Good Clean Love - Comprehensive Analysis Report

Summary

Good Clean Love, founded in 2003, is a pioneer in the organic intimate wellness industry, dedicated to manufacturing all-natural, organic women's wellness products. The company's core mission is to elevate the global experience and awareness of love by offering products that enhance the passionate aspects of life, while actively pursuing environmental stewardship. Good Clean Love holds a significant position in its industry by revolutionizing women's health with organic solutions, establishing itself as a top-selling organic intimacy brand. Its commitment to developing body-safe products, free from harmful petrochemicals, parabens, and synthetic fragrances, is a cornerstone of its brand identity. Products are recommended by health professionals and have been recognized as "among the safest products on the market" in independent research. The company has also advocated for changes in FDA animal testing requirements for personal lubricants.

1. Strategic Focus & Objectives

Core Objectives

Good Clean Love's strategic focus centers on enhancing intimate health and sexual pleasure through natural, organic, and scientifically formulated products. Its core objectives include supporting reproductive health and sexual pleasure across all life stages, and improving women's health through a deep understanding of the vaginal microbiome. The company aims to empower women to manage their vaginal health at every pivotal stage of life, from trying to conceive to postpartum, and from perimenopause to post-menopause.

Specialization Areas

The company specializes in creating products that mimic the body's natural chemistry, ensuring compatibility and promoting a healthy vaginal ecosystem. Key areas of expertise include intimate hygiene, vaginal wellness, and premium intimacy products. Good Clean Love emphasizes ingredient integrity, ensuring the absence of toxic substances and the inclusion of scientifically proven, safe ingredients.

Target Markets

Good Clean Love primarily targets women seeking safe, effective, and natural solutions for intimate hygiene, vaginal wellness, and premium intimacy products. The brand's emphasis on sustainability, ethical business practices, and scientific validation appeals to environmentally and socially conscious consumers.

2. Financial Overview

Funding History

Good Clean Love has raised a total funding of approximately $18.8 million across three funding rounds, with some sources indicating total funding of $20 million or $21 million. The company is privately held.

Total Funds Raised to Date: Approximately $18.8 million to $21 million.
Detailed Breakdown of Recent Funding Rounds:
Latest Funding Round: A Series B round of $18.2 million on July 7, 2022.
Key Investors: Corbel Capital Partners is a notable institutional investor
Fund Utilization and Impact: This significant investment from Corbel Capital Partners has helped accelerate the brand's growth trajectory.

3. Product Pipeline

Key Products/Services

Good Clean Love offers a range of all-natural, organic women's wellness products, including intimate hygiene, symptom relief, and personal lubricants.

Almost Naked Organic Personal Lubricant:
Description: The first organic personal lubricant offered by the company.
Development Stage: Marketed and widely available.
Key features and benefits: Deemed one of the safest on the market for delicate vaginal tissue in a 2012 NIH-funded study; iso-osmotic, nearly identical to natural female secretions. It became the first-ever Carbon Neutral intimacy product globally in 2018.
CBD CaraGold Premium Personal Lubricant™:
Description: The first water-based lubricant to incorporate organic hemp oil.
Development Stage: Marketed and available.
BioGenesis™ Fertility Lubricant:
Description: Designed to aid in conception by supporting sperm health with optimal pH levels.
Development Stage: Marketed and available.
Good Clean Love BIO-pHRESH:
Description: A personal lubricant intended to moisturize and lubricate, enhancing the ease and comfort of intimate sexual activity and supplementing natural lubrication.
Development Stage: 510(k) clearance in 2017 for Over-The-Counter use.
Key features and benefits: Compatible with natural rubber latex and polyisoprene condoms; main ingredient is aloe vera (95%) with aromatics of apple. It is not a spermicide or contraceptive.

Future Product Directions: The company is focusing on developing new products for daily vaginal pain, expanding beyond common pain experienced with intimacy, and focusing on microbiome-centric education.

4. Technology & Innovation

Technology Stack

Good Clean Love distinguishes itself through its innovative Bio-Match® technology, a proprietary 3-layer system designed to support optimal vaginal microbiome health.

