Female focus

Founded by father and daughter Jeffrey and Meika Hollender with his wife Sheila, Sustain Natural aims to initiate a change in attitude towards female sexual health by addressing issues on its site such as female sexual pleasure, as well as providing women with a range of non-toxic products.

The full range, which comprises condoms, lubricant and vaginal wipes, marks a shift away from the idealised approach to sex traditionally taken by brands, instead recognising that ‘We know love can be messy’ and emboldening women to ‘Think with your vagina’ and ‘Get on top’.

Meika explains that the branding for condoms and lubricant are all too often aimed at a male market when in fact 40% of condoms are bought by women. ‘The retailers know women are buying these products,’ she told Forbes. ‘Why aren't the brands in these categories talking to women?’