What Good Clean Love does

Good Clean Love, Inc. is a privately held, Eugene, Oregon-based intimate wellness company founded in 2003 by Wendy Strgar that develops, manufactures, and sells natural, gynecologist-recommended personal lubricants, vaginal moisturizers, pH-balanced cleansers, fertility care products, and pelvic health accessories under the Good Clean Love, Almost Naked®, BioNude®, Restore®, and Changing Phases® brands.

The company's product portfolio is built around its patented Bio-Match® technology, a three-layer formulation system combining iso-osmotic moisture stabilization, maintenance of the optimal healthy vaginal pH range of 3.7-4.5, and a proprietary lactic acid blend designed to nourish native lactobacilli. The flagship Almost Naked® organic lubricant was launched in 2004 and was subsequently validated by an NIH study as the first lubricant proven not to disturb the vaginal microbiome. Adjacent product categories include the Restore® and Rehydrate vaginal moisturizers (with hyaluronic acid), Balance and Rebalance cleansers and wipes, the Regenesis fertility lubricant, Reset probiotic suppositories, Relief lidocaine gel, massage candles, and Soul Source silicone pelvic trainers. R&D is anchored by the wholly-owned sister company Vaginal Biome Science, led by CSO Kim Capone (PhD, Northwestern), which focuses on microbiome-based diagnostics and therapeutic innovation.

Commercially, Good Clean Love sells primarily direct-to-consumer through goodcleanlove.com with a subscription program offering 15% recurring savings and free U.S. shipping over $40, and expanded into mass retail at Walmart in 2025. The company has been a Certified B Corporation since 2012-2013 (one of the first 100 Oregon Benefit Corporations), is FDA-compliant for personal lubricants and vaginal care, and has accumulated a portfolio of femtech, sustainability, and impact awards culminating in 2025 SXWA Gold, Drug Store News REX, and Forbes 50 Over 50 (founder) recognition. Good Clean Love operates with 11-50 employees, has raised modest outside capital via a 2022 SEC-registered $1M convertible note offering ($250K sold) and an earlier 2014 financing, and is led by Founder & CIO Wendy Strgar, CEO Brenda Demers, and the Vaginal Biome Science scientific team.

Name

Good Clean Love

Legal name

Good Clean Love, Inc.

Website

https://goodcleanlove.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Clean Love is a privately held, Eugene, Oregon-based intimate wellness company that produces natural, gynecologist-recommended personal lubricants, vaginal moisturizers, and microbiome-friendly feminine care products built on its patented Bio-Match® technology, sold via direct-to-consumer e-commerce and Walmart retail.

Ownership category

akta.pro rank

Product category

Personal Lubricants and Feminine Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Toilet Preparation Manufacturing (32562)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Vaginal Moisturizers & Lubricants (CRABAIAI)

akta.pro secondary industries

Intimate & Personal Hygiene Washes (CRABAEAF), Sexual Wellness & Intimacy Products DTC (CRAFACAM), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Personal lubricants
• Feminine hygiene products
• Vaginal moisturizers
• Organic intimate care
• Sexual wellness

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: E-commerce sales through goodcleanlove.com with subscription program offering 15% recurring discounts. One-time purchases and subscription models available for all product categories including lubricants, vaginal care, washes, and fertility support.
2. Retail Distribution: Products sold through Walmart retail locations, expanding distribution beyond direct-to-consumer e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Good Clean Love manufactures and sells organic, gynecologist-recommended personal lubricants, vaginal moisturizers, pH-balanced cleansers, and related intimate wellness products built around its patented Bio-Match technology. The company sells primarily direct-to-consumer via its own e-commerce website (with a 15%-off subscription program) and through retail distribution at Walmart stores in the United States.

Product overview

Good Clean Love is a direct-to-consumer intimate wellness company offering a portfolio of gynecologist-recommended feminine hygiene and personal lubricant products built around its proprietary Bio-Match® technology. The core product line centers on personal lubricants (Almost Naked®, BioNude®, Naked Coconut™, Hybrid, Regenesis Fertility), vaginal moisturizers (Restore®, Rehydrate with Hyaluronic Acid), cleansers and wipes (Balance Wash, Rebalance, Ultra Sensitive Foam Wash), probiotic suppositories (Reset), pain relief gels (Relief with Lidocaine), massage candles (Origins, Caribbean Rose, Spicy Citrus), and silicone pelvic trainers (Soul Source). Products are organized into targeted collections addressing intimacy, sensitive skin, peri/menopause, fertility/TTC, postpartum, odor & dryness, and itch & irritation. The company also offers bundles (Changing Phases Menopause Kit, Post-Partum Recovery Kit, Pelvic Health Essentials Kit, Trying to Conceive Kit), subscription programs, and gift cards. All products incorporate patented Bio-Match® technology designed to support vaginal microbiome health through iso-osmolality, pH balancing, and lactic acid nourishment.

