Brianna Bitton was a former Disney Imagineer who suffered from debilitating cramps and PMS causing a toll on her personal and professional life. It might not be typical for a painful period to become a family affair, but it led the Bitton’s to launch a seven-figure business. O Positiv came out of a frank conversation between Bitton and her mother, who is an inventor, about sex, PMS, menopause and women’s health. At the time, Bitton lived with her brother Bobby, a marketing executive and entrepreneur, which led the family to collectively come up with a solution. Noticing a gap in the market for a preventative, proactive supplement, the Bitton’s created their first product, FLO PMS. As an entrepreneurial family with over 20 patents, innovating in this white space and breaking generational taboos when it comes to women’s health was a no-brainer.
“Bobby and I are obviously very close siblings and we were actually living together when we came up with FLO. I was really struggling with debilitating cramps and PMS symptoms which were taking a toll on my life. Bobby took notice and asked if there was something we could do? Five years ago we couldn’t find a supplement or vitamin that could help with the symptoms I was dealing with. So, we started researching holistic herbs and solutions for period symptoms then had nutraceutical scientists and manufacturers help us develop FLO,” shared Bitton.
FLO PMS launched in 2018 as a bestselling gummy and is still a number one seller for O Positiv. Their formula to success was pairing proven ingredients with bright packaging and great taste while speaking to Gen Z and Millennials through social media. O Positiv’s TikTok grew organically from zero to 100K followers within 9 months with some videos topping 24 million views. “TikTok was such a huge part of our strategy. We invested very early in that channel. Even though we had success with paid ads on Facebook and Instagram, we wanted to be early in creating an organic community on TikTok,” shared Bitton.
Showing up for their audience to discuss common feminine wellness issues in a fun and positive way not only built a viral following but also customer loyalty. Sharing conversations that were being held in the comments sections of the brand’s organic and paid ads helped to make their PMS vitamin, FLO, a bestseller. “When it comes to our community, whether it be paid or organic, a massive amount of our growth is because of the comments section of our ads. It’s reviews of people talking to each other and saying, I’ve used this and it worked or it tastes so great or people asking a bunch of questions and just cultivating this relationship with each other. Our ads are provocative and women who can relate to these issues start tagging their friends, sisters and moms in the post,” shares Bitton. O Postiv’s customers quickly became brand advocates and FLO PMS now boasts over 100k paying subscribers with 6,000+ five-star reviews.
After the success of FLO PMS, the Bitton’s wanted to expand on other common female issues that have yet to receive mass attention such as vaginal, skin, digestive, menstrual and menopausal health. O Positiv’s product line now expands over 18 SKU’s with URO for vaginal health and MENO, the first menopause-support gummy, both becoming best sellers behind FLO. “Health concerns such as UTI’s and menopause support were areas we also noticed didn’t have many accessible solutions,” says Bitton. URO Vaginal Probiotic has now become a #1 best seller on Amazon for yeast infections and the menopause category is a sales leader for the brand.
When it comes to developing new products, O Positiv’s product team engages their expert medical advisory board at the earliest concepts to understand what kinds of problems they are seeing with their patients. Experts, such as renowned OBGYN Dr. Jessica Shepherd, share their feedback on existing products and review research around ingredients that can be most effectively integrated into O Positiv’s formulas. As the product continues to develop, the experts engage at every step of the way to make sure the resulting formula contains the right dosages and is in the right form factor to give the maximum impact against the problem. “As a part of the O Positiv team, when making a new product, I help evaluate dozens of potential ingredients to find the formula that will address the problem for the most possible women while helping to address the many issues in women’s health that go overlooked,” shared Dr. Shepherd, OBGYN.
This month, O Positiv launches their newest addition to the FLO line of products, FLO Ovarian Support Vitamin Capsules, a product which, again, was born from Brianna’s personal struggle with reproductive health. Recently diagnosed with PCOS, Brianna’s painful and irregular periods left her searching for relief. Each FLO Ovarian Support capsule is formulated with the scientifically backed 40:1 ratio of Myo-Inositol and D-Chiro-Inositol to help support ovarian health and cycle regularity, folate to support reproductive health, and diindolylmethane (commonly known as DIM) to support healthy hormone levels.
As O Postiv expands its product offering and grows into retail channels, the mission of giving women proven solutions from their first period to well beyond their last will be at its core.
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