Shifting the Conversation Around Women’s Health – One Product at a Time
For far too long, intimate care has been wrapped in silence, shame, and misinformation. But a new Kiwi brand is changing that – boldly, beautifully, and backed by science.
Introducing Maebl, New Zealand’s first certified microbiome-friendly range of intimate care products. Founded by Shannon Phillimore – who spent over 15 years navigating her own health journey – Maebl was created to provide practical solutions, accessible education, and a long-overdue sense of empowerment around vulvovaginal wellbeing.
“Intimate wellness should never be a mystery or a source of shame,” says Shannon. “It’s time we talked openly, with facts and care.”
Maebl’s mission is clear: to help women take control of their intimate health, with products that work with your body – not against it. Every item in the range is crafted to respect the body’s natural flora, support the vaginal microbiome, and gently care for our most sensitive skin.
And this isn’t just marketing spin – Maebl’s products are the first in New Zealand to receive microbiome-friendly certification from the global authority MyMicrobiome. That means they’re specifically designed not to disrupt the delicate ecosystem of the vulvovaginal area – a key part of overall health that’s often overlooked.
So, what exactly is the vaginal microbiome?
It’s the community of bacteria that naturally lives in and protects the vagina – primarily made up of Lactobacillus species. A healthy balance helps defend against infections like thrush and bacterial vaginosis. But everything from stress, diet, sex, antibiotics, and hygiene habits can throw that balance off.
That’s where Maebl steps in. The brand focuses on four key pillars:
- Effective intimate care
- Microbiome-aware formulations
- Evidence-based education
- Sustainability
Their hero products – the Intimate Lubricating Serum and Intimate Refreshing Mist – are made from consciously selected, microbiome-friendly ingredients. Bundles and refills are also available, reflecting Maebl’s commitment to reducing waste and protecting the ecosystems that supply their ingredients.
“Our goal is to normalise these conversations,” says Shannon. “Because the more we know, the better we care for ourselves.”
With the global market for intimate care growing fast – valued at over USD 40 billion in 2023 – it’s clear that women everywhere are seeking better answers. And Maebl is proud to be leading that shift here in New Zealand.
For more information or to explore the range, visit their website.
