The Backstory

OVA is the first egg, sperm and hormonal health vitamin brand.  Born from both of our lived experiences from navigating IVF, facing recurrent miscarriage, and feeling lost in the massive gaps of fertility care. It wasn’t just the emotional rollercoaster that came with all of that, it was also the frustrating reality that the supplements out there to support our fertility, felt overpriced, underwhelming, and way too clinical for something this personal.  So, we did what any determined duo would do: we turned our plights into a plan. 

We both come from a background in beauty and wellness and we had a pretty simple and clear mission:  To create high-quality egg and sperm health vitamins that don’t come with an inaccessible price tag. Backed by science, conceived by the leading fertility experts and designed to support women (and men) through every single stage of their reproductive journey.  We call it Big Sister Energy.   The kind of energy that shows up, never gatekeeps, and fiercely believes fertility isn’t a privilege but a right. 

The moment that changed everything was winning the Boots Meet the Buyer competition in 2024. Although we didn’t even have final packaging to show them, they took a chance on us and put OVA into 700 retail locations. That meant we had less than three months to pull our launch together (oh and Kat had to give birth to her first baby!), but with the help of the incredible Boots team, we did it. Boots had been on our vision board since day one, and having them as our launch partner was a dream come true. Our aim with OVA was always to be as accessible as possible, and Boots has helped us make that happen.

The one thing we wish more women knew about their bodies and fertility is that even though we can’t change the number of eggs we have as women, we can improve their quality. There are so many ways to support egg health – some as simple as adding more fruits and vegetables to your diet, while others might be more challenging, like quitting smoking or cutting back on alcohol. Even changing the kind of workouts we do can help lower stress levels, which really impacts egg health. This all matters because it only takes one healthy egg to get pregnant, and the healthier that egg is, the more likely we are to have a successful pregnancy.

We both faced our own fertility journeys. Honestly, looking back, there’s so much we wish we’d known earlier and we’re still learning every day! I think we would both agree on this though: trusting your body and advocating fiercely for yourself matters more than you realise. We spent so much time feeling confused or overwhelmed by all the “rules” and conflicting advice. But the truth is, every journey is so unique, and no one knows your body better than you do. We also wish we’d known how normal it is to feel a rollercoaster of emotions – grief, hope, frustration. and that seeking support, whether from friends, professionals, or communities, is a total power move.  Our TTC tribe is what truly kept us going through all the ups and downs.  

What surprised us most when diving into hormonal health both on a personal level and as part of our work, is just how much of the spotlight stays firmly on women, while male fertility often flies under the radar.  Don’t get us wrong, women’s health absolutely deserves attention. But the reality is that so much of the responsibility still lands on the woman’s shoulders. Like, the onus of testing, treatments, supplements – it’s all on her to manage. Meanwhile, male fertility struggles often get overlooked or minimised, even though we know that sperm health plays a massive role in creating and sustaining a healthy pregnancy. It was eye-opening to see how disconnected the conversation still is and honestly, how outdated it feels., which is why we also designed a supplement specifically for sperm health. So yes, we’re all about supporting women through their journeys, but we’re also here to push for broader conversations that include everyone involved.  Hormonal health isn’t a solo act. TTC is a team sport.

We’ve had the very good fortune of working with some of the leading fertility consultants, nutritionists and biochemists as we have developed and built the brand and all who come with a wealth of knowledge – so we’ve picked up a few tips and habits to help support hormone health along the way!  Firstly, small steps, done consistently, really do make a difference, it’s all about progress, not perfection.

1. Pretty obvious we know but eat whole, balanced meals: fill your plate with plenty of vegetables, good quality protein (like eggs, fish, or legumes) and healthy fats such as avocado, olive oil, nuts and seeds. Pair carbs with protein or fat to help keep blood sugar steady.
2. Stay hydrated: Aim for 1.5–2 litres of water daily. Herbal teas like peppermint or raspberry leaf can also help with your hormone balance.
3. Prioritise sleep: Good sleep is non-negotiable when it comes to hormone function but sometimes it can be hard to come by. Try winding down with a warm bath, a book, or by putting your phone away an hour before bed – v.hard we know!
4. Manage stress a little better: Chronic stress can disrupt hormones. Try deep belly breathing, stretching, or short daily walks to 
5. Move regularly: Gentle, consistent movement like walking, yoga or Pilates can really help to balance your hormones.
6. Most importantly, pay attention to your body’s signals, your energy, mood and cycle are your best guides.

