O Positiv Health Co-Founder and CEO Bobby Bitton shared how his sister Brianna’s struggles with recurring UTIs, bacterial vaginosis and menstrual health issues inspired the siblings to launch the company in 2018. Frustrated by the lack of proactive, science-backed solutions, they set out to fill what Bitton described as a white space of proactive care for women’s health.
“Talking about these issues openly was much more behind closed doors,” he said. “We’re going to go knock that door down.”
That strategy has helped propel the company into national retail. Since then, O Positiv has expanded from a digitally native startup into a national retail brand with products on shelves at Target, Costco, CVS, Meijer and Walmart. Bitton said retailers have increasingly embraced women’s health, recognizing growing consumer demand for solutions targeting vaginal health, PMS, fertility and menopause. The category’s growth required retailers willing to rethink traditional merchandising, Bitton said, adding that, “It took trailblazers to show that you can put vaginal probiotics on an end cap in Target.”
The discussion also examined how education and social media have helped normalize conversations around women’s health while empowering consumers to seek proactive care. Bitton explains why science-backed formulations have become increasingly important as both retailers and shoppers demand greater transparency and clinical evidence.
“‘Vagina’ is not a bad word... This is not a sexualized issue. It’s a health issue.”
Bobby Bitton, Co-Founder and CEO, O Positiv
The conversation also dives into O Positiv’s unconventional marketing strategy. From challenging advertising restrictions around the word “vagina” to creating one of Expo West’s most talked-about booths—a giant inflatable vagina—Bitton explained why capturing attention is only the first step. Maintaining consumer trust, he said, requires pairing bold campaigns with education and scientific credibility.
“I want to get them into the door, but then when they’re in the door, it has this substance to it,” he said.
Looking ahead, Bitton expects continued opportunity in practitioner engagement, omnichannel retail and expanding awareness around daily vaginal health, noting that product efficacy and consumer trust will remain the foundation of long-term success. He also explained why he believes authentic consumer storytelling on platforms like TikTok has become one of the most powerful drivers in product discovery.
To hear more on the evolution of women’s health, retail trends, AI-powered product discovery and why he’d “crash” OB/GYN appointments with his sister, listen to the NutraCast above or on your preferred podcast platform.
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