What MYHIXEL does

MYHIXEL, operated by NEW WELLNESS CONCEPT S.L., is a Seville, Spain-based men's sexual health company that designs, manufactures, and sells connected medical devices and intimate care products for conditions including premature ejaculation, erectile difficulties, and male intimate hygiene. The core hardware portfolio comprises the MYHIXEL Control device (paired with a mobile app delivering a personalized 8-week climax control training program), the MYHIXEL II Device (a second-generation training device with hands-free accessory and replacement sleeve ecosystem), the MYHIXEL Ring for erection support, and the Dr. Joel Kaplan Penis Pump. A complementary intimate care line spans pH-matched gel, aloe vera/snail mucin/hyaluronic acid cream, and massage oil, available as single SKUs, bundles, and subscriptions. All core devices are FDA-registered, CE-marked under MDR, UKCA-marked, and manufactured under AEMPS license and ISO 13485 quality systems, with clinical evidence published in PLOS ONE and The Journal of Sexual Medicine.

The company operates a pure direct-to-consumer e-commerce model through myhixel.com, shipping globally (excluding Saudi Arabia, Ascension Island, Kenya, Tristan da Cunha, and U.S. Outlying Islands) with free shipping above €70 and installment payments via Klarna and Scalapay. Go-to-market is driven by online diagnostic quizzes (ejaculatory control test, erection quality test), content marketing, email lead capture, specialist endorsements across urology, sexology, physiotherapy, and psychology, and earned media in Forbes, Esquire, and Cosmopolitan. Revenue is generated through one-time device purchases, consumable bundles, and recurring intimate care subscriptions. As of January 2024 the company had raised approximately $1.53M in disclosed funding (SEGO Venture, Zubi Capital, Scaleup Spain Network) and is led by founder and CEO Patricia López Trabajo with a 1–10 person team.

MYHIXEL, operated by NEW WELLNESS CONCEPT S.L., is a Seville, Spain-based men's sexual health company that designs and sells FDA-registered, CE-marked connected medical devices — including the MYHIXEL Control app-guided training device, MYHIXEL II, MYHIXEL Ring, and Dr. Joel Kaplan Penis Pump — alongside a pH-matched intimate care line of gels, creams, and oils. The company operates a direct-to-consumer e-commerce model at myhixel.com with global shipping, subscription options for consumables, and go-to-market driven by online diagnostic quizzes, content marketing, and endorsements from urology, sexology, physiotherapy, and psychology specialists. Founded circa 2016–2017 by CEO Patricia López Trabajo, MYHIXEL has raised approximately $1.53M from SEGO Venture, Zubi Capital, and Scaleup Spain Network, and serves a cumulative base of 100,000+ men across multiple use cases including premature ejaculation, erection support, and male intimate hygiene.

Name

MYHIXEL

Legal name

NEW WELLNESS CONCEPT, S.L.

Website

https://myhixel.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

MYHIXEL is a Seville-based men's sexual health company that sells FDA-registered, CE-marked connected medical devices (MYHIXEL Control, MYHIXEL II, Ring, Penis Pump) plus intimate care products direct-to-consumer globally via myhixel.com, targeting men with premature ejaculation, erectile difficulties, and intimate hygiene needs.

Ownership category

akta.pro rank

Product category

Men's Sexual Health Devices

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Surgical and Medical Instrument Manufacturing (339112), Health and Personal Care Retailers (456)

SIC

Surgical & Medical Instruments & Apparatus (3841), Electromedical & Electrotherapeutic Apparatus (3845), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Connected Therapeutics & Smart Drug Delivery Monitoring (HLACAFAL)

akta.pro secondary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Male sexual health devices
• Climax control training
• Erectile support products
• Intimate care formulations
• Connected medical wearables

Headquarters

HQ city

Sevilla

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Medical Devices: Sale of FDA-registered and MDR CE-marked medical devices including MYHIXEL Control (ejaculatory control), MYHIXEL II Device, MYHIXEL Ring, and Dr. Joel Kaplan Penis Pump. Devices include accessories like hands-free accessories and replacement sleeves.
2. Intimate Care Products: Sale of intimate care products including MYHIXEL Gel (200ml), MYHIXEL Cream (50ml), MYHIXEL Oil (200ml), and bundled packs. Products available with subscription option for recurring orders.
3. Accessories and Consumables: Replacement sleeves, hands-free accessories, and accessory bundles for MYHIXEL I and II devices. Sold as add-on purchases for existing device owners.
4. Subscription Service: Recurring subscription model delivering selected products periodically with exclusive discounts. Users can manage, modify, pause (up to 3 months), or cancel subscriptions at any time. No mandatory minimum commitment period.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

