Aia* was conceived when the founders struggled to find a brand that appealed to them. They found the market full of bright colours, sweet flavours and vague ingredients. As well as this, they found sexual wellness products often tucked away, hidden, but where were the products and designs you can proudly put on your bedside table?

For these reasons, they decided it was time to create something new, alongside their products, they want to break the taboo on intimacy with aia*. Sex and sexuality should be celebrated.

"We want to challenge people to be more curious and try new things – because when you let go of the reins, the most beautiful things often come about" - aia* founders.