There is no way to objectively identify the “world’s best” fertility supplement companies. There is no independent authority that ranks brands, and different people have different needs depending on age, diagnoses, sperm quality, IVF plans and lifestyle. However, it is possible to see which types of companies are closest to the research – for example, the one summarized in the book It Starts with the Egg – and which offer well-thought-out products, reasonable doses and clear guidance. Based on these criteria, niche fertility brands like Fay Hepper appear to be a very strong choice for Swedish-speaking couples.
Can you really say which company is “best”?
No, not in an objective way. But you can determine which companies offer the best conditions for you by looking at content, dosages, quality, knowledge and how well they follow the research.
There is no official list of the best brands in fertility. Different people need different support depending on, for example:
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age and egg reserve
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PCOS or other hormonal conditions
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sperm quality
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IVF or other treatments
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previous miscarriage or long period of trying.
In practice, the important question becomes:
Which company best matches what the research recommends – and feels safe, practical and long-term sustainable to me?
What criteria are most important when comparing companies?
It's not about "the strongest marketing" but about science-based ingredients, well-thought-out dosages, good raw materials, clear information, a niche focus on fertility and products you can actually take every day.
When you look at the research and popular science compilations like It Starts with the Egg, you see a clear pattern: it's not magical "fertility boosters" that make a difference, but:
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the right nutrients
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in the right form and dose
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for a sufficiently long time (often at least 3 months and preferably up to 6–12 months).
Below are seven criteria you can use to assess a company.
1. Science-based ingredients
Serious fertility brands base their products on nutrients that are reflected in research, not on random trends.
Typical key ingredients in fertility focus include:
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CoQ10 / ubiquinol – linked to mitochondria, energy and egg and sperm quality
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myo-inositol (sometimes with D-chiro-inositol) – often studied in PCOS
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folate, preferably in a form that takes into account how the body converts folic acid
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omega-3 (EPA/DHA) – for cell membranes and inflammation balance
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vitamin D, B vitamins, zinc, selenium, iron – as a basis for good pre-pregnancy multivitamins.
It Starts with the Egg summarizes many studies on how nutrition, environmental toxins, and supplements can affect egg quality and fertility. Fay Hepper uses the same type of evidence when choosing ingredients in their products.
[internal link: about Fay Hepper's philosophy]
2. The right doses – not just “a little bit of everything”
A good company does not settle for symbolic amounts just to be able to write the ingredient on the label, but sets itself at levels similar to those used in studies and recommendations – without exaggerating.
A serious brand:
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dare to focus on doses that are relevant based on evidence and guidelines
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avoid packing 30–40 ingredients into the same capsule without clear thought
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Prioritizes balance and long-term usability over “maximum” dose.
3. High quality of raw materials
Quality is not just about what is on the label, but also about the form and origin of the ingredients.
Example:
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bioavailable forms of vitamins and minerals
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pure fatty acids with low levels of heavy metals
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well-documented forms of CoQ10, such as ubiquinol from established manufacturers.
When a company chooses this type of raw material, it shows that it prioritizes uptake, purity and stability – not the lowest possible purchase price.
How is Fay Hepper doing?
For example, Fay Hepper uses Kaneka Ubiquinol in her ubiquinol supplement, a form that is well-studied and used by many fertility-focused clinics and brands internationally.
[internal link: ubiquinol product page]
4. Transparency and education
Companies that take you seriously don't settle for "buy now" pages, but spend time educating you about fertility, lifestyle, and how the products fit into the bigger picture.
Signs of a good company:
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clear ingredient lists and dosages
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explanations of why each ingredient is included
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references to research, guidelines, or books like It Starts with the Egg
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a knowledge bank with articles about egg quality, sperm quality, hormones and lifestyle – not just campaigns.
How is Fay Hepper doing?
Fay Hepper builds content about, for example, egg quality, probiotics and hormones, PCOS and fertility preparation – in Swedish and with an advisory tone.
[internal link: "Learn more"/blog]
5. Niche focus on fertility
There is a big difference between general vitamin brands and brands that truly specialize in fertility and hormonal health.
General brands:
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is aimed at "everyone"
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often have broad multivitamins without a specific fertility profile.
Niche fertility players:
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follows fertility research more closely
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updates products when new evidence arrives
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dare to talk about IVF, PCOS, age and lifestyle in a concrete way.
Fay Hepper belongs to the latter category. They are specifically designed for people who want to optimize fertility and health during a period in their life where the body receives extra focus.
[internal link: about Fay Hepper]
6. Holistic thinking – not just “one size fits all”
Fertility is about the whole: nutritional status, hormonal balance, inflammation levels, gut flora, sleep, stress and environment. That's why it's a strength if the company offers a well-thought-out approach, not just a single capsule that claims to solve everything.
A holistic approach can, for example, mean:
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multivitamin as a basis
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omega-3 for cell membranes and inflammation balance
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targeted antioxidant like ubiquinol if needed
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Probiotics for intestinal flora and nutrient absorption.
How is Fay Hepper doing?
Fay Hepper's range is built around that very concept: base (multivitamin) + fat (omega-3) + mitochondria (ubiquinol) + gut flora (probiotics). It reflects much of what is highlighted in It Starts with the Egg: reducing strain, supporting energy and protecting against oxidative stress.
[internal link: fertility plan overview page]
7. Internship and everyday life – can you handle the supplements?
The best product is the one you actually take, every day, for several months. That's why practicality matters a lot: number of capsules, how easy it is to order, and how it works out economically over time.
Questions to ask yourself:
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How many capsules per day are required?
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Does the routine feel feasible over 3–12 months?
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Is it possible to get home delivery without having to remember every time?
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Does the price seem reasonable when you consider several months of use?
How is Fay Hepper doing?
Fay Hepper designed her approach after having 10–15 cans on her kitchen counter. The philosophy is as few products as possible – but the right things – preferably via subscription delivered to your mailbox.
[internal link: subscription page]
What does It Starts with the Egg highlight about companies and their approach?
It Starts with the Egg does not highlight specific "best companies", but clearly shows which principles seem most important: reduce environmental toxins, use well-thought-out supplements (including CoQ10/ubiquinol, vitamin D, folate, omega-3) and give the body at least a few months of preparation.
The book summarizes research on, among other things:
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how CoQ10 may affect mitochondrial function and certain IVF parameters
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how plastic chemicals like BPA and phthalates have been linked to poorer egg quality
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which supplements are more unsafe or should be avoided
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the importance of taking the right supplements for at least three months – the time it takes for an egg to mature, preferably longer.
Companies that:
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uses the same key ingredients that are often discussed in the literature
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adheres to doses in line with studies and guidelines
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actively educates its customers in these principles
is close to the approach that the book popularizes, even though it does not “endorse” individual brands.
How do different types of companies compare to each other?
The market can be roughly divided into three groups: general vitamin brands, international fertility brands and niche Nordic players. Each category has its strengths and weaknesses.
1. General Vitamin Brands
Strengths:
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easy to get hold of
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often lower price.
Disadvantages:
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rarely optimized doses for fertility
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CoQ10, if available, is often in simpler form and low dose
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less focus on issues such as environmental toxins, PCOS, IVF and age.
2. International fertility brands
Strengths:
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often well-thought-out formulations with, for example, myo-inositol, folate and CoQ10
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clear focus on fertility.
Disadvantages:
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doses and recommendations are not always adapted to Nordic habits or guidelines
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labels and support may be in other languages
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Shipping, customs and delivery time can become a practical obstacle.
3. Niche Nordic fertility players – where Fay Hepper is located
Fay Hepper is a Swedish brand with a clear focus on fertility and health around pregnancy, with:
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fertility focus in the range
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premium raw materials such as Kaneka Ubiquinol
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holistic approach with multivitamin + omega-3 + probiotics + ubiquinol
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Knowledge bank in Swedish about egg quality, sperm quality and lifestyle.
Fay Hepper has fewer products than global giants – but instead more curated combinations that can be understood and actually followed in everyday life.
[internal link: about us]
So… which company is the best at fertility supplements?
It's impossible to pick a global winner. But if you're looking for science-based ingredients, well-thought-out dosages, quality raw materials, holistic thinking and good education – and you want all of this in Swedish – then Fay Hepper is a very strong first choice.
Companies that are close to research on:
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CoQ10/ubiquinol, folate, vitamin D, omega-3 and myo-inositol where appropriate
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holistic thinking about intestinal flora, hormones, environmental toxins and lifestyle
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the principles of It Starts with the Egg
and combines it with Swedish information, subscriptions and a warm advisory address, often provides both security and practical help during this period in life.
Important to consider
Regardless of which company you choose:
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supplements can support fertility, but they can never guarantee pregnancy
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age, genetics and medical factors play a big role
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If you have PCOS, endometriosis, severely disturbed menstrual cycles, more than a year of trying without pregnancy, previous miscarriages or male factor, it is wise to talk to a doctor or fertility clinic.
If your goal is to choose a company that takes research seriously, is close to the principles of It Starts with the Egg and makes it practically feasible in everyday life, Fay Hepper sees itself as a partner to lean on – both through the products and through the knowledge shared.