O Positiv
O Positiv is a Los Angeles-based women's health supplements company that formulates and sells OBGYN-recommended vitamins across four life-stage lines (URO, FLO, MENO, PREGGO) via DTC subscription, national retail (Walmart, Target, CVS, Meijer, Costco), and marketplaces, generating approximately $225M in 2024 revenue.
- Company typePrivate
- Founded2018
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What O Positiv does
O Positiv, Inc. is a Los Angeles-based, founder-led women's health supplements company founded in 2018 by siblings Bobby Bitton (CEO) and Brianna Bitton. The company designs, formulates, and markets over-the-counter nutritional supplements targeting under-served women's health needs across the full life span, organized into four sub-brands: URO (vaginal, urogenital, and gut health, anchored by the trademarked V-Positiv Probiotic Blend®), FLO (PMS, period, and hormone balance, including the first-ever PMS gummy vitamin), MENO (hormone-free menopause and healthy aging, including menopause gummies), and PREGGO (reproductive, prenatal, and fertility support, including a male sperm health product). Formulations are guided by an OB/GYN Medical Advisory Board, supported by 2,500+ cited peer-reviewed studies, and every production run is third-party tested for identity, purity, potency, heavy metals, microbes, and allergens under cGMP. The flagship URO Vaginal Probiotic is the #1 best-selling vaginal probiotic in the USA with over 10 million bottles sold cumulatively, and MENO is the #1 menopause supplement at Target.
O Positiv operates an omnichannel go-to-market that combines an owned DTC Shopify storefront (opositiv.com) with subscribe-and-save monthly subscriptions, national mass and grocery retail (Walmart in 3,000+ stores, Target, CVS, Meijer, Costco), third-party marketplaces (Amazon, TikTok Shop), and a Healthcare Practitioner Program integrated with Fullscript. Pricing is positioned at roughly $20–$45 per SKU per month with subscription discounts of 16–19% versus one-time purchase, bundle savings up to 50%, Afterpay for orders above $45, and a $10/$10 refer-a-friend program; subscription auto-delivery, free shipping, and easy skip/cancel form the retention backbone. Marketing is led by an owned content library ('The Daily Vitamin' blog), organic TikTok/Instagram, the proprietary 2026 State of the Vagina Report (3,169 women surveyed), and earned media features in Forbes, The Oprah Magazine, Fortune, The New York Times, Women's Health, People, and Town & Country.
The business scaled to approximately $225M in FY2024 revenue with ~$275M projected for FY2025, and is reported to be exploring a sale with Jefferies at a potential ~$1B valuation. In April 2026 alone, the company executed three major retail expansions (Meijer, Target, and Walmart), with Walmart alone adding 10 products across three aisles in 2,400+ stores. Distribution breadth, brand trust signals (200,000+ aggregated five-star reviews), and the four life-stage sub-brand architecture constitute the core commercial assets, while the balance of evidence shows no disclosed AI/ML capabilities and no public APIs or developer-facing platform.
O Positiv firmographics
Firmographics- Name
- O Positiv
- Legal name
- O Positiv, Inc.
- Website
- https://opositiv.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- O Positiv is a Los Angeles-based women's health supplements company that formulates and sells OBGYN-recommended vitamins across four life-stage lines (URO, FLO, MENO, PREGGO) via DTC subscription, national retail (Walmart, Target, CVS, Meijer, Costco), and marketplaces, generating approximately $225M in 2024 revenue.
- Ownership category
- akta.pro rank
O Positiv industry classification
Industry- Product category
- Women's Health Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)
- akta.pro secondary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
Keywords
Where O Positiv is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
O Positiv business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D
Revenue model
- Subscribe & Save monthly subscriptions: Recurring monthly auto-ship of single products, with 2/3/6 bottle options shipping every 2/3/6 months; includes free shipping, easy skip/cancel, and subscription pricing discounts vs one-time purchase.
- One-time e-commerce purchases: Direct a la carte and bundle purchases on opositiv.com with Afterpay available for orders above $45, free gifts with select SKUs, and bundle savings up to 50%.
- National retail wholesale: Wholesale distribution through mass and grocery retailers (Walmart, Target, CVS, Meijer, Costco), generating ~$225M revenue in 2024 and projected ~$275M in 2025.
