What Pink Stork does

Pink Stork (legal entity Pink Stork, Augustine, Inc., Florida) is a privately held, founder-owned women's wellness brand that formulates, markets, and ships evidence-based dietary supplements covering the female reproductive life cycle from fertility through menopause. Founded in 2016 by Amy Suzanne Upchurch in St. Augustine, Florida, the company operates an 11–50 person team out of a single headquarters and distribution facility with no outside capital, funded entirely by the founder. Its product portfolio spans roughly 70+ SKUs organized by life stage (Fertility, Pregnancy, Postpartum, Hormone Balance, Perimenopause/Menopause, General Wellness) and concern (mood, sleep, energy, hair/skin/nails, gut, immunity), with flagship products including Total Prenatal + DHA, Total Postnatal + DHA, Fertility Support, Beef Organ Complex, and Menopause Support.

The underlying technology is formulation and quality systems rather than software: products are designed with an OBGYN-led expert council of 6 specialists, manufactured in cGMP-certified facilities, sourced from grass-fed and pasture-raised ingredients where applicable, freeze-dried for organ products, and validated through third-party lab testing and Clean Label Project Purity Awards. There is no proprietary AI, no public API or SDK, and no mobile app; the digital surface is pinkstork.com with a product recommendation quiz and a third-party accessibility widget.

Pink Stork monetizes through a hybrid DTC and marketplace model: direct e-commerce at pinkstork.com (one-time and Subscribe + Save 20% subscriptions, $15–$69 individual SKUs, $69–$90 bundles, free shipping over $50, 60-day guarantee), plus distribution on Amazon, TikTok Shop, Walmart, Target, and iHerb, and a wholesale program. Customers are individual women segmented across TTC, pregnancy, postpartum/breastfeeding, hormone imbalance, perimenopause/menopause, and general wellness, plus a male fertility line extending household wallet capture. The company ships to 30+ countries, has served 1M+ women cumulatively, and operates the Pink Stork Foundation (501(c)(3)) funded by a 1%-of-orders pledge; it maintains earned media placements in Cosmopolitan, Oprah, Forbes, SELF, What to Expect, and The Bump, and reports 42,000+ verified reviews at a 4.8/5 average.

Name

Pink Stork

Legal name

Pink Stork, Augustine, Inc.

Website

https://pinkstork.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Pink Stork is a founder-owned, bootstrapped women's wellness brand that formulates and ships OBGYN-reviewed, third-party-tested dietary supplements covering fertility, pregnancy, postpartum, hormone balance, and menopause, selling direct-to-consumer at pinkstork.com and via Amazon, Walmart, Target, TikTok Shop, and iHerb to 1M+ women across 30+ countries.

Ownership category

akta.pro rank

Product category

Women's Wellness Supplements

NAICS

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

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ)

Keywords

• Women's prenatal supplements
• Fertility support supplements
• Postnatal wellness products
• Hormone balance supplements
• Pregnancy nutrition supplements

Headquarters

HQ city

Saint Augustine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: Pink Stork generates revenue primarily through direct sales via pinkstork.com, offering both one-time purchases and subscription plans. The subscription model provides a 20% discount for recurring orders, creating predictable recurring revenue. Products range from $15 to $69 for supplements, with bundles and apparel also available.
2. Marketplace Sales: Distribution through Amazon, TikTok Shop, Walmart, Target, and iHerb generates revenue through marketplace transactions, reaching customers who prefer third-party retail channels.
3. Wholesale/B2B: The company maintains a wholesale program for retailers and partners, indicating B2B revenue streams alongside direct consumer sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Pink Stork formulates, manufactures, and sells women-focused dietary supplements covering fertility, pregnancy, postpartum, lactation, hormone balance, perimenopause, menopause, and general wellness. Products are developed with an OBGYN-led expert advisory council, manufactured in cGMP-certified facilities, and third-party tested for purity and contaminants. The brand sells direct-to-consumer through its own e-commerce storefront and subscription program, and distributes through Amazon, TikTok Shop, Walmart, Target, and iHerb, alongside a small line of faith-themed apparel.

