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The launch comes at a time when nearly half of US counties lack OB-GYN access.
March 5, 2026
By: Lianna Albrizio
Associate Editor
Ulta, which previously announced its positioning as a health and wellness hub in addition to skincare and cosmetics, has partnered with doctor-approved prenatal vitamins and fertility supplement brand Bird&Be to provide shoppers with easy access to fertility care.
The OB-GYN-supported brand reportedly generated five figures in sales in-store and online at Ulta.com. Following strong performance in sales of their supplements for both partners, the brand is expanding from 300 stores to nearly 1,000 Ulta Beauty locations nationwide, officials said.
The launch comes at a time when nearly half of US counties lack OB-GYN access, with roughly 1,300 fertility specialists nationwide. Consequently, the beauty retailer desires to reframe the narrative, so that fertility care is part of everyday wellness over a niche medical category.
Bird&Be’s expansion includes Female Fertility Power Prenatal + Male Fertility Power Prenatal with CoQ10. The brand’s online presence via Ulta.com is expanding with fertility-friendly lubricant and Inositol Cycle Support, which will be available on March 15.
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