HRA and Maxwellia share Innovation of the Year

HRA and Maxwellia share Innovation of the Year

24 February 2022 - Deborah Wilkes

HRA Pharma’s Hana and Maxwellia’s Lovima are joint winners of the OTCToolbox Consumer Healthcare Industry (CHi) Award for Innovation of the Year.

On the face of it, having joint winners for an Innovation of the Year Award seems counter-intuitive.

However, switching a daily oral contraceptive from prescription to non‑prescription status in the UK was a major achievement, leading the way in Western countries. The two companies involved both deserve to be recognised for their efforts.

Commenting on the win for HRA Pharma, Hélène Guillard, global Rx-to-OTC switch director, said the reclassification of Hana was “a major milestone for women and reinforces our mission at HRA to empower people to improve their lives by developing accessible added-value self-care solutions”.

“Our team has made history in women’s health once again, with the UK being the first Western country to truly offer this type of contraceptive pill without a prescription,” added Guillard. “We are extremely proud of this achievement and delighted to be recognised by the OTCToolbox CHi Innovation of the Year Award.”

Anna Maxwell, chief executive officer of Maxwellia, said her company was “thrilled to receive this prestigious CHi Innovation of the Year Award for Lovima, our daily oral contraception brand”.

“In our first season, to stand with the giants is a remarkable achievement for our small team,” added Maxwell.

This CHi Award honours the best consumer healthcare product innovation in 2021. Three of the eight judges for the Innovation of the Year Award ranked the products first out of the 10 candidates, and a further three placed them in the top three.

Judges praised HRA Pharma and Maxwellia for driving through a “groundbreaking” switch of a medicine from prescription to non-prescription status in the UK.

Watch HRA Pharma’s acceptance speech

Watch Maxwellia’s acceptance speech

The best in business development and innovation

The OTCToolbox CHi Awards honour the best in business development and innovation around the world.

Winners of the CHi Awards were decided by a panel of highly-experienced executives in the consumer healthcare field. The panel included representatives from 1HQ Creative Leap, CG Sawaya Partners, Chameleon Pharma Consulting, ECHO, Euromonitor International, EY, Healthy Brands, IQVIA Consumer Health, Jenson R+, L4i, Maestro Consulting, Manlik Pharma Consultants, Muzeable, OTCToolbox, TentaConsult Pharma & Med, as well as Ros Munday and Andy Tisman.


Innovation of the Year was one of six CHi Awards presented during the OTCToolbox 2022 Consumer Healthcare BD&I Event on 21-25 February 2022.

  • Transaction of the Year
  • Business Development Team of the Year
  • Innovation of the Year
  • Regulatory Achievement of the Year
  • Self-Care Initiative of the Year
  • Sustainability Project of the Year

Watch the Presentation Ceremony for the OTCToolbox 2022 CHi Awards


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