Women’s wellness brand O Positiv will launch its PMS and menopause supplements in 250 Target doors this week.
The brand was founded by sister-and-brother duo Brianna and Bobby Bitton in 2018 with the aim to provide natural PMS and hormone-imbalance solutions. The brand’s Flo PMS Gummies, $35, and Flo PMS Capsules, $35; Meno Menopause Gummies, $43, and Meno Menopause Capsules, $43, and Uro Vaginal Probiotic Capsules, $32 are among the assortment.
The brand’s products currently address vaginal, digestive, urinary, menstrual and menopausal health.
“There were so many other underserved issues that women deal with,” said Brianna Bitton. “We try to take women from their first period to their last period and support them through all of these things that have been so overlooked.”
Related Articles
Retail will allow the brand to get its products in front of more people.
“O Positiv’s mission has always been to be unapologetic in speaking boldly about women’s health,” said Bobby Bitton, the brand’s chief executive officer, in a statement. “We believe Target is an amazing first partner to accomplish this mission in retail.”
Over the years, O Positiv has doubled down on its digital strategy, investing heavily in Instagram ads and social media content, which the team hopes will have made its way to IRL shoppers, too.
O Positiv products will be highlighted on Target end caps.
Target has been pushing further into women’s wellness, expanding with brands including Lo Bosworth’s Love Wellness over the past few years.
While O Positiv is launching in 250 doors to start, the brand will be available in 1,400 doors by spring 2024, according to Brianna Bitton, and plans to launch more products with the retailer.
The team declined to share specific sales figures for the Target launch but said revenue has doubled year-over-year since its inception in 2018.