Core platforms and technologies:
Bio-Match® Technology: This proprietary technology ensures products are iso-osmotic, matching the osmolality of the vagina to protect against damage and inflammation. It also lowers pH to the optimal range for healthy bacteria to thrive and incorporates a proprietary lactic acid blend to nourish a diverse range of healthy lactobacilli. This scientific approach is based on biomimicry, studying nature's models to address human problems related to vaginal health.
Proprietary developments: Wendy Strgar holds multiple US patents for Bio-Match technology.
Technical capabilities: Product formulations are meticulously crafted based on patented Bio-Matching principles, aiming to create products for the optimal vaginal condition. This approach has been recognized by over 15,000 healthcare professionals.

5. Leadership & Management

Executive Team

Wendy Strgar (Founder and Chief Innovation Officer):
Professional background: Award-winning entrepreneur, founder of Good Clean Love in 2003, starting from her kitchen. She is also a popular blogger and author of two books: "Sex That Works: An Intimate Guide To Awakening Your Erotic Life" and "Love that Works: A Guide to Enduring Intimacy." She also founded the Positive Community Kitchen, a nonprofit.
Notable achievements: Her commitment to innovation led to the development of patented Bio-Match® technology. Her work in the consumer packaged goods (CPG) sector has contributed to FDA regulatory changes concerning osmolarity requirements and the reduction of animal testing for 510K clearance. Under her leadership, Good Clean Love was recognized by PETA. She was named among the Top 25 Consumer HealthTech CEOs in 2020 and Good Clean Love was listed in Healthcare Technology Report's Top 100 Healthcare Technology Companies of 2021.
Key contributions to the company: Guiding the brand through significant milestones, including a $21 million investment, and continuing to drive innovation as Chief Innovation Officer.
Brenda Demers (CEO):
Professional background: A seasoned executive with 20 years of experience from Unilever and Johnson & Johnson.
Notable achievements: Collaborating with science-backed brands within the health and wellness sphere and effecting tangible change in women's lives.
Key contributions to the company: Appointed CEO in April 2024, ushering in a new era of expansion for the brand, with a mission to empower women to be in charge of their vaginal health at every stage of life. She will lead the unveiling of new package designs with a focus on microbiome-centric education and a pivot to focusing on products for diverse phases of a woman's health journey.
Mackie Swan (Vice President of Marketing and Sales):
Professional background: Started at Good Clean Love in September 2018.
Key contributions to the company: Leads marketing and sales efforts.

Recent Leadership Changes

In April 2024, Brenda Demers was appointed as the new CEO of Good Clean Love, while founder Wendy Strgar transitioned to the role of Chief Innovation Officer. This change signifies a new chapter of growth and innovation, leveraging Demers' extensive experience in consumer health.

6. Talent and Growth Indicators

Hiring Trends and Workforce

Good Clean Love has an estimated employee count of 28 as of 2025. Another source states 15 employees as of December 31, 2022, and another indicates 38 employees with 9% growth last year.
The company's focus on an inclusive culture that optimizes the contribution of all employees helps attract and retain talent.

7. Social Media Presence and Engagement

Digital Footprint

Good Clean Love maintains an active presence across multiple social media platforms, including Facebook, Instagram, X (formerly Twitter), and YouTube.

Brand messaging and positioning: The company leverages its social media channels to reinforce its core message of natural and organic intimate wellness, emphasizing body-safe products, scientific validation (Bio-Match® technology), and environmental stewardship (e.g., sustainable packaging).
Community engagement strategies: Posts often focus on educational content related to vaginal health, sexual wellness, and the benefits of organic ingredients. Engagement is fostered through discussions around intimate health, product benefits, and ethical business practices.
Thought leadership initiatives: Founder Wendy Strgar contributes to thought leadership through her books and blog, covering topics on intimate relationships and sexual health, often shared across the company's digital channels. The company also champions business as a force for good, promoting ethical and sustainable practices.

8. Recognition and Awards

Industry Recognition

Good Clean Love has received numerous awards and certifications for its commitment to health, sustainability, and ethical business practices.
MADE SAFE™ Certification: First company to achieve MADE SAFE certification for personal lubricants and washes, ensuring products are made with safe ingredients.
Certified B Corporation: Demonstrates commitment to rigorous standards of social and environmental performance, transparency, and accountability, dedicating 10% of website sales to Change for Women nonprofit organizations.
PETA Compassionate Company Award: Acknowledges efforts in changing FDA animal testing requirements for personal lubricants.
Green America Certification: Highlights dedication to environmentally responsible practices.
Organic Certification by Oregon Tilth: Ensures products meet organic standards.
The Campaign for Safe Cosmetics: Recognition for commitment to safe product formulations.
Women's Business Enterprise National Council (WBENC) Certification: Certified as a women-owned business.
Real Leaders Awards: Good Clean Love has been included in Real Leaders awards for 2022, 2021, and 2019.
Inc. 5000: Included in the prestigious Inc 5000 awards in 2022.

