Activist brand Imbue Natural launches revolutionary wellness movement 'Embrace the Awkward'

By: WE Staff | Thursday, 27 January 2022

Imbue Natural, an activist brand, has launched a revolutionary wellness movement called Embrace the Awkward, which challenges convention and pushes the boundaries of intimate and general self-care.

Using this umbrella concept to break the silence on feminine health issues that are considered taboo in India and other parts of the world, the brand hopes to integrate discussions on menstrual hygiene, sexual expression, and reproductive health, as well as normalise the use of natural and innovative feminine-care products as a healthy part of daily routine.

In the first phase of #EmbraceTheAwkward, Imbue has partnered with Coitopedia, a holistic sex education platform that works to raise awareness about topics such as sexual hygiene, contraception methods, safe sex practises, STIs, sexual abuse prevention, pregnancy, and so on.

lmbue and Coitopedia will collaborate to launch a contextually relevant instructional series on the cognitive, emotional, social, interactive, and physical elements of sexuality in February.

Imbue, co-founded by Aastha Sharma, SAK Rajesh, and Sayantan Bhattacharjee, prides itself on creating a safe space for women to address awkward issues with a range of products specifically designed to cater to the awkward needs of women throughout their reproductive years—be it vaginal odour, period pain, cracked breasts, or sexual pleasure! The brand has redefined feminine care with acclaimed elements from Ancient Ayurveda, which are completely free of toxic chemicals. Firefly (Sexual Wellness), Rosa (Uterine Health), Daalia (Intimate Care), and Niraama (Intimate Care) are the four ranges of Imbue's 'Awkward Essentials' (General Wellbeing).

"Despite better access to education and health opportunities, women still experience massive social barriers and behavioural expectations that limit their mental and physiological well-being. Imbue's 'EmbraceTheAwkward' platform connects women of all ages dealing with different feminine issues such as periods, menopause, pregnancy, and sex. We see an incredible opportunity to use the power of digital media and engage with these women through content, consultations, and community support. Our end goal is to empower a new generation of consumers to make informed, positive decisions around their bodies and lives as we normalize the use of products that place emphasis on a self-care experience that is much more than 'what-shows' "Imbue Co-Founder Aastha Sharma remarked.

The platform has the potential to change the way women's health is perceived, according to the company. Imbue is collaborating with artists, celebrities, digital influencers, sexuality educators, resident doctors, and consumers to create a close-knit community of like-minded wellness activists in order to combat the "unfortunate culture of taboo."

#EmbraceTheAwkward encourages women and anybody who identifies with their feminine side to join in a judgment-free chat zone and to take advantage of a one-of-a-kind, niche product line that caters to their deeply personal requirements. We're excited to collaborate with Imbue on developing an educational series that reflects the options sexually active people face in Indian society.

The content will enable women to ask relevant questions and make informed decisions about their reproductive, intimate & sexual being, "says, Sonali Gupta, Founder, Coitopedia.

All Imbue Natural products are natural and safe, containing no artificial colours, petrochemicals, parabens, or other potentially harmful ingredients.