About Aia* - interview with co-founder Simone
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Aia* Intimacy was founded by brother and sister Hugo and Simone. Both could not find a brand of lubricant that appealed to them. Bright colors, sweet flavors and vague ingredients dominated the shelves. That is why they came up with Aia* Intimacy: modern, sustainable and transparent. A brand that you proudly place next to your bed.
We spoke to Simone about Aia* and intimacy. Prefer to watch a video? Scroll to the bottom of the page for the conversation between Simone and Lieke at Amsterdam Dance Event.
Hi Simone, can you tell us again why you started Aia*?
My brother Hugo and I saw an opportunity for a natural, safe alternative in the lubricant market. I had tried coconut oil myself as a more natural option, but it was not ideal: coconut oil weakens latex and can disrupt the pH of the vulva. The alternatives we found often had an intimidating appearance, with bright colors, chemical flavors, or just a very dull look.
For us, a lubricant had to look inviting. After all, it is something you use at an intimate moment, and the look can make all the difference. That is how Aia* came into being: a 100% natural lubricant, produced in the Netherlands and packaged in a stylish glass bottle, which you would like to have on your bedside table.
Aia* goes beyond the product itself – it’s about our mission. We want to stimulate curiosity and reduce shame around intimacy. Shame is one of the biggest inhibitions in your sex life and it’s completely unnecessary. With Aia* we create products that fit our times: sustainable, transparent and for everyone. We hope that the aesthetic design contributes to a sense of comfort and pride in using our products and helps you embrace yourself and your sexuality.
How did you come up with the name Aia*?
Aia* refers to a paradise island in Greek mythology – a place where curiosity and open-mindedness are rewarded, regardless of your orientation or identity. Aia* represents an environment where you can fully enjoy intimacy, without judgement.
Which product is your favorite Aia* product?
Our bestseller, the 100% natural lubricant. It is perfect for penis-vagina sex, but also ideal for experimenting, whether it concerns the use of toys or anal sex. For us, lubricant is not a 'quick fix' or solution for 'problems' in the bedroom, but rather an extra that provides more pleasure and enjoyment. We want to offer sustainability and accessibility to everyone with our products, and hope that the unisex and aesthetic design will help people feel more comfortable with the use and expression of their sexuality.
What do you want to achieve with Aia*?
I dream of growing Aia* into an established brand in the sexual wellness industry. We are already working on new product lines with natural materials and ingredients. And maybe one day my childhood dream will come true: a beautiful physical store à la Aesop, but with a spicy twist!
With Aia* I also want to contribute to celebrating sexuality. By sharing personal stories I want to help people to be open to their sexuality, without shame. Many people do not dare to discuss their desires with their partner or themselves, which sometimes leads to deadlocked relationships. If we can contribute to more openness with Aia*, even in a small way, I would have achieved my goal.
This industry (erotic products ed.) is mainly dominated by men. What do you think about that and how do you deal with it?
Since the beginning of this industry, it has been predominantly male, so it is time for a breath of fresh air! Fortunately, I see more and more new brands that are founded by women, like your brand and brands that you sell, like The Oh Collective. There is a suitable offer for everyone, and that is great.
What developments do you see in the area of intimacy and sex? And what do you think about this?
There are more and more new brands that are targeting different audiences, from women-only to the queer community and people with disabilities. Sexuality is very personal and multifaceted, and it is great that more brands are connecting with the unique needs of different people.
In addition, there is a growing openness around polyamorous and open relationships. We live in a world that has long been dominated by the ideal of monogamy, but many people realize that other forms of relationships sometimes better suit their lives and values. For some people, monogamy is less compatible with modern society and the idea of lifelong exclusivity can be challenging, especially now that we have a longer life expectancy. Monogamy was invented in a time when we did not live past 50.
My partner and I also have open conversations about this, because we notice that monogamy is not necessarily the most suitable form for us. Honesty and transparency are more important to us than holding on to a certain expectation pattern, because we believe that this ultimately contributes to a stronger and more honest relationship.
How open are you about intimacy?
I am very open about it myself. That is also one of the reasons why I started Aia* – sex and sexuality are topics that I like to talk about, partly because I like to break taboos. At Aia* we believe that shame around sex is one of the biggest inhibitions in your sex life, and that is so unnecessary. You don't have to be ashamed of who you are and what your fantasies are. Fantasies cannot be controlled or 'corrected'; they are an important part of who you are. And that is what makes it fun, because everyone is different!
Do you ever use sex toys yourself? And if so, what is your favorite?
I hardly use electric sex toys because I haven't found a sustainable option that I really like. Many sex toys work on batteries, which is unfortunately not sustainable yet. Batteries are made from polluting raw materials and extracted under dubious conditions. That's why I use the Doxy massage wand with a plug. Maybe a little less fancy, but extra strong and it lasts a long time! I'm also learning shibari and you can go in all directions with that.
At ADE you sat in Lieke's massage chair. You asked her the spicy question: 'What's the weirdest place you've ever had sex?' We still owe you that answer. So, tell us…
Haha, that was indeed a spontaneous question! For me it was on the train. So instead of the mile high club, I'll call it the sustainable version: the mile long club. 😉
Watch the conversation between Simone and Lieke during 'Good Vibrations' at Amsterdam Dance Event below.
Aia* is produced in the Netherlands, all products are Vegan and come in Recyclable Glass Jars.