Two former executives from Burt’s Bees have officially entered the wellness space with the launch of Alubri, a new brand focused on vaginal health. This venture aims to bring the same level of ingredient transparency and natural efficacy that defined their past success to a category that has long been overlooked by mainstream retail.
Co-founders Mariah Steiner and Abena Antwi developed the brand to address a significant gap in the personal care market. They noticed that many existing products for intimate health relied on harsh chemicals or lacked the sophisticated branding and clinical backing found in modern skincare and hair care.
The duo leveraged their extensive background in natural product development to create a lineup that is both safe and high-performing. Their mission is to destigmatize vaginal care by treating it as an essential component of overall physical and emotional wellness rather than a niche medical concern.
Alubri’s debut collection features a variety of specialized items, including pH-balanced washes, soothing balms, and hydration-focused serums. Each product is formulated with clean, plant-derived ingredients and has undergone rigorous testing to ensure it meets the specific biological needs of intimate skin.
The brand’s entrance into the retail sector comes at a time when “v-care” is seeing explosive growth. Consumers are increasingly seeking out specialized wellness products that align with their values of sustainability and transparency, moving away from legacy drugstore brands that may use synthetic fragrances.
One of the standout features of the brand is its commitment to education. Steiner and Antwi believe that empowering women with clear, factual information about their bodies is just as important as the products themselves, and the brand’s platform includes resources to help users navigate their health journeys.
The packaging for Alubri reflects a premium, minimalist aesthetic, designed to sit comfortably alongside high-end skincare on a bathroom vanity. This elevated design approach is a deliberate move to shift the perception of vaginal care from a “problem-solution” category to a ritual-based self-care experience.
Antwi, who served as a lead scientist at Burt’s Bees, ensured that every formula adheres to strict clean-beauty standards. The products are free from parabens, sulfates, and artificial dyes, focusing instead on soothing botanicals like aloe vera, chamomile, and coconut-derived surfactants.
The co-founders have secured strategic retail partnerships to ensure the brand is accessible both online and in physical stores. They are targeting high-end beauty retailers and wellness-focused marketplaces that cater to an audience looking for curated, founder-led brands with a clear purpose.
Initial feedback from the industry suggests that Alubri is well-positioned to become a leader in the evolving feminine wellness sector. By combining “big beauty” expertise with a boutique, mission-driven approach, the founders are addressing a consumer need that has been largely ignored by traditional corporations.
Sustainability is also woven into the brand’s DNA, with a focus on recyclable packaging and ethically sourced ingredients. This holisitic approach to beauty and wellness is intended to resonate with Gen Z and Millennial shoppers who prioritize ethical consumption.
As Alubri begins its retail rollout, the founders are already looking toward expanding the line to include internal wellness supplements and cycle-specific care. Their goal is to build a comprehensive ecosystem that supports vaginal health throughout every stage of a woman’s life.
The launch of Alubri signals a new era for the intimate care category, where natural ingredients and scientific rigor are no longer mutually exclusive. With Steiner and Antwi at the helm, the brand is set to redefine what it means to care for the most sensitive parts of the body.