Differentiator

Problem solved

Functional benefit

Brands

• Bio-Match®: Patented technology designed to support optimal vaginal microbiome health through three key elements: stabilizing moisture levels, maintaining optimal pH range, and nourishing good bacteria with a proprietary lactic acid blend.
• Vaginal Biome Science

Products and services

• Almost Naked Organic Personal Lubricant Water-based organic personal lubricant formulated with patented Bio-Match technology and certified organic aloe vera; the flagship product, recommended for women seeking gynecologist-approved intimacy support.
• BioNude Ultra Sensitive Personal Lubricant

Quantifiable outcome

• First lubricant proven not to disturb vaginal microbiome in NIH study
• +4 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Vaginal Biome SciencecoreStrategic or Co-development PartnerSister company and strategic partner in microbiome research and product development. Good Clean Love co-developed patented Bio-Match technology with Vaginal Biome Science, focusing on microbiome-based diagnostics and therapeutic innovation for vaginal health. Kim Capone serves as Chief Scientific Officer at Vaginal Biome Science.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sliquid: Sliquid is a direct-to-consumer intimate care brand built around natural, glycerin-free, paraben-free personal lubricants and cleansers; it competes head-to-head with Good Clean Love in clean-ingredient lubricants, vaginal moisturizers and feminine washes, and shares the gynecologist-recommended positioning.
• AH! YES: AH! YES is a UK-based intimate care brand whose organic, pH-matched, gynecologist-recommended personal lubricants and moisturizers closely mirror Good Clean Love's Bio-Match value proposition, making it the closest natural-lubricant comparable outside the U.S.
• Maude: Maude is a venture-backed DTC sexual wellness brand offering lubricants, vibrators and body care; it competes directly with Good Clean Love in personal lubricants and shares the modern, inclusive brand voice and subscription-driven DTC funnel.
• Dame: Dame is a DTC sexual wellness company with lubricants and pleasure products sold through its own e-commerce site and major retailers; it overlaps with Good Clean Love in the lubricants category and competes for the same educated, female-leaning consumer.
• De Lune: De Lune is a sexual wellness brand specifically focused on perimenopause and menopause, mirroring Good Clean Love's Changing Phases life-stage positioning; its intimate moisturizers and lubricants target the same clinician-endorsed, hormone-transition consumer.
• Cake: Cake (formerly Sustain) is a sexual wellness DTC brand offering clean-ingredient lubricants alongside its core pleasure-products line; it overlaps with Good Clean Love's premium natural-lubricant SKU set and competes for the same values-driven, female consumer.
• Unbound: Unbound is a DTC sexual wellness brand with its own lubricants and curated product line competing for the same direct-to-consumer, design-forward female buyer as Good Clean Love.

Broad incumbents

• LELO: LELO is a globally established premium sexual wellness brand spanning lubricants, vibrators and massagers; it competes with Good Clean Love in lubricants but at a broader, luxury-leaning portfolio level, making it a relevant incumbent benchmark rather than a direct niche rival.
• K-Y (Church & Dwight): K-Y, owned by Church & Dwight, is the dominant legacy mass-market personal lubricant brand in U.S. retail; it is the broadest-scale incumbent competing with Good Clean Love in the same shelf space at Walmart and grocery, providing a benchmark for how a cleaner brand can take share from a legacy incumbent.

Emerging players

• Foria: Foria is a wellness/sexual health brand whose intimacy, menopause and pelvic-care offerings overlap with Good Clean Love's life-stage use cases (perimenopause, TTC, postpartum); it competes at the adjacent CBD-and-plant-actives end rather than at the gynecologist-recommended core.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/goodcleanlove
• Facebookfacebook.com/GoodCleanLove
• Pinterestpinterest.com/goodcleanlove
• Xx.com/goodcleanlove
• LinkedInlinkedin.com/company/good-clean-love

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Clean Love