In a move that reflects a growing shift toward women’s health and wellness, Aovitao, a prominent player in the women’s health industry, has made its first steps into the U.S. offline market. For a brand that has built its reputation online with a line of probiotics specifically designed for women, the transition offline marks a new chapter. According to Aovitao’s data, their flagship women’s probiotics are not only popular but seeing a high rate of repeat purchases among women, placing the product well ahead of its competitors in terms of customer loyalty.
But the company’s ambitions don’t end with probiotics. They’re looking to expand their footprint with products aimed at enhancing women’s immunity and supporting emotional well-being—an R&D-driven venture the company holds proprietary patents for. With strategic retail partners like Costco, Sam’s Club, and CVS in their sights, Aovitao anticipates that gaining a foothold in these key accounts could bump its North American market share in women’s health supplements to 5.8%. Currently, the brand is working with 27 retail stores and distributors across North America, with half of those as exclusive partners.
The company’s approach to product development has women at its core. While Aovitao’s probiotics tackle digestive health—a priority for many women—the brand has also increased its R&D efforts in immunity and reproductive health. With 53 research patents under its belt, Aovitao prides itself on independently developing and cultivating its own probiotic strains. This independence not only reduces costs but ensures a consistent quality, as Aovitao handles every step from product development to sales.
“We study each market’s unique needs, but our guiding principle remains constant: we prioritize our customers and care deeply about women’s well-being,” says Loowell, Aovitao’s Director of R&D. For North America, the company is looking to address root causes of women’s health challenges, particularly in digestion and reproduction, which have ripple effects on overall health. The brand also plans to create a sense of community by organizing offline meetups in 2025, with nutrition experts on hand to foster a more personalized conversation around women’s health. “We’re hoping to create a family atmosphere, a supportive community where people feel cared for,” Aovitao Brand Manager Susan Yoo shared.
Their women’s probiotics have garnered attention as one of the most cost-effective options available, though the brand is hesitant to lean into this label. To them, it’s not just about affordability but about creating a product that women can trust. In a market flooded with competition, time will tell if the company can redefine its brand image beyond being “the best bargain” to one synonymous with quality and innovation.
