Tabu

What Tabu does

Tabu, Inc. (legal entity Tabu Group, Inc.) is a direct-to-consumer sexual wellness company founded in 2021 by Natalie Waltz Fretwell and headquartered in Montecito/Santa Barbara, California. The company targets women experiencing hormonal changes — primarily in the peri-to-post menopause window but also postpartum and cancer-treatment cohorts — with a portfolio of intimate wellness products including FDA-cleared Aureum personal lubricant, clinically validated Crème de la Vie vulva moisturizer, the Nuri warming wand massager and Pearl stimulator (both medical-grade silicone), and the patented The Prim wedge positioning pillow. The catalog is sold primarily through Tabu's Shopify-powered DTC site heytabu.com, with supplemental distribution via Goop, an ambassador/affiliate program offering up to 20% commission, and a wholesale intake for additional retailers.

The business model combines one-time purchase and subscription replenishment (30/60/90-day cycles at roughly 10% subscriber discount) with bundle-led merchandising across SKUs priced from $25 (gift cards) to $500 (The Repertoire). A clinical advisory panel (gynecologists, pelvic floor PTs, urologists) underpins a content and education layer including monthly Office Hours sessions, a wellness assessment quiz, and the Mentionables blog. Tabu reports it has served over 100,000 women and partners cumulatively since launch, holds FDA 21 CFR Part 11 clearance on its lubricant, and has received recognition including Fast Company Most Innovative Wellness Companies of 2023 and Best Natural Lubricant from Well+Good and Byrdie.

Capitalization is modest: $500,000 in seed funding from Human Ventures in October 2021 is the only disclosed round, and headcount is reported in the 1–10 range. Geographic reach extends across the US and Canada via fulfillment nodes in Brampton and Vancouver, with product ship restrictions to Alaska, Hawaii, and select US territories. No revenue, ARR, or GMV figures have been disclosed.

Name

Tabu

Legal name

Tabu Group, Inc.

Website

https://heytabu.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Tabu is a direct-to-consumer sexual wellness company that designs and sells FDA-cleared lubricants, moisturizers, massagers, and a patented positioning pillow for women experiencing hormonal changes from menopause, childbirth, or medical treatment. Founded in 2021 and headquartered in California.

Ownership category

akta.pro rank

Product category

Sexual Wellness Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sexual Wellness & Intimacy Products DTC (CRAFACAM)

akta.pro secondary industry

Vaginal Moisturizers & Lubricants (CRABAIAI)

Keywords

• Sexual wellness products
• Intimate health devices
• Menopause wellness
• Personal lubricants
• Wellness massagers

Headquarters

HQ city

Venice

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Direct E-commerce): Tabu generates primary revenue through direct-to-consumer product sales via their e-commerce website. Products include massagers, lubricants, moisturizers, and curated bundles at various price points from $25 to $500.
2. Subscription/Replenishment: Tabu offers subscription options for Aureum lubricant, Crème de la Vie moisturizer, and other products with 30, 60, or 90-day delivery cycles. Subscribers receive approximately 10% discount and free shipping benefits.
3. Wholesale Distribution: Tabu sells products wholesale to retail partners, including Goop, allowing wider distribution through established wellness retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Tabu manufactures and sells a portfolio of intimacy essentials including FDA-cleared personal lubricants (Aureum), clinically proven vulva moisturizers (Crème de la Vie), medical-grade silicone massagers (Nuri and Pearl), and a patented wedge positioning pillow (The Prim). Products are sold individually or as curated bundles (Golden Hour Kit, Repertoire, New Dawn, Weekender, Duet) through direct e-commerce, with subscription replenishment options and select wholesale distribution.

