News

Beacon Wellness Brands Appoints New CEO, Extends PlusOne Beyond The Sexual Wellness Category

Yellow Wood Partners-owned Beacon Wellness Brands is on a mission to maintain PlusOne’s position as a leading mass-market sexual wellness brand and extend it into women’s intimate wellness. 

Today, PlusOne is launching a collection it calls Intimate Wellness is Wellness with four device offerings designed for postpartum and perimenopause symptom relief. Priced from $34.99 to $59.99, the offerings include a breast and body massager for lactation and combatting cramps, kegel trainer, vaginal dilator set with four silicone dilators for alleviating discomfort during intercourse, and menopause massager or warming vibrator for relaxing muscles and increasing vaginal blood flow for women going through perimenopause and menopause.

The Intimate Wellness is Wellness will be sold at all of PlusOne’s key retailers such as Walmart, Target, CVS and Walgreens along with Amazon and the brand’s website. According to market research firm Nielsen, PlusOne is sold in nearly 24,000 retail doors nationwide. The collection was created with input from PlusOne’s so-called Wellness Collective, an expert panel of gynecologists, urologists, pelvic floor surgeons, sex therapists and sexologists, among them pelvic health authority Betsy Greenleaf and urologist Karyn Eilber, co-founder of the brand Glissant.

As Beacon Wellness builds PlusOne, it’s changing its C-suite. COO Maria Warrington, a longtime finance professional and previous CFO of Beacon Wellness, is being promoted to CEO of the company. Warrington was the first hire Yellow Wood made after acquiring Clio, parent company of PlusOne, Plum Beauty and Palm Perfect, in 2022 when it was generating $100 million in sales. She worked with ex-CEO and founder Jamie Leventhal, who bootstrapped Clio in advance of its sale, for about a year prior to his departure in late 2022.

Warrington is taking over the CEO post from Lisa Tanzer, former president of apparel company Life Is Good, who was appointed CEO of Beacon Wellness in March 2023 and is leaving the company at the end of the month. “I have really worked closely with Yellow Wood and Lisa on the strategy [and] feel really confident in a seamless transition,” says Warrington. “The succession plan has been in place with my promotion to COO, so I’ve had that ability to focus my leadership within both Beacon Wellness brands and the Yellow Wood portfolio.” 

Last year, Leventhal told Beauty Independent he was searching for brands to buy to grow Beacon Wellness’s portfolio of brands—and Warrington mentions that search hasn’t ended. “In collaboration with Yellow Wood, we are actively pursuing strategic acquisitions to help really round out our portfolio and maximize our platform’s potential,” she says. “At a high level, Beacon Wellness Brands’ mission is to empower accessible self-care because wellbeing for all starts with taking care of yourself. That’s how we think about all of our brands and really being an accessible self-care portfolio.”

While PlusOne is expanding beyond pleasure devices, pleasure devices continue to be its bestsellers, and the brand isn’t backing away from its core sexual wellness customers. PlusOne’s Bullet Vibrator is the No. 1 vibrator on Amazon. “We are going to be meeting our consumer where they are,” says Warrington. “Many of our customers still want the true sexual wellness products. We expect to see product innovation in the wellness collection as well as in our core sexual device category.”

View the full article at BeautyIndependent.com