Start-up gummy brand breaks taboos with range for sexual wellness

The UK-based gummy company, which launched in 2020, now offers a catalog of 48 products that aim to aid everything from beauty-from-within to cognitive function.

After successfully venturing into the women’s intimate health space a couple of years ago, the brand expanded its offering with several launches appealing to male and female sexual health, Valerie Stark, formulator and chief marketing officer, told NutraIngredients. 

Now, the company offers multiple products for libido, prostate and vaginal health, PMS, endometriosis, menopause and fertility.

Women’s health space ​

The brand first stepped into vaginal health in 2021 with the launch of its Bio Balance Gummies, which support women’s intimate health. Formulated with 4 billion CFU of bacteria to balance the vaginal microbiome, the product aims to prevent common infections like thrush and bacterial vaginosis.

“There can be challenges in marketing health supplements aimed at women, particularly around intimate health and libido,” Stark said. “However initial misconceptions about the need for the Bio Balance Gummies were overcome through consumer education.”  

She explained that many people believed intimate health issues required antibiotics exclusively, failing to recognize the need to maintain a balance of good bacteria, especially after antibiotic use. 

Building on the success of Bio Balance, the company expanded its range to address various stages of women's health, including products for PMS, fertility, and menopause. 

In 2023, it introduced Cranberry Demonos, a formulation to support urinary tract health, combining D-mannose, a simple sugar that the body poorly metabolizes, and cranberry extract.

D-mannose attracts harmful bacteria, particularly E. coli, a common cause of urinary tract infections (UTIs), Stark explained. Once D-mannose binds to the bacteria, it prevents them from latching onto the bladder walls, allowing the body to excrete them through urine.

This year, Novomins introduced products including Endo gummies, Perimenopause gummies and Turn Me On gummies.

Turn Me On addresses female libido with ingredients like fenugreek, maca root, Tribulus terrestris​ and damiana, which improve mood, energy and hormone balance. The formulation includes ashwagandha for its stress-reducing properties, while vitamins B6 and B12 and L-arginine enhance immune function, hormonal health and blood flow.

“There’s a misconception that the gummy works like a quick fix, similar to male-targeted solutions like Viagra,” Stark noted.  

“However, female sexuality is complex, and a woman's libido can change significantly over time due to various physiological and psychological factors, including stress, hormonal changes, fatigue and lifestyle shifts.”

The gummies therefore serve as a holistic component of women's sexual health and wellness, helping to regulate hormones and support overall sexual desire, not to "fix" libido but to assist women seeking support for their fluctuating sexual health.

Men’s health ​

Stark said that marketing directly to men presents challenges due to their general lack of proactive interest in health products and the limited platforms for male-focused marketing. 

Instead, Novomins leverages the existing trust of female customers to introduce male-focused products, observing that women—often existing customers—purchase these products for their male partners, family members or friends.

“We observed that men's health, particularly in areas like prostate health, is often neglected due to taboos and a lack of preventative care,” Stark said. “To address this, we developed formulations aimed at men's health in a more approachable format, and we aim to normalize the conversation around men's health by incorporating these nutrients into an easy-to-take gummy.”

The men’s range features its Men’s Multivitamin, ZMA - a zinc, magnesium and B6 gummy, Prostate Gummies and Testo-Boost Gummies, all targeting men's unique health needs like psychological function, testosterone levels, muscle recovery, sleep quality, hair health and skin health.

The Testo-Boost Gummies designed to enhance testosterone, muscle strength, energy, sexual function and reduce fatigue, contain maca root, Tribulus terrestris​, fenugreek, ginkgo biloba, zinc and vitamin B12. 

And the Prostate Gummies are formulated with saw palmetto, lycopene and pumpkin seed extract, along with 13 essential vitamins and minerals, to reduce symptoms of Benign Prostatic Hyperplasia (BPH) and promote overall prostate function.

“This approach to men’s health provides an opportunity for men to support their health early on, rather than waiting until issues become severe,” Stark said, adding that although men's health products have been a niche market, interest is growing, with some retailers beginning to explore ranges specifically designed for men. 

“The shift in retailer interest indicates a developing understanding and acceptance of the need for men's health-focused products,” she said.