On Intimacy: A discussion with the founders of Mauj, Nawat Health and Wumi
In a region where discussions about sexual and reproductive health are often met with resistance, a new wave of MENA women-led initiatives is challenging the status quo.
From tackling outdated mindsets like “don’t touch yourself” to empowering women to explore their sexual needs, Jdeed introduces Mauj, a safe platform to explore the body, sexuality, and pleasure; Nawat Health, the MENA region’s only platform dedicated to guiding women toward better sexual and reproductive well-being; and Wumi, a line of plant-based intimate care products for the vulva, sustainably made in France.
In an exclusive Q&A session, Jdeed explores the personal journeys that inspired the founders to create their brands and platforms, as well as the impact they hope to have on the communities they serve.
Words/Zainab Mehdi
Jdeed: Could you share the story behind the founding of your organisation/brand and what inspired you to create it?
Noor Jaber: I founded Nawat Health after over a decade working in the humanitarian field, primarily with the Red Cross and the International Committee of the Red Cross (ICRC). During my time in disaster management, I realised that sexual and reproductive health was a crucial part of supporting people in crises. I saw firsthand, in places like Lebanon, Yemen, Libya, and Sudan, how women faced shame and stigma about their bodies and health, and often felt discouraged from asking important questions. Growing up in a religious minority in Lebanon, I experienced similar challenges and often felt there was nowhere to get honest answers.
This, combined with my public health background, inspired me to focus on helping women break free from these taboos. In 2021, I left my job at the ICRC to pursue my passion, training as a sex counsellor while learning about business. By combining my experience in public health with technology, I aimed to create a platform that would empower women with trustworthy information, free from judgement, and that’s how Nawat Health was born.
Najwa Harfouch: Wumi was inspired by my own experience with intimate wash products. As a child, my mum introduced me to them, but a gynaecologist later advised using only water. Unsatisfied with just water, I continued using the products until concerns about their safety led me to my grandmother, who created a gentle natural remedy. After sharing it with friends, I decided to create a product for a wider audience.
Although I initially thought a large company like L'Oréal should create it, after attending a beauty business course in London, I decided to pursue it myself. I collaborated with a lab in France and consulted gynaecologists over the course of two years to perfect the formula, ultimately launching the brand through crowdfunding in France. Since then, Wumi has grown, and I am now focusing on expansion and exploring new products, while waiting for the right partner to assist with future launches.
Mauj*: Mauj was founded in 2020 after my co-founder and I met. We realised that we’d had such similar journeys as young Arab women navigating topics like menstrual health, sexuality, pleasure, and relationships. We had spent the majority of our twenties undoing years of conditioning and shaming around our bodies and sexuality, practicing acceptance and mending our relationship with our bodies and ourselves. We were both tired of the shame, stigma, and misinformation surrounding our bodies, and so we decided to change the way we learned – and spoke – about ourselves. We knew that we weren’t alone in this and that our journey of learning about our bodies and selves was not unique to us. And that’s how we created Mauj, as the first sexual and reproductive wellness brand of its kind by and for Arab women. Early on, we recognised that the lack