LOS ANGELES—A pair of siblings, Hugo and Simone Kuijer, have launched Aia, which they say is "a stylish, sustainable sexual wellness brand designed to facilitate open, honest, and curious conversations about intimacy."
Hugo and Simone say their mission is to break the taboo on intimacy "by sparking curiosity."
In a digital age where “quick fixes” dominate, they argue that true intimacy arises from genuine connection such as intense eye contact, a subtle touch, or simply being fully present with one another.
“Intimacy comes in all shapes and sizes," Simone says. "Every person has their own preferences, and the spectrum of sexual and intimate expression is as wide as humanity itself.”
Hugo remarks, “Your intimate life is an essential part of who you are. Understanding yourself, exploring your desires, and discovering your partner’s preferences builds connection—and ultimately, more pleasure.”
Simone says that "it's time to say goodbye to shame."
"That emotion takes up too much space in our lives. It is time to give way to vulnerability, openness and curiosity. Because that results in connection and fun! Hopefully, our products can play a facilitating role in this," she adds.
The pair says their products are designed so that people can confidently leave them on the bedside table.
"Our aesthetically pleasing designs make it comfortable to display your sexual wellness products without shame," the couple continues. "We invite everyone to explore. Curiosity is key—trying new things, with yourself or a partner, can bring fun and excitement beyond the familiar.”
They also have set out to treat their products with the same care, style, and ingredient integrity as premium skincare. All their products are vegan, cruelty-free, pH-neutral, and packaged in glass bottles. The Aia gift boxes are made from recycled cardboard, and production in the Netherlands minimizes transport emissions.
The company launched with five core products: 100% natural lubricant, 100% natural massage oil, Stimulating gel, Delay gel, and a 98% natural toy cleaner. Coming soon are a natural massage candle and lingerie.
Simone concludes, “Being intimate in a sustainable way doesn’t have to be boring. Sexy design meets conscious living in every Aia* product. No excuses—time for intimacy, time for Aia.”
