Female focus

By Rhiannon McGregor 08 : 03 : 2017 Sustain Natural : Branding : Health

Vermont – Sexual health brand Sustain Natural has been rebranded to promote the female focus of its products.

The products have been designed as all-natural and are made sustainably
Sustain Natural donates a percentage of its profits to women in the US without access to female health services

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?’

The Big Picture

Brands such as Sustain Natural, Fémme and Love Wellness have created products that destigmatise female sexual health, presenting the female body as something to be admired rather than ashamed of.