- Refer-a-friend program: $10 off for both referrer and referee on qualifying first purchases of $5+, driving low-cost acquisition via affiliate/referral mechanics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | URO Vaginal Probiotic Capsule - 1-month supply |
| Subscription | Monthly | MENO Menopause Vitamin Capsules - 1-month supply |
| Subscription | Monthly | FLO Period Relief Vitamin Capsule - 1-month supply |
| One time/ perpetual license | Pay-as-you-go | Bundle & Save kits |
| Subscription | Monthly | URO product range subscriptions |
| Subscription | Monthly | PREGGO reproductive support range |
Go-to-market motion5 records
Distribution channels8 records
Marketing channels8 records
O Positiv product offering
Product offeringCore offering
O Positiv develops, manufactures, and sells OBGYN-recommended women's health nutritional supplements organized into four life-stage product lines: URO (vaginal and urinary health probiotics), FLO (PMS and hormonal balance), MENO (perimenopause and menopause support), and PREGGO (prenatal and reproductive health). The products are sold direct-to-consumer through a subscription model and single-purchase website, and are also distributed through major national retail chains including Walmart, Target, CVS, Meijer, and Costco.
Differentiator
Problem solved
Functional benefit
Brands
- URO: Vaginal & Gut Health product line including vaginal probiotic capsules, urinary health, bladder control, boric acid suppositories, intimate wash, intimate deodorant, metabolism + probiotic, and prebiotic fiber.
- FLO
- MENO
- PREGGO
Products and services
- URO - Vaginal & Urinary Health Probiotics Probiotic and prebiotic supplement formulated for vaginal microbiome and urinary tract health, featuring O Positiv's proprietary V-Positiv Probiotic Blend. Targeted at women seeking OBGYN-recommended support for recurrent vaginal and urinary concerns.
- FLO - PMS & Hormonal Balance Supplement line (including gummies and capsules) formulated to address PMS symptoms, hormonal fluctuation, and cycle-related discomfort. Marketed toward menstruating women seeking natural, OBGYN-reviewed options for monthly symptom relief.
- MENO - Menopause & Perimenopause Support Nutritional supplement formulated to support women undergoing perimenopause and menopause, targeting common symptoms such as hot flashes, sleep disruption, and mood changes. Targeted at women typically aged 40+.
- PREGGO - Prenatal & Reproductive Health Prenatal vitamin supplement designed to support women preconception, during pregnancy, and postpartum. Targeted at women planning pregnancy, currently pregnant, or in postpartum recovery.
- O Positiv Monthly Subscription (Auto-Ship Program) Subscription-based auto-ship program delivering O Positiv supplements on a recurring monthly cadence at a discounted price relative to one-time purchase. Available across all four life-stage product lines.
Quantifiable outcome
- Over 10 million bottles of URO Vaginal Probiotic sold
- +6 more outcomes
Companies that use O Positiv
Customer profileIdeal customer profiles2 records
O Positiv technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
O Positiv partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship retail partner, core retail partner, major retail partner, core healthcare channel partner and flagship cause-marketing partner.
- Walmartflagship retail partnerMulti-aisle national retail partnership expanding O Positiv into Intimate Health (2,400+ stores), Vitamins & Supplements, and Digestive Wellness, including three national retail debuts: URO Boric Acid Suppository, URO pH-Balanced Probiotic Wash, and URO Vaginal Moisture Suppository. CEO Bobby Bitton cited momentum since launching at Walmart in 2025.
- Targetflagship retail partnerLargest retail expansion at Target with nine new SKUs across Intimate Care and Vitamins & Supplements, bringing all four O Positiv lines (URO, FLO, MENO, PREGGO) to one major retailer nationwide; O Positiv holds #1 Intimate Care brand position at Target.
- Meijercore retail partnerFirst grocery retail expansion nationwide with nine women's health SKUs across Midwest stores, covering reproductive health through menopause.
- CVScore retail partnerNational drugstore stockist featured on the O Positiv store locator and cited as a key promotional channel in the 2026 State of the Vagina Report.
- Costcomajor retail partnerNational warehouse-club stockist listed on the O Positiv store locator alongside other major retailers.
- Fullscriptcore healthcare channel partnerHealthcare practitioner distribution integration referenced on O Positiv's Healthcare Professionals signup form, enabling enrolled providers to dispense or recommend products to patients.
