Maebl, a pioneering New Zealand-based intimate care brand, has officially launched.
Maebl offers a collection of microbiome-friendly, practical solutions and expert, accessible information designed to transform the way women think about, discuss, and care for the vulvovaginal area.
Founded by Shannon Phillimore, 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.
Maebl’s products are microbiome-friendly by design. Each product is carefully crafted to be gentle on the intimate microbiome, respecting its natural diversity and fostering a balanced, healthy environment.
“Respecting our microbiome is essential. 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,” said Phillimore.
“Some other products have the potential to disrupt the vulvovaginal flora. Ours are designed for your most sensitive skin; they are 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.
“By unpacking topics like the microbiome, we hope to normalise important conversations and give people tools to take control of their personal health.”
A healthy vaginal microbiome is typically dominated by Lactobacillus species, which support 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.
“Throughout history, women’s health has been neglected, underfunded, and misunderstood. 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 strives to protect the ecosystems from which its natural ingredients are derived, reflecting its dedication to sustainability and environmental responsibility.
