August 28, 2019
Getting pregnant is life’s lottery: Some couples hit the jackpot the first time they try; others start to feel as if it’s never going to happen. But for most, it’s an emotional journey, with ups and downs, insecurities and hopes.
That’s the thinking behind a new “get pregnant bundle” delivered each month by a startup company called Natalist to the homes of those who are trying to conceive.
After all, says Dr. Nazaneen Homaifar, the chief medical advisor of Natalist—and a Duke Univesity-trained OBGYN—“Trying to get pregnant can be confusing, frustrating, and not as romantic as we imagined it to be. At Natalist, we understand. And we want to help support you through this journey.”
In addition to “Dr. Naz,” the company’s founders include CEO Halle Tecco and Chief Scientific Officer Elizabeth Kane. Together, they have the business and medical knowledge that a couple trying to would appreciate.
“We’re moms, doctors, and scientists building Natlist to give you what you need—from concept to conception,” they say on their new website.
Starting this week, according to a report by Fast Company, Natalist will discreetly deliver its first boxes (and individually purchased products) to customers’ doors.
As founder and CEO, Halle Tecco envisions arming consumers with everything they need before starting a family, including plenty of TLC. Consider it the self-care of conceiving.
The monthly “Get Pregnant Bundle” subscription box ($90 for a one-time purchase; $81 monthly) changes as one progresses through the fertility journey and continues on until birth. (Customers can cancel at any time.) The first month, for example, includes an illustrated Conception 101 guidebook complete with the basics of human reproduction and practical tips on getting pregnant.
In addition, buyers can expect a range of items ranging from ovulation tests to prenatal vitamins, the majority of which physicians recommend during a preconception visit. The cost is on par with drugstore prices, if not less, Fast Company notes.
In many ways, the business news outlet says, Natalist resembles other startups streamlining transformative stages of a woman’s life: Fridababy sells postpartum recovery products for new moms; Blume is the first cohesive line of self-care products for girls navigating puberty; while Genneve is a complete telehealth and product line for women going through menopause.
While Natalist isn’t bringing new conception products to the market, it did redesign them with a modern feminine look. The pregnancy test is sleek, compact, eco-friendly, and in a warm color palette. Such improvements stem, in part, from a Natalist survey of 1,200 women with planned pregnancies.
“If you look at the pregnancy and ovulation tests that are on the market today, they don’t feel like they belong on your bed stand or in your bathroom next to beauty products,” says Tecco.
The collection features more personal—and less clinical—language along with elegant illustrated instructions. There’s none of the medical jargon typically found on a traditional pregnancy test box.
The website features materials on conception and pregnancy—from both a medical and lifestyle perspective. On-staff doctors quash junk information from actual science-backed studies, with articles ranging from miscarriage grief to debunking sex-position myths. The team also shares their own personal pregnancy journeys on social media and a private Facebook group. The goal is to be approachable while projecting authority.
Over the long-term, Natalist envisions physicians and clinics suggesting its boxes to patients. Currently, the company is in talks with multiple employers interested in subsidizing subscriptions: They’re looking to help their employees get pregnant naturally, thereby bringing down the cost of fertility treatments.
Research contact: @FastCompany