Reckitt Benckiser (RB) acquired Queen V, a feminine sexual wellness brand established in the US focused on vaginal health.

WHO: Lauren Steinberg, the daughter of a gynecologist and former brand development coordinator, founded Queen V in partnership with Brandable in 2018. The Gen Z- and millennial-focused brand makes vaginal health more accessible and empowering. The company has a line of pH-balanced, better-for-you products that are easy to use for women everywhere, priced from $2.50 – $15. The brand is distributed in Walmart, Amazon, Rite Aid, Urban Outfitters, CVS, and Free People.

Brandable is a next-generation, technology-enabled CPG platform that is creating the world’s most innovative brands to enable people to live their best lives by igniting pop culture. Brandable’s best-in-class brands are carried in over 20,000 locations across the country, comprised of the world’s leading big-box, grocery, drug, specialty, and online retailers.

IN THEIR OWN WORDS: “Queen V takes a unique and inclusive approach to make vaginal health more accessible and empowering,” Reckitt Benckiser said in a statement. “The acquisition of the Queen V brand is demonstrative of RB’s commitment to innovative, purpose-driven brands that consumers love and is in line with the strategy to play in new spaces and places.”

DETAILS:

• Reckitt Benckiser acquired Queen V. The terms of the deal weren’t disclosed.
• Queen V was launched in partnership with Brandable, a technology-enabled consumer packaged goods platform.
• In its first month of distribution in 4,100 Walmart stores, the business saw $500,000 in sales.
• In June 2018, early-stage venture capital firm Lightspeed invested in Queen V.
• Founder Lauren Steinberg will remain on the board working for Reckitt Benckiser.
• Queen V will be part of RB’s Health Global Business Unit, alongside leading sexual well-being brands KY and Durex.