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. 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 discussion also examined how education and social media have helped normalize conversations around women’s health while empowering consumers to seek proactive care. 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.