…….and take your OVA supplements everyday! Hang them on a habit, take with a meal and an hour away from caffeine. 

For any new brand, funding is always the first challenge to overcome. To be honest, it took us a while to get to a place where we didn’t have to check the cash flow before making even the smallest decisions. We initially kept costs low by forgoing our own salaries, trading our time and work for that of others in the industry, and generally asking for favours wherever we could find support. We had what we lovingly called ‘big budget energy’. Overcoming this required finding an incredible cohort of investors — a challenge in itself— followed by generating ongoing revenue. We feel privileged to now be in a position to invest in the brand in a meaningful way, but we remain mindful of not overspending and use every precious pound intentionally.

Our biggest challenge in building a brand in this space has been the strict regulatory environment we face as a fertility and pregnancy vitamin company. Historically, there has been very little research in this area, so governing bodies, who are meant to protect consumers, have created a situation where brands using the most up-to-date research (like using NAC for endometriosis or inositol for PCOS) can’t make certain claims associated with these newer ingredients. In recent years, we’re finally seeing new research into women’s health, and it’s our moral prerogative as a brand to incorporate this research into our formulas. It’s our job to work within the regulations to ensure we’re educating our customers on the latest science — while never making claims that can’t be fully substantiated. It’s a challenge we know we’ll continue to face as we grow, which is why surrounding ourselves with leading experts, not just in formulation but also in compliance, has been essential from day one.

The secret to a good co-founding relationship? Splitting responsibilities based on where our strengths really shine, that’s the secret sauce. Kat’s got the most brilliant strategic and analytical head – she’s a total whizz at Excel (a superpower), and while she loves and hates the cash flow in equal measure, she totally owns it. Plus, with her background as a beauty and wellness buyer, she drives our incredible partnerships with the UK’s biggest retailers. Danielle takes the lead on investor relations, fundraising, content, customer service and PR – basically anything that involves telling our story and building those crucial connections.  Even though we try to stay in our lanes, we have to do a lot of dividing and conquering and often mastering an entirely new skill (we see you Google Ads) because it’s only the two of us! But here’s the thing – we’re both creative, and that shared mindset helps us stay flexible, solve problems together, and keep the business moving forward. Ultimately, it’s having trust, respect, and knowing when to lean on each other. We also became mothers at the same time as launching OVA which was an incredible experience and one that truly cemented our bond even further – even during those sleep deprived, postpartum foggy head days we had (and always will) have each other’s back.

Seeing how OVA helps families grow is incredible and makes us so proud of what we’ve built. Being a brand founder is hard work, but every time we get a customer saying that they are now pregnant, it makes it all worth it. That said, if I could give one piece of advice to any brand founder, it would be to find a co-founder who you love and trust. Having Danielle alongside me to celebrate the highs and support me through the inevitable lows, has been such a gift. We share the work, bounce ideas off each other, and bring twice as much experience, knowledge, and life to OVA because we’re doing it together. The business is so much stronger for it.

The Advice

Five Things Every Woman Should Know About Egg Health

1. Your eggs are with you from the very start

You’re born with all the eggs you’ll ever have – that’s around one to two million at birth.   While the number naturally decreases over time, remember, it only takes one healthy egg to create new life.

2. You can change your egg quality – yes really.

What you eat really does make a difference. Antioxidant-rich fruits and veggies, healthy fats and good hydration can help protect and nourish your eggs over time. It takes 3 months for an egg to mature so that’s a three month window to give your eggs a lot of love!

3. And lifestyle can also make a big difference.

Moving your body, resting well and managing stress can have a big impact. Think of it as giving your eggs the healthiest possible environment to thrive.

4. Get the knowledge 

Tests like AMH can give you insight into your egg reserve, but remember it’s a snapshot in time and they don’t define your fertility alone. Staying in tune and tracking your cycle alongside means you can start making informed (and hopefully easier) decisions.