Product overview

Tabu is a direct-to-consumer sexual wellness company offering a unified portfolio of intimacy essentials for women experiencing hormonal changes due to menopause, childbirth, cancer, or medications. The product line centers on three core product categories: massagers (Nuri wand and Pearl stimulator), moisturizers (Crème de la Vie Vulva Moisturizer), and lubricants (Aureum Lubricant), plus positioning accessories (The Prim pillow). These are sold individually or bundled together in various combinations (Golden Hour Kit, Golden Hour Kit Luxe, The New Dawn, The Weekender, The Repertoire, The Duet, The Afternoon Delight, The Night Cap, The Dusk to Dawn, The Couple's Suite, The Rising Tide, The Daydream) to create complete wellness routines. The company emphasizes science-backed, health-first formulations that are glycerin-free, paraben-free, hormone-free, fragrance-free, hypoallergenic, pH balanced, FDA cleared, and made in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• The Prim A patented wedge pillow with dual-density memory foam construction and washable linen cover, designed to provide pelvic elevation for increased comfort during partnered sex. Sized 18in x 16in x 8in with 7in lift. Designed to look like a normal decorative throw pillow rather than an explicit sexual device, intended for women experiencing pain during intercourse, post-surgical recovery, or menopausal discomfort.
• Crème de la Vie Vulva Moisturizer An organic, hormone-free vulva moisturizer in a 49mL size, formulated with a clinically proven mineral-rich complex including sea water extract, magnesium, zinc, copper, calcium PCA, ceramide NG, and sodium hyaluronate. Marketed as the only gynecologist and dermatologist approved formula of its kind, with clinical study results showing 100% dryness relief after 7 days and 97% body confidence increase. Available with subscription options at 30, 60, or 90-day delivery cycles.
• Aureum Lubricant A water-based personal lubricant with pH 4.0, FDA cleared as a Class II Medical Device. Made from organic aloe vera, hyaluronic acid, peony root, passion flower, and stevia. Available in 50ml and 100ml sizes, with subscription options. Glycerin-free, paraben-free, hormone-free, fragrance-free, hypoallergenic, pH balanced, and vegan friendly.
• The Nuri Wand Massager A soft-touch wand massager with 5 vibration speeds and an optional warming system that heats to approximately 97°F (body temperature). Made from 100% medical-grade silicone, waterproof, and ergonomically designed with a dilator-inspired shape to help maintain vaginal health, width, length, and tone.
• The Pearl Massager A petite vulva stimulator made from 100% medical-grade silicone with 4 vibration patterns and customizable intensity settings. Designed to promote tissue health and orgasm, for external use only.
• Golden Hour Kit A comprehensive wellness bundle at $145 including the Nuri wand massager, 50ml Aureum personal lubricant, and storage pouch. Marketed as a complete starter routine for women experiencing menopause, postpartum recovery, or other hormonal changes affecting sexual health. Available with subscription add-on option at $130 for first order.
• Golden Hour Kit Luxe A premium wellness bundle at $180 (regularly $190) that includes the Golden Hour Kit components plus the Crème de la Vie Vulva Moisturizer, providing a complete intimate health routine. Subscription option available at $160 for first order.
• The Repertoire Bundle A comprehensive collection bundle at $425 (regularly $500), saving $75. Includes The Prim pillow, Crème de la Vie moisturizer, Aureum Lubricant (100ml), Pearl massager, and Nuri wand for a complete intimate wellness repertoire.
• The New Dawn Bundle A bundle at $200 (regularly $260), saving $60. Includes Nuri and Pearl massagers plus 100ml Aureum Lubricant, designed to help users begin their wellness routine.
• The Weekender Bundle A portable bundle at $160 (regularly $185), saving $25. Includes Pearl massager, Aureum Lubricant (50ml), and Crème de la Vie Vulva Moisturizer for on-the-go intimate wellness.
• The Duet Bundle

Quantifiable outcome

• 100,000+ women helped
• +12 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GoopcoreChannel Partner/ Reseller/ Distributor · 26 October 2021Tabu products are sold through Goop's retail platform, providing access to Goop's premium wellness-focused customer base. This partnership validates Tabu's positioning as a sophisticated, clinically-backed brand for mature women.
• Dr. Heidi GastlercoreOthersPelvic Floor Physical Therapist serving as medical advisor, contributing to product development and leading monthly Office Hours educational sessions
• Dr. Barb DePreecoreOthersGynecologist and Menopause Care Specialist, named 2013 Certified Menopause Practitioner of the Year by NAMS. Serves as Director of Women's Health Services at Holland Hospital in Michigan.
• Dr. Kelly CaspersonminorOthersUrologist and Sex Educator with advanced training in pelvic medicine and surgery; contributes to Office Hours educational sessions
• Julie BottariniminorOthersPelvic floor physical therapist (MPT/CLT) with expertise in pelvic floor dysfunction, lymphedema and women's health
• Susan FeldmanminorOthersFounder of In the Groove, providing content and educational resources for Tabu's blog and community

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dame Products: Dame is a direct-to-consumer sexual wellness brand (e.g., Eva, Aer, Pom) targeting women and couples with vibrators, lubricants, and wellness devices. Closely comparable to Tabu in product category, premium DTC positioning, and inclusive brand voice.
• Maude: Maude is a gender-inclusive sexual wellness brand offering vibrators, lubricants, massage oils, and menopause-focused products via DTC and retail. Directly comparable on assortment, branding, and inclusive wellness positioning for adult consumers.
• Cake Sexual Wellness: Cake is a sexual wellness brand focused on intimacy essentials, arousal, and lubrication products sold via DTC and major retailers. Directly comparable on category, channel mix, and accessible price-point strategy.
• Unbound: Unbound is a sex-positive DTC brand selling vibrators, lubricants, and bondage gear targeted at women. Comparable on DTC-first GTM, female-focused positioning, and editorial content-driven acquisition.

Broad incumbents

• Lelo: Lelo is a global premium sexual wellness brand with broad assortments of massagers, lubricants, and accessories across price tiers. Comparable as a category incumbent with stronger international distribution and brand awareness.
• Satisfyer: Satisfyer is a large, mass-market sexual wellness manufacturer with broad global distribution and air-pulse technology products. Comparable as a category incumbent spanning price tiers, though more mainstream in positioning.

Emerging players

• Kindra: Kindra is a menopause-focused wellness brand offering supplements and vaginal care products via DTC. Directly comparable on the menopause/women's midlife health niche that anchors Tabu's positioning.
• OhNut: OhNut makes a wearable intimate product designed to manage pain during intercourse, addressing a similar use case to Tabu's Prim pillow. Comparable as a niche sexual wellness device with a clinical-advisor story.
• Lioness: Lioness is a sexual wellness brand selling biofeedback-enabled massagers with data-driven wellness positioning. Comparable in female-focused sexual wellness with a technology-led and education-forward brand narrative.
• Cera: Cera is a menopause-focused brand offering creams and supplements for women's midlife intimate care. Comparable as an emerging brand in the same underserved menopause-adjacent wellness category Tabu targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/heytabu
• Instagraminstagram.com/heytabu

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Tabu