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The launch comes at a time when nearly half of US counties lack OB-GYN access.
March 5, 2026
By: Lianna Albrizio
Associate Editor
Ulta, which previously announced its positioning as a health and wellness hub in addition to skincare and cosmetics, has partnered with doctor-approved prenatal vitamins and fertility supplement brand Bird&Be to provide shoppers with easy access to fertility care. The OB-GYN-supported brand reportedly generated five figures in sales in-store and online at Ulta.com. Following strong performance in sales of their supplements for both partners, the brand is expanding from 300 stores to nearl...
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