Ten minutes with the founders of Ova
Danielle Fox-Thomas and Kat Lestage, the founders of OVA share the personal experiences that led them to create a fertility and prenatal supplement brand rooted in transparency, accessibility, and empathy. After navigating IVF, recurrent miscarriage, and the often opaque world of fertility care, they recognized a need for high-quality, science-backed supplements that don't come with an overwhelming price tag. Their mission is to simplify the science of pre-conception and pregnancy, offering products that support individuals through every stage of their reproductive journey. With the support of medical advisors and nutritionists, OVA aims to deliver effective, evidence-based formulas designed to make fertility care more inclusive and approachable.
1. What inspired you to start Ova, and what personal experiences influenced your decision to focus on fertility and reproductive health?
OVA was born from both of our lived experiences - navigating IVF, recurrent miscarriage, and the overwhelming gaps in fertility care. Alongside the emotional rollercoaster was another frustration: the women’s health supplement space felt overpriced, underwhelming, and far too clinical for something so personal. So we did what any determined duo would do and we turned our plights into a plan.
With a clear mission to create high-quality fertility and prenatal formulas (without the eye-watering price tag), we set out to build something better. Backed by science, built with heart, and designed to support women through every stage of their reproductive journey.
We call it Big Sister Energy - the kind that shows up, and never gatekeeps. Because we firmly believe fertility shouldn't be a privilege, it’s a right. And everyone deserves to feel informed, supported, and seen.
D: As a self-proclaimed IVF connoisseur, I quickly understood the importance of supplementing with the right nutrients at their most bioavailable forms alongside my IVF treatment to improve my chances of having - and carrying - a healthy baby to term. But what bugged me the most was accessibility - where were the cost effective but effectively dosed products that delivered on their promises?
K: Surrounded by brands using ineffective ingredients, incredibly loose marketing claims, and sky high prices, I realized that supplements consumers, like myself, deserved better. Once I went through my own struggles with fertility and loss, I understood the real need for better products for women at all stages of TTC and pregnancy. We want to simplify the science of pre-conception and pregnancy and deliver efficacious products that better serve today’s prenatal consumer. We truly believe that this human + scientific approach to women and men at every stage of their fertility journey is a game-changer and could forever change how we talk, think and approach egg and reproductive health. We’re here to make baby-making better
2. How did you identify the specific needs in the fertility supplement market that Ova aims to address, and what gaps did you notice in existing products?
Great question and honestly, it all started from personal experience. Both of us walked through our own fertility journeys, navigating everything from IVF to recurrent loss, and what struck us wasn’t just how emotionally taxing it was but how little guidance or transparency there was around what we were putting into our bodies.
We noticed three major gaps:
1. Lack of transparency - confusing labels, vague claims, and ingredients and dosage levels that didn’t always make sense for egg and sperm health.
2. Sky-high prices and low quality ingredients - premium products that made fertility feel like a luxury, not a right and the affordable options were filled with binders, fillers and poorly absorbed nutrients.
3. One-size-fits-all approach - our cycles are nuanced, and the support should be too
We built OVA to change that - to deliver science-backed efficacious supplements you can trust, at an accessible price, wrapped in a brand that feels like your big sister: smart, real, and always in your corner.
3. What role do your medical advisors and nutritionists play in the formulation of your supplements?
Our medical advisors and nutritionists are at the heart of everything we create. From day one, we knew that if we were going to do this, we had to do it right - no fluff, no filler, just evidence-led formulas designed to actually support fertility and reproductive health.
We work closely with a team of reproductive health experts, clinical nutritionists, biochemists and leading fertility consultants to ensure each ingredient we include is there for a reason - at clinically backed doses and in their most bioavailable forms, and with the real lived experiences of people taking a proactive approach to their egg and sperm health for the future or those who are TTC (trying to conceive) in mind.
Their input helps us bridge the gap between science and real life, so our vitamins support you through every chapter of your reproductive health, from hormone health, conception support to pregnancy prep and postpartum.
4. Looking ahead, what are your aspirations for Ova in the next five years?
In the next five years, we see OVA becoming the go-to fertility and reproductive health brand for a new generation, one that’s informed, proactive, and done being overlooked.
We’re building more than just vitamins. We're creating a brand and a community where people feel seen, supported, and equipped to make decisions about their bodies with clarity and confidence - whether they’re TTC, healing, or just curious.
That means expanding our product line to support every chapter of the reproductive journey, growing our community globally (starting with ROI and the U.S.), and continuing to partner with best-in-class retailers (OVA is currently in 800 retail locations across the UK including Boots, Sainsbury’s and independent pharmacies).
Ultimately, we’re here to shift the narrative around fertility - from something clinical and isolating to something powerful, connected, and grounded in science and empathy.