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Fertility Fundamentals | Woman

Fertility Fundamentals | Woman

Fertility, pregnancy and breastfeeding support

  • The nutritional foundation for egg health and conception: Fundamental Woman, CoQ10 400mg and Fundamental Omega-3
  • Three products working together: core micronutrients, mitochondrial energy and essential fatty acids
  • The right forms, the right doses, no synthetic fillers
  • Eggs go through their most critical changes in the 90 days before ovulation: start at least three months before you need results
  • Subscribe and save 15%: less than £2.50 a day, delivered every month
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  • Founded by a doctor
  • Made to GMP standards
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What is it?

Fertility Fundamentals | Woman brings together three products crafted to support egg health, conception and early pregnancy: Fundamental Woman, CoQ10 400mg and Fundamental Omega-3. Each is formulated in the right forms at doses that reflect the research. On subscribe and save, everything arrives together every month so the foundation is always in place.

Who is it for?

Just starting to try
The three months before you conceive matter more than most people realise. Eggs go through their most critical developmental changes in the 90 days before ovulation: the nutritional environment during that window influences the quality of what's produced. Fertility Fundamentals | Woman gives you a strong foundation in the right forms, at doses that reflect the research, so when conception happens, you're ready.

Preparing for IVF
The three months before egg collection is the window that matters most for egg quality. Fundamental Woman provides the core micronutrient base. CoQ10 at 800mg per day is the dose most referenced in the clinical literature on egg quality. Omega-3 supports the follicular environment and is associated with improved fertilisation rates and embryo development in IVF studies.

Women over 35
Egg quality declines with age, but the mitochondrial function, oxidative stress levels, and nutritional environment that eggs mature in are all modifiable. CoQ10 production falls from the mid-thirties, making supplementation increasingly relevant. This bundle addresses the key drivers, in one place, consistently.

Women who've been trying for a while
If conception is taking longer than expected, egg quality is one of the factors worth considering even when other markers look normal. This bundle supports the nutritional foundation that egg development depends on, in the forms and doses that the research supports.

How should I take it?

Fundamental Woman
Two capsules a day, with food.

CoQ10 400mg
One 400mg capsule twice daily, with a meal containing some fat. CoQ10 is fat-soluble and absorbs best this way.

Fundamental Omega-3
Two capsules a day, with food.

Start at least three months before you want to conceive or before egg collection: that's the window when egg quality is most influenced by nutritional preparation. All three can be taken together at the same meal if that's easier.

Note: we don't recommend continuing CoQ10 once pregnant. Fundamental Woman and Omega-3 are formulated to support you through pregnancy and can be continued.

What's inside?

Fundamental Woman: nutritional foundation for egg health and conception
21 nutrients supporting egg health, conception, pregnancy and breastfeeding. Methylfolate not folic acid. Zinc bisglycinate for follicular development. Vitamin D3 at 50µg. Iron as ferrous bisglycinate. No magnesium stearate, silicon dioxide or synthetic fillers.
View full ingredient list →

CoQ10 400mg: mitochondrial energy and antioxidant support for eggs
800mg per day of naturally-fermented ubiquinone, the form most studied in fertility research, taken as one 400mg capsule twice daily. Supports the mitochondrial energy eggs need to mature and divide, and acts as a lipid-soluble antioxidant protecting egg cells from oxidative damage.
View full ingredient list →

Fundamental Omega-3: high-strength EPA and DHA
660mg EPA and 440mg DHA per serving, sourced from anchovies. EPA supports the inflammatory balance relevant to ovulation and implantation. DHA is a key structural omega-3 in egg cell membranes, associated with improved fertilisation rates and embryo development in IVF studies.
View full ingredient list →

How is it different?

The right forms, not just the right ingredients
Methylfolate not folic acid. Zinc bisglycinate not zinc oxide. Naturally-fermented ubiquinone, not synthetic CoQ10. Iron as ferrous bisglycinate: effective without the side effects of standard iron supplements. Form determines how much your body can actually use.

