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Women’s health startup Natalist makes doctor-approved fertility and pregnancy essentials with a net-zero plastic footprint. Today the company announced an expansion to nearly 6,000 retail locations nationwide.

Following a successful initial launch in select Target stores in March 2020, Natalist’s 2021 retail expansion includes a much larger footprint in Target stores across the US plus rollouts in Rite Aid, Albertsons, Safeway, and Shaw’s. Products offered in retail include easy-to-use, beautiful, and convenient ovulation and pregnancy tests, and a line of supplements formulated for conception and prenatal health.

“For too long, the products in this aisle have been dominated by companies run entirely by men. We’re excited to be the first not only women-led, but also mom-led company to bring new products in this category. We know what this customer wants because we are the customer. Our approach of bringing empathy and better customer support has been tremendously well received, and we’re just getting started,” says Vernita Brown, Natalist’s first employee and CEO.

“A big component of women’s health is access to the products and services we need, when we need them. And today I am thrilled to share that Natalist products are available in nearly 6,000 stores in every single state in the US. We are grateful to now be in the aisles of our customers’ favorite retailers, meeting them where they are, right when they need us,” says Brown.

With plans to further expand its offering of evidence-based products and educational resources, Natalist is positioned to grow its reach in the family planning arena.

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