Mila (heymila.co), a Miami-based intimate wellness brand, has raised $2.5 million in an oversubscribed pre-seed round led by Mensch VC with participation from Sticker Ventures. The company creates design-forward pleasure accessories and intimate care products that position sexual wellness as routine self-care alongside skincare. The capital will accelerate product innovation and expand into premium retail.
Funding Signals Category Shift
The timing comes amid cooling investor interest in sexual wellness after the 2020-2021 femtech peak. Maude raised $11.55M across multiple rounds while Dame Products secured $15M. Hello Cake raised over $36M. Mila's approach — treating intimacy with beauty standards and patent-pending hardware — addresses a gap between hypersexualized toys and clinical health products.
Stagnant Innovation in Sexual Wellness
Product development in the category has largely focused on suction technology for more than 15 years. Most offerings remain white-label devices or basic lubricants without premium ingredients or elevated design. Women seeking modern self-care rituals found few options that felt aspirational rather than taboo or medical.
Beauty Standards Applied to Intimacy
Mila built Aura, a patent-pending 4-in-1 personal massager co-designed with the lead engineer behind Dyson's Airwrap. The device combines orbital massaging, heat, vibration, and suction in medical-grade silicone. Bloom gliding mists use skincare-inspired ingredients like collagen and centella asiatica. Bare collagen wipes complete the routine.
As Ada Trujillo, co-founder, noted:
"For years, beauty brands have taught consumers to be intentional about what they put on their skin. The industry transformed everyday products into rituals. Intimate wellness never got that same evolution."
Mission Capital Backs New Category
Mensch VC led the round alongside Sticker Ventures and angels from Spotify, Dyson, Tetra Pak, and BrewDog. The oversubscribed round exceeded the original $1M target. Boaz Shedletsky of Mensch VC cited the founders' ability to build and scale alongside traction from day one as key factors.
Market Growth and Retail Normalization
The global sexual wellness market reached $28.82B in 2026 and is projected to hit $52.84B by 2034 at a 7.87% CAGR. The sex toys segment grows faster at 10.8% CAGR. Retailers including Sephora, Target, and Ulta now dedicate shelf space to the category, creating openings for premium brands that fit beauty aisles.
Founders Bring Scaling and Branding Expertise
Kim Aviv previously served as COO of a fintech firm that scaled to $4.5B in assets under management. Ada Trujillo brings branding expertise and experience as a former Division I basketball player who competed professionally overseas. The pair spent two weeks in an Airbnb researching the category before launching in November 2025.
Mila sells direct-to-consumer on Shopify and has begun conversations with premium retail partners.