Loom is developing a tool to help women check in with how their bodies are doing. COURTESY OF LOOM
Support. It’s what women are yearning for when it comes to their fertility, pregnancy and postpartum journey.
Obstetrics and gynecology visits in the U.S. average merely seven minutes long due to time constraints and patient volumes. That, combined with a dearth of trustworthy information online, has brands lining up to craft products and digital spaces to give women the support they need when it comes to fertility, pregnancy and postpartum care.
According to Trendalytics, special products that provide support to new and expecting mothers are gaining steam. For example, prenatal vitamins are experiencing steady growth with 226,000 average weekly searches, up 14 percent to last year. And market adoption for prenatals is up 13 percent in the last 30 days.
When it comes to supplements, wellness brands focused on reproductive health are working alongside physicians, nutritionists and other experts to help inform formulation. “There is a lack of trust and credibility in women’s health,” said Alex Taylor, cofounder and co-chief executive officer of Perelel. “It dates back to the ‘70s, and if we fast forward to today, the impacts are still being felt and solutions feel very one size fits all.”
Perelel was founded by Taylor, Victoria Thain Gioia, and Dr. Banafsheh Bayati. The Los Angeles-based brand crafts supplements formulated by a team of doctors, including OBGYNs and reproductive endocrinologists. The range comprises of supplements dosed in daily sachets. They have a pack for each trimester, plus one for conception, a mom multivitamin and a general multivitamin trio for all women of reproductive age. For every subscription purchased, Perelel donates a supply of its prenatals to underserved women in the U.S. To date, they’ve supported over 16,000 women in under two years.
Additionally, the brand has created a community on a group communication app called Geneva. “We have different rooms where women can talk about the fertility journey,” said Taylor. “There’s even a room for loss. We created this space with all of these different topical areas so you can find other women that are experiencing the same thing and get their support.”
According to Latham Thomas, founder of Mama Glow, a global maternal health platform that matches doulas with families across the globe, these conversations around education and reproductive health have always been happening. It’s just now that people are starting to listen.
“There are very unique needs for fertility and so many different brands are trying to create ease and make it so that people can integrate these products in a lifestyle capacity and maintain optimal wellness,” she said. “That includes more beautiful packaging design and subscription models. I definitely see a lot of solutions in the supplement space and not just vitamins, but even tinctures are making it onto the scene on the postpartum side,” Thomas said.
Enter Needed, a supplement line that focuses on how nutrition can be used therapeutically during the life stage of conception, through pregnancy and postpartum.