9. Competitive Analysis

Major Competitors

Good Clean Love operates in a growing market for natural and organic feminine care and sexual wellness products.
Sliquid: A corporation company.
Athena Club: A competitor in the feminine care space.
Pinq: Another competitor in the market for feminine care products.
Her Fantasy Box: Listed among Good Clean Love's top competitors.
Seventh Generation, Tampax, Natracare: These brands specialize in organic and natural feminine care products.
The Honey Pot Company, LLC., The Honest Company, Inc., GladRags, Organic Initiative Limited: Other major companies in the organic feminine care market.

Good Clean Love differentiates itself with its Bio-Match® technology and commitment to body-safe, scientifically validated organic formulations. Its extensive sampling program to healthcare professionals and B-Corp certification also provide a competitive edge.

10. Market Analysis

Market Overview

The broader sexual wellness market is experiencing rapid expansion, driven by increasing consumer awareness, shifting health behaviors, and technological integration.
Total Addressable Market Size:
The global sexual wellness market was estimated at $30.87 billion in 2024 and is projected to reach $69.29 billion by 2033, growing at a CAGR of 9.4% from 2025 to 2033. Other estimates place the market at $46.5 billion in 2026, projected to reach $66.63 billion by 2031 at a 7.46% CAGR, and a higher estimate of $51.02 billion in 2026, reaching $101.18 billion by 2035 at a 7.90% CAGR.
The organic feminine care market size was valued at $2.2 billion in 2021 and is projected to reach $3.9 billion by 2031, growing at a CAGR of 6.2% from 2022 to 2031.
The organic and natural feminine care market size is projected to increase by $1.28 billion at a CAGR of 7.64% between 2023 and 2028.
Growth Potential: The market is driven by increasing societal acceptance of intimate health products, improved regulatory frameworks, and widespread adoption of private online shopping. Plant-based intimate wellness gels, a key product area for Good Clean Love, saw a 41% global growth as 62% of consumers prefer botanical extract formulations.
Key Market Trends:
Rising health awareness: Growing consumer awareness about the potential health risks of conventional feminine hygiene products drives demand for organic alternatives.
Sustainability and eco-consciousness: Increased demand for biodegradable, plastic-free, and recyclable products as global trends toward sustainability grow. Good Clean Love's use of sugar cane tubes and recyclable boxes aligns with this trend.
E-commerce penetration: Online retail captured 52.95% of the sexual wellness market share in 2025 and is projected to be the fastest-growing distribution channel due to desires for privacy and convenience.
Premiumization: The premium segment in sexual wellness is on an upward trajectory, fueled by technological advancements and a consumer trend towards investing in superior intimate experiences.
Focus on women's sexual wellness: The women's segment is a leading application area in the sexual wellness market, driven by sexual empowerment and increasing availability of intimate health solutions.
Market Challenges and Opportunities:
Challenges: Some manufacturers report material-cost fluctuations affecting production scalability.
* Opportunities: The shift towards natural and organic products, increasing disposable income, rising female literacy, and government initiatives promoting menstrual hygiene in developing regions present significant opportunities. North America currently holds the largest market share due to cultural acceptance, strong e-commerce infrastructure, and diverse product availability.

12. Operational Insights

Good Clean Love operates with a clear competitive advantage rooted in its scientific rigor and unwavering commitment to natural and organic formulations. Its products are free from petrochemicals, parabens, glycerin, and synthetic fragrances, distinguishing them from many traditional intimate wellness products that may contain harmful chemicals. The company's proprietary Bio-Match® technology, which mimics the body's natural physiological balance (pH and osmolality), is a significant differentiator, validated by scientific research from institutions like Johns Hopkins University and NIH-funded studies. This scientific foundation garners recommendations from healthcare professionals, a factor further bolstered by an extensive sampling program that has provided over 250,000 samples to various medical practitioners and educators.

Furthermore, the company's strong emphasis on sustainability, utilizing recyclable sugar cane packaging, and its status as a Certified B Corporation, appeal to a growing segment of environmentally and socially conscious consumers. This ethical stance, coupled with its product efficacy and safety profile, positions Good Clean Love favorably. The company'