Toronto-based personal care company nixit is expanding into mass grocery retail in Canada through a launch of its condoms and lubricant products in select Loblaw Companies Ltd. banners across the country.
The company said its vagina-friendly condoms and organic water-based lubricant will be available in 384 stores, including Loblaws, Real Canadian Superstore, Zehrs and Your Independent Grocer locations nationwide.
The move marks nixit’s first expansion into the Canadian mass grocery channel and increases its domestic retail footprint by 52 per cent. The company, founded in 2019 by Rachael Newton, said it has previously grown internationally through its direct-to-consumer business.
The launch comes as consumers increasingly seek ingredient-focused personal care products, according to the company, which cited data showing 72 per cent of Canadian consumers prioritize organic ingredients in personal care products.
“Being available in select Loblaw stores nationwide will allow more Canadians to access high-quality, thoughtfully created sexual wellness products within their everyday routines,” said Rachael Newton, nixit founder. “Better options shouldn’t be inconvenient and comfort shouldn’t be optional.”
nixit said its condoms and lubricant products were developed to address concerns around ingredients and comfort in sexual wellness products. The company said the products are made without fragrances, glycerin, spermicides, casein and warming agents.
The condom line is made from natural rubber latex and lubricated with silicone oil, while the lubricant uses an aloe vera-based formula that the company said is pH-matched to vaginas and compatible with menstrual cups, devices and latex condoms.
The products being introduced at Loblaw banners include the Stamina Squad 12-pack condoms with a suggested retail price of $14.99, the Marathon 24-pack condoms priced at $25.99 and the company’s water-based lubricant at $23.99.
“Canadian shoppers are paying closer attention than ever to what’s in the products they use, and that conversation is now extending into sexual wellness. nixit’s focus on ingredient transparency and women’s health makes them a strong addition to our growing assortment in the health and personal care space,” said Elaine Lukowski, vice-president of home, entertainment and health and beauty at Loblaw Companies Limited.
nixit describes itself as a company focused on period care and sexual wellness products, including reusable menstrual discs, condoms and lubricants. Loblaw Companies Limited is Canada’s largest retailer, with more than 2,800 locations nationwide.
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