Breaking Barriers in Intimate Health: The Aquafit Intimate’s Journey
For far too long, women’s intimate health has been overlooked, underfunded, and stigmatized. Conversations about vaginal pain, dryness, and discomfort remain shrouded in silence, while solutions remain limited. At Aquafit Intimate, we believe that women deserve better. Founded by a team of experts and innovators, Aquafit Intimate is on a mission to break the silence, provide effective solutions, and empower women to take control of their intimate wellness.
From Personal Experience to Innovation
Aquafit Intimate was co-founded by three women: Vered Italiano, a leading applied chemist; Varda Messer, an experienced designer with extensive international operations expertise; and Rebecca Sternberg, a strategic designer and entrepreneur.
Recognizing the lack of innovation in vaginal health and intimate wellness, they came together to address this underserved market. Their personal experiences - spanning various life stages such as postpartum, menopause, and cancer recovery—highlighted the need for a scientifically backed, stigma-free solution. With expertise in science, innovation, design, and business, they launched Aquafit Intimate with its mission to promote pain-free intimacy and holistic intimate self-care.
A Unique Approach to Women's Intimate Wellness
Vaginal pain is a widespread yet often overlooked issue—75% of women experience intimate discomfort, yet the conversation around it remains stigmatized. Unlike erectile dysfunction, which has become a $3 billion industry, women's intimate health has been largely ignored—until now.
Aquafit Intimate developed an innovative self-care solution: Intimate Gel Sticks. These patented, all-natural, hormone-free vaginal hydrogels provide deep hydration, pH balance, microbial health support, and relief from intimate discomfort. Designed for ease of use and backed by cosmetic safety approvals, they empower women to take control of their intimate wellness.
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With a customer base of over 3,000 direct-to-consumer users and a 30% repeat purchase rate, Aquafit has successfully positioned itself as a trusted provider of intimate health solutions. The product serves a broad demographic, from young women with pelvic floor dysfunction to postpartum mothers, menopausal women, and cancer survivors experiencing Genitourinary Syndrome of Menopause (GSM).
To further enhance accessibility, Aquafit introduced a stigma-free AI conversational interface, offering private and reliable answers to intimate concerns.
Challenging Censorship in Women's Health
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Aquafit Intimate launched in 2021 with a direct-to-consumer approach, utilizing Google keyword search ads to connect with women actively seeking solutions for intimate health concerns. However, the company soon faced censorship barriers on multiple digital advertising platforms. Google Max and Meta restricted essential keywords such as "vaginal dryness," "painful sex," and "irritation", along with images of women’s bodies—even when fully clothed. These platforms flagged content as inappropriate, severely limiting Aquafit’s ability to reach its audience. The situation worsened in 2024 when LinkedIn blocked the company’s account due to algorithmic misidentifications, necessitating a formal appeal for reinstatement.
To address these systemic biases in content moderation Aquafit joined forces with The Case For Her and CensHership, filing a complaint with the European Commission. These restrictions disproportionately impact women’s health companies, hindering access to vital information and solutions. By taking this step, Aquafit aims to drive regulatory changes that ensure fair advertising policies for all health-related products, regardless of gender.
What will the future bring
Aquafit Intimate remains committed to expanding its reach and driving innovation in intimate wellness. The company is currently exploring new therapeutic applications, such as solutions for STDs and fertility while forming strategic partnerships with healthcare providers, telehealth platforms, and specialized clinics.
A key focus is the development of AI-powered health agents, offering private and stigma-free self-care advice based on real conversations and gynecological expertise. By leveraging AI, Aquafit seeks to create a more inclusive and accessible landscape for women’s intimate health.
Supporting women’s health also requires collective action. Despite 91 million women engaging in #womenshealth discussions on LinkedIn, the dedicated group has only 2,000 subscribers. Moreover, investment in female-specific health conditions remains at just 1-2% of total healthcare funding. Raising awareness, engaging in conversations, and prioritizing self-care are essential steps toward systemic change.
Tech4Eva’s Role in their journey
As a participant in Tech4Eva’s second cohort, Aquafit Intimate gained valuable insights into the evolving landscape of women's health. The accelerator provided a platform to refine the company’s approach, engage with mentors and investors, and validate its impact within the growing Femtech ecosystem.
Reflecting on the experience, the founders recognize Tech4Eva’s pivotal role in shaping their journey. Rebecca comments: The Tech4Eva program offered access to invaluable resources and a community of like-minded innovators dedicated to advancing women’s health.
Join the Movement
Aquafit Intimate invites everyone to take an active role in breaking taboos and supporting women’s intimate wellness. Whether through advocacy, investment, or self-care, every effort contributes to dismantling barriers and driving change in this essential aspect of health care.
To learn more about Aquafit and support their mission, visit Aquafit Intimate’s website.