An upscale brand for down-there hygiene.

Korina Vayner

Moi is on a mission to elevate vaginal health through products that catalyse beautiful rituals of daily self-care.

When we think about care products, three things surface that have prevented generations of people from accessing the benefits of vaginal hygiene: clinical products, cringeworthy or dated packaging, harsh, harmful chemicals.

We took inspiration from high and low, including high-end sex toys, resin art, books and bathwater. The result was luxurious, warm, delectable and modern; attuned to the slow and sensuous me-time rituals.

From naming the company and its future suite of products, to illuminating Moi's vision and values and establishing a foundation for the brand, we brought this zero-to-one startup to life, so Korina could bring it to market.