Top YouTuber Rebecca Zamolo is launching a fertility brand, as influencers jump into the supplement space

• YouTuber Rebecca Zamolo is launching a fertility brand at Walmart inspired by her own struggles.
• The supplement category has become a playground for influencers.
• Zamolo says Molo's key selling point is in the way it's consumed.

Top YouTuber Rebecca Zamolo went through fertility struggles, including multiple rounds of IVF and miscarriages. She says this was part of the inspiration for her new supplement brand for hopeful mothers, Molo.

The name is both a play on her surname and short for "Mother's Love." Zamolo said its key selling point is a powder delivery system rather than the "horse pills" she took while trying to conceive her daughter, Zadie.

The supplements arrive Wednesday at Walmart stores nationwide as well as online.

"I realized there was definitely a problem when I was taking 14 giant pills a day to get pregnant," Zamolo told Business Insider. "I was like, how can we make this easier?"

In addition to Molo, other players in the fertility supplement market, including Needed and Perelel, offer powder formulas. Other brands like Olly offer gummies.

Influencers including Kourtney Kardashian and Andrew Huberman are active in the supplement category, via Lemme and curations with the brand Momentous, respectively. At the same time, companies like AG1, Bloom Nutrition, and Sugarbear Pro have relied on influencers as a key marketing channel.

All told, the Council for Responsible Nutrition, a lobbying group, pegged the size of the supplement business at $158.6 billion in 2023.

Forty-year-old Zamolo, for her part, has a massive digital footprint, including roughly 18 million followers on both YouTube and TikTok. She creates kid-friendly content with her family, including challenges and games.

Zamolo said that after she struggled for years to get pregnant, her fertility nurse, Christina Westbrook — a Molo cofounder, who also runs an IVF clinic in Los Angeles — recommended a vitamin regimen. Zamolo credits it with helping her conceive.

She is currently expecting her second child, a boy, via surrogate.

The products will be accompanied by a digital hub

While Westbrook developed Molo's formulas, Zamolo's other cofounders include Eyal Baumel — whose company, Flywheel, collaborates with influencers on product launches and other ventures — and Adam Ross at the investment firm Three Leaf Clover, who oversees manufacturing and product development.

Molo will comprise four products at launch: a prenatal mix, a hormone balance mix, a conception mix, and an ovulation and pregnancy test kit. An ovulation mix is coming down the line, and Zamolo said she eventually envisions creating postpartum products and supplements for men.

Molo boxes comprise 30 sachets, which are vegetarian, gluten-free, and non-GMO. All of the products in the line are priced at $29.99 apiece.

The efficacy of different supplements — which aren't regulated by the FDA as drugs — is a topic often debated in the medical community. An evaluation of studies on prenatal supplements in 2023 concluded that they "can play an important role in supporting a healthy pregnancy." The authors, however, noted some concerns surrounding regulation, dosages, and safety, and recommended pregnant women discuss any use of them with their healthcare provider.

In addition to Molo's physical products, a digital hub is in the works where fertility experts, OB-GYNs, and nutritionists will lead discussions, and women — including Zamolo — will be able to share their experiences with the goal of reducing stigma.

"It's giving that opportunity for women all over to take back control of their fertility," she said.