Doses that reflect the research
800mg CoQ10 daily is within the range studied in research on egg quality and IVF outcomes. 660mg EPA and 440mg DHA is a meaningful omega-3 dose, not a token amount. Vitamin D3 at 50µg reflects what leading fertility clinicians recommend, not the minimum government guidance.

No synthetic fillers, binders or additives
Across all three products. Nothing that's there for manufacturing convenience rather than your health.

Built to work together
Fundamental Woman is the foundation. CoQ10 supports mitochondrial energy and antioxidant protection at the egg cell level. Omega-3 supports the follicular environment and egg cell membranes. No gaps, no doubling up.

Founded by a doctor who went through IVF
Fertility Hero was built by a doctor who went through six rounds of IVF. Every product in this bundle exists because finding the right things, in the right forms, at the right doses, was harder than it should have been.

View full details

Allergen information

This product contains fish.
It is free from the remaining 13 major allergens as defined by UK food supplement labelling regulations, including gluten and soya.

  • Just starting to try

    The three months before you conceive matter more than most people realise. Eggs go through their most critical developmental changes in the 90 days before ovulation: the nutritional environment during that window influences the quality of what's produced. Fertility Fundamentals | Woman gives you a strong foundation in the right forms, at doses that reflect the research, so when conception happens, you're ready.

  • Preparing for IVF

    The three months before egg collection is the window that matters most for egg quality. Fundamental Woman provides the core micronutrient base. CoQ10 at 800mg per day is the dose most referenced in the clinical literature on egg quality. Omega-3 supports the follicular environment and is associated with improved fertilisation rates and embryo development in IVF studies.

  • Women over 35

    Egg quality declines with age: but the mitochondrial function, oxidative stress levels, and nutritional environment that eggs mature in are all modifiable. CoQ10 production falls from the mid-thirties, making supplementation increasingly relevant. This bundle addresses the key drivers, in one place, consistently.

  • Women who've been trying for a while

    If conception is taking longer than expected, egg quality is one of the factors worth considering even when other markers look normal. This bundle supports the nutritional foundation that egg development depends on, in the forms and doses that the research supports.

3 products working together as a foundation protocol
90 days is the window when egg quality can be influenced by nutrition
24 active nutrients and compounds
Dr Belinda Adams, Founder of Fertility Hero
Dr Belinda Adams Founder, Fertility Hero
Doctor, 6 rounds of IVF, mum of two
"Nobody mentioned supplements to me until my fourth round of IVF. When I finally started researching properly, I realised two things: the evidence for targeted nutritional support in fertility is stronger than I'd expected, and getting it right was genuinely hard. Wrong forms everywhere, doses too low to matter, and no single product that covered everything properly. This bundle is what I would have taken from the start."
  • The right forms, not just the right ingredients Methylfolate not folic acid. Zinc bisglycinate not zinc oxide. Naturally-fermented ubiquinone, not synthetic CoQ10. Iron as ferrous bisglycinate: effective without the side effects. Form determines how much your body can actually use.
  • Doses that reflect the research 800mg CoQ10 daily is within the range studied in research on egg quality and IVF outcomes. 660mg EPA and 440mg DHA is a meaningful omega-3 dose, not a token amount. Vitamin D3 at 50µg reflects what leading fertility clinicians recommend, not the minimum government guidance.
  • Built to work together Fundamental Woman is the foundation. CoQ10 supports mitochondrial energy and antioxidant protection at the egg cell level. Omega-3 supports the follicular environment and egg cell membranes. No gaps, no doubling up.
  • No synthetic fillers, binders or additives Across all three products. Nothing that's there for manufacturing convenience rather than your health.
  • Founded by a doctor who went through IVF Fertility Hero was built by a doctor who went through six rounds of IVF. Every product in this bundle exists because finding the right things, in the right forms, at the right doses, was harder than it should have been.

