Brianna and Bobby Bitton on tracing every capsule to its source

O Positiv began with two siblings sharing an apartment and comparing notes on symptoms with few clear options. Brianna Bitton brought years of difficult cycles and undiagnosed PCOS, Bobby Bitton brought startup training, and together they built FLO, then URO and MENO, around named ingredients and third party testing.

O Positiv comes from a shared apartment in Los Angeles, where Brianna Bitton and her brother Bobby Bitton lived as roommates and talked through what was missing.

Brianna had worked as a celebrity interior designer and as a former Disney Imagineer, and she describes years of painful periods that drained her time. Bobby had studied entrepreneurship and worked in startups. In 2018, Brianna brought him the idea for FLO, a gummy vitamin for PMS, and after years of tasting, testing and consulting with doctors and scientists, they launched it direct to consumer as the first product of O Positiv.

What the brand is now is broader. FLO remains the starting point, and the portfolio has grown to include URO for vaginal health and MENO for menopause, with the company reporting more than 1.3 million customers and 24 products by 2023, plus a planned launch in Target that December. The stated mission is to support women from first period to well beyond last.

What others miss is the paperwork behind that growth. Every production run is third party tested for purity and potency, formulas are described as OB/GYN formulated, and the URO probiotics name a clinically studied strain with no artificial flavors or dyes. For Seed to Capsule, that is the thread to follow, from the strain bank and the grower to the capsule and the label.

You grew up with a father who ran his own interior design firm and a mother who held patents as an inventor, and you have said your parents instilled that you could bring ideas to reality. How did that household shape the way you two work together now?

Brianna: My parents always instilled in me the idea that I could take my ideas and bring them to reality. My dad ran his own interior design firm, and my mom was an inventor with multiple patents, so making things was normal in our house. I am a former Disney Imagineer and had years of painful periods before I decided that enough was enough. While working as an LA-based celebrity interior designer, I found that PMS drained my time and nothing on the market proactively addressed my symptoms.

Bobby: I had studied entrepreneurship and had a good understanding of business. Having a great idea is one thing, but we knew we needed to think about how we could commercialize and monetize those innovations. To this day, our distinct and defined roles remain the key to our success. If someone comes to the table with an ego, the other one is quick to check them.

Brianna: Much of the challenge of entrepreneurship lies in execution. There have definitely been challenges along the way, but that is what makes it so rewarding. Our biggest achievement is by far helping women feel better.

In 2018 you were roommates talking about PMS and menopause at the kitchen table, with your mother navigating menopause and you navigating undiagnosed PCOS. What did those conversations point to that the shelf did not offer?

Brianna: We were living together and seeing two gaps at once. My mother was moving through menopause with few solutions, and I was dealing with debilitating PMS and undiagnosed PCOS. The options felt reactive. You waited until symptoms arrived, then you managed the day as best you could. I wanted something proactive and plant based that I could take daily, with research behind the ingredients.

Bobby: Brianna brought the idea for FLO to me in 2018. She had the lived experience and the product instinct. I had the startup background. We spent years tasting, testing and consulting with doctors and scientists before we landed on the formulation for FLO, the first-ever gummy vitamin for PMS. That process set the template. We would not launch on a claim alone. We wanted peer reviewed support for the ingredients and a form people would actually take each day.

FLO launched as a gummy rather than a capsule or tablet. From a formulation view, what did that choice require for sourcing, flavor and fill?

Brianna: A gummy has to earn its place on the counter. If it tastes chalky or medicinal, no one stays with it through a full cycle. We went through many rounds to get texture and flavor right without artificial flavors or dyes, which is a standard we kept for URO. The base is different from a capsule. You are working with gelling agents, acids for tartness, and flavors that hold up over shelf life.

Bobby: From the supply side, that means qualifying each input by lot. The botanical extracts come with an extract ratio and a certificate of analysis from the supplier, and we confirm identity and potency against specification. Gummies also mean careful control of water activity and weight uniformity, so each piece carries the intended fill. It took longer than a tablet would have, but adherence was the point. A daily format only works if people keep taking it daily.

URO names a clinically studied probiotic strain and says OB/GYN formulated. For a buyer reading the label, what exactly is in the capsule and what does clinically studied mean here?

Brianna: URO was our answer for vaginal health after FLO. The Vaginal Probiotic plus Multivitamin Capsule combines a probiotic with a multivitamin base for daily use. The URO Vaginal Probiotic Gummy is our pink pineapple gummy with a clinically studied strain, OB/GYN formulated, with no artificial flavors or dyes. When we say clinically studied strain, we mean the specific strain designation on file, not the species in general.

Bobby: Traceability matters more with live organisms. We source from a strain banked supplier that can document strain identity, count through shelf life, and storage conditions. Each incoming lot arrives with its own certificate of analysis, and finished goods are verified by a third party lab. The Medical Advisory Board, which includes OB/GYNs and an integrative womens health ND, reviews formulation and label language. We state what the label shows and what the studies behind the ingredients report, and we leave treatment language off the panel.

