In 2018, CEO Angela Mustone founded HighOnLove® with the aim of celebrating pleasure and making it accessible to women globally. At a time when sexual wellness was still stigmatized, her female-centric brand emerged boldly, leading a new era with products crafted to enhance intimacy through the benefits of botanicals.
What inspired you to start HighOnLove?
HighOnLove came from a real passion for celebrating pleasure and self-love in a way that felt fresh and elevated. I’d spent years in the beauty and wellness world and noticed there weren’t many options that made intimacy feel luxurious—something you'd proudly display, not hide in a drawer. I wanted to change that.
At the same time, I was learning about different clean ingredients, like hemp seed oil, and their incredible benefits. I thought: Why not bring them into the bedroom? My goal was to help women feel empowered and confident. I believed intimacy products should be as beautiful, high-quality, and celebrated as anything else in self-care. That vision is what led me to create HighOnLove.
How did your background influence the creation of the brand?
My background has everything to do with why HighOnLove exists. I spent years in both the beauty and sexual wellness industries—two worlds that don’t always overlap, but should. Working with brands like Dermalogica taught me the importance of quality ingredients and elegant branding, while my time at Calexotics showed me firsthand how much demand there was for intimacy products that actually catered to women’s needs.
What was the biggest challenge in launching the business?
Honestly? Getting people to take a luxury intimacy brand seriously. When I first started, a lot of investors and retailers didn’t quite get the vision. A hemp-infused, high-end intimacy line was a totally new concept at the time, and I had to work hard to prove there was a real market for it. Another big challenge was navigating the ever-changing retail world. When COVID hit, everything shifted online almost overnight, and we had to pivot quickly. But adapting to those challenges made us stronger. Looking back, every hurdle—from breaking industry barriers to building an engaged community—only reinforced why I started this in the first place.
How do you differentiate HighOnLove from other intimacy and wellness brands?
HighOnLove is all about combining luxury with intimacy in a way that feels modern, inclusive, and empowering. From the start, I wanted our products to feel like something you’d find at a high-end beauty counter—gorgeous, thoughtfully formulated, and something you’re proud to use.
We also take a different approach by putting women at the center of everything we do. Many brands in this space have historically been created by men, for men, but we focus on pleasure from a woman’s perspective.
Our products are made with clean, premium ingredients (like our signature hemp seed oil) and designed to heighten intimacy while also nourishing the body. And then there’s the education piece—we’re not just selling products, we’re helping to normalize conversations about pleasure and self-care. That’s a huge part of our mission and what really sets us apart.
How do you ensure the quality and safety of your ingredients?
We don’t mess around when it comes to quality. Every product starts with premium, clean ingredients, and I often travel to find the best sources for things like hemp seed oil and botanical extracts. We only work with trusted suppliers, and everything we create is free from parabens, allergens, and anything harsh.
All our products are vegan, certified cruelty-free with Leaping Bunny, and made in small batches to maintain high-quality control. Before anything hits the market, it goes through rigorous testing—stability tests, safety checks, and real-world trials with our team and product testers. Transparency is key, so we always make sure our ingredients are clearly labeled. If it’s not something I’d personally use or recommend to my best friends, it doesn’t make the cut.
Have you noticed a shift in consumer attitudes toward intimacy and self-care?
Absolutely! When I first launched HighOnLove, talking about sexual wellness still felt a little taboo. Now, it’s becoming a normal part of the self-care conversation, which is amazing to see. Women are embracing their pleasure in the same way they prioritize skincare or fitness, and there’s a growing openness around intimacy and wellness products. I think social media has played a huge role in this shift. More people are talking openly about pleasure, and brands like ours are helping break down old stigmas. People are more informed, more confident, and less afraid to invest in their own pleasure, which is exactly the change we wanted to see.
How do you stay ahead of trends in the wellness and intimacy space?
A mix of listening, learning, and a little bit of intuition. First and foremost, we stay really connected to our customers. I’m always paying attention to what people are asking about on social media, what they’re excited to try, and what gaps still exist in the market. Beyond that, I keep a close eye on the beauty and wellness industries because trends in those spaces tend to influence intimacy products, too. Clean ingredients, luxury formulations, and cannabis wellness all started in beauty before making their way into sexual wellness, so I make sure we’re ahead of those shifts. I also travel a lot and love looking at what’s happening in global markets. Sometimes trends emerge in Europe or Asia before they catch on in North America, and spotting them early helps us stay ahead. We’re always testing and developing new formulas to make sure we’re pushing boundaries and creating products with dreamy aromas that our customers love.
What has been the most popular product so far, and why do you think that is?
Our Stimulating Sensual Oil and Stimulating O Gel are the standouts. They’re absolute game-changers for anyone looking to enhance sensation, boost pleasure, or address dryness. We hear from women all the time who say these products have transformed their intimate experiences, whether they’re dealing with postpartum changes, menopause, or just want to spice things up. I think they’re so popular because they actually work. They’re made with high-quality, body-safe ingredients that naturally increase blood flow and heighten pleasure—without any weird additives. Plus, they’re beautifully packaged and feel like a little luxury rather than something cheap, or clinical. It’s a perfect balance of indulgence and functionality, which is what HighOnLove is all about.
What’s the most rewarding part of running HighOnLove?
Hands down, hearing from our customers. Nothing beats getting a message from someone saying, “This product made me feel like myself again” or “I finally feel comfortable with intimacy again.” Those moments remind me why I started this brand in the first place.
Beyond that, seeing how the conversation around sexual wellness is evolving is incredibly rewarding. When we launched, there was still so much hesitation around discussing pleasure openly. Now, we’re helping to normalize the idea that women deserve to feel good—without shame or secrecy. That’s a huge win.
How do you balance being an entrepreneur with your personal life?
It’s a constant work in progress! When you’re building something you love, the lines between work and life can get blurry. But I’ve learned that taking care of myself actually makes me a better leader. I make a point to carve out time for things that recharge me—whether it’s a bike ride, lunch with a friend, or just unplugging for an evening and binge-watching a series on the couch with my dog and cat.
I also have an amazing support system. Surrounding myself with people who encourage me (and remind me to take breaks) makes a huge difference. And honestly, I think balance is less about rigid schedules and more about being present in the moment. When I’m working, I give it my all. When I’m off, I try to really be off. It’s not always perfect, but I’ve learned that stepping away from the business sometimes is just as important as showing up for it.
Have there been any unexpected lessons you’ve learned along the way?
So many! One of the biggest: Setbacks aren’t failures—they’re lessons. In the early days, I faced a lot of resistance, whether it was from investors who didn’t understand the market or retailers hesitant to stock intimacy products. At first, it was frustrating, but I quickly learned that every “no” was just redirection toward something better. I’ve also learned that you can’t do it all alone. As a founder, you want to have your hands in everything, but trusting the people around you is so important. Having a great team, leaning on mentors, and asking for help when you need it can make all the difference.
What’s next for HighOnLove? Are there any exciting new products or collaborations in the works?