Aotearoa-born Intimate Wellbeing brand Maebl is here to empower

I’ve only just gotten around to writing about this amazing new Aotearoa-based business now, but pioneering intimate care brand Maebl launched earlier this year and is already hitting its stride in terms of seriously life-changing formulas and powerful messaging.
Offering a collection of beautifully packaged, practical solutions alongside accessible, no nonsense information, Maebl aims to transform the way women think and talk about intimate wellbeing – and their products are as chic as they are efficacious. It also launched with a message of sustainability and environmental responsibility from the get-go, which gets a huge tick from me.

Founded by Shannon Phillimore (above), who personally experienced the challenges of intimate wellness issues for fifteen years, Maebl was born out of a desire to provide well-formulated intimate care products in New Zealand, alongside accessible and credible educational resources. “Respecting our microbiome is essential,” says the inspiring founder. “Intimate wellbeing has been clouded by shame, misinformation, and silence. At Maebl, we’re shifting the narrative - educating, empowering, and destigmatising through evidence-backed information.”
Most women I know will be hugely impressed by the fact that Maebl’s products are microbiome-friendly by design, an incredibly important factor which many big name brands have ignored for far too long. A healthy vaginal microbiome is typically dominated by the Lactobacillus species, which supports natural defences by producing lactic acid and maintaining an acidic pH helping to protect against infections like bacterial vaginosis and thrush. Daily habits, including hygiene, diet, stress, antibiotic use, and sexual practices, can directly impact your microbiome balance.
“Each product is crafted to be gentle on the intimate microbiome by respecting the natural diversity,” adds Shannon, “fostering a balanced and healthy environment. Some other products have the potential to disrupt the vulvovaginal flora, but ours are designed for your most sensitive skin, and the first intimate care products in Aotearoa to receive microbiome-friendly certification from MyMicrobiome.’’

Built around four central pillars - effective intimate care, microbiome-aware formulations, evidence-based education, and sustainability - Maebl is pushing boundaries in intimate wellness, as well as working to normalise important conversations and give people tools to take control of their personal health.
"Throughout history, women’s health has been neglected, underfunded, and misunderstood," says Shannon. "Today, we still suffer from centuries of misinformation, shame, and sexism. With Maebl as my platform, I hope to provide solutions to the daily challenges we face and change the perceptions around intimate care and connection."
Maebl intimate care products include an Intimate Lubricating Serum and Refreshing Mist, both refillable in line with the brand’s commitment to sustainability, and are akin to premium natural skincare in terms of their luxe feel, performance and ease of use. With the global women's intimate care products market valued at approximately USD 40.3 billion in 2023 and projected to grow at a CAGR of over 4.5% between 2024 and 2032, supporting ethical, caring and innovative brands like Maebl is fast becoming a no-brainer for me. I can’t wait to see what they create next.

For more information about Maebl and its range of products, please visit www.maebl.co.nz.

Photos by Francine Boer