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Interview with JoyLux founder Colette Courtion

November 15, 2018 Reviewed by Marta 0 Comments

JoyLux makes products for vaginal wellness. When I introduced vFit ($495 in the shop), with LED light and sonic vibrations, to the community, I was overwhelmed by the response. Clearly, a healthy and lubricated vagina and pain-free sex are a top priority for women of all ages. Intrigued, I wanted to know more and fired my questions off to JoyLux founder Colette Courtion.

Marta: Let’s start at the beginning. How and when did you start JoyLux?

Colette: It all started as I was getting ready to become a mother. In asking my girlfriends for advice, they started sharing some of the physical changes they had experienced. At the time, I had no idea this was such a universal and life-changing occurrence. I started thinking about how to apply my background in aesthetics to create an effective and convenient product to improve the intimate wellness of millions of women. That’s how Joylux began. Our mission is simple- to empower women to live their best lives.

Marta: What motivated you to create products for the intimate wellness category?

Colette: The intimate health needs of women have been not talked about and for the most part, neglected. Millions have been silently struggling with this and other similar issues, and it excites me to see them finally getting recognition and help, not just from us at Joylux, but in the emergence of FemTech as a whole. Hearing individual stories and knowing that we have helped women in such a profound way is incredibly fulfilling.

Marta: JoyLux has two devices (plus a gel) – can you tell us what they are designed to do for the user?

Colette: vFit is the world’s first and only home-use solution using red lights (LEDs) to help improve intimate wellness, giving women the confidence to do what they love. 95% of women felt improved vaginal wellness and 89% experienced increased confidence with intercourse and increased sensation.

Marta: Why did you decide to solve vaginal wellness for women with a device, rather than a topical?

Colette: Having worked in aesthetics for many years, I am a firm believer in energy-based devices. I am not aware of a topical that could match the effectiveness and safety of light-based solutions.

Marta: Vaginal wellness seems to be a hot, new category – why do you think that is?

Colette: It’s conservatively estimated that intimate wellness issues affect over 30 million women in the US (ironically Erectile Dysfunction affects 18 million), but is a taboo topic that a majority of women are not even talking to their partners about, let alone sharing publicly. Until recently, many women kept their symptoms secret, despite the detrimental effects on their lifestyle, relationships, and overall confidence.

Marta: Do you think that women are finding it easier to be open about intimate wellness issues?

Colette: Over the last decade, technology has given rise to options. The conversation is becoming more mainstream, celebrities are talking about it, and solutions are slowly emerging.

Joylux’s ultimate mission is to de-mystify women’s health issues and make them as mainstream as the struggles men experience. Women have been fighting intimate wellness alone. We want them to get comfortable talking about it and ultimately strive for personal care inside and out. Many products on the market today are focused on masking these changes; I want to solve them.

Marta: Even so, are there challenges in educating consumers about products in this category?

Colette: There is still so much to be done in intimate wellness. Getting women to talk about these prevalent concerns and ensure they know it is ok to talk about them openly is a big goal for us. Women’s health is a huge opportunity. Our goal is to help women feel empowered and live their best lives which drives us to make decisions every day based only on what our customers need to meet that goal.

Marta: What advice would you give to a woman thinking of trying the vFit, but who may feel a bit daunted by making the time and money investment?

Colette: Investing in yourself is the best investment you can make. As women, we often put others first. We can’t take care of others effectively if we don’t feel our best. We are suffering physically, as well as emotionally, limiting activities we love, and losing confidence. Solutions now exist that are a fraction of the cost of in-office solutions. We are worth it. 


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