The road to baby isn’t always easy. In fact, a reported 1 in 6 people will struggle with infertility (defined as not being able to get pregnant after a year of trying), and even more couples are left out in the cold when it comes to navigating the “getting pregnant” process during that first year. Parsing out old wives' tales and gimmicks from science-backed methods can be frustrating and time-consuming. Luckily there’s something new on the horizon.

Frida—beloved for its real, candid approach to all things baby—has launched a new line of fertility products to help couples from the moment they start thinking about starting a family. Designed by fertility specialists, Frida’s affordable, no-nonsense 3-step fertility line includes research-backed pre-conception vitamins, an easy-to-understand ovulation and pregnancy test and track set, and a comfortable and an at-home insemination set.

From optimizing the health of your eggs or sperm to tracking and testing cycles and timing sex and insemination, Frida takes pride in being the first brand to offer “a comprehensive set of conception support from preparation through insemination to (hopefully) celebration.”

Frida hasn’t just unified and simplified a fragmented system, though. The Frida team has used their experience as parents to bring common-sense innovations to your typical fertility products. No more peeing on your hand or juggling testing strips while trying to get a sample for a pregnancy or ovulation test. Frida’s testing and tracking set comes with a novel collapsible, on-the-go Pee Cup with a built-in ledge for balancing strips and a long handle for mess-free collection.

Design and simplicity aside, perhaps most importantly, Frida’s new fertility line offers more couples more opportunities to start their families. As the need for fertility care grows, reproductive endocrinologist Dr. Stephanie Thompson says this accessible, front-lines care is more important than ever.

“Because infertility was not recognized as a medical diagnosis up until a few years ago, we lack broad coverage for fertility treatments in America. Only 14 states in the United States have a mandate for fertility benefits, leaving most people without insurance that covers fertility treatment,” Thompson told The Bump. “It's only fair that all couples are given the opportunity to be parents, as well as the information and tools to do so.”

Frida Fertility is now available at Frida.com