Beauty products

Sephora Sexual Wellness 2022 Launch: Dame, Maude, Plus Products

Sephora, the beauty retailer we all love, is expanding its product offering today with the launch of a new online-exclusive Intimate Care section. To launch its entry into the sexual wellness space, Sephora partnered with women-founded brands Maude and Dame Products, and released their full line of items, including bath salts, vibrators, massage candles, lube, and more at Beauty Insiders for the first time.

Originally launched in 2018, Maude aims to develop simple, quality products for couple or solo play that make intimacy more accessible, and counts actress Dakota Johnson as co-creative director and investor. “Sexual wellness has long been the last frontier in self-care, but the customer expects better,” said Founder and CEO Éva Goicochea. BAZAAR.com. “Like in beauty, we believe in taking an integrated and holistic approach, not a siled view, of sex. At its core, we’re a timeless brand carefully crafted for every stage of your sex life. The launch of Sephora’s intimate care sets the stage for the next chapter in sexual health.”

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Dame Products was developed by sexologist Alexandra Fine and MIT engineer Janet Lieberman with the goal of helping to close the pleasure gap – or the disparity in sexual satisfaction between cis men and cis women – while improving the physical connection and stimulation. Another of the brand’s key missions is to put pleasure at the forefront of well-being, which is in line with the purchasing trends observed among Sephora shoppers and beauty consumers in general.

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“At Sephora, our customers are at the heart of everything we do, and we’re constantly evolving our assortment to both stay ahead of the game and meet their changing needs,” said Cindy Deily, vice president of retail merchandising. Sephora skincare. “The ongoing conversation about women’s health is extremely important to us, and as a company committed to building an inclusive beauty community, expanding our wellness assortment with intimate care offerings felt like a natural next step. .”

In addition to top-selling options from Maude and Dame Products (which currently account for 20 of Sephora’s 29 privacy SKUs), customers can also find essential body care and wellness products for stress management, vaginal health and even ingrown hair reduction, starting at $10.

Maude et Dame products can be purchased at sephora.com as well as getmaude.com and dameproducts.com.

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