Zita West

What Zita West does

Zita West is a UK-based, founder-owned fertility and pregnancy wellness company that develops and sells a clinically formulated range of nutritional supplements, skincare, and educational content for individuals and couples navigating preconception, IVF, pregnancy, and postnatal stages. The core product portfolio spans 50+ SKUs organized around five customer journey stages (deciding to try, finding it difficult, IVF/FET, already pregnant, egg freezing), including flagship women's fertility multivitamin Vitafem, trimester-specific Vital Essence 1/2/3 prenatal formulas, Kaneka Ubiquinol CoQ10 for egg and sperm quality, and male fertility formulations such as Vitamen and Vitaseed Pro. The company's technical differentiation rests on bioavailable ingredient forms — Quatrefolic methylfolate rather than synthetic folic acid, Kaneka Ubiquinol as the active CoQ10 form claimed to be 70% more bioavailable than standard CoQ10, and molecularly distilled Omega 3 — with each batch independently third-party tested and certificates published on product pages. Manufacturing takes place in the UK.

The business operates as a direct-to-consumer e-commerce brand selling through its own storefront at zitawest.com, with a Subscribe & Save subscription tier offering 15% recurring discounts and free UK shipping above £60. International shipping is available to USA, Canada, EU, China, Australia, Singapore, and Malaysia, with geographic restrictions limited to Spain, Germany, Greece, and Cyprus. Pricing spans roughly $14–$318 per SKU, with bundled support packs (e.g., Ultimate Female IVF Support Pack at $318, Couples Foundation Pack at $225) that aggregate products by journey stage and condition (PCOS, endometriosis, egg freezing, FET). Complementary revenue streams include digital gift cards (£25–£150), a skincare range, fertility books including The IVF Diet, and free downloadable guides. Demand generation is driven by free 1:1 consultations with fertility nutritionists, content marketing via blog and social channels (Facebook, YouTube, Instagram), webinars, and a Practitioner Network for professional referrals. The company is privately held with no disclosed external funding, was founded in 2001 alongside the Zita West Clinic, and launched its IVF programme in 2011.

Name

Zita West

Legal name

Zita West

Website

https://zitawest.com

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Zita West is a UK-based, founder-owned DTC brand selling clinically formulated fertility, IVF, pregnancy, and postnatal supplements, skincare, and books globally via its own e-commerce storefront, supported by free nutritionist consultations and a practitioner referral network.

Ownership category

akta.pro rank

Product category

Fertility and Pregnancy Nutritional Supplements

NAICS

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

akta.pro primary industry

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

akta.pro secondary industries

Fertility & Ovulation Products (OTC) (CRABAIAK), Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)

Keywords

• Fertility supplements
• Prenatal nutrition
• Pregnancy wellness
• Reproductive health
• Postnatal vitamins

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: One-time purchases of individual supplements and bundled support packs through e-commerce storefront. Products range from $14-$318 with various tiers.
2. Subscription (Subscribe & Save): Subscription model offering 15% discount on all products. Managed through customer accounts with flexible delivery frequency, pause, or cancellation options. Subscription orders qualify for free UK shipping.
3. Gift Cards: Digital gift cards available in denominations from £25 to £150, redeemable across all fertility, pregnancy and IVF supplements and packs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Zita West develops, brands and sells a range of nutritional supplements, skincare, and accessory products organized around three life stages — fertility, pregnancy, and postnatal. The company complements these physical products with paid fertility consultations, diagnostic testing kits, branded books, gift cards, and curated bundles designed to support individuals and couples from preconception through early parenthood.

