On July 21, 2026, ColombiaOne reported that Bogotá-based startup Owna Care is expanding beyond product sales to build what its founders call Colombia's first complete "sexual wellness ecosystem" — a single platform combining devices, online courses, educational content, and direct access to sexual-health specialists. Founded by Luisa Montoya and María Camila Orozco, the company expects to close 2026 with sales approaching US$390,000 and says it has already reached more than 15,000 women across Colombia.

Why It Matters

Sexual-wellness growth stories are usually told through US and European DTC brands, but Owna Care is a reminder that some of the most interesting model innovation is happening in emerging markets where the category is being built from scratch. The "ecosystem" play — bundling education, expert access, and hardware into a recurring-engagement platform — is a hedge against the discovery and retention problems that plague single-SKU toy brands, and it travels well to markets where destigmatization education is itself a value proposition. For investors scanning for underpenetrated geographies, Latin America's twin 2026 signals (Owna's ecosystem, Amary's US export record) suggest the region is maturing from importer to originator.

Owna's differentiator is deliberately not price or catalog size. Rather than importing existing toys, the founders developed their own devices and services and wrapped them in a membership-style model where customers return not just to buy but to take a course, ask a specialist a question, or work through content tailored to their life stage. The current lineup, sold through ownacare.com, includes a clitoral suction stimulator, an app-controlled vibrator called Remotto, and warming lubricants — with customer reviews on the site repeatedly noting first-time-buyer comfort and discretion. The founders frame the brand around treating pleasure as a legitimate component of overall wellbeing rather than a taboo kept apart from health.

The company's most ambitious stated move is a physical wellness center — a dedicated location combining education, sexual-health services, and in-person workshops. For a business that built early traction almost entirely through digital channels, a brick-and-mortar footprint would offer something a website can't: face-to-face guidance and a comfortable environment for a subject many Colombian consumers still find difficult to discuss openly.

Owna's rise fits a broader Latin American sextech surge. It follows another Colombian brand, Amary, which earlier in 2026 reported breaking a US sales record with its toys — evidence that the region is becoming a notable exporter and innovator, not just a consumer market, in a global sexual-wellness industry long dominated by US, European, and East Asian players.

Sources

Update — 2026-07-24

Initial entry — story first created.