Celebrity Name: Amy Schumer
Brand Name: Midi Health
Deal Type: National Brand Campaign (Face of Campaign + Brand Investor)
Announced: April 6, 2026Channels
Impact: Midi Health’s first celebrity-fronted national campaign; builds on Schumer’s prior Series B investor relationship with the brand
- Amy Schumer stars in Midi Health’s first-ever national brand campaign, titled “Midlife Back in Session,” launched April 6, 2026, a multi-channel rollout spanning TV, radio, out-of-home, and social media.
- Schumer plays a comedic “guest lecturer” tackling perimenopause symptoms such as brain fog, hot flashes, sleep disruption, and mood swings, bringing humor and relatability to a historically taboo health conversation.
- This marks a deepening of an existing relationship: Schumer was already a Midi Health investor, having joined the brand’s oversubscribed $63M Series B funding round in 2024 alongside actress Connie Britton, soccer star Brandi Chastain, and fashion designer Tory Burch.
- The campaign aims to shift menopause care from the margins into mainstream dialogue, spotlighting that insurance-covered, specialist-led telehealth is now accessible in all 50 US states.
Midi Health, the nation’s fastest-growing women’s virtual healthcare provider, has debuted its first celebrity-led national campaign, “Midlife Back in Session,” starring Emmy-winning comedian, actress, and producer Amy Schumer.
The multi-channel campaign spans national and local TV, radio, out-of-home, and social, and is designed to normalize the transition into perimenopause while raising awareness of its symptoms.
Schumer plays a “guest lecturer,” using her signature comedy to spotlight brain fog, hot flashes, sleep disruption, and mood swings, symptoms millions of women experience but rarely discuss openly.
This isn’t Schumer’s first connection to the brand. She was among the high-profile celebrity investors who backed Midi Health’s $63M Series B round in 2024, joining actress Connie Britton, soccer star Brandi Chastain, and fashion designer Tory Burch in a $5M special purpose vehicle. Now she steps fully into the spotlight as the face of the brand.
The campaign also features creators Melani Sanders and Caitlin Murray, both known for candid midlife content. It’s a pattern gaining traction across health and lifestyle, much like Lindsay Lohan’s wellness campaign with Health-Ade, which leaned into authenticity and personal connection to drive brand credibility.
Beyond Midi Health, Schumer has previously fronted campaigns for Procter & Gamble’s Tampax brand, where she became the face of the company’s period awareness push. She is also fresh off the Hulu series Life & Beth (2022–2024) and her most recent stand-up special, Emergency Contact (2023).
For Midi, the timing is strategic. The campaign arrives as the company continues expanding access to clinicians specifically trained in midlife health, a field historically underserved by traditional medicine.
Takeaways
This deal is more than a standard endorsement, it’s the natural evolution of an investor-to-ambassador pipeline. Schumer didn’t just agree to front a campaign for a paycheck; she put her own money into Midi Health first, making her the most authentic kind of spokesperson: a genuine believer. That’s increasingly what modern health consumers respond to, and brands are noticing.
What’s also striking is the timing. With menopause finally moving into mainstream cultural conversation, driven by social media, celebrity openness, and legislative attention to women’s health, Midi is positioning itself as the leader at exactly the right moment.
A comedian with 13 million Instagram followers playing “professor of perimenopause” is bold, smart, and wildly shareable.
This is also a signal about where women’s health funding is going. Midi has raised $103M in total, attracted A-list investors, and now has the national ad reach to match. The brand is no longer a quiet startup, it’s becoming a household name.
Does Schumer’s dual role as investor and campaign face make this endorsement more credible or does it raise questions about objectivity? Which other celebrities in Midi’s investor circle, like Connie Britton or Brandi Chastain, might be next to step into the spotlight for the brand?
