OVA

What OVA does

OVA (The OVA Co) is a UK-based reproductive health brand founded in 2021 and headquartered in London, operating in the clinically-positioned fertility and pregnancy supplement category. Its product portfolio comprises four standalone supplements — OVAHer (fertility and pregnancy support for women, 26 nutrients), OVAHim (sperm health for men, 27 nutrients), OVAPlus (PCOS/endometriosis hormonal support with myo-inositol and NAC) and OVAOmega (vegan algae-derived DHA) — packaged into four stage-specific bundles (OVAEssential, OVACycle, OVAAdvanced, OVAPregnancy) plus branded merchandise. The core technical proposition is therapeutic-dosage, bioavailable formulations (methylated folate, CoQ10 ubiquinone, P5P, zinc picolinate, algae DHA) built on 200+ clinical studies, third-party tested and manufactured in UK FDA-recognised facilities, with formulations developed under a medical advisory board that includes Dr Tosin Ajayi-Sotubo, Dr Anand Patel (who oversaw OVAHim's Sperm Health Clinical Trial) and nutrition lead Alison Hall.

OVA runs a hybrid DTC and physical retail GTM. The primary revenue stream is direct e-commerce at theovaco.com with both one-time purchase and recurring monthly/3-month subscription options at 10–20% discounts; pricing spans £15.99–£83.99 per one-month supply across the standalone and bundled SKUs. A secondary retail channel distributes the range across 900+ Boots and Sainsbury's stores in the UK, with planned expansion into the Republic of Ireland. Customer acquisition is content- and community-led via The OVA Journal, an OVA Quiz recommendation tool, email/CRM with a 15% first-order code, influencer and customer testimonial programs (Certified Babymakers), and partnerships with The Fertility Network UK and the Lady Garden Foundation. A US$1 million pre-seed round led by ERA VC closed in July 2025 to fund retail scaling and Ireland expansion; the company is B Corp certified, has 1–10 employees, and discloses no revenue figures.

Name

OVA

Legal name

OVA

Website

https://theovaco.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

OVA is a UK-based, B Corp-certified reproductive health brand selling clinically formulated fertility and pregnancy supplements for women and men. It monetises through DTC e-commerce subscriptions on theovaco.com and 900+ Boots and Sainsbury's retail doors.

Ownership category

akta.pro rank

Product category

Fertility Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industries

Fertility & Ovulation Products (OTC) (CRABAIAK), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Fertility supplements
• Prenatal vitamins
• Reproductive health
• Sperm health support
• Hormonal support

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through theovaco.com with subscription and one-time purchase options; primary revenue channel.
2. Retail Distribution: Products sold through Boots and Sainsbury's retail stores across the UK; physical retail channel complementing direct e-commerce.
3. Subscription Revenue: Recurring monthly and 3-month subscription plans offering 10-20% discounts; subscription model drives predictable recurring revenue and customer LTV.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

OVA designs, formulates, and sells clinically-proven fertility and reproductive health supplements for both women and men, including standalone products (OVAHer, OVAPlus, OVAOmega, OVAHim) and curated bundles (OVAEssential, OVACycle, OVAAdvanced, OVAPregnancy). The supplements are sold direct-to-consumer via theovaco.com with subscription options and through UK retailers Boots and Sainsbury's in 900+ stores.

Product overview

OVA is a UK-based fertility supplement brand offering a portfolio of five core standalone products and four bundled packages. The core products include OVAHer (fertility and pregnancy support for women), OVAHim (advanced sperm support for men), OVAPlus (hormonal support for PCOS/endo), and OVAOmega (vegan omega-3 DHA), which can be purchased individually or bundled into four curated packages: OVAEssential (all-in-one for couples), OVACycle (cycle support bundle), OVAAdvanced (enhanced support for long-term TTC/IVF), and OVAPregnancy (pregnancy support bundle). The company also offers branded merchandise including caps. All products are formulated with therapeutic dosages and bioavailable ingredients, third-party tested, and manufactured in FDA-approved UK facilities.

Differentiator

Problem solved

Functional benefit

Brands

• OVAHer: Fertility & Pregnancy Support supplement with 26 clinically proven nutrients for women
• OVAHim
• OVAPlus
• OVAOmega
• OVAEssential
• OVACycle
• OVAAdvanced
• OVAPregnancy

