top of page

Channel 4 Ventures invests in Maxwellia – the leading medicines switch company

New deal forms part of a circa. £5m funding campaign to support the launch of Lovima   one of the first contraceptive pills to be made available in pharmacy, marking the biggest innovation in contraception for 60 years.


Channel 4 Ventures

Alderley Park, UK – 6 October 2021

Maxwellia announces a major investment from Channel 4 Ventures, striking an airtime-for-equity arrangement. The new investment will support the marketing campaign for Lovima®, helping fund a hugely impactful, innovative and educational 360° campaign designed to raise awareness of the availability of the progestogen-only contraceptive pill in pharmacy throughout the UK.


Following the reclassification of the contraceptive pill by the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) - a journey spearheaded by Maxwellia – women can now buy a contraceptive pill over the counter without a prescription following a consultation with a pharmacist. This reclassification of the daily progestogen-only pill is one of the biggest revolutions in women’s health in the 60 years since the pill was first launched in the UK1, giving more women even greater choice about where and when they access contraception.


A television advertising campaign, devised by creative studio Ourselves, juxtaposes two important ‘liberation’ moments in history; referencing when the contraceptive pill was first introduced in the UK sixty years ago in 1961, and bringing things up to date by showing that oral contraception is now in the hands of women, giving them more control over their bodies and lives. The ad focusses on the progesterone-only contraceptive pill’s liberation from prescription status, a major milestone moment which further empowers women to be able to make their own choices about their bodies. The spot breaks on TV on 6 October, during the Louis Theroux-produced series Sex Actually with Alice Levine on Channel 4.

Head of Channel 4 Ventures, Vinay Solanki says: “We are delighted to be supporting Maxwellia with the launch of their advertising campaign for Lovima®. The ambition of Maxwellia aligns with so many Channel 4 values – being bold, innovative, and doing the right thing. Maxwellia’s journey is only just beginning and Channel 4 Ventures are excited to be their partners from today onwards”.

Maxwellia founder and CEO, Anna Maxwell, a registered pharmacist, says: “In line with Channel 4’s remit, it has aligned itself once more with an innovative product to help improve recognition and awareness of the importance of access to contraception. The decision to reclassify the pill is game-changing for many women who, for the first time in history, can now buy this form of oral contraception from their local pharmacy. Maxwellia’s partnership with Channel 4 Ventures is perfect to help us increase awareness and continue our dedication to breaking down contraception access barriers faced by women and supporting greater sexual health education and awareness.”

Maxwellia’s Lovima® (desogestrel 75mcg) can be bought over the counter from a local British high street or supermarket pharmacy [following a consultation with a pharmacist] with a month’s supply costing £14.99 or a three month supply available at £29.99, working out at just under £10 a month. Women can buy up to 12 months’ supply at a time.


​For more information about Lovima® please visit and for more information about Maxwellia, please visit To interview Anna Maxwell please contact The Difference Collective:

Kate van Beek: 07525 095232 /

Charlotte Messer: 07928 700277 /

1. Faculty of Sexual & Reproductive Healthcare. Clinical Guidance: Progestogen-only Pills, March 2015 (Amended April 2019). [Online]

Notes to Editors:

About Lovima®

Lovima® 75 microgram film-coated tablets (containing desogestrel) is a new Pharmacy (P) licensed brand of a daily progestogen-only contraceptive pill to prevent pregnancy in women of child-bearing age. It will be available in UK pharmacies without a prescription. Always refer to the patient information leaflet (PIL).

About Maxwellia

Founded in 2013, Maxwellia is a female founded, British pharma company and the world’s only company completely dedicated to “switching” – prescription-only medicines into versions that can be bought over the counter in a pharmacy. Switching is a rigorous regulatory process enabling pharmacists to safely supply what were previously prescription-only medicines. Maxwellia is developing and commercialising the next-generation of consumer healthcare pharmacy brands treating a range of conditions in major public health categories. It aims to provide people with new ways to conveniently look after themselves by making widely used and effective medicines available over the counter at the pharmacy. It already has three applications under assessment, including other women’s health products. An independent venture-capital start-up, Maxwellia has been financially backed by Future Fund, a government initiative to help cutting-edge British companies of the future thrive.

About Channel 4 Ventures

Channel 4 Ventures is an innovative corporate venture activity for Channel 4, which invests in high potential, early stage companies using a media-for-equity model. This model empowers consumer and SME focused companies to use high quality TV advertising slots to drive significant awareness of their products within the UK population. Since inception in 2015, Channel 4 Ventures has completed 25+ investments in consumer and SME-focused brands, including Pinterest, Eve Sleep, what3words, Meatless Farm, Drover, Boomin, Readly, Crowdcube, Rated People, and Deadhappy, working alongside leading institutional investors.

bottom of page