Natalist

Natalist operates within the women's health sector, providing products and educational resources for fertility, pregnancy, and postpartum care. The company was founded in August 2019 by Halle Tecco, a notable healthcare investor and founder of the digital health venture fund Rock Health. Tecco's personal four-year journey to conceive inspired her to create a company that would combat the misinformation and outdated products she encountered. She holds an MBA from Harvard Business School and an MPH from Johns Hopkins University with a concentration in Women's and Reproductive Health, blending business acumen with deep industry knowledge.

The company's business model is direct-to-consumer, selling its products through its own website and in major retail locations. Natalist generates revenue through the sale of its products, which are also available via subscription. The product line is extensive, including ovulation and pregnancy tests, prenatal and postnatal vitamins, supplements like CoQ10 and Inositol, and self-care items such as lubricants and cooling creams. These offerings are designed to be evidence-based, user-friendly, and aesthetically considered, aiming to provide a more supportive and less clinical experience for consumers. A key part of the company's ethos is its commitment to sustainability, launching a "Mother Earth" initiative in 2020 to become certified 100% plastic neutral.

In October 2021, Natalist was acquired by Everly Health, the parent company of Everlywell, in an all-cash transaction. This strategic acquisition allowed Everly Health to expand its footprint in the women's health market, integrating Natalist's product suite with its own at-home testing services. Following the acquisition, the entire Natalist team, including its executive leadership, joined Everly Health, operating as a subsidiary. Prior to the acquisition, Natalist had successfully raised $5 million in a seed funding round to expand its product offerings and customer base. As of early 2025, Natalist's direct-to-consumer online shop was quietly shut down, a move that followed a data privacy lawsuit settlement involving parent company Everlywell.

Keywords: women's health, fertility products, pregnancy tests, ovulation kits, prenatal vitamins, postpartum care, Halle Tecco, Rock Health, Everly Health, direct-to-consumer, reproductive health, conception support, plastic neutral, femtech, health and wellness, at-home testing, fertility supplements, digital health, e-commerce, maternity care, family planning, consumer health products, pregnancy support