Every ingredient, and why it's included

The Fertility Fundamentals Woman bundle brings together 24 active nutrients and compounds across three products, each chosen for a specific role in egg health, conception, and early pregnancy. Explore the benefits below.

Benefits for egg health and conception The three months before conception is when egg quality is most influenced by nutrition
Ingredient Dose Key benefit
Coenzyme Q10 (Ubiquinone) Fermented ubiquinone · CoQ10 400mg
400mg
per capsule
Powers egg maturation

Eggs contain more mitochondria than almost any other cell in the body. The process of egg maturation and early embryo development is extraordinarily energy-intensive. CoQ10 is the essential electron carrier in the mitochondria that drives the production of ATP, the cell's energy currency. Adequate CoQ10 in the egg's mitochondria supports the energy supply this process depends on.

Coenzyme Q10 (Ubiquinone) Antioxidant role · CoQ10 400mg
400mg
per capsule
Antioxidant protection for eggs

CoQ10 also functions as a lipid-soluble antioxidant, neutralising free radicals within the mitochondrial membrane. Egg cells are particularly vulnerable to oxidative damage — and that vulnerability increases with age. CoQ10 addresses this directly, protecting the mitochondria that power egg development from the oxidative stress that accumulates over time.

EPA Eicosapentaenoic acid · Fundamental Omega-3
660mg
Inflammatory balance and implantation

EPA is the primary anti-inflammatory omega-3. The environment in the uterus and follicle during the lead-up to ovulation and around the time of implantation is influenced by the balance between pro- and anti-inflammatory signals. Adequate EPA status is associated with a hormonal and cellular environment supportive of healthy implantation and early pregnancy.

DHA Docosahexaenoic acid · Fundamental Omega-3
440mg
Egg cell membrane integrity

Every egg cell is surrounded by a membrane composed largely of fatty acids. DHA is a key structural omega-3 in these membranes, and adequate DHA status is associated with healthier egg cell structure and function. In IVF studies, omega-3 status has been associated with improved fertilisation rates and embryo development.

Folate (5-MTHF) Active form · Fundamental Woman
400µg
200% NRV
DNA support that works for everyone

Folate is essential for DNA synthesis and cell division, both of which are central to producing a healthy egg. Every egg that matures goes through rapid cell division, and folate is required at every stage of that process. We use the active form, 5-MTHF, which works even if your body struggles to convert standard folic acid, a limitation that affects up to 40% of women.

Vitamin B12 (Methylcobalamin) Active methylated form · Fundamental Woman
200µg
8000% NRV
Supports normal egg development

The form your body uses directly. Works alongside folate to support a healthy environment for implantation.

Zinc (Zinc Bisglycinate) Chelated form · Fundamental Woman
15mg
150% NRV
Normal egg development

Supports normal follicular development and ovulation. The bisglycinate form absorbs significantly better than cheaper alternatives.

Selenium Antioxidant mineral · Fundamental Woman
100µg
182% NRV
Thyroid and egg quality

Supports healthy thyroid function and antioxidant defence, both relevant to egg quality and regular cycles.

Vitamin E D-alpha tocopherol · Fundamental Woman
12mg
100% NRV
Protects egg cells

A fat-soluble antioxidant that protects cell membranes, particularly relevant to the mitochondria inside maturing eggs.

Vitamin C Ascorbic acid · Fundamental Woman
200mg
250% NRV
Cell protection and iron boost

Antioxidant protection for your cells, plus a significant boost to iron absorption from this formula.

Choline Fundamental Woman
250mg
Egg maturation

Plays a key role in egg maturation and is required for the cell membrane changes that allow a mature egg to be fertilised.

Chromium (Picolinate) Best-evidenced form · Fundamental Woman
40µg
100% NRV
Steady blood sugar

Supports insulin sensitivity and blood sugar balance, relevant for the hormonal environment needed for regular ovulation and egg development.

