Maebl is the first intimate care brand in Aotearoa to receive microbiome-friendly certification from independent platform MyMicrobiome.

Based in Aotearoa, Maebl officially launched earlier this month.

Founder Shannon Phillimore experienced intimate wellness issues for 15 years. To support women facing similar challenges, Maebl offers a collection of microbiome-friendly vulvovaginal care products and credible education to help them better understand and care for their intimate health.

Shift the narrative

While some other products have the potential to disrupt the vulvovaginal flora, Maebl has been designed specifically not to and to support users’ most sensitive skin, says Phillimore.

“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.

Part of that education helps women understand the vaginal microbiome. A healthy microbiome is dominated by Lactobacillus bacteria, which maintains an acidic pH. Daily habits such as hygiene, diet, stress, antibiotic use can all affect this delicate balance, explains Phillimore.

“Maebl’s products are microbiome-friendly by design. Each product is crafted to be gentle on the intimate microbiome by respecting the natural diversity, fostering a balanced and healthy environment,” she adds.

A thoughtful solution

Maebl is built around four central pillars: effective intimate care, microbiome-aware formulations, evidence-based education and sustainability, says Phillimore.

“By unpacking topics like the microbiome, we hope to normalise important conversations and give people tools to take control of their personal health.”

She adds, “Throughout history, women’s health has been neglected, underfunded and misunderstood. 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.”