Image: Natalist

Everlywell parent company Everly Health has acquired Natalist, a company offering consumers conception and pregnancy essentials that are 100% plastic neutral alongside evidence-based educational resources.

Launched in August 2019, Natalist is built on the values of evidence, education, and usability. Natalist’s mission from the get-go was to reduce the shame, misinformation, and outdated product offerings, the founding team around Halle Tecco, experienced while on the pregnancy journey. Since its launch , Natalist has progressively expanded its product line to support parents-to-be on their reproductive journeys, both online and in national retailers. The brand’s footprint has grown from 300 to nearly 6,000 brick-and-mortar locations in just the last year. 

“Creating innovative solutions for women’s health was my initial motivation for founding Everlywell and remains a top area of focus,” said Julia Cheek, CEO and Founder of Everly Health. “A survey of our customers revealed that nearly 70% don’t trust many of the women’s health products available on the market today. Natalist’s thoughtfully designed fertility and pregnancy essentials are the solution that so many women are seeking.” 

“Natalist was created to serve people who are seeking modern, sustainable tools for conception and pregnancy. Everly Health’s full capabilities across testing, telehealth, and virtual care delivery will supercharge our ability to help people in ways we’re only beginning to explore,” stated Vernita Brown, Chief Executive Officer at Natalist. “I’m thrilled to discover what we can accomplish together, as part of Everly Health.” 

In addition to its signature pregnancy and ovulation tests, Natalist’s product suite supports parents-to-be from pre-conception through pregnancy and includes tests, supplements, education, lubricants, and self-care items. Today, Natalist’s most popular products include its Ovulation Tests, Pregnancy Tests, and Prenatal supplements. Natalist’s products expand Everlywell’s existing women’s health offering that includes at-home collection lab tests for menopause, fertility hormones, sexual health, and more.

“Last year, millions of women discovered at-home testing, telehealth, and wellness solutions for the first time – ideal solutions for the busy lives women lead. In fact, Everlywell’s Women’s Health suite of tests has seen a 350% increase in sales this year,” said Jenifer Dasho, Chief Marketing Officer at Everly Health and General Manager of Natalist. “For the millions of women who changed their plans to grow their families due to the pandemic, home-based health and wellness solutions are a powerful tool to help gain control over their reproductive journey.”

“The missions of our two companies have been aligned since day one. We’re working to make sure all people, especially women, have access to care that’s simple, convenient, and designed for the way they live,” remarked Halle Tecco, Founder and Chief Women’s Health Officer at Natalist. “Bringing together two brands that are founded and led by women to benefit women everywhere is a great feeling.” 

As part of the transaction, Natalist’s full team and executive leadership have joined Everly Health, bringing the company’s portfolio to four subsidiaries: Natalist, Everly Health Solutions, EverlyDx, and Everlywell, the leading brand in at-home collection health and wellness lab testing in the U.S. today. Terms of the all-cash transaction were not disclosed.

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