Heale Doctor Formulated is a women’s health brand dedicated to creating doctor-formulated solutions for the real issues women face at every stage of life. Heale’s approach is rooted in clinical insight, thoughtful formulation, and a commitment to quality, resulting in award-winning solutions trusted by women across the globe.
Grounded in the belief that women deserve simple, trustworthy, USA-made, science-backed solutions, Heale focuses on the health concerns women regularly face. By blending medical expertise with science-based solutions, the brand is committed to helping women feel more confident, comfortable, and supported throughout every phase of life.
Founding Story
Heale Doctor Formulated was founded in 2014 by friends Maria and Danica, who combined backgrounds in healthcare and business to create better solutions for women’s everyday health concerns. The brand began with BoriCap, one of the first boric acid suppositories to reach the mainstream market. At the time, access was limited, ingredients were difficult to source, and stigma surrounded the category. Heale was created to change that by making a trusted, doctor-formulated solution more accessible to women across the globe.
What started as a single, practical product quickly gained traction as women discovered and trusted the brand’s thoughtful, science-backed approach. Although Heale was not originally intended to be a multi-product company, strong demand and customer trust led to the development of additional natural, doctor-formulated solutions for common women’s health concerns. Each new launch was met with success, shaping Heale into an award-winning brand dedicated to supporting women at every stage of life.
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Team Bios
Maria Kriner
Founder
see bio
Maria is a registered nurse with a Bachelor of Science in Nursing (BSN) and more than four decades of experience in healthcare. Throughout her career, she has worked across a variety of clinical settings, providing compassionate, patient-centered care and developing deep expertise in women’s health, preventive care, and patient education.
Known for her practical approach and commitment to evidence-based practices, Maria has helped thousands of patients navigate health concerns with confidence and clarity. Her decades of hands-on experience have shaped her strong belief in safe, effective, and accessible wellness solutions.
In addition to her clinical work, Maria has played a key role in product development and education, bringing a nurse’s perspective to the creation of high-quality, doctor-formulated supplements. Her work reflects a lifelong dedication to improving patient outcomes and empowering people to take charge of their health.
Danica Ettle is an entrepreneur and business owner known for building successful wellness brands from the ground up. She graduated from Arizona State University with dual degrees in Human Resource Management and German, and is fluent in German. Early in her career, Danica worked with several startup companies, gaining hands-on experience in operations, team building, and business development.
In 2014, she co-founded Heale Doctor Formulated with her business partner, bootstrapping the company from its earliest stages. Drawing on her startup background and practical business experience, Danica helped grow the brand into a recognized name in the wellness space, focused on high-quality, doctor-formulated supplements. Today, she continues to lead the company with an emphasis on product integrity, customer trust, and sustainable growth.
