Viagra-like sex serum for women for Neiman Marcus, Bergdorf Goodman, Saks and Nordstrom

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After years of scientific research, Vella Bioscience has launched a revolutionary pleasure serum that promises to increase the frequency, intensity and satisfaction of a woman’s orgasm.

Vella was developed by a medical team including Dr. Harin Padma-Nathan, Principal Investigator for Viagra and Cialis, and acts locally to relax smooth muscle tissue and increase blood flow to improve sexual arousal and orgasm in cis women.

Dr. Padma-Nathan is quick to say that Vella is not a Viagra for women, but from a layperson’s perspective – or more precisely, a layperson – it sounds a lot like it.

“Viagra for men is very different. Viagra is a prescription drug that works systemically to treat erectile dysfunction, ”he explains. “Vella is used topically and does not treat sexual dysfunction. Rather, it serves to increase sexual pleasure from the potential that is already there. “

Unlike topical menthol-based medicines that can irritate or lubricants that just smear, Vella delivers a carefully regulated dose of cannabidiol (CBD) through a nano-encapsulated serum that penetrates delicate tissues in a way that topical application of oil can . T.

“Ours is a simple serum that is applied about 20 minutes in advance, although in some cases it works in as little as five minutes,” explains Dr. Padma-Nathan. “There is no systemic or whole-body exposure that can cause undesirable side effects. You use it when you want and then it goes away in a couple of hours. “

Rather than taking a pharmaceutical approach as a comparable Viagra would for women, Vella targets the fast-growing sexual wellness market.

“We wanted to enable half of the world’s population – women – to have equal opportunities for sexual fulfillment in a safe and effective manner,” continues Dr. Padma-Nathan gone. “We focus on improving a woman’s normal function or restoring much of that function when it is lost, such as in postmenopausal women. And in our studies we found that a total of two out of three women react to it. “

A second sexual revolution

A second women’s sexual revolution is now taking place, the first being the introduction of the birth control pill in the 1960s. Many women would say it is time.

“Biologically speaking, women never had to enjoy procreation, unlike men who have to climax to have a baby,” says Bulbul Hooda, chief marketing officer at Vella Bioscience. “Then there is the complexity of the female anatomy and the hormonal spectrum a woman goes through as she ages, monthly on one end and perimenopause and menopause on the other. As a result, women became underserved and never came to the fore. But the time has finally come in 2021. If not now then when?”

It arrived when the sexual wellness market caught fire. “The sexual wellness boom started before the pandemic, but we’ve seen it gain momentum with it,” she says. “Traditionally, sexual wellness products for women have been hidden in the nightstand like a dirty secret. We want to normalize female pleasure as self-affirming and remove the stigma surrounding sex so that a woman can celebrate sexual positivity. “

While estimates of the size of the Sexual Wellness market vary widely, it is gaining huge investor interest, particularly Lovehoney’s $ 1.2 billion merger with WOW Tech Group. Specializing in sex toys, the new company named The Lovehoney Group expects to gross more than $ 400 million this year to become the world’s largest sexual wellness company by sales.

And with many sexual wellness companies in the early stages of their growth, there have been over 100 US deals in femtech this year valued at around $ 812 million. Glossy reports.

Come to a store near you

With women being equally demanding of time in the indulgence department, established retailers are struggling to find ways to cater to them. Bloomingdale’s, for example, has opened a “Sexual Wellness” shop online that offers “body-positive, women-run” brands as the “ultimate essence of self-love” with a focus on sex toys.

Vella Bioscience takes a different approach and positions its pleasure serum with prestigious beauty brands and not in the small appliance department. “Sexual wellbeing is the next frontier in beauty,” says Hooda. “In beauty we say we sell hope in a jar, but more than hope, Vella actually makes a difference in your physical health, emotional health, and mental well-being.”

After working in the beauty industry for brands like Shiseido, Unilever and L’Oreal for 15 years, Hooda used her prestige beauty experience to bring the product to the category.

Vella packaging is designed to look like a prestige beauty and fit alongside a woman’s beauty products and on a retailer’s beauty counter.

At $ 65 for 16 carefully regulated doses, it’s expensive, but its research-based technology justifies the price. However, it is also available in disposable packaging for $ 8, and this year the company is launching a gift box for $ 30 with five uses.

It was featured on the company’s direct-to-consumer website in May and quickly piqued retailer interest. Bergdorf Goodman’s trend spotter and creative director Linda Fargo was one of the first to bring it to the store.

The multi-brand luxury beauty retailer Cos Bar is also taking the plunge into business. It now operates in five of its 19 stores, but plans to add two more locations soon. Cos Bar was founded in 1976 and is known for leading the way with beauty innovation.

Other luxury retailers including Neiman Marcus, Saks, and Nordstrom

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, offer Vella online, but not yet in store.

“Every retailer we’ve spoken to said they’d like to get it to the store but aren’t sure how to do it,” she explains. “This can lead to awkward conversations, as women typically don’t go into the store and ask if they have something for orgasm. But since we’ve worked with sales reps, they’ll get used to talking about sex. It won’t be long now. “

Recognize your full body potential

Vella fills a void in the sexual wellness market that sex toys cannot, although can be used with them. It is aimed at women at every stage of life, with the company finding women at both ends of the age spectrum – young adult women discovering their bodies and mature baby boomers – who show keen interest in the product.

“Legacy beauty brands and retailers are losing customers as they explore new brands, emerging beauty philosophies, and alternative shopping options. We expect other retailers to join us when women of all ages seek sexual wellbeing after being unable to enjoy it to the full for a lifetime, ”says Hooda.

“Fear of labels and sex shaming has prevented us women from maximizing our sexual agency and adopting a culture in which female pleasure is a priority. It is time that changed. With Vella, pleasure is ours, ”she concludes.


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