Intimate Wellness Brand Charli Launches

Intimate wellness brand Charli has officially launched in the UK, introducing a more refined, design-led approach to pleasure products.

The brand is built on the idea that intimate products should feel as thoughtfully made as the rest of your beauty staples. The brand launches with lubricants and massage oils designed to elevate everything from quiet solo moments to shared connection.

Charli is the second own-brand launch from MDV — the distribution agency behind the success of both established and emerging beauty brands, including Beautyblender, Peter Thomas Roth, RoC, and This Works — marking its move into a more ingredient-conscious space within intimate wellness.

The launch line-up features glycerin-free, ultra-hydrating lubricants formulated for sensitive skin, alongside plant-based massage oils created to enhance touch without added fragrance or unnecessary extras. Each product is priced at £9.95 and keeps to Charli’s clean, minimal, comfort-first approach.

“The intimate wellness category has been stuck in the same routine for far too long with a strawberry flavour here, a bright colour there. It’s time for something new,” said Evelien Kahn, founder and CEO of MDV. “Charli was created to put the consumer first, with clean ingredients, water-based formulas, and skincare-inspired actives. We scrutinise every ingredient in our face cream, yet when it comes to lubricant, we barely blink. That needs to change.”

Charli is available now at Boots stores nationwide and online at boots.com. Details of any US launch remain under wraps.