5. Age isn’t the only story

It’s true that egg quality naturally changes over time, but age is only part of the picture and it’s not something to be afraid of. The way you care for your body every day can make all the difference and know that you have more influence than you might think.  

The Kit

Skincare routine

Kat: Literally obsessed with Korean skincare (who isn’t) but I love Torriden, Anua, Thank You Farmer, CosRX and RoundLab to name a few of my go-to brands.

Foundation

Danielle: IT Cosmetics CC Cream – covers everything, from redness to even the toughest investor pitch questions.

Lipstick

Kat: Charlotte Tilbury Lip Cheat Lip Liner and Aquaphor, beats out lipstick every time.

Secret Weapon

Kat: Revitalash – this stuff is expensive, but it is magic. This and a good eyelash curler have completely replaced mascara for me. And as a new mom, I’ll do just about anything to look just a bit more awake than I feel.

Biggest Indulgence

Danielle: My standing monthly mani, pedi and tan appointment with Kate Williamson in the comfort of my own home, usually fitted in between work calls, which can be v.amusing while I bake on screen.

Best Budget Buy

Danielle: La Roche Posay Cicaplast Baume B5+ – is glass skin in a tube.  TikTok made me do it!

Best Beauty Advice

Kat: Spend your money on your diet and vitamins first and skincare second. If you are nutrient deficient at all, it’ll show in your skin and no amount of retinol can fix that (Tretinoin maybe, but as a breastfeeding mom that has been strictly off limits for coming on two years sadly). In my humble opinion, bone broth is also superior to all collagen supplements and is significantly cheaper if you just take a trip to the local butchers!

Signature Scent

Danielle: Dior Les Exclusive Oud Esphan – I had an Oud awakening about 10 years ago and haven’t looked back. 

Nutrition Essential

Danielle: Apart from OVA 😉  melatonin gummies, an essential for a sleep deprived mama. 

Self-Care Ritual

Kat: I am a bath girl…one nice and long one each week, with a book, a glass of wine and lots of lovely oils does the trick.  

The Experts

At the heart of OVA is how we are supported by science. Our products and education has been shaped by some of the UK’s leading experts in women’s health, fertility and reproductive science. Guided by our Medical Advisors, Dr Tosin Ajayi-Sotubo, Dr Anand Patel and our Director of Nutrition Alison Hall, every formula and resource we share is medically reviewed, expert-approved, and delivered with care. 

Hairdresser  

Danielle: Sarah Jane Green – I first met Sarah-Jane on a shoot 15 years ago and she has been doing my hair ever since.  She also happens to live 5 minutes away from me so my home is the salon and she’s all too familiar with a 10pm full head, cut and blow dry.

Hair colourist

Kat: Maisie at Crabsalad in Peckham helped me achieve the red hair of my dreams after years of being scared to do anything too far from my natural brown.

Blow-dry go-to

Kat: Hershesons (any location), trust me, they know how to do a blow dry. I love to pop in here for a quick refresh before events.

Dermatologist/Skin Doctor

Danielle: Dr Maryam Zamani has been my go to over the years (when not going through IVF or pregnancy) for everything from removing skin tags, botox, filler to general glow up advice.

Nutritionist

Both: Alison Hall (OVA’s Director of Nutrition) 

Workout Spots/Exercise Classes 

Kat: It has to be Lagree, its reformer pilates for the girls who like a bit of an extra challenge. MAD Lagree in London is great, but my forever favorite Lagree studio is back in Austin, Texas called Pure Pilates.

Manicurist/Pedicurist/Tan

Danielle: Kate Williamson is my nail & tan guru.  Her roster of A-listers is pretty impressive (hello Salma) but she always has time for us mere mortals.

Eyelashes/Brows 

Kat: I had the pleasure of having my eyebrows shaped by the incredible Amy Jean herself of Amy Jean Brows and it completely changed the way I do my brows. She’s located in Australia but makes the occasional trip to this part of the world!

Favourite Spa Destination 

Kat: I am a Texas native but am based in Ireland and there really is no place quite like VOYA Seaweed Baths in Sligo. It’s an incredibly unique experience,  and is accompanied by views of the Atlantic… despite the hour drive, I find myself there way too often.

Get In Touch