Maggie Sellers Reum’s HSR Ventures Invests In Bird&Be Amidst Ulta Beauty Expansion

Bird&Be is now available at Ulta.

Courtesy of Bird&Be

Maggie Sellers Reum’s HSR Ventures invests in Bird&Be as it expands into Ulta Beauty nationwide. Bird&Be, founded by Samantha Diamond, is a fertility and reproductive health company that Diamond started due to her own personal struggles with the confusing and often gendered landscape of fertility products. Diamond created Bird&Be to provide science-backed, inclusive, and accessible fertility care. The brand has become known for its at-home fertility testing, such as ovulation and sperm testing.

Unlike traditional VCs, HSR Ventures offers a unique advantage to founders and brands beyond a check. Sellers Reum takes pride in helping founders build a narrative and brand that’s hard to ignore. Built for the next generation of founders, especially women, who understand that visibility is as valuable as venture dollars. While traditional funds are optimized for capital efficiency, HSR Ventures is optimized for cultural efficiency, helping founders earn trust, design a brand that converts, and build momentum in both media and market.

“Through HSR Media and the Hot Smart Rich podcast, we give our founders immediate access to one of the fastest-growing female business audiences in North America, with over 275,000 women across platforms who move markets and shape culture. That reach translates into storytelling power most early-stage brands can’t buy: podcast features, newsletter spotlights, and community-driven amplification that directly impacts awareness and conversion. But what truly differentiates HSR is our network effect. We bridge founders, investors, and tastemakers across the HSR community, our affiliated funds like M13, and funds we’ve invested alongside, like Google Ventures, and our broader ecosystem of operators who have built category-defining companies,” explained Sellers Reum. “When we hosted our recent dinner to announce the Bird&Be investment in LA for 30+ founders, investors, and cultural leaders, it wasn’t just an event; it was a real-time launchpad that introduced our portfolio brand to a room full of the very people who set trends and drive purchasing behavior. And because so many of our founders are also building personal brands with real credibility and reach, we’re able to leverage their platforms to amplify one another, from podcast appearances to PR seeding to community events. It’s capital meets community meets influence, and that flywheel compounds with every investment we make. At HSR, we don’t just invest in products, we invest in the people and platforms that will define what’s next.”

HSR Media reaches over 275,000 women across TikTok, Instagram, LinkedIn, YouTube, and its weekly newsletter with a 75% open rate. At the center of that ecosystem is the Hot Smart Rich podcast, now one of the Top 3 Business podcasts in the U.S, achieving nearly 2 million downloads in under eight months, featuring the founders, operators, and investors shaping the future of consumer and culture. For portfolio brands, the podcast serves as both a credibility builder and a cultural accelerator, providing founders a seat at the table with one of the most engaged, business-minded female audiences in media. “Take Bird&Be, for example. We’re leveraging the full HSR ecosystem, from podcast features and newsletter storytelling to social amplification, to help normalize fertility care for both women and men. That reach and credibility have made the conversation around reproductive health accessible to a broader, younger audience in a way that drives both education and conversion,” Sellers Reum added.

Sellers Reum not only invested through HSR ventures but also personally alongside her husband, Courtney Reum. “As a founder, investor, and woman navigating my own family planning journey, I knew instantly that Bird&Be was different. So many fertility brands speak only to women, yet nearly 50% of infertility cases involve male factors. Bird&Be is one of the first brands addressing both sides of that equation with real clinical credibility and consumer empathy. It’s medical-grade science meets modern storytelling, and that’s where HSR thrives,” she shared. “When I discovered Bird&Be, it wasn’t through a pitch deck, it was through a LinkedIn Cold DM from the founder. My husband and I personally invested $50,000, with HSR Ventures investing another large 6-figure check as the only new external investor in the bridge round, joining a cap table led by BAM Ventures and Brian Lee.”

Diamond has found Sellers Reum’s investment to provide value-added support through the HSR platform. “Beyond her personal investment, Maggie’s platform, Hot Smart Rich, has become one of the fastest-growing business podcasts in America. Her reach allows us to elevate conversations around fertility and reproductive health in spaces where these topics haven’t always been prioritized. Historically, she’s been a deep supporter of the brands she’s invested in, as an authentic user and advocate of brands like Nudestix and Allara Health. The alignment between investment and personal belief is rare, and it’s exactly what we need as we scale,” she said.

Bird&Be takes a science-first approach, utilizing a medical advisory board blending reproductive endocrinology with integrative naturopathic medicine to deliver clinical-grade support. Every product formulation and piece of educational content is vetted by our team of fertility specialists, including Dr. Dan Nayot, Chief Medical Advisor, Dr. Prati Sharma, Medical Advisor, and Dr. Jennifer Fitzgerald, Director of Integrative Medicine. The brand has achieved 100% year-over-year growth since launching in late 2021, becoming an eight-figure brand by its third year. Over 50,000+ orders are fulfilled to remote regions with little or no access to fertility clinics, 94% of reviews are 5-stars, underscoring exceptional customer satisfaction, 75% of revenue comes from subscriptions, reflecting strong loyalty and trust, and an estimated 150,000 Bird&Be capsules are consumed daily—totaling hundreds of millions of capsules consumed to date. Diamond shares that thousands of customers have self-reported pregnancies, many navigating complex fertility journeys, such as 15% report having PCOS, 7% report low ovarian reserve, and 6% have endometriosis.

The brand collaborates with fertility clinics and practitioners across North America, with over 10% of customers coming through practitioner referrals. The clinic and clinician channel have grown 200% year-over-year. Some of the Bird&Be’s most popular SKU’s include Female Fertility Power Prenatal + CoQ10 Pack, its flagship preconception formula with 600mg CoQ10, NAC, and powerful antioxidants to optimize egg quality, Male Fertility Power + CoQ10 Pack, clinically proven to improve sperm motility by 52% in just three months, containing CoQ10, L-Carnitine, L-Arginine Zinc, and DHA to support sperm health and DNA integrity and the At-Home Sperm Test Kit, providing clinical-grade results from home—especially critical for the 40% of U.S. females who don’t live in proximity to IVF care.

Sellers isn’t the only one taking note of Bird&Be’s innovative products, accessibility to fertility care, and fast-paced growth. Ulta Beauty is now carrying Bird&Be in stores and online, coming on as a retailer to support the conversation around female and male fertility. Diamond views taking care of your reproductive health as self-care, and at Ulta Bird&Be’s products are featured under the Wellness Shop. Signaling that fertility care is wellness.

As Bird&Be continues to expand across North America, Sellers Reum is putting the firepower behind HSR to help share the mission.