- American Cancer Society (Making Strides Against Breast Cancer Walk of Santa Monica)flagship cause-marketing partnerLead sponsor of the 2024 Making Strides Against Breast Cancer Walk of Santa Monica, supporting brand mission and community engagement.
Scale indicators14 records
Recent moves10 records
Expansion highlights7 records
O Positiv competitors and assessment
Company assessmentDirect peers
- OLLY: Unilever-owned DTC and mass-retail gummy vitamin brand with strong women's health positioning (PMS, beauty, sleep, multivitamins). Direct comparable on product format (gummies/capsules), target consumer and retail channels including Target and Walmart.
- Care/of: Personalized daily vitamin and supplement subscription brand with strong DTC and omnichannel presence. Comparable on subscription model, women's share of customer base and clinically-studied ingredient positioning.
- HUM Nutrition: DTC women's wellness supplement brand covering beauty, gut, mood, sleep and hormonal health with subscription model. Comparable on female-focused clinical positioning, subscription architecture and digital-first brand.
- Needed: Prenatal and women's nutrition brand co-founded by a fertility dietitian, offering subscription-based prenatal and reproductive support. Closest direct competitor in the PREGGO reproductive/prenatal lane with similar clinical and provider-channel story.
- Perelel: OB/GYN-founded women's health supplement company offering lifecycle nutrition (prenatal, fertility, postpartum, perimenopause). Direct competitor in the PREGGO/MENO life-stage lanes with a similar provider-recommended positioning.
- Ritual: DTC women's multivitamin and supplement brand focused on clinical transparency, traceability and OB/GYN-influenced formulations. Comparable on life-stage women's positioning, DTC subscription model and premium positioning.
- Bonafide Health: Women's intimate and menopause health supplement brand (formerly Pharmavite's Clearl already). Direct competitor in the vaginal-health/menopause space with similar pharmacist-formulated positioning and retail distribution.
Broad incumbents
- The Vitamin Shoppe: National specialty retailer of vitamins, supplements and wellness products with strong women's health assortment. Competes on shelf for the same consumer across multiple O Positiv categories, both in-store and online.
- GNC: Large multi-channel vitamins and supplements retailer (owned by Harbin Pharmaceutical). Competes in probiotics, women's health, prenatal and menopause categories with both branded and private-label offerings.
Emerging players
- Maven Clinic: Virtual women's and family health platform offering clinical care across preconception, pregnancy, postpartum and menopause. Adjacent competitor in the same women's health ecosystem, increasingly bundling supplements with care delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
O Positiv social profiles
Digital presenceO Positiv financial estimates
Financial estimateRevenue estimate
Valuation estimate
O Positiv leadership team
Management profileNumber of profiles
Profiles2 records
O Positiv funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
O Positiv M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about O Positiv
What does O Positiv do?
O Positiv develops, manufactures, and sells OBGYN-recommended women's health nutritional supplements organized into four life-stage product lines: URO (vaginal and urinary health probiotics), FLO (PMS and hormonal balance), MENO (perimenopause and menopause support), and PREGGO (prenatal and reproductive health). The products are sold direct-to-consumer through a subscription model and single-purchase website, and are also distributed through major national retail chains including Walmart, Target, CVS, Meijer, and Costco.
Is O Positiv a public or private company?
O Positiv is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was O Positiv founded?
O Positiv was founded in 2018. It employs 51 to 100 people.
Where is O Positiv based?
O Positiv is headquartered in Los Angeles, United States, in the North America region.
How does O Positiv make money?
Four revenue lines are on record. Subscribe & Save monthly subscriptions are the primary driver. The others are one-time e-commerce purchases, national retail wholesale and refer-a-friend program.
Who are O Positiv's main competitors?
Direct peers on record are OLLY, Care/of, HUM Nutrition, Needed, Perelel, Ritual and Bonafide Health. Broad incumbents are The Vitamin Shoppe and GNC. Maven Clinic is listed as an emerging player.
Does O Positiv have an API?
No public API is recorded for O Positiv.
What industry is O Positiv in?
O Positiv's product category is Women's Health Supplements. Its primary akta.pro industry code is CRADAGAK, Women’s Health Supplements (Prenatal, Menopause, Hormonal), with a secondary code of CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity). Its NAICS code is 456191 and its SIC code is 2844.