For decades, the fertility supplement aisle operated on a broken premise.
Pink and blue packaging.
Babies on every box.
A glut of vitamin bottles shoved under the counter, each running out at different times.
No dosing guidance. No clarity on which nutrient forms actually worked.
And the male partner?
Almost entirely ignored — despite male factor infertility accounting for up to half of all cases. The fertility industry treated women as the only problem.
It marketed to their anxiety. It sold chaos as care.
Samantha Diamond lived it.
PCOS. Pregnancy loss. A shoebox of vitamins. While running a beauty PR agency, she saw the marketing and understood something the category missed entirely:
The problem wasn’t demand. It was design.
The Strategic Bet
Samantha didn’t just launch another prenatal vitamin.
She made two non-obvious bets:
Put 50% of the fertility discussion on men.
Treat supplements as a fresh, personalized system — not a shelf-stable commodity.
In 2020, she co-founded Bird&Be with Breanna Hughes, who was simultaneously going through IVF while building the company’s tech infrastructure.
The positioning was clear from the beginning:
Science-backed.
Inclusive.
Designed for both partners.
Daily sachets replaced bottle chaos. A personalization algorithm matched customers to their fertility stage, sex, and health factors.
And the male formula — usually an afterthought in the category, became a flagship product.
Not women’s wellness.
Infrastructure for reproductive health.
Capital, Not Campaigns
Most supplement companies compete through branding.
Bird&Be competed through formulation and trust. (The branding just happens to be stunning.)
Samantha assembled a clinical team of reproductive endocrinologists and fertility naturopaths to develop products based on published, peer-reviewed research.
The company uses bioavailable nutrients — active folate, preformed vitamin A, ferrous bisglycinate chelate instead of cheaper forms that require conversion in the body.
Freshly compounded.
Personalized.
Built for function first.
The personalization system became part of the emotional experience, too. Each sachet prints the customer’s name alongside a small message that “cheers them on.”
Small detail. Big signal.
And when customers complained that an early selenium formula smelled terrible, Samantha quickly reformulated it.
No founder ego. No wellness perfectionism. Just listening.
The customer service strategy mattered too.
When one customer forgot to reorder before a trip, Samantha spent more on a weekend courier than the order itself was worth.
That customer stayed. Then referred friends.
Because in fertility care, trust compounds faster than marketing does.
Likely Next Chapter
Bird&Be has since expanded into at-home fertility testing, including a patented ovarian reserve screening test.
The larger shift is obvious.
Fertility care is moving out of clinics and into everyday life. Consumers want earlier answers, better information, and systems that feel less clinical and more human.
They already cracked retail.
Ulta. Well.ca. Amazon.
Not just DTC anymore – on shelves where women already shop.
Bird&Be positioned itself accordingly:
Not as another vitamin company — but as infrastructure.
Samantha has also become a visible advocate for putting fertility discussions on both partners, helping shift how the category approaches male reproductive health altogether.
Samantha keeps pushing, too.
A visible advocate for putting 50% of the fertility discussion on men.
Shifting how the category sees male reproductive health.
The goal?
Be the standard wherever fertility care is sold.
The BFT Take
Samantha Diamond didn’t build a fertility brand around aesthetics, empowerment slogans, or wellness trends.
She built around system failure.
The category ignored men.
Overcomplicated women’s care.
Turned stress into a business model.
Bird&Be simplified the experience, centred science, and treated customer trust like infrastructure.
That’s bigger than a product launch.
That’s a category reset.
Built For This.
The business of womanhood.
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