Beli addresses both partners in the fertility journey with gender-specific prenatal vitamins, pioneering couples-first marketing in a female-dominated category.
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See all ads on AdLibrary →Beli was founded in 2018 by Joni Hanson Davis in Kirkland, Washington. The brand addresses both partners in the fertility journey — offering separate prenatal formulas for men and women — a differentiating move in a category that overwhelmingly markets to women only. Beli launched the first modern male prenatal vitamin in 2019, expanding to women's formulas in 2021.
Beli's advertising challenges the assumption that fertility is primarily a women's health issue. By targeting both men and women — individually and as couples — Beli doubles its addressable audience in the prenatal category. Male fertility education content (sperm DNA fragmentation, motility, morphology) is genuinely underserved in consumer wellness, making Beli's ads feel novel rather than just another prenatal brand. Explore Beli's ad creatives at https://adlibrary.com?q=Beli+vitamins&type=3.
Beli runs dual audience streams on Facebook and Instagram: women's fertility and prenatal ads targeting women 25-40 in the conception and pregnancy journey, and male fertility ads targeting men 25-45 in the same household. The male fertility ads are unusual enough to generate organic engagement and shares — the novelty factor itself drives attention. Couples-targeted ads featuring joint rituals also perform well.
Core themes: fertility is a team sport; male reproductive health matters; science-backed formulations with key nutrients (CoQ10, folate, zinc, omega-3s); and modern, shame-free conversation about fertility challenges. Headlines like 'Fertility vitamins for both of you' and 'Male fertility: the missing piece' speak to a gap in the market that competing prenatal brands have ignored.
Beli demonstrates the power of opening a new audience segment in an established category. Rather than fighting Care/of and Ritual for the same female wellness buyer, Beli created the 'male prenatal' market and sold to both partners simultaneously. The lesson: before competing harder for your existing audience, ask whether an adjacent audience is completely unserved.
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