Products and services

• OVAHer - Fertility & Pregnancy Support Complete 3-in-1 formula with 26 clinically proven nutrients including Choline, Methylfolate, high-strength Vitamin D, and Magnesium. Designed to support egg health, fertility, IVF, and pregnancy for preconception through postpartum.
• OVAPlus - Advanced Hormonal Support Full-spectrum formula with 7 clinically proven nutrients including 1000mg Myo-Inositol, 100mg Coenzyme Q10, and NAC. Formulated for those with PCOS and endometriosis, those coming off birth control, and those TTC 12+ months or undergoing IVF.
• OVAOmega - Vegan Reproductive Omega-3 DHA High-strength vegan omega-3 DHA supplement with 400mg DHA derived from algae (Schizochytrium sp.). Batch certified contaminant-free and suitable for vegans and vegetarians, supporting reproductive health for both partners.
• OVAHim - Advanced Sperm Support Advanced sperm support with 27 clinically proven nutrients designed to support sperm motility, morphology, and count. Contains 150mcg B12 (6000% RDA), 2000iu Vitamin D3, 100mcg Selenium, and 24mg Zinc.
• OVAEssential - Essential Fertility Support Bundle Full-spectrum fertility support bundle for both partners with 55 clinically proven nutrients. Includes OVAHer, OVAHim, and OVAOmega for comprehensive egg and sperm health support.
• OVACycle - Complete Cycle Support Bundle Three-formula bundle with 35 clinically proven nutrients designed for those experiencing PCOS, PMS, Endometriosis, and irregular cycles. Includes OVAHer, OVAPlus, and OVAOmega.
• OVAAdvanced - Advanced Fertility Support Bundle Comprehensive bundle for couples TTC 12+ months or exploring medicated cycles and IVF. Includes OVAHim, OVAPlus x2, and OVAOmega x2, providing 62 clinically proven nutrients for enhanced egg and sperm health support.
• OVAPregnancy - Complete Pregnancy Support Bundle Bundle combining OVAHer and OVAOmega providing 28 clinically proven nutrients for full-spectrum pregnancy support. Designed for all four trimesters and postpartum to support implantation, fetal development, and hormonal recovery.
• OVAcap - Certified Babymaker 100% heavy washed cotton vintage sand colorway cap with adjustable fabric strap. Features bespoke Certified Babymaker embroidery for celebrating fertility journeys.
• OVAcap - The Future Is Fertile 100% heavy washed cotton vintage black colorway cap with adjustable fabric strap. Features bespoke The future is fertile embroidery promoting reproductive health awareness.

Quantifiable outcome

• Partner's sperm count improved from less than 1 million to 51 million with improved motility after using OVAHim
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Fertility NetworkcoreStrategic or Co-development PartnerThe Fertility Network is the UK's leading patient-focused fertility charity offering support, practical and emotional advice to those trying to conceive. OVA partners with them to support the fertility community.
• Lady Garden FoundationminorStrategic or Co-development PartnerNational women's health charity raising awareness and funds for research into gynecological cancers; OVA collaborates to support women's health education and break taboos around gynecological health.
• BootscoreChannel Partner/ Reseller/ DistributorMajor UK health and beauty retailer stocking OVA products in over 900 stores across the UK; key retail distribution partner providing in-store accessibility.
• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain stocking OVA products across its stores; key retail distribution partner complementing Boots presence.
• Dr Tosin Ajayi-SotubocoreOthersLondon-based NHS & Private GP, leading voice in black maternal health and endometriosis; UN UK Women Delegate; Chief Medical Advisor of Flo; Channel 4 Embarrassing Bodies resident doctor; serves as Medical Advisor to OVA.
• Dr Anand PatelcoreOthersLeading UK male fertility specialist, Channel 4 Embarrassing Bodies contributor; visiting lecturer on sexual function at Brighton & Sussex Medical Schools; Fellow of the European Committee of Sexual Medicine; oversaw OVAHim's Sperm Health Clinical Trial.
• Alison HallcoreOthersDirector of Nutrition and Fertility Specialist; registered nutritional therapist with personal pregnancy loss experience that drove her scientific research in preconception care and hormonal health.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vitabiotics (Pregnacare): UK market leader in prenatal and fertility supplements (Pregnacare, Wellman, Wellwoman). Directly competes with OVAHer, OVAPlus, and OVAHim in identical retail channels and product categories, with vastly greater distribution and brand recognition.
• Beli Preconception: DTC preconception supplement brand offering clinical-dose fertility products for women and men. Closely comparable in positioning, product architecture (His/Hers bundles), and clinical evidence-led marketing approach.
• Bird & Be: Reproductive health supplement brand offering products for egg/sperm quality, pregnancy, and postpartum. Closely comparable in female + male fertility positioning, subscription model, and clinical-claims-driven messaging.
• Natalist: Fertility and pregnancy wellness brand offering supplements and products for conception. Comparable in DTC subscription model, evidence-based positioning, and target customer (women/couples TTC).

Emerging players

• Needed: US-based fertility and pregnancy nutrition brand offering practitioner-formulated supplements. Comparable in clinical-dose positioning and couple-based product architecture, though primarily US-focused.
• Theralogix: Physician-formulated fertility supplements including the OvaBoost and FertilAid lines. Comparable in clinically-dosed fertility positioning and evidence-led marketing.

Broad incumbents

• Seven Seas (Pregnacare competitor via P&G/owner): Major UK supplements brand with prenatal/fertility ranges. Competes with OVA on UK retail shelves at lower price points; broader portfolio but less specialized in fertility.
• Holland & Barrett: UK's largest health food and supplement retailer with significant own-label fertility/prenatal range. Direct competitive overlap on shelf; also a potential future distribution channel for OVA.

Regional players

• BetterYou: UK-based premium supplement brand with transdermal and oral nutrient ranges, including pregnancy/fertility lines. Comparable as a UK DTC + retail supplement peer with overlapping retail and audience.

Others

• Flo Health: Women's health app with reproductive/cycle tracking and adjacent fertility content. Comparable target customer (women tracking cycles and fertility); ecosystem/adjacent rather than direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OVA