LONDON—Howl, the lube and queer party brand, has officially reached its crowdfunding goal of £370,000, thanks to support from the queer community and influential allies such as drag performer Bimini.
Since its launch as a sexual wellness brand under founder Samuel Douek at the helm, HOWL has captured the attention of consumers with its premium lubricants. By fusing sexual wellness innovation with what it calls "queer joy," alongside inclusive events and sex-positive education, Howl has significantly expanded its brand. Its recent crowdfunding campaign has also helped raise visibility for the LGBTQ+ community.
"Whilst many brands have held back on pride campaigns and LGBTQ+ support in line with rising conservatism and the clamp down on trans rights across the West, it’s a bold feat for a queer founded company to hit its fundraising targets and be so loud and visible," Howl said in its announcement. "Fronted by 'Drag Race' royalty Bimini, the crowdfunding campaign soared to 92 percnet of its target in just two weeks and hit 100 percent soon after, fueled by grassroots support and community buzz."
Founder Samuel Doeuk said, “Overwhelmed doesn’t cut it. We believe in our brand, but to know so many others feel the same and want to be a part of Howl is a dream come true. Howl is so much more than just a personal lubricant. It’s a movement designed to dismantle shame, champion pleasure, and build community through great products and incredible experiences that celebrate queer joy and sexual liberation.”
From hosting sell-out LGBTQ+ raves and kink-positive events to attracting attention from retailers like Selfridges and collaborating with pop royalty such as Jade Thirlwall, Howl aims to put pleasure and inclusivity front and center in the eyes of consumers.
“We’re never taught to invest, especially as working-class queer people, yet that’s exactly how we break into—and take over—the corporate sphere," Bimini said. "Supporting queer-owned businesses like Howl isn’t just smart. It’s revolutionary. Until we dismantle the patriarchy, the most rock-and-roll move is to use capitalism against itself and fund our own liberation.”
For more information, visit: europe.republic.com/howl/sections or contact [email protected].
