What First Response does

First Response is a consumer health brand specializing in at-home pregnancy detection, ovulation prediction, and fertility support products, owned and operated as a trademark by Church & Dwight Co., Inc. (NYSE: CHD). Its core product line comprises multiple pregnancy test formats — analog sticks (Early Result, Rapid Result), digital YES+/NO- displays, and multi-test kits (Multi Check, Triple Check, Comfort Check, Test & Confirm) — that detect the human chorionic gonadotropin (hCG) hormone in urine. The brand also sells the FDA-cleared Pre-Seed Fertility Lubricant, an isotonic and pH-balanced sperm-friendly lubricant developed with NIH research collaboration and used in fertility clinics, plus a Daily Digital Ovulation Test for LH surge detection. Supporting the products is a digital ecosystem of online planning tools — ovulation, due date, how-far-along, and pregnancy test timing calculators — and a content marketing presence across TikTok, Instagram, YouTube, and Pinterest.

The brand's underlying detection technology relies on gold nanoparticle-based lateral-flow immunoassays that produce pink-colored control and test lines, branded as First to Detect Technology, which enables detection up to 6 days before a missed period with greater than 99% accuracy on the day of expected period. Pre-Seed's regulatory differentiation rests on its FDA clearance and its compatibility with sperm, oocytes, and embryos (free of glycerin and glycol). The brand has been independently recognized by The Bump (2024) and the New York Times Wirecutter (2024) as the best overall at-home pregnancy test.

First Response generates revenue through over-the-counter sales of one-time-purchase consumer products at major US and Canadian drug stores, supermarkets, and online retailers, including its own e-commerce storefront. Customer segments are primarily women trying to conceive, women suspecting pregnancy, and couples experiencing fertility challenges, reached through a direct-to-consumer motion anchored by content marketing, social media, digital planning tools, and broad physical retail distribution.

Name

First Response

Legal name

First Response (brand of Church & Dwight Co., Inc.)

Website

https://firstresponse.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

First Response is a Church & Dwight consumer health brand selling at-home pregnancy tests, ovulation tests, and the FDA-cleared Pre-Seed fertility lubricant to women trying to conceive and couples facing fertility challenges across the US and Canada.

Ownership category

akta.pro rank

Product category

Home Pregnancy and Fertility Diagnostics

NAICS

In-Vitro Diagnostic Substance Manufacturing (325413)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)

akta.pro secondary industries

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK), Fertility & Ovulation Products (OTC) (CRABAIAK)

Keywords

• Home pregnancy tests
• Fertility products
• Ovulation testing
• Fertility lubricant
• HCG detection tests

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pregnancy Test Sales: First Response generates revenue through direct sales of pregnancy test products including Early Result, Digital, Rapid Result, Multi Check, Comfort Check, Triple Check, and Test & Confirm varieties sold at drugstores, supermarkets, and online.
2. Fertility Lubricant Sales: Pre-Seed Fertility Lubricant sales through retail and online channels. The product includes single-use applicators and is positioned as a fertility-friendly lubricant for couples trying to conceive.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

First Response manufactures and sells at-home pregnancy tests (analog sticks, digital, multi-test kits, and strips) and fertility products (Pre-Seed fertility lubricant, Daily Digital Ovulation Test) directly to consumers over-the-counter through drug stores, supermarkets, and online retailers. The products detect hCG or LH hormones in urine using proprietary gold nanoparticle reagent technology, with early detection capability up to 6 days before a missed period.

Product overview

First Response is a brand of Church & Dwight Co., Inc. that offers a comprehensive portfolio of home pregnancy tests and fertility products. The core product line includes multiple pregnancy test formats: analog stick tests (Early Result, Rapid Result), digital tests with YES+/NO- display, and multi-test kits (Multi Check, Triple Check, Comfort Check) combining different test types. The Pre-Seed Fertility Lubricant is a clinically tested, pH-balanced lubricant designed to support sperm survival for couples trying to conceive. Supporting the product line are online fertility tools including ovulation calculators, due date calculators, and pregnancy test timing tools. The products detect human chorionic gonadotropin (hCG) hormone in urine to determine pregnancy status, with early detection tests capable of identifying pregnancy up to 6 days before a missed period.

Differentiator

Problem solved

Functional benefit

Brands

• Pre-Seed: Fertility-friendly lubricant designed for couples trying to conceive. Clinically tested, isotonic and pH balanced formula developed by doctors and used by fertility clinics to support sperm survival.