Vitamin B6 Pyridoxine · Fundamental Woman
8mg
571% NRV
Hormone balance

Involved in oestrogen metabolism and works alongside folate and B12 to support a healthy hormonal environment for conception.

† No Nutrient Reference Value (NRV) has been established.

Supporting a healthy early pregnancy The nutritional foundation you build before conception supports the pregnancy that follows
Ingredient Dose Key benefit
Folate (5-MTHF) Active form · Fundamental Woman
400µg
200% NRV
Baby's neural development

One of the most important nutrients in early pregnancy, and one where the form matters. We use 5-MTHF, the active form that works even if your body struggles to convert standard folic acid. Starting before conception means it's already at the right level when it counts most — in the earliest weeks, often before a pregnancy is confirmed.

DHA Docosahexaenoic acid · Fundamental Omega-3
440mg
Early fetal brain development

DHA is the dominant structural omega-3 in the brain. Adequate DHA status before and in the earliest weeks of pregnancy supports the nutritional environment for fetal neurological development from the moment of conception. DHA cannot be efficiently synthesised by the body and must come from the diet or supplementation.

Choline Fundamental Woman
250mg
Baby's brain formation

Critical for fetal brain and spinal cord development, and almost always missing from standard prenatals. Establishing adequate choline status before conception means the supply is there from the earliest stages of development.

Vitamin D3 Cholecalciferol · Fundamental Woman
50µg
1000% NRV
Supports healthy early pregnancy

Most people in the UK are deficient. Vitamin D receptors are present in the uterus and placenta, and adequate levels before and at the time of conception are associated with better outcomes in early pregnancy. It is one of the few nutrients where supplementation is recommended for everyone.

EPA Eicosapentaenoic acid · Fundamental Omega-3
660mg
Anti-inflammatory support in early pregnancy

EPA's anti-inflammatory role is relevant beyond conception. The inflammatory environment in the uterus in the weeks after implantation plays a role in how a pregnancy is established and maintained. Adequate EPA status supports the conditions associated with a healthy early pregnancy.

Iron (Ferrous Bisglycinate) Gentle, chelated form · Fundamental Woman
15mg
108% NRV
Iron stores for conception and beyond

Adequate iron stores before conception support the significant increase in iron demand that follows. The bisglycinate form absorbs well and is gentler on the stomach than standard iron supplements, making it easier to take consistently.

Iodine (Knotted Kelp) Food-form source · Fundamental Woman
150µg
100% NRV
Baby's brain and thyroid from the start

Essential for your baby's cognitive development from the earliest weeks — before their own thyroid is working. Iodine is often low in UK diets, and having adequate levels already established at conception means there's no gap in supply.

Vitamin B12 (Methylcobalamin) Active methylated form · Fundamental Woman
200µg
8000% NRV
Supports healthy cell division

B12 works alongside folate in the methylation cycle and is essential for the rapid cell division of early embryo development. We use methylcobalamin — the active form your body uses directly.

Beta Carotene Provitamin A · Fundamental Woman
3mg
Safe vitamin A

Provides vitamin A without the toxicity risk of preformed retinol, which is contraindicated at high doses in pregnancy. Beta carotene is converted on demand — the body self-regulates the conversion, so there's no risk of excess.

Vitamin K2 (MK-7) Most bioavailable form · Fundamental Woman
90µg
120% NRV
Makes D3 work properly

Directs calcium to where it belongs, and ensures the vitamin D3 in this formula does its job properly.

† No Nutrient Reference Value (NRV) has been established.

Naturally fermented for purity and bioavailability Not all CoQ10 is made the same way
Ingredient Dose Key benefit
Fermented Ubiquinone All-trans isomer · CoQ10 400mg
400mg
per capsule
The form your body recognises

Our CoQ10 is produced through natural fermentation rather than chemical synthesis from petrochemical precursors. The natural fermentation process yields pure ubiquinone in the all-trans isomer, the same structural form found in human tissue, and results in a cleaner product with fewer process-related impurities.

