🛍️ The Quick Answer
Bird&Be launched in 300+ Ulta stores in October 2025 and expanded to nearly 1,000 locations by March 2026. Their fertility supplements are formulated by reproductive endocrinologists, exclude ingredients that interfere with fertility medications, and are priced at $78/month for their flagship packs. This is legitimately good news for access — but retail availability doesn’t eliminate the need for medical guidance.
What Actually Happened
In October 2025, Bird&Be became the first fertility-focused supplement brand to launch at a major beauty retailer. Their products — including Female and Male Fertility Power Packs, prenatal supplements, ovulation tests, and sperm test kits — hit 300 Ulta Beauty shelves and Ulta.com.
By March 2026, strong sales drove an expansion to nearly 1,000 locations, with new products including a fertility-friendly lubricant and inositol cycle support joining the lineup. Ulta staff received training from Bird&Be’s internal medical team on how to guide customers.
Why This Is a Big Deal
The Access Problem Is Real
Half of U.S. counties lack access to an OB-GYN. There are roughly 1,300 reproductive endocrinologists nationwide. For millions of women, the nearest fertility specialist is hours away. A trip to Ulta, though? That’s a different story.
Fertility supplements moving into mainstream retail means that someone shopping for skincare might encounter ovulation tests, learn about cycle tracking, and start optimizing months before they’d otherwise engage with reproductive health.
Category Legitimacy
When fertility supplements sat only on clinic shelves and DTC websites, they occupied a niche. Ulta carries 25,000+ SKUs across beauty and wellness — putting fertility products alongside trusted brands normalizes reproductive health as part of everyday self-care rather than a crisis-mode medical intervention.
Bird&Be has grown into an eight-figure brand with 100% year-over-year growth since launching in 2021. Over 10% of their customers are now practitioner-referred, and their practitioner channel has doubled year over year.
What Bird&Be Gets Right
IVF-Compatible Formulations
This is the biggest differentiator. Many supplement brands include ingredients (certain herbals, high-dose biotin) that can interfere with fertility medications or throw off hormone assays during IVF monitoring. Bird&Be explicitly formulates around treatment compatibility — no ingredients that disrupt lab work or medication protocols.
Dual-Form Folate
Their formulas include both methylated folate and folic acid. This matters because roughly 30–40% of women carry MTHFR variants that reduce folic acid conversion. The dual approach covers both bases without requiring genetic testing first.
Male Fertility Inclusion
The Male Fertility Power Pack ($78/month) addresses a massive gap. Male factor contributes to 40–50% of infertility cases, but most retail prenatal displays ignore men entirely. Their clinical trial data showed a 52% increase in sperm motility with their male formula.
What to Watch Out For
Retail ≠ Medical Advice
Ulta staff received training, which is more than most retailers offer. But even well-trained retail associates can’t replace a conversation with your doctor about which supplements make sense for your specific situation — especially if you’re already on fertility medications.
Price Context
At $78/month for a Fertility Power Pack, Bird&Be is premium but not unreasonable given the ingredient quality and formulation work. For comparison, a basic prenatal from a mass-market brand runs $15–25/month, while other fertility-specific brands like FullWell ($55/month) and Needed ($60/month) are in a similar range.
Budget-Friendly Alternative
If $78/month is beyond your budget, a quality prenatal multivitamin with methylfolate plus standalone CoQ10 gets you most of the way there for roughly half the cost.
The Wellness Aisle Problem
As fertility supplements move into mainstream retail, they’ll share shelf space with products making much weaker claims. Not every fertility supplement at Ulta will be Bird&Be-quality. Watch for brands piggybacking on the category’s legitimacy with vague “fertility support” labels, proprietary blends that hide ingredient amounts, and trendy herbs without reproductive safety data.
What This Means for You
If You’re Just Starting to Think About TTC
Retail access is genuinely helpful here. Picking up a quality prenatal 3–6 months before trying makes a real difference for folate levels and egg quality, and the lower barrier to entry matters.
If You’re Already in Treatment
Talk to your RE before adding or switching anything. Even well-formulated supplements can interact with your specific protocol. Bring the bottle to your next appointment.
If You’re Supplement Shopping on a Budget
Bird&Be at Ulta is convenient, but Amazon still offers the widest selection and competitive pricing on individual supplements like CoQ10, vitamin D, and fish oil.
Browse fertility supplements →
🌱 Key Takeaways
- Bird&Be expanded from 300 to nearly 1,000 Ulta locations by March 2026
- Their formulas are designed for IVF/IUI compatibility — a real differentiator
- Retail access genuinely helps the access problem (half of U.S. counties lack OB-GYNs)
- Premium price ($78/month) — budget alternatives exist for the core ingredients
- Retail doesn’t replace medical guidance, especially during treatment
Related reading: What the FAZST/IDEAL Study Found • The Pre-IVF Supplement Protocol • TTC basics at FertileStart • Hub content at HowToHaveABaby
Supplements Complement Treatment
The right supplements can support your fertility — but they work best alongside medical guidance. If you’re ready to explore treatment options, we can help.
Explore Your Options →