O Positiv Takes Women's Health Mainstream With Target Expansion

LOS ANGELES, CA – January 13, 2026 – Women's health brand O Positiv, known for tackling once-taboo topics like PMS and vaginal health, is significantly deepening its footprint in mainstream retail. The company has launched three new products—MENO Brain Health + Memory Support, MENO Healthy Aging Collagen & Protein Powder, and URO Metabolism + Probiotic—in Target stores nationwide, making specialized supplements for menopause and metabolic health more accessible than ever.

The move reflects a strategic push to meet a growing consumer base where they regularly shop. "Expanding our lineup at Target allows us to meet women where they already shop and make proactive health support more accessible," said Brianna Bitton, co-founder of O Positiv, in a statement. The new products aim to address needs from menopause-related brain fog to age-related muscle loss with formulas the company describes as science-backed.

This expansion marks a pivotal moment, not just for O Positiv, but for the broader women's wellness industry, signaling a definitive shift for specialized health products from niche, direct-to-consumer websites to the brightly lit aisles of big-box retailers.

A Mainstream Shift for Women's Wellness

O Positiv's growth trajectory illustrates a powerful market trend: the destigmatization and mainstreaming of women's health issues, particularly those concerning menopause. For years, products addressing symptoms like hot flashes, brain fog, and metabolic changes were often relegated to specialty stores or online-only platforms. O Positiv's prominent placement in Target, where it claims the title of the "#1 fastest growing brand" based on Circana/IRI market data, demonstrates a significant shift in both retailer strategy and consumer demand.

This claim, while difficult for the public to independently verify without access to proprietary market reports, points to a successful transition from a digital-native brand to a retail powerhouse. The company's strategy hinges on creating products that address specific, often overlooked, stages of a woman's life. By doing so, it has cultivated a loyal following and captured the attention of major retailers looking to capitalize on the booming wellness market, which increasingly values targeted, demographic-specific solutions.

The presence of products like MENO Brain Health and URO Metabolism on Target shelves normalizes conversations around cognitive changes during perimenopause and the metabolic shifts that can accompany aging, empowering consumers to proactively seek solutions in a familiar shopping environment.

Behind the 'Science-Backed' Label

A core component of O Positiv's marketing is its emphasis on "clinically studied, science-backed ingredients." In the loosely regulated U.S. supplement market, such claims require careful examination. The FDA allows for "structure/function" claims—statements about how an ingredient affects the body—without pre-market approval, as long as they are accompanied by a disclaimer that the product is not intended to treat or cure disease. The Federal Trade Commission (FTC), however, requires that companies have competent and reliable scientific evidence to support their advertising.

An analysis of the key ingredients in O Positiv's new lineup reveals a reliance on emerging and established research:

• For Brain Health: The MENO Brain Health formula features phosphatidylserine (PS) and sage leaf extract. Research on PS has shown potential for improving cognitive function in individuals with age-related memory impairment, though some reviews note the evidence can be mixed and call for more rigorous studies. Sage extract, meanwhile, has demonstrated more consistent benefits in clinical trials, with studies indicating it can enhance memory, attention, and even reduce menopausal hot flashes.

• For Metabolism and Gut Health: The URO Metabolism + Probiotic product includes a blend of caffeine and green coffee extract alongside a targeted probiotic blend. The inclusion of Bifidobacterium lactis Fit™ is supported by a 12-week clinical trial involving obese women, which found the strain significantly reduced body fat and trunk fat compared to a placebo. Another featured ingredient, Akkermansia muciniphila, is a heavily researched bacterium linked to improved metabolic health and insulin sensitivity in animal and early-stage human studies, though larger, long-term human trials are still needed to confirm its effects.

These ingredients suggest a strategy of formulating with compounds that have a growing body of scientific literature behind them, allowing the brand to make specific structure/function claims that resonate with an increasingly discerning consumer base.

Strategy in a Saturated Market

The supplement aisles at Target are crowded with established players like Vital Proteins, Culturelle, and Focus Factor. O Positiv's strategy for cutting through the noise is one of hyper-specific targeting. Instead of offering a generic collagen powder, it presents MENO Healthy Aging Collagen & Protein Powder, a chocolate-flavored formula combining whey protein and collagen specifically to help women over 40 combat age-related muscle loss and support bone density.

Similarly, while numerous brain health supplements exist, MENO Brain Health + Memory Support is explicitly marketed to women navigating the cognitive fog of perimenopause and menopause. This niche positioning creates a clear value proposition for a specific consumer who may feel overlooked by broader-market products. By bundling multiple benefits—such as metabolism support and gut health in the URO probiotic—the brand offers a convenient, all-in-one solution that appeals to consumers looking to simplify their wellness routines.

This approach allows O Positiv to create its own sub-category on the shelf, directly addressing the symptoms of specific life stages rather than competing head-on with general-purpose vitamins or single-ingredient supplements.

Brand Loyalty and the Expert Endorsement

Despite its rapid growth and claims of over 165,000 five-star reviews, consumer feedback for O Positiv's existing product line is polarized. Online forums and product review sections show a dedicated base of customers who report significant relief from PMS and other issues. Conversely, a notable number of users report seeing no effects or experiencing adverse reactions. This mixed reception is common in the supplement industry, where individual results can vary widely based on physiology, lifestyle, and placebo effect.

To bolster consumer trust, O Positiv heavily leverages expert endorsements. The brand highlights that its MENO Menopause Gummy is the "#1 OB/GYN recommended menopause relief gummy," a claim based on IQVIA ProVoice surveys. This strategy lends an air of medical credibility that can be highly persuasive. By aligning with medical professionals and partnering with organizations like the American Cancer Society and the Society for Women's Health Research, the company positions itself not just as a product brand, but as a trusted advocate for women's health.

As these new products populate Target's shelves, the brand's ability to convert its targeted marketing and 'science-backed' positioning into sustained consumer loyalty will be put to the ultimate test in the competitive landscape of mainstream retail.