† No Nutrient Reference Value (NRV) has been established.

Belinda and Chris
"I wish I had known what to take earlier in our journey. It might have saved us years, money, and a lot of heartbreak."

My husband and I did 6 rounds of IVF. After three failed cycles, we switched to a US clinic that actively encouraged us to take a specific list of supplements, including high-dose CoQ10, for three months before starting. That round, our embryo attrition rate dropped dramatically. We made five good-quality blastocysts. It was the turning point.

I'm a doctor. I'd read the research. But I still hadn't prioritised supplements the way I should have. After seeing the difference firsthand, I couldn't understand why no one had made this simpler. The evidence was there. It just wasn't being applied.

Finding everything in the right dose, the right form, without fillers and industrial oils, was a full-time job on top of everything else we were already going through. I used to spend Sunday evenings making up pill organisers for us both. That's where Fertility Hero and Fundamental Woman came from. I made the products I spent years looking for.

Read our full story →

FAQ

When should I start?

Ideally at least three months before you want to conceive, or before egg collection if you're preparing for IVF. Eggs go through their most critical developmental changes in the 90 days before ovulation: this is the window where nutritional preparation makes the most difference.

How do I take everything?

Fundamental Woman: two capsules a day, with food. CoQ10 400mg: one capsule twice daily, with a meal containing some fat. Fundamental Omega-3: two capsules a day, with food. All three can be taken together at the same meal e.g. all at breakfast and just CoQ10 at dinner.

Can I continue taking everything once pregnant?

We recommend stopping CoQ10 once pregnant as it hasn't been studied in pregnancy and we don't have enough evidence to advise it. Fundamental Woman and Fundamental Omega-3 are both formulated to support you through pregnancy and can be continued.

Can I take this alongside other supplements?

Fundamental Woman is designed as a complete foundation: no need to add a separate prenatal or multivitamin. If you're taking other supplements such as myo-inositol or additional vitamin D, check you're not doubling up on nutrients already covered here.

Do I need CoQ10 if I'm under 35?

CoQ10 is most commonly discussed in the context of women over 35, but it's relevant at any age for women preparing for IVF or who have been trying for a while. The mitochondrial energy and antioxidant protection it provides are relevant to egg quality at any age.

How is this different from a standard prenatal?

Standard prenatals are formulated for pregnancy maintenance rather than conception preparation. They typically use cheaper forms of nutrients, don't include CoQ10 at a meaningful dose, and omit omega-3 entirely. This bundle is built specifically around the three months before conception: the window the research supports.

Why do you use methylfolate (5-MTHF) rather than folic acid?

Folic acid is a synthetic form of folate that your body has to convert into its active, usable form before it can do anything. That conversion happens through a series of enzymatic steps, and a significant proportion of women carry a variant of the MTHFR gene that impairs this process, meaning folic acid may not be efficiently absorbed at all. Methylfolate (5-MTHF) is the active, ready-to-use form that your cells can absorb directly, with no conversion required. It works for every woman, regardless of genetics. That's why Fundamental Woman contains 400mcg of 5-MTHF, the same amount recommended by the NHS, in the form your body can actually use.

You might wonder whether including both forms covers all bases. But there's a specific reason we've chosen not to. Research suggests that unmetabolised folic acid may compete with active folate at the same receptors, potentially reducing the benefit of the methylfolate you've taken. So adding folic acid alongside 5-MTHF isn't a belt-and-braces approach; it may actively work against it. One carefully chosen form, at the right dose, is better formulation than two forms that can interfere with each other.

Why subscribe?

The 90-day egg development window means consistency matters. Subscribe and save ensures everything arrives every month without you having to think about it, at a further 15% off + free delivery: that's less than £2.50 a day.

Want to do more to support egg quality or prep for IVF?