The Personal Care Impact Startup Roam Launches


“At Roam we believe everyone should be comfortable and confident when buying sex care. We challenge outdated conventions to bring you a range that supports what feels natural. Products made for modern sex lives no matter how they are lived. Made with reliable, quality natural materials so you can explore with wild abandon.”


roam product


Roam, a new personal care impact start-up on a mission to bring sexual healthcare into the 21st century has launched with the backing of major investors and an experienced skincare and beauty team at the helm.

Founded by entrepreneurs, L’Oréal alumni Ben Taylor and Alex Griffiths, Roam introduces a new category at the intersection of beauty and sexual wellbeing, and launches with four SKUs providing modern, natural sexual care products for all, including a range of quality condoms and lubricants that are 100% natural and designed for everyone irrespective of gender, sexuality, or race.

Alex Griffiths, co-founder of Roam, said:

“Attitudes towards sex and sexual health care today are unrecognisable from those even two –let alone ten years ago. The product offerings in the market have failed to keep up with both culture and consumer need –which is why we are bringing Roam into the space at pace.”

Roam looks to provide an antidote to an industry worth £7.6b that’s dominated by “old-boy” brands and fails to cater for diverse sexual needs with something new – and better. The brand has been backed by leading VC’s that have invested in some of the most successful market disruptors such Charlotte Tilbury, Bloom & Wild and Cazoo.

“We believe that everyone should be confident and comfortable buying sex care”.

Roam launches with a clear social purpose that confronts the many stigmas that continue to burden the industry. Stigmas such as performance, shame and naturality continue to exist and Roam will be creating an ecosystem around its products to facilitate conversations that make the world a more sex positive and inclusive space.

The brand is embarking on a journey that aims to fundamentally change consumer’s relationship with shopping for sexual care by addressing the disconnect between the pleasure of sex and the displeasure of shopping for products which put function and performance ahead of experience. Its initial launch will be direct to consumer via with placement in major retailers lined up for its second stage of growth.

Griffiths added:

“We believe that everyone should be confident and comfortable buying sex care. We want to help consumers reappraise their relationship sexual care and support them in their exploration of what feels natural through an elevated but accessible product offering that better aligns with the needs of modern sex lives. We’re set on overthrowing the weight of tired, old preconceptions about sex and creating a brand that’s truly inclusive and represents diversity in society.”

To discover more about Roam,