Bird&Be's Ulta Launch Marks New Era of Accessible At-Home Fertility Care

Bird&Be's supplements for male and female fertility and reproductive health testing kits will be available in 300 Ulta Beauty storefronts nationwide and on Ulta.com

TORONTO, Sept. 30, 2025 /PRNewswire/ -- Bird&Be, the fertility and reproductive health brand known for science-backed supplements and at-home testing for men and women at every stage of their fertility journey, is launching in 300+ Ulta Beauty stores nationwide and on Ulta.com. Ulta Beauty marks Bird&Be's first nationwide retail partner—a milestone moment in bringing fertility care into the mainstream wellness conversation.

This expansion, both in brick-and-mortar and e-commerce, comes at a critical time as half of U.S. counties lack access to an OB-GYN, leaving millions of women without the guidance they need for proactive reproductive health and accessible fertility care. By meeting customers where they already shop for health and beauty routines, Bird&Be is not only increasing access to high-quality fertility support but also sparking important conversations in a familiar, stigma-free setting. This partnership is about more than stocking shelves, but making fertility care visible, approachable, and available to people who might otherwise have no clear path to it.

"Ulta has long been a destination where women shop with intention for their self-care essentials, and Bird&Be's presence there positions fertility support as a natural and empowering part of that basket," says Bird&Be CEO Samantha Diamond. "This launch allows us to meet customers where they already are and helps normalize proactive reproductive health as part of the broader beauty and wellness conversation."

In a saturated prenatal market, Bird&Be stands out by simplifying the decision-making process—offering science-backed, fertility-doctor-formulated supplements that contain everything men and women need and nothing that they don't. Bird&Be products available at Ulta include:

• Female Fertility Power Prenatal Pack + CoQ10  ($78) – Comprehensive pre-pregnancy support with essential nutrients
• Male Fertility Power Pack + CoQ10  ($78) – Targeted male fertility support; clinically proven to improve sperm quality in 3 months
• Calcium + Magnesium + Vitamin D Boost  ($26) — Bone and muscle support for pre-pregnancy, pregnancy, and postpartum
• Complete Prenatal Pack  ($45) – All-in-one prenatal formula for pregnancy
• Fertility Power Packs for Males and Females, Gentle Prenatal Gummies, Ovulation Tests, Sperm Test Kit, and Early Results Pregnancy Tests are available on Ulta.com

By offering products both in-store and online, Bird&Be is expanding access to those in areas with limited fertility clinics or specialist care. For many, this may be the first time they encounter high-quality, science-driven fertility solutions outside of a doctor's office. This year, Bird&Be has fulfilled over 40,000 orders to remote regions with little or no access to fertility clinics.

This retail expansion is a testament to Bird&Be's growing success, charting consistent 100% year-over-year growth in just three years. This success captured new capital from women's health investor and leader, Maggie Sellers, CEO and Founder of Hot Smart Rich.

"As a founder, investor, and woman navigating my own family planning journey, I knew instantly that Bird&Be was different," said Maggie Sellers, CEO and Founder of Hot Smart Rich and HSR Ventures.  "It's rare to find a brand that brings together medical-grade science and true consumer understanding—and when you do, you invest not just your dollars, but your platform."

The Ulta expansion comes on the heels of recent product innovation, with the release of  Power Play, a fertility-friendly lube, further underscoring Bird&Be's larger brand evolution from a fertility-focused brand to a trusted partner centred in both fertility and proactive health for women and men at every stage of their reproductive journey. Bird&Be products will begin rolling out in 300 Ulta Beauty stores nationwide this October.

About Bird&Be
Created by women who've experienced IVF and pregnancy loss alongside top fertility doctors, Bird&Be has a mission to simplify and support the fertility journey for men and women at every stage. The brand has emerged as a category leader in proactive reproductive health with a direct-to-consumer model that blends clinical credibility, consumer trust, and omnichannel growth. With daily personalized prenatal packs, clinically tested supplements, and at-home testing, Bird&Be empowers people to optimize their reproductive health from home—no matter where they are on the fertility journey. Vitamins and supplements combine premium, bioavailable ingredients with a complete nutrient profile often missing from other brands. Backed by reproductive endocrinologists and naturopathic doctors, Bird&Be offers science-driven, Health Canada–approved solutions and 5x third-party tested supplements trusted by OBGYNs and IVF clinics worldwide. Since launching in late 2021, Bird&Be has grown into an eight-figure brand with 100% year-over-year growth.

About Maggie Sellers, Hot Smart Rich and HSR Ventures
Maggie Sellers is revolutionizing modern female empowerment. The Canadian-born, Los Angeles–based entrepreneur and investor is the founder of Hot Smart Rich, a media and investment platform powering the next generation of women to embrace their hottest, smartest, richest selves—without apologizing about it. In under six months, Hot Smart Rich has become one of the fastest-growing business podcasts in America: #3 Business Podcast in the U.S., the only female voice in the Top 25, ranked among the Top 50 Podcasts nationwide, and crossing 1M plays. The show features unfiltered conversations with the leaders shaping the future of culture, startups, and community—cementing Maggie as one of the most distinctive and influential voices in business media today. Beyond the mic, Maggie is a dealmaker and brand builder. Through HSR Ventures, she holds equity stakes in 18+ consumer brands—including Allara Health, De Soi, Mixlab, & Sydecar—backing founders and companies that empower women as they navigate and evolve in their roles within society. She's known for seamlessly blending entertainment, branding, and venture capital, creating a blueprint where influence and investment collide to drive outsized returns.

SOURCE Bird&Be