Canadian fertility brand Bird&Be has raised $13 million to expand its product range and grow its retail and clinical distribution.
The Toronto-based company provides reproductive health products for both women and men, spanning preconception, pregnancy and postpartum care. Its range includes supplements, at-home sperm tests and ovarian reserve screening, with the company positioning itself around making fertility support available earlier and outside specialist clinics.
The round was led by BDC Thrive and BFG Partners, with participation from BAM Ventures, Founder Collective, Rejuvenation Ventures and HSR Ventures. Bird&Be has not disclosed a funding stage.
“We started Bird&Be because my co-founder Breanna Hughes and I didn’t have the support we needed navigating PMOS and pregnancy loss ourselves,” said Samantha Diamond, co-founder and CEO.
“Every product we make helps our customers and community feel educated and in control.”
Taking fertility care into mainstream retail
Bird&Be has pushed fertility products beyond the traditional clinic and direct-to-consumer model, as reproductive healthcare continues to face access gaps.
The company launched in 300 Ulta Beauty stores in September 2025 before expanding to nearly 1,000 locations by spring 2026, becoming what it says is the first fertility brand to place male and female fertility products side by side in a national beauty retailer. It has also partnered with Mandell’s Clinical Pharmacy to reach fertility patients across all 50 US states.
The approach also deliberately brings men into a fertility market that has traditionally focused heavily on women. Male factors are involved in up to half of infertility cases, according to figures cited by the company.
“We intentionally created a brand that would bring men into the fertility narrative as well, giving them the supplements and tools to care for their own reproductive health and grow their families,” Samantha said.
Bird&Be has grown into an eight-figure business in its first three years, with close to 100% year-on-year growth and subscriptions accounting for 75% of revenue. Its clinician referral channel has grown 200% over the past year, with more than 10% of customers now coming through a healthcare provider recommendation.
The company also provides products targeting PMOS, formerly known as PCOS, alongside prenatal, pregnancy and postpartum supplements. Its supplements are third-party tested and formulated with fertility doctors, OB-GYNs and naturopathic specialists.
Mona Minhas, managing partner of BDC Thrive Venture Fund, said Bird&Be was building at “the intersection of women’s health, consumer health, and preventative care”, addressing what the investor sees as a large underserved market.
The new funding will be used for research and clinical studies, product development, continued retail expansion and further growth of Bird&Be’s clinical distribution channel.
Moving fertility products into beauty retail creates visibility, but it also collapses the distance between education and a sale. The next useful evidence would separate retail reach from completed, clinically appropriate testing and follow-up, especially for ovarian reserve screening.
Putting male and female fertility products side by side in a mainstream retail aisle really matters! Most of the friction in fertility investigation happens upstream of any clinic, in the assumption that infertility is a female problem to solve alone, when roughly half of infertility cases involve a male factor, per the WHO. Retail visibility normalises the idea that both partners get tested before either one gets blamed, which a specialist referral alone doesn't do.