Anna Maxwell is a trailblazer who, with her combination of healthcare professional and commercial experience, is on a mission to widen access to medicines and broaden the role of the pharmacist to improve the shape of public health and make a difference to people’s lives. She is founder CEO of expert switch start-up, Maxwellia, which specialises in converting prescription medicines into versions that can be bought in pharmacies and online. In July 2021, Maxwellia made history with the launch of Lovima®, an effective daily contraceptive pill, and in September 2023 launched their accessible emergency contraception, LoviOne®, empowering women to take charge of their reproductive health. Anna and her team continue to build a pipeline of new game changing consumer healthcare brands, and have this year expanded their women’s health portfolio with two new pharmacy menstrual health brands, Evana® for heavy period relief and Ultravana® for period pain relief.