Why Brianna Bitton chose a gummy for daily PMS care

Pink pineapple flavor is the first thing you notice about URO. It smells like candy, chews soft without a chalky finish, and the jar asks for the same move every morning. Brianna Bitton built O Positiv around that kind of repeatable cue, with her brother Bobby Bitton building the testing and lot paperwork behind it.

The brand started in a shared Los Angeles apartment where the two siblings lived as roommates and tracked symptoms with few useful choices on shelves.

Brianna arrived with a background as a former Disney Imagineer and celebrity interior designer, plus years of painful cycles that took time from work. Bobby arrived with study in entrepreneurship and time in startups. In 2018 Brianna brought him the concept for FLO, a PMS gummy vitamin, and after long rounds of tasting, testing and review with doctors and scientists they released it direct to consumer as the first O Positiv product.

The line has widened since then. FLO remains the entry point, and URO for vaginal health and MENO for menopause joined it, while the company reported above 1.3 million customers and 24 products by 2023, with a Target rollout set for that December. The stated aim is to support women from first period to well past last.

For The Daily Capsule, the useful thread is routine. When to take what, what to pair it with, where the jar lives, and how third party testing for purity and potency on every production run lets a morning habit rest on paper as well as memory.

Your parents gave you a clear model, your father with his own interior design firm and your mother with patents as an inventor. How does that upbringing show up in how you divide the work today?

Brianna: In our home, building things felt ordinary. My father operated his own interior design practice and my mother held several patents as an inventor, so I absorbed early that an idea could become a real object. I am a former Disney Imagineer and I endured years of painful periods until I decided the pattern had to change. During my time as a celebrity interior designer in LA, I noticed PMS took hours from my week and the shelf offered nothing proactive for my symptoms.

Bobby: I came in with training in entrepreneurship and a working grasp of business. A strong concept matters, but we also had to plan how to produce it and sustain it commercially. Up to now, our clear and separate roles stay central to our progress. When one of us brings ego to a decision, the other calls it out fast.

Brianna: Execution holds most of the difficulty in starting a company. Obstacles have certainly appeared along the path, and that is also what makes the work satisfying. Our largest win is clearly helping women feel better.

URO lists a clinically studied probiotic strain and says it is OB/GYN formulated for daily use. If a reader has the bottle at 7 a.m., what is inside and what does clinically studied mean in practice?

Brianna: We created URO for vaginal health after FLO. The Vaginal Probiotic plus Multivitamin Capsule joins a probiotic with a multivitamin base for everyday use. The URO Vaginal Probiotic Gummy is our pink pineapple gummy with a clinically studied strain, formulated with OB/GYN input, and made without artificial flavors or dyes. By clinically studied strain we point to the exact strain code on record, not the wider species.

Bobby: Living organisms need tighter tracing. We buy from a strain banked vendor able to record strain identity, count across shelf life, and storage needs. Every inbound lot comes with its own certificate of analysis, and finished goods go to an outside lab for confirmation. The Medical Advisory Board, with OB/GYNs and an integrative womens health ND, checks formula and pack wording. We print what the label contains and what ingredient research reports, and we keep treatment wording off the panel.

Each production run is described as third party tested for purity and potency before bottling. What is the order of steps from inbound ingredient to a lot cleared for sale?

Bobby: The sequence opens before shipment. We accept vendors against specs for identity, potency and caps for heavy metals and microbes. Inbound components come with a vendor certificate of analysis linked to a lot code. Our contract manufacturer reviews those papers, pulls a sample from the lot, and confirms alignment with spec before the material enters the line.

Brianna: During capsule filling or gummy depositing, staff log batch records. Those logs capture lots used, machinery, temperatures, weights and checks during the run. Once the run ends, reserve samples travel to a separate lab for purity and potency confirmation. Only batches that satisfy spec move to sale. A batch that falls short never ships.

Bobby: Shoppers see a compact form of that trail on the Supplement Facts panel and the other ingredients line, plus marks or claims where relevant. The complete file remains in our batch archive. That archive lets us respond to where exactly does this come from, and how do you know. With a lot code and a lab report.

A daily format only holds up if you keep taking it daily with your morning routine.

Brianna Bitton and Bobby Bitton

In 2018 you shared a kitchen table and compared notes on PMS and menopause, with your mother in menopause and you living with undiagnosed PCOS. What gap did those talks reveal?

Brianna: We lived under one roof and noticed two blank spaces together. My mother was passing through menopause with limited support, and I was coping with draining PMS and undiagnosed PCOS. Most choices felt reactive. You waited for symptoms to appear, then you coped with the day as best you could. I wanted a proactive and plant based option for daily use, with research behind the ingredients.

