Rebranding reproductive health: Three Millennial-friendly fertility start-ups to know

A wave of start-ups are setting out to change up the way that we think about fertility and women’s health, borrowing from the wellness market for a fresh aesthetic and an approachable tone of voice. Empowering messaging, transparent pricing structures and a holistic approach to wellbeing are key focuses for these emerging companies as they rebrand fertility services for the female Millennial consumer.

Modern Fertility makes fertility testing less daunting by offering an at-home testing kit for fertility hormones, allowing consumers privacy and convenience. The results are then used by doctors to create a personalised fertility profile that women can download to use to discuss fertility options with their doctors. The company aims to make the process of finding out about fertility levels as approachable and friendly as possible, with wellness-inspired packaging, ongoing support from a fertility nurse and a weekly Egginar – an online seminar about all things fertility.

Modern Fertility

Trellis is a new egg freezing studio which combines state-of-the-art egg freezing science with luxurious wellness aesthetics, drawing on the visual language of spas to help clients feel at ease. The studio offers a holistic approach to fertility, offering nutrition and wellness services alongside its central function. Trellis has been designed with Millennial women in mind, mixing premium wellness features – such as a juice bar and Turkish cotton robes for ultrasounds – with convenient touches, from lots of chargers for devices, to convenient opening hours.


KindBody reimagines women’s health and fertility services with an upbeat aesthetic and a tone of voice that speaks to fans of boutique fitness classes and wellness studios. Tapping into consumer expectations around convenience, the brand’s mobile units enable them to carry out fertility testing close to the consumer, with weekend hours and an online booking service. It also offers virtual therapy services and wellness coaching to help support women through the experience, for a more complete approach to wellbeing that is increasingly becoming a focus, especially for women’s health.


With their approachable look and feel, these brands are helping to open up the conversation around the complex topic of fertility, positioning it as a part of everyday wellbeing. Tools that give women access to information about their bodies can help to raise awareness around female health, and to bring conversations about previously taboo subjects like reproductive health out from the confines of the doctor’s office.

For more insight about how brands are designing for women, subscribers to WGSN Lifestyle & Interiors can check out our report Designing for Female Empowerment. For more on the new wave of healthcare start-ups, stay tuned for the upcoming Warming Up Healthcare report, going live on WGSN next week.

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