Products and services

• Early Result Pregnancy Test At-home analog stick pregnancy test that detects all major forms of hCG (the pregnancy hormone), capable of detecting pregnancy up to 6 days before a missed period with over 99% accuracy from the day of the expected period. For individual women testing for early pregnancy.
• Rapid Result Pregnancy Test At-home pregnancy test delivering results in one minute on the day of missed period or later, with over 99% accuracy. For women who prioritize speed of results.
• Digital Pregnancy Test Digital at-home pregnancy test with easy-to-read YES+/NO- results and First to Detect Technology, capable of detecting pregnancy up to 6 days before a missed period with results in 3 minutes. For individual women who want unambiguous digital readouts.
• Multi Check Pregnancy Test Kit Multi-test kit containing one EasyCup with built-in strip for results in 5 minutes and two Rapid Result tests for results in 1 minute, providing multiple confirmation methods in a single package. For women wanting multiple test formats for confirmation.
• Triple Check Pregnancy Test Kit Pregnancy test kit featuring three different test types for added reassurance, designed for use on the day of missed period. For women seeking confirmation through multiple test formats.
• Comfort Check Pregnancy Test Kit Value kit containing 3 Early Result Pregnancy Test Sticks and 5 Pregnancy Test Strips, allowing early and frequent testing with over 99% accuracy. For women desiring multiple tests for ongoing monitoring.
• Test & Confirm Pregnancy Test Pregnancy test kit offering different test types for added confirmation, designed for use on the day of missed period. For women seeking confirmation through multiple test formats.
• Daily Digital Ovulation Test Ovulation predictor kit detecting LH hormone surge in urine with 99% accuracy, including a full week of tests for fertility tracking. For women trying to conceive who want to identify their ovulation window.
• Pre-Seed Fertility Lubricant Clinically tested fertility lubricant designed to be isotonic and pH balanced similar to the vaginal environment to support sperm survival, free of glycerin or glycol, compatible with sperm, oocytes, and embryos. For couples trying to conceive, particularly those needing fertility-friendly lubrication.
• Pregnancy Test Strips Individually wrapped pregnancy test strips detecting hCG for simple and discreet testing with over 99% accuracy from the day of missed period. For women wanting an affordable, discreet test option.

Quantifiable outcome

• Detects pregnancy 6 days before missed period with 60-76% accuracy 5 days prior
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Church & Dwight Co., Inc.coreOthersChurch & Dwight Co., Inc. is the parent company and trademark owner of First Response pregnancy tests and Pre-Seed fertility products. First Response and Pre-Seed operate as brands under Church & Dwight's consumer health portfolio.

Scale indicators4 records

Recent moves2 records

Expansion highlights4 records

Broad incumbents

• Bayer (Consumer Health division): Bayer's consumer health business includes reproductive and women's health products with similar OTC positioning and global distribution. It is comparable as a diversified healthcare CPG incumbent with adjacent product categories.
• Prestige Consumer Healthcare: Prestige Consumer Healthcare is a CPG company focused on OTC consumer health and personal care brands sold through mass retail. It is comparable as a portfolio operator of niche but high-share consumer health brands similar in profile to First Response inside CHD.
• Church & Dwight Co., Inc. Church & Dwight is the parent company of First Response and Pre-Seed, owning the trademarks and controlling brand strategy, retail relationships, and capital allocation. It is the parent of record and the most direct corporate comparable for portfolio strategy and valuation benchmarking.
• Procter & Gamble (consumer health portfolio): P&G is a large incumbent in consumer health and personal care with global retail scale, marketing budgets, and R&D capabilities comparable to Church & Dwight. It is a strategic comparable for how First Response is positioned within a diversified CPG parent's portfolio.

Emerging players

• Mira: Mira offers a connected at-home hormone monitor and fertility tracker, competing for the same TTC customer segment but with continuous digital monitoring versus First Response's discrete hCG tests. It represents the emerging connected-fertility category that could disrupt traditional pregnancy test purchasing patterns.
• Modern Fertility (acquired by Ro): Modern Fertility offers mail-in hormone testing and reproductive health insights targeting women trying to conceive. It overlaps with First Response's Pre-Seed and ovulation customer base by addressing fertility awareness through a different (lab-based) channel.

Direct peers

• E.P.T. (e.p.t.): E.P.T. is one of the legacy branded home pregnancy test brands in the U.S., sold OTC in drugstores and supermarkets with a similar product positioning (analog sticks plus digital formats). It competes in the same hCG detection category with comparable accuracy claims.
• Clearblue: Clearblue is the leading direct competitor in home pregnancy and ovulation testing, offering analog and digital hCG tests as well as connected ovulation monitors. It competes head-to-head with First Response in U.S. and Canadian drugstores and shares the same OTC retail channel.
• Accu-Clear: Accu-Clear offers home pregnancy and ovulation tests in similar OTC retail channels. It is a direct substitute at the value tier of the same product category First Response serves.
• CVS Health (store brand pregnancy tests): CVS and other major retail private-label pregnancy tests directly compete with First Response on shelf at the same drugstore and grocery channels, often at significantly lower prices with comparable accuracy claims.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@FirstResponse
• Instagraminstagram.com/firstresponsepregnancy
• TikToktiktok.com/@firstresponsepregnancy
• Pinterestpin.it/7gKMPu9
• Facebookfacebook.com/FirstResponsePregnancy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 First Response