WoW Woman in Women's Health - Samantha Diamond, founder and CEO of Bird&Be
Samantha Diamond is the Founder and CEO of Bird&Be, a proactive fertility care brand making clinical-grade products more accessible. After navigating her own fertility challenges, she left a successful career running a beauty PR agency to disrupt an outdated, gendered category. Samantha and her team grew Bird&Be into an eight-figure business with 100% YoY growth and a highly engaged community.
Bird&Be is a fertility and reproductive wellness brand providing clinically backed supplements and at-home tools for both partners at every stage of the fertility journey. Founded by women and doctors who experienced firsthand how inaccessible, outdated, and isolating fertility care could be, Bird&Be bridges medical and naturopathic expertise to make fertility proactive and easier to navigate. Bird&Be’s products are research-driven, third-party tested, and designed to help people optimize reproductive health earlier. Through evidence-based education and inclusive innovation, Bird&Be empowers individuals and couples to grow their families with clarity, confidence, and trust.
Tell us a bit about your background and your projects so far.
I spent the early part of my career running a PR agency focused on CPG (mostly beauty), helping brands scale and connect with consumers through education. When I faced my own fertility challenges of an early PCOS diagnosis and later pregnancy loss, I came to realize a difference in the way the beauty industry operates versus the fertility industry. We know exactly which serums to use for our skin concerns, but when it comes to fertility, women are rarely educated on what they need and why, and the resources feel confusing and limited. I was much more confident walking down a beauty aisle than a pharmacy aisle with fertility supplements, and the latter felt more important to my overall health and wellbeing. Even with my husband in his OBGYN residency, I felt lost navigating my own care. I hated the moments spent in the doctor’s office, thinking, “I wish I had known this sooner.” Though I had my husband’s medical expertise, I started working with a naturopathic doctor during my fertility journey and realized that women deserve a comprehensive and integrative approach to their health. All of this is ultimately what led me to sell my PR agency and dive into building Bird&Be–the fertility brand with supplements and at-home tools for both partners at every stage of the fertility journey, developed by leading fertility experts and backed by clinical tests to empower, educate, and optimize the fertility journey.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
Getting into fertility wasn't easy, but necessary. The industry was, and in many ways still is, clinical, outdated, and almost exclusively focused on women, despite the fact that nearly half of infertility cases involve male factors. My background in beauty taught me that brands can educate consumers in a way that feels empowering, not overwhelming. I wanted to bring that same approach to fertility care. One of the biggest (and most rewarding) challenges has been changing the narrative around reproductive health and making it proactive instead of reactive, inclusive of both partners instead of female-only, and accessible and affordable to many who face barriers to entry, whether it’s a lack of resources, finances, or knowledge about reproductive health that should be baseline and mainstream.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
We've grown to an eight-figure brand by year three, achieving 100% year-over-year growth since launch, and now, after four years, we’re available in brick and mortar through Ulta Beauty, able to bring the conversation about fertility into mainstream wellness. But the biggest obstacles we’ve faced are less about building our business and more about the health and education systems built around us. Accessibility and education are powerful, yet nearly 50% of U.S. counties don't have access to an OBGYN, and there are only 1,300 fertility specialists in the entire country. Only 38 states require sex education, and just 17 mandate that it be medically accurate. We see people piecing together information from TikTok, Reddit, and word of mouth, but without knowledge about their own health, which should be treated as essential. At Bird&Be, we're trying to change that by providing doctor-backed educational resources–through our blog, newsletters, and social media accounts– and making our products accessible, which can now be purchased at Ulta.
What are your biggest achievements to date?
In the fall of 2025, Bird&Be products launched in 300+ Ulta stores nationwide and online, which was significant not just for us as a brand, but for the state of fertility care accessibility. Millions of women shop at Ulta, and for many, it'll be the first time they've encountered research-backed fertility products on the shelf next to their mascara and moisturizer. Women can now pick up supplements to support them postpartum or prenatals for both partners right alongside their skincare routine.
I'm also incredibly proud of how we've led with empathy as a brand. When I was experiencing pregnancy loss, I remember standing in a pharmacy aisle surrounded by pregnancy tests with babies on the boxes and it was a really poor design experience for such a vulnerable moment in my life. At Bird&Be, we've intentionally designed our packaging to be neutral and non-triggering. Our products can sit openly on a counter without sparking feelings of envy or disappointment. We carry this same thoughtfulness into our newsletters, which are strategically segmented so someone trying to conceive doesn't receive content about postpartum lactation tips. We meet customers where they are with respect and care.
What are the projects you are currently working on?
We’re working on a few products that our customers have specifically asked for in both the extended journey beyond giving birth, and also a wider range of supplements within our gummy product line.
Is the #WomenInTech movement important to you, and if so, why?
It’s more than important, but essential to what we’re building and to our industry. At Bird&Be, we're a female-founded, female-led team building technology and innovation in a space that has historically overlooked women's needs. The fertility industry was overdue for disruption, from outdated messaging to a lack of accessible at-home solutions. We saw an opportunity to leverage technology the way other industries had, offering products like our At-Home Sperm Test that analyzes results and sends them directly to your phone, or our Ovarian Reserve Screenings Test that puts critical fertility information directly in people's hands in order to accelerate their path to care. Knowledge is power.
Our Bird&Be advisory board includes leading fertility doctors working alongside naturopaths. This collaboration between female founders and world-class medical professionals is exactly what the #WomenInTech movement is about: building solutions for center women's health, led by women who understand the gaps firsthand.
What will be the key trends in your industry in the next five years and where do you see them heading?
Biohacking and longevity medicine are more popular than ever and are growing categories within the larger health and wellness space, and we’re seeing this extend into fertility. We’d also love to see medical professional recognize sperm quality and the menstrual cycle as the fifth vital, and support this by using tools to keep tabs on their function, as they deserve to be a more popular part of everyday health and are starting to gain traction in how we understand them and how they are impacted by so many lifestyle and health factors.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
A career in this industry can be quite the rollercoaster! We need more people who are passionate about their mission and desire to have an impact; leading with those will make for a lot of success.
Who are three inspirational women in your respective industry you admire?
Joanna Strober, Founder of Midi Health
Prati Sharma, President, Canadian Fertility and Andrology Society
Priyanka Jain, CEO of Evvy
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