Mauj

What Mauj does

Mauj is a Dubai-based, privately held sexual and menstrual wellness company founded in 2020 that serves Arab women with culturally tailored health education and a small owned product line. The company operates two digital surfaces: the mauj.me educational platform, which delivers bilingual (Arabic/English) content across five categories — Body, Cycle, Self, Sex, and Ask Mauj — with 140+ resources, curated learning journeys, and a monthly community Q&A; and the maujshop.me direct-to-consumer e-commerce store, which sells an owned product line including the Deem vibrator, Sayl natural lubricant, Hawa relationship card game, and Sensual Stories audio content, with discreet worldwide shipping. The technology is a content publishing and community platform with account-based personalization, newsletter, and multilingual support, rather than an AI-driven system.

Mauj's business model is product-led: free educational content serves as the top-of-funnel acquisition mechanism, attracting users through organic social (Instagram, Facebook), email newsletters, and earned media in outlets such as Vogue, The New York Times, The Economist, and BBC. Revenue is generated through one-time purchases of physical wellness products and a low-friction support subscription at $3.99 per month that funds continued free content creation. The company has raised a disclosed $500,000 from The Case for Her in November 2023 and additional undisclosed funding in 2025 from SEEDRA Ventures and Impact46. Headcount is reported in the 11–50 range, consistent with an early-stage team. Mauj's strategic positioning is differentiated by its cultural specificity — content and products designed by and for Arab women in a region where female sexual health remains heavily stigmatized — and by the integration of education, community, and product under a single brand.

Name

Mauj

Website

https://mauj.me

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Mauj is a Dubai-based sexual and menstrual wellness company serving Arab women through a bilingual (Arabic/English) educational platform (mauj.me) and an owned e-commerce product line (Deem, Sayl, Hawa, Sensual Stories), monetized via DTC product sales and a $3.99/month support subscription.

Ownership category

akta.pro rank

Product category

Sexual and Menstrual Wellness

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ), Feminine Care Applicators & Accessories (CRABAIAO)

Keywords

• Sexual wellness education
• Menstrual health resources
• Intimate wellness products
• Arabic health content
• Women's wellness platform

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sale of physical wellness products including pleasure products (Deem vibrator), lubricants (Sayl natural lube), and intimacy games (Hawa card game). Products are sold through maujshop.me with discreet shipping.
2. Support Subscription: Monthly support subscription at $3.99/month allowing users to financially support Mauj's mission of providing free sexual and menstrual health education to Arab women. Subscription directly funds content creation and maintaining free access.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Mauj provides a bilingual (Arabic and English) digital education platform delivering culturally sensitive sexual and menstrual health content to Arab women, organized across Body, Cycle, Self, and Sex categories with curated learning journeys and an 'Ask Mauj' Q&A feature. The company also sells its own branded intimate wellness products — the Deem vibrator, Sayl natural lubricant, Hawa intimacy card game, and Sensual Stories audio content — through a direct-to-consumer e-commerce store with discreet global shipping.

Product overview

Mauj is a sexual and menstrual wellness platform and product company created by and for Arab women. The company offers an educational content platform (mauj.me) providing culturally sensitive resources across Body, Cycle, Self, and Sex categories, complemented by a product line (maujshop.me) including pleasure products (Deem vibrator), natural lubricants (Sayl), relationship cards (Hawa), and erotic audio content (Sensual Stories). The platform also features personalized journeys, an 'Ask Mauj' Q&A section, and a free account system for curated content.

Differentiator

Problem solved

Functional benefit

Brands

• Mauj Shop: E-commerce platform for pleasure products including vibrators, lubricants, and other sexual wellness products
• Deem
• Sayl
• Hawa

Products and services

• Mauj Educational Platform A bilingual Arabic and English digital platform providing culturally sensitive sexual and menstrual health education to Arab women, with curated learning journeys, an 'Ask Mauj' Q&A series, and a content library of over 140 resources across Body, Cycle, Self, and Sex categories. Free to access with optional account-based personalization.
• Deem The first pleasure product made by and for Arab women; a vibrator designed for clitoral stimulation usable alone or with a partner, sold with discreet and private shipping.
• Sayl A 100% natural lubricant designed with women in mind to enhance comfort and pleasure during intimate experiences.
• Hawa A card game designed to help couples explore their relationship and deepen intimacy through guided questions and activities.
• Sensual Stories Mauj's first erotic audio story, designed to awaken senses and enhance intimate experiences.

Quantifiable outcome

• Over 140 educational resources covering sexual and menstrual health topics
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Outside StudiominorOthersMauj's website was designed in collaboration with Outside Studio, a design agency. This is a design/creative partnership for website development and branding.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Numan: UK-based digital health platform for men's wellness, including sexual health. Comparable in FemTech/SexualHealth category and direct-to-consumer digital-plus-product model, though targeting men rather than women.

Broad incumbents

• Clue: Global period and cycle tracking app with deep educational content. Overlaps with Mauj's Cycle category and menstrual education focus, but serves a broader global market and is software-only (no physical products).

Direct peers

• Lola: DTC women's wellness brand selling organic period products and sexual wellness items with educational content. Comparable in product category (menstrual + sexual wellness), DTC model, and content-driven brand building.
• Dame Products: Sexual wellness company designing and selling vibrators and intimate products DTC, with strong advocacy and educational content focus. Comparable to Mauj in category (pleasure products), DTC model, and content-as-community strategy.
• Maude: US-based sexual wellness brand offering vibrators, lubricants, and intimate care products DTC, alongside educational content. Closely comparable in product mix (pleasure products + lubricants + educational positioning) and target customer (modern women seeking shame-free intimate wellness).
• Cora: Menstrual care brand offering organic tampons, pads, and period-care products DTC with educational content. Directly comparable to Mauj on the menstrual wellness side of the offering and on DTC + content GTM.
• Unbound: Sexual wellness brand selling vibrators, lubricants, and accessories direct-to-consumer, with an inclusive content-led brand voice. Overlaps with Mauj on product catalog, DTC channel, and mission-driven educational positioning.

Regional players

• Nabta Health: MENA-based digital women's health platform addressing reproductive and menstrual health. Comparable to Mauj on regional women's health focus and digital-first delivery, though more clinical than pleasure-led.
• Allbaba: MENA-focused Arabic-language women's wellness and FemTech platform. Closest regional comparable to Mauj in serving Arabic-speaking women with health and wellness content and commerce.

Emerging players

• Vella Brands: Sexual wellness brand offering pleasure products and intimate care for women. Comparable product catalog to Mauj, though more US-centric and less focused on Arabic-language community content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mauj.me
• Instagraminstagram.com/mauj.me

Revenue estimate

Valuation estimate

Number of profiles

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 Mauj