Product overview

Zita West is a fertility supplement and wellness company offering a comprehensive range of products across fertility, pregnancy, and postnatal categories. The portfolio is organized around five journey stages: Decided to Start Trying, Finding it Difficult, IVF & FET, Already Pregnant, and Egg Freezing. Core women's supplements include Vitafem (fertility multivitamin), Vitafem Boost (antioxidant support), Vital Essence 1/2/3 (trimester-specific pregnancy vitamins), and Femceive (probiotic). Core men's supplements include Vitamen (male fertility multivitamin), Vitamen Boost (antioxidant), Vitaseed Pro (advanced sperm support), and Menceive (probiotic). Key individual products include Kaneka Ubiquinol CoQ10 (bioavailable CoQ10 for egg and sperm quality), Vital DHA (Omega 3), NAC, Choline, Magnesium, Inositol and Folate, and various vitamins. Bundled support packs provide stage-specific combinations including Ultimate Egg Health Pack, Ultimate Female/Male IVF Support Packs, PMOS Support Pack, Endometriosis Support Pack, and trimester-specific pregnancy packs. The skincare range includes Perineal Massage Oil, Back Ease Massage Oil, and Belly Balm. Services include free 1:1 consultations with fertility nutritionists, educational webinars, and guided visualisations. The company ships internationally to UK, USA, Canada, EU, China, and worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Conceive By Zita West: A sub-brand/associated website focused on conception support products and information.

Products and services

• Fertility Supplements Range Branded nutritional supplements (capsules, tablets, powders, sprays) formulated to support conception and reproductive health in individuals and couples trying to conceive.
• Pregnancy Supplements Range Nutritional supplements formulated for use during pregnancy to support maternal and foetal health.
• Postnatal Supplements Range Nutritional supplements designed for the postnatal period to support recovery, breastfeeding and early parenthood.
• Skincare Range Skincare products positioned alongside the supplement ranges to support skin health during fertility, pregnancy and postnatal stages.
• Fertility Bundles Curated bundles combining supplements and accessories into multi-product regimens across fertility, pregnancy and postnatal life stages.
• Diagnostic Testing Kits Home diagnostic/testing kits sold alongside supplements to help customers assess and monitor fertility and related health markers.
• Fertility Consultations Paid one-to-one fertility consultation services delivered by the Zita West clinic/team to support individuals and couples with personalised fertility, pregnancy and preconception advice.
• Branded Books and Educational Content Books and educational resources authored or branded by Zita West covering fertility, pregnancy and early parenthood.
• Gift Cards Zita West branded gift cards redeemable against products on the company's e-commerce site.

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bird&Be: DTC fertility and prenatal supplement brand offering stage-specific bundles (fertility, IVF, pregnancy) for couples. Directly comparable to Zita West in target customer, product format, and stage-based merchandising, with a more digitally-native and venture-funded brand positioning.
• Needed: Prenatal and fertility nutrition brand offering practitioner-formulated supplements with a focus on evidence-based formulations. Closely comparable to Zita West on clinical positioning, fertility + pregnancy journey, and DTC subscription model.
• Perelel: OB/GYN-founded prenatal vitamin brand offering trimester-specific packs and fertility support. Comparable to Zita West in medical-authority positioning and stage-based subscription bundling for preconception through postpartum.
• FullWell: Fertility and prenatal supplement brand founded by a registered dietitian, emphasizing third-party tested, bioavailable formulations. Directly comparable to Zita West's premium-ingredient, practitioner-formulated positioning in the fertility category.
• Beli: Fertility-focused supplement brand for women and men with an emphasis on clinical-grade ingredients and preconception/IVF support. Comparable to Zita West's dual-gender fertility focus and DTC channel.
• Natalist: Fertility and pregnancy wellness brand offering supplements alongside tests and educational content. Comparable to Zita West on journey-based product architecture and content-led customer education.
• Pink Stork: Women's wellness supplement brand with deep fertility, prenatal, and postnatal ranges sold via DTC e-commerce. Comparable to Zita West on category breadth across the fertility–pregnancy–postnatal continuum.
• Theralogix: Healthcare-professional-recommended fertility and prenatal supplements distributed through practitioner channels. Comparable to Zita West's practitioner network distribution and clinically-oriented brand positioning.

Broad incumbents

• Ritual: DTC multivitamin and women's health brand offering prenatal among its broad portfolio. Comparable on DTC e-commerce and subscription mechanics, but operates across multiple categories beyond fertility.
• Care/of: Personalized DTC vitamin and supplement subscription brand offering fertility and prenatal among many categories. Comparable on DTC subscription infrastructure but with much broader and less fertility-specialized assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCPHBqFtfnDyHEhQZ3ewUMaA
• Facebookfacebook.com/zita.west.fertility
• Instagraminstagram.com/zita.west
• LinkedInlinkedin.com/company/zita-west-assisted-fertility-limited

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&A

Investments

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

Frequently asked questions about Zita West