Every production run is described as third party tested for purity and potency. Walk us through that sequence, from incoming ingredient to finished lot release.

Bobby: It starts before anything ships. We approve suppliers against specifications for identity, potency and limits for heavy metals and microbes. Incoming ingredients arrive with a supplier certificate of analysis tied to a lot number. Our contract manufacturer checks that paperwork, samples the lot, and confirms it matches specification before it enters production.

Brianna: During encapsulation or gummy depositing, the team records batch records. That includes lot numbers used, equipment, temperatures, weights and in process checks. After the run, retained samples go to an independent lab for verification of purity and potency. Only lots that meet specification are released for sale. If a lot does not meet it, it does not ship.

Bobby: Customers see a short version of that chain on the Supplement Facts panel and the other ingredients line, plus seals or statements where they apply. The full version lives in our batch files. That is how we answer where exactly does this come from, and how do you know. With a lot number and a lab report.

Only lots that meet specification are released for sale. If a lot does not meet it, it does not ship.

Brianna Bitton and Bobby Bitton

By 2023 you reported more than 1.3 million customers, 24 products and funding of 3.2 million dollars, with a Target launch planned that December. How did scale change sourcing and quality control?

Bobby: Scale forced us to be more exact, not less. With FLO alone we could manage a small set of inputs. With URO and MENO, across capsules, gummies and washes, the number of suppliers and specifications grew. We standardized specifications, locked approved growers and fermentation partners where possible, and kept testing per production run rather than moving to skip lot testing.

Brianna: Retail added another layer. A Target launch means barcodes, case packs, shelf life validation and retail compliance documents, all tied to the same lot system. Our promise stayed the same, science backed formulas that deliver positive outcomes you can feel, backed by a 30 day risk free guarantee. That promise only holds if the capsule in a store in December matches the capsule tested in the lab in August. So we invested in documentation and in defined roles. To this day, our distinct and defined roles remain the key to our success.

Your site described O Positiv as an OB-GYN recommended brand based on IQVIA ProVoice surveys of 300 OB-GYNs. What should a careful reader understand that survey to prove, and what it does not prove?

Bobby: It is a survey signal, and we report it as such. Among US OB/GYNs in IQVIA ProVoice surveys of n equals 300 OB/GYNs, O Positiv is described as an OB-GYN recommended brand. That tells you about reported recommendation in that sample. It does not replace lot data or ingredient studies, and it does not speak to any individual outcome. We keep those categories separate.

Brianna: The Medical Advisory Board helps us keep language precise. We formulate with OB/GYN input, we use a clinically studied strain where we say we do, and we test every production run. The survey is one more data point a buyer can weigh alongside the Supplement Facts panel, the other ingredients line, and the testing statement. We want the shelf to be readable. Who formulated it, what strain or extract is inside, who tested it, and where the lot links back to.

There are steps you can name grower by grower and steps that remain aggregated through brokers or flavor houses. Where is O Positiv most transparent today, and what would it take to show more?

Brianna: We are clearest on finished product testing and formulation inputs. We can name the strain designation, the extract specifications, the testing per production run, and the advisory review. That is documented lot by lot. Where the chain is still less visible to the public is upstream of our direct suppliers, at the level of individual farms or fermentation tanks that change by season.

Bobby: Full field level mapping would require farm level lots carried through extraction without blending, plus public posting of certificates by lot. That is possible for some botanicals and harder for flavors, gummy bases and multi origin vitamins. What it would take is supplier agreements that preserve farm identity through drying and extraction, and a label or QR system that links a finished lot to those documents. We are moving in that direction where the supply allows it, and we say plainly where a step is still aggregated rather than single origin.

Closing note from the desk

What stays after this conversation is the sibling division of labor. Brianna carried the lived need and the insistence on a daily form worth taking, Bobby carried specification, testing and scale, and both kept language inside what documents support.

O Positiv set out to treat womens health as a primary category rather than an afterthought, from first period to well beyond last, with proactive daily formats and third party verification by lot. The chain is not fully field mapped, and the founders name that gap rather than gloss it.

Product spotlight

Vaginal Probiotic + Multivitamin Capsule, 36.99 dollars. A daily capsule that pairs a vaginal probiotic with a multivitamin base. The label names a clinically studied strain and notes OB/GYN formulation. Take daily as directed on the label and read the Supplement Facts and other ingredients lines for full contents.

Vaginal Probiotic Gummy, 28.99 dollars. A pink pineapple daily gummy for vaginal health, made with a clinically studied strain and no artificial flavors or dyes. The gummy format supports daily adherence. Take daily as directed and check lot and Supplement Facts details on pack.