MYHIXEL designs, manufactures, and sells FDA-registered and MDR CE-marked medical devices for male sexual well-being, including a connected climax-control device with a personalized mobile-app training program, an updated MYHIXEL II device, an erectile support ring, and a vacuum penis pump. The hardware ecosystem is paired with a topical intimate care line (gel, cream, oil) and consumable accessories, sold direct-to-consumer via myhixel.com with a recurring subscription option.

Product overview

MYHIXEL is a men's sexual health brand offering a portfolio of medically oriented, clinically supported products combining technology, guided programs, connected devices, and physical support solutions. The core product lineup centers on the MYHIXEL Control device with personalized app-based climax control training, the MYHIXEL II Device for male intimate health training, the MYHIXEL Ring for erection support, and the Dr Joel Kaplan Penis Pump for erectile health. These devices are complemented by accessories including hands-free accessories and replacement sleeves, and supported by a complete intimate care line encompassing MYHIXEL Gel, Oil, and Cream in both individual and bundle configurations. The ecosystem integrates physical devices with app-connected programs, physical support products, and daily care solutions for a comprehensive approach to ejaculatory control, erection difficulties, pelvic floor strengthening, and intimate hygiene.

Differentiator

Problem solved

Functional benefit

Products and services

• MYHIXEL Control Connected climax control device with companion mobile app delivering a personalized climax control plan and an 8-week adaptive training program that helps men build control over physical and psychological aspects of sexual response.
• MYHIXEL II Device Updated male intimate health device designed for sexual performance training, compatible with hands-free accessory and Sleeve II replacement accessories.
• MYHIXEL Ring

Quantifiable outcome

• 93% of users improve climax control
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dame Products: US sexual wellness brand focused on intimate health devices and lubricants sold DTC. Comparable in product category (sexual-wellness hardware), clinical/educational positioning and direct e-commerce distribution.
• Promescent: US-based men's sexual wellness brand best known for its premature ejaculation spray. Sells DTC through its own website and competes for the same PE-focused customer MYHIXEL targets with its Control device and method-based approach.
• LELO: Swedish premium sexual wellness brand selling devices, lubricants and intimate care products DTC globally. Comparable in product category (sexual-wellness devices), premium positioning and DTC go-to-market.
• JoyLux: Women's intimate care and sexual wellness brand with connected devices and skincare line. Comparable in bundling connected devices with topical care products and selling via DTC e-commerce with subscription components.

Broad incumbents

• Hims & Hers Health: Public US telehealth and DTC platform addressing men's sexual health (ED, PE) plus hair, skin and mental health. Operates at vastly larger scale and competes for the same male consumer wallet share MYHIXEL targets with its devices and creams.
• Ro (Roman): US-based digital health company whose Roman brand is a direct men's sexual wellness competitor offering ED/PE treatments via telehealth. Comparable in target customer and category, though distributed primarily through prescriptions rather than physical devices.
• Numan: UK-headquartered men's health DTC and telehealth platform covering ED, PE, hair loss and general wellness. Directly competes with MYHIXEL in the UK and EU sexual-wellness category and has overlapping specialist endorsement strategy.

Emerging players

• Perifit: French connected pelvic-floor trainer with companion app — closely analogous to MYHIXEL Control's hardware-plus-app training methodology. Targets both women (incontinence/post-partum) and men, overlapping in the pelvic-floor and app-guided training approach.
• Elvie: UK-based connected women's health brand with app-linked pelvic floor devices. Comparable in 'connected device + companion app' product architecture and premium DTC positioning, though addressing a different end-user.

Regional players

• Man Matters: India-focused men's wellness DTC brand covering hair, beard, sexual health and skincare. Compares in the men's sexual wellness DTC category, though primarily serving the Indian market rather than MYHIXEL's Europe/US base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/myhixel

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 records

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 MYHIXEL