Bobby: Brianna carried the FLO idea to me in 2018. She held the lived need and the product sense. I held the startup history. We devoted years to tasting, testing and review with doctors and scientists before we fixed the recipe for FLO, the first gummy vitamin for PMS. That method became our pattern. We would not release on a claim by itself. We sought peer reviewed backing for the components and a form people would truly take each day.

FLO arrived as a gummy instead of a tablet or capsule. What did that format demand around sourcing, taste and fill?

Brianna: A gummy must win a spot by the sink. When the chew tastes chalky or medicinal, nobody continues it across a cycle. We completed many cycles to settle texture and taste while avoiding artificial flavors or dyes, a rule we carried into URO. The base differs from a capsule. You handle gelling agents, acids for tang, and flavors that persist across shelf life.

Bobby: On supply, that choice calls for qualifying every input by lot. Botanical extracts arrive with an extract ratio and a vendor certificate of analysis, and we verify identity and strength against spec. Gummies also need tight management of water activity and weight consistency, so each piece holds the planned fill. The path ran longer than a tablet route, but regular use was the goal. A daily format only holds up if people stick with it every single day

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

Bobby: Growth made us more precise, not looser. FLO alone meant a narrow set of inputs. With URO and MENO, across capsules, gummies and washes, vendor counts and specs multiplied. We unified specs, secured approved growers and fermentation partners where feasible, and retained testing on each production run instead of shifting to skip lot testing.

Brianna: Retail introduced a further set of needs. A Target launch calls for barcodes, case packs, shelf life validation and retail compliance files, all connected to the same lot system. Our pledge did not change, science backed formulas that deliver positive outcomes you can feel, supported by a 30 day risk free guarantee. That pledge stands only when the capsule in a store in December equals the capsule reviewed in a lab in August. So we put resources into records and into clear roles. Up to now, our clear and separate roles stay central to our progress.

Your site called O Positiv an OB GYN recommended brand from IQVIA ProVoice surveys of 300 OB GYNs. How should a careful buyer read that survey, and what does it not show?

Bobby: It serves as a survey signal, and we present it that way. In IQVIA ProVoice surveys of n equals 300 OB/GYNs in the US, O Positiv is described as an OB-GYN recommended brand. That reflects stated recommendation inside that group. It never stands in for lot results or ingredient research, and it says nothing about a single person’s result. We hold those buckets apart.

Brianna: The Medical Advisory Board keeps our phrasing exact. We build with OB/GYN guidance, we include a clinically studied strain wherever the pack says so, and we check every production run. The survey gives one extra point a shopper may weigh beside the Supplement Facts panel, the other ingredients line, and the testing note. We aim for a readable shelf. Who helped formulate it, which strain or extract sits inside, who checked it, and which lot it traces to.

Some links you can list farm by farm and some still pass aggregated through brokers or flavor houses. Where are you clearest now, and what would deeper disclosure need?

Brianna: Our strongest clarity sits at finished goods testing and formula inputs. We can point to the strain code, the extract specs, the checks on each production run, and the advisory review. Those points sit in files lot by lot. Less open to the public is the tier above our direct vendors, at single farms or fermentation tanks that shift with season.

Bobby: Complete field mapping would need farm level lots kept apart through extraction with no blending, plus open posting of certificates by lot. That setup suits certain botanicals and fits flavors, gummy bases and multi source vitamins less well. The shift would call for vendor terms that preserve farm identity across drying and extraction, plus a label or QR link from a finished lot to those files. We advance that way where supply permits, and we state directly where a stage stays aggregated instead of single origin.

Closing note from the desk

The habit is the point here. Keep FLO where breakfast happens, keep URO beside the toothbrush or gym bag, take capsules with water and food as the label directs, and space a new product two weeks before you judge it. Track mornings taken, note cycle days, and bring the bottles to a pharmacist or doctor when a medication, pregnancy or condition is in the mix.

Brianna set the daily form and the flavor worth repeating, Bobby set the spec sheet and the lab loop, and both kept claims inside appearance of support. That split lets a rushed Tuesday still work. Same time, same anchor, same glass of water.

Product spotlight

Vaginal Probiotic plus Multivitamin Capsule, 36.99 dollars for the daily bottle. A daily capsule that joins a vaginal probiotic with a multivitamin base. The pack names a clinically studied strain and notes OB/GYN formulation. Pair it with breakfast and water, take daily as the label directs, and read Supplement Facts plus other ingredients for full contents.

Vaginal Probiotic Gummy, 28.99 dollars. A pink pineapple daily chew for vaginal health, crafted with a clinically studied strain and without artificial flavors or dyes. Anchor it to brushing teeth or packing a gym bag for steady use. Take daily as directed and review lot and Supplement Facts detail on pack.