and confidence to move from idea to action. It transformed Môr from a solo mission into a focused, fundable business — and reminded me I don’t have to do it all alone.
For decades, ADHD has been misunderstood - especially when it comes to women. Most treatments are designed around male biology, with stimulant-based medications that mask symptoms rather than address root causes. But for many women, ADHD is deeply connected to hormones, gut health, and the brain’s rhythm across different life stages.
That’s the problem Lucy McCarthy-Christofides set out to solve.
Lucy founded Môr, a pioneering health brand built specifically for women with ADHD. Combining science-backed supplements, digital tools, and a deep understanding of neurodivergence, Môr is designed to help women feel more in control of their condition.
As part of developing the business, Lucy joined the Business Wales Start-Up Accelerator, a key initiative of the Accelerated Growth Programme (AGP). The accelerator supports early-stage businesses with high growth potential, helping them refine their business models, strengthen commercial strategy, and prepare for investment. We caught up with Lucy to learn more about the story behind Môr and how the Start-Up Accelerator helped bring her vision to life.
What inspired you to start Môr?
After my ADHD diagnosis in 2016, I couldn’t take the standard medication due to autoimmunity. So, I started digging into the research and what I found shocked me. Everything was built for men. Nothing addressed how ADHD shows up in women or how it intersects with hormones, gut health, and life transitions. As someone who’s worked in high-growth consumer brands and product strategy, I could see the gap - and the potential. I created Môr to offer support rooted in science and designed for women.
What were your challenges before joining the Start-Up Accelerator?
Like many ADHD founders, I had no shortage of ideas, but I was overwhelmed, doing everything solo and second-guessing every decision. The accelerator gave me a sense of structure, momentum, and community. I realised I wasn’t alone, and that was transformative.
How did the programme help shape Môr’s development?
It helped me tighten the commercial model, clarify our positioning, and communicate the opportunity to investors. It also helped me quickly test assumptions, get feedback, and build more confidently. The accelerator was the difference between having a great idea and creating a fundable business.
What makes Môr different from other ADHD solutions?
We’re building the first supplement designed specifically for women with ADHD based on the gut-brain-hormone axis—something that’s been ignored for far too long. Our formulation was co-created with a leading neuroscientist, and we’re preparing for clinical trials.
What tools or insights had the biggest impact during the accelerator?
Learning how to use AI to streamline customer-facing content was game-changing. I also gained a much better understanding of early-stage fundraising and how to create a compelling investor proposition, which has been key as we prepare for our pre-seed round.
Was there a breakthrough moment during the programme
Letting go of the need for perfection. I used to hold everything back until it felt flawless. However, the accelerator taught me that done is better than perfect and that building in public with purpose can be powerful.
What’s next for Môr over the next 6–12 months?
Our focus is launching, running a consumer trial, and building a community of early adopters. Anyone interested in being the first to know when we launch can join our waitlist at get-mor.com. We’re also refining our investor materials and starting conversations for pre-seed funding. I’m continuing my growth journey with a funding readiness accelerator through Female Founders Rise, building on what the Start-Up Accelerator helped me begin.
What’s your vision for Môr?
To be the go-to health brand for women with ADHD, supporting them from puberty through perimenopause and beyond. In the long term, we see Môr evolving into a tech-enabled platform offering personalised support backed by science and lived experience. We’re proudly based in Wales, but our impact will be global.
What advice would you share with others thinking of starting a business?
Start with a problem you care deeply about; it will carry you through the hard days. Talk to customers early, validate the need, and remember you don’t have to do it alone. Support and community, which I found in the accelerator, can make all the difference.
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