Product overview

Pink Stork is a women-owned wellness brand offering a comprehensive supplement portfolio organized by life stages (Fertility, Pregnancy, Postpartum, Hormone Balance, Perimenopause/Menopause, General Wellness) and health concerns (Mood/Stress, Sleep, Energy, Hair/Skin/Nails, Gut Health, Immunity). The core product lines include prenatal vitamins (Total Prenatal + DHA, Premium Prenatal, Liquid Prenatal + Postnatal), postnatal supplements (Total Postnatal + DHA), fertility products (Fertility Support, 40:1 and 3.6:1 Myo-Inositol formulas, Men's Fertility Support, Beef Organ Complex), hormone balance supplements (Cortisol Complex, Hormone Balance Multivitamin, Total PMS, Vitex, Maca Root, DIM, Berberine, Ashwagandha combinations), menopause support, probiotics (Prenatal Probiotic, Women's Health Probiotic, Fertility Probiotic, Lactation Probiotic, Postpartum Probiotic), omega-3 DHA, iron supplements, magnesium products, and specialty items (Nausea Sweets, Morning Sickness products, Protein powders, Gummies for various concerns). The company also offers faith-themed apparel and accessories. Products are formulated with an OBGYN-led council and are third-party tested, with select products receiving Clean Label Project Purity Awards.

Differentiator

Problem solved

Functional benefit

Products and services

• Total Prenatal + DHA Prenatal vitamin supplement with DHA available in Berry and Mint scents, designed for expectant mothers across all trimesters and awarded the Clean Label Project Purity Award.
• Premium Prenatal Premium prenatal vitamin formulated for pregnancy support across all trimesters.
• Total Postnatal + DHA Postnatal supplement with DHA for breastfeeding and postpartum recovery support, available in Berry and Mint flavors.
• Fertility Support Targeted fertility nutrition supplement designed for women trying to conceive, providing cycle and reproductive health support.
• 40:1 Ratio Myo-Inositol + D-Chiro-Inositol Inositol supplement with 40:1 ratio of Myo-Inositol to D-Chiro-Inositol for hormone balance and fertility support.
• 3.6:1 Ratio Myo + D-Chiro-Inositol Inositol supplement with 3.6:1 ratio for hormonal balance and metabolic support.
• Fertility Supplement His & Hers Duo Partner fertility support bundle priced at $69 combining supplements for both partners trying to conceive.
• Premium Fertility Gummies Gummy-formulated fertility supplement for convenient daily intake during conception attempts.
• Men's Fertility Support Fertility supplement formulated specifically for male reproductive health and sperm support.
• Men's Fertility Gummies Gummy-formulated male fertility supplement for daily reproductive health support.
• Fertility Tea Fertility support tea available in Sweet Mint, Unsweet Mint, and Mixed Berry flavors.
• Beef Organ Complex Grass-fed, freeze-dried organ supplement combining bovine liver, kidney, heart, uterus, and ovary powders; contains heme iron, B vitamins, zinc, selenium, and CoQ10; awarded Clean Label Project Purity Award.
• Fertility Probiotic Probiotic supplement formulated to support gut health and fertility.
• Black Cohosh Herbal supplement for hormone balance and menopausal support.
• Magnesium Complex Magnesium supplement complex for overall wellness and mineral support.
• Labor Prep Tea Tea blend to support labor preparation, available in Sweet, Unsweet, and Mango Pineapple flavors.
• Omega-3 DHA Standalone DHA omega-3 fatty acid supplement for prenatal and general health support.
• Morning Sickness Sweets Ginger-based nausea support in gummy form for morning sickness relief during pregnancy, available in Raspberry and Ginger Mango flavors.
• Pregnancy Regimen Curated bundle of pregnancy supplements designed as a complete prenatal regimen, priced at $90.
• Postpartum Mood Support Postpartum supplement designed to support mood and emotional wellness during the fourth trimester.
• Lactation Probiotic Probiotic supplement formulated for lactation and breastfeeding support.
• Postpartum Hair Loss Gummies Gummy supplement targeting postpartum hair loss and regrowth support.
• Total Lactation Comprehensive lactation support supplement for breastfeeding mothers.
• Women's Health Probiotic Probiotic formulation specifically designed for women's reproductive and urinary tract health.
• Cortisol Complex Stress hormone support supplement designed to help manage cortisol levels.
• Hormone Balance Multivitamin Daily multivitamin formulated specifically for hormone balance and estrogen metabolism support.
• Menopause Support Supplement designed for natural perimenopause and menopause symptom support including hot flashes and night sweats.
• Total PMS Comprehensive premenstrual syndrome support supplement.
• Vitex - Chaste Tree Berry Herbal supplement containing chaste tree berry for cycle regularity and hormone balance.
• Maca Root Adaptogenic herb supplement for energy, mood, and hormonal harmony.
• Berberine Berberine supplement for metabolic and hormonal health support.
• DIM Diindolylmethane supplement for estrogen metabolism and hormone balance support.
• Creatine Monohydrate Creatine monohydrate supplement for energy, muscle support, and cognitive function.
• Total Women's Multi Complete daily multivitamin formulated for women's general health and wellness across all life stages.
• Magnesium Glycinate Highly bioavailable magnesium supplement for sleep, relaxation, and general wellness.
• NAD+ NAD+ supplement for cellular energy, anti-aging, and overall vitality support.
• Saffron Extract Saffron extract supplement for mood balance and emotional wellness support.
• Prenatal Probiotic Probiotic supplement specifically formulated for prenatal gut and immune health.
• Pink Stork Apparel and Accessories Faith-themed apparel and accessories including the She is Clothed in Strength & Dignity Journal, You Are So Loved Tote Bag, women's tank tops, and Jesus Love Club Clutch Bags.
• Subscribe + Save Subscription Program Recurring-delivery subscription program offering 20% off base product prices across Pink Stork's supplement catalog, providing predictable recurring revenue and customer retention.
• Pink Stork Wholesale Program Wholesale and B2B program enabling retailers and partners to carry Pink Stork products alongside direct consumer sales.

Quantifiable outcome

• 42,000+ verified customer reviews with 4.8/5 average rating
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Pink Stork FoundationcoreStrategic or Co-development PartnerCompany's own 501(c)(3) nonprofit foundation directing 1% pledge from every order into programs for women in hard seasons, pregnancy care, postpartum mental health, doula support, and women's clinical research. The foundation is vetted by founder Amy and the expert council, with annual public accounting.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• WeNatal: WeNatal is a prenatal and fertility supplement brand built around couple-focused (his & hers) formulations. Directly comparable to Pink Stork's His & Hers fertility bundle and clean prenatal positioning through DTC channels.
• FullWell Fertility: FullWell is a fertility-focused supplement brand founded by a registered dietitian with practitioner-grade prenatal and men's fertility products. Directly comparable to Pink Stork's fertility and men's fertility SKUs with a more narrow, clinically-positioned niche.
• Love Wellness: Love Wellness is a women's intimate and hormonal health brand selling probiotics, balance supplements and pH products via DTC and major retailers. Comparable to Pink Stork on women-first hormone and gut health positioning, with partial overlap on probiotics and cycle support.

Direct peers

• Ritual: Ritual is a DTC women's and multivitamin brand selling clinically-backed supplements including Essential Prenatal and women's hormone products through own-site and Amazon. Closely comparable to Pink Stork on channel mix, subscription model, premium positioning, and lifecycle targeting.
• Perelel Health: Perelel is a prenatal and women's health supplement brand founded by OBGYNs, with bundles covering fertility, pregnancy, postpartum and beyond. Highly comparable to Pink Stork on lifecycle coverage, OBGYN-led formulation, and DTC + retail distribution.
• Needed: Needed is a prenatal and fertility nutrition brand offering expert-formulated supplements for trying-to-conceive, pregnancy, and postpartum. Directly comparable to Pink Stork on fertility/prenatal focus, expert-led formulation, and practitioner-channel credibility.
• MaryRuth's: MaryRuth's is a women's and family wellness supplement brand sold across Amazon, Target and own-site with liquid/gummy formats. Directly comparable to Pink Stork on format mix (gummies, liquids, capsules), broad marketplace distribution, and women's health positioning.

Broad incumbents

• New Chapter: New Chapter (owned by Procter & Gamble) is an established whole-food supplement brand with prenatal and women's wellness lines sold in natural grocery and mass retail. Comparable on women's lifecycle categories and clean-ingredient positioning but operates as a broad incumbent portfolio brand.
• Garden of Life: Garden of Life (Nestlé Health Science) is a major organic/clean supplement brand with prenatal, fertility, and women's lines sold through natural and conventional retail. Comparable on clean-label and women's lifecycle coverage but competes as a broad incumbent across all supplement categories.
• Thorne: Thorne is a large, well-funded supplements brand with NSF-certified women's, fertility, and prenatal products sold via DTC, Amazon and practitioners. Comparable to Pink Stork on quality positioning and women's product overlap, but operates at far broader scale and across many non-women categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pinkstorkbyamysuzanne
• Instagraminstagram.com/pinkstork
• TikToktiktok.com/@pinkstork
• Xx.com/pinkstorkms

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Pink Stork