COUNTER SERVICE | September 22, 2026 Counter Service is our daily 60-second serving of consumer news; here, we go one level deeper into the businesses behind the headlines.
TODAY’S SPECIAL: Bird&Be makes room for both partners
Bird&Be raised $13 million in a round led by BDC Thrive and BFG Partners. The fertility brand sells at-home tests and supplements for both male and female fertility, with funding earmarked for product development, clinical research, and expansion across retail and healthcare providers. That last distinction matters. A product on a store shelf and a product discussed with a clinician enter someone’s life differently. Expanding into both means making the offer easy to understand without implying that buying a supplement guarantees an outcome. The “both partners” approach gives Bird&Be a clear position: fertility is not a one-person assignment. The work is carrying that message responsibly into more places.
SIDE DISH: DASH takes sourcing experience to the dog bowl
DASH announced a $1.5 million seed round led by Voltage Ventures. Founder Bobby Quirk was ButcherBox’s first hire and former VP of Operations; ButcherBox founder Mike Salguero is joining DASH’s board. That is a specific operating connection, not just a familiar name in the announcement. Fresh-frozen dog food involves sourcing, cold-chain delivery, and keeping a subscription worth renewing.
DASH calls its approach “table-grade.” That is the company’s positioning, not proof of nutritional superiority. The useful test is whether its sourcing experience produces food owners trust, dogs tolerate, and households keep ordering.
WHO’S COOKING: Roja London keeps the founder’s nose in the business
Extravaganza Beauty acquired Roja London, WWD reported September 18. Financial terms were not disclosed. Founder Roja Dove will become a consultant, while CEO Audrey Minard stays in her role. The buyer plans to support product development and growth, including the brand’s Middle East presence. Keeping both the CEO and the founder’s creative guidance offers continuity during that transition. For a fragrance house carrying its founder’s name, continuity is part of what customers are buying. New ownership needs to grow the business without making its identity feel interchangeable.
THE CHECK
These deals touch different kinds of trust: reproductive health, feeding a pet, and personal taste. Capital can expand distribution and fund development. It cannot substitute for the reasons customers believed in the product in the first place.
Subscribe to Deeter Digest for more on the food, health, and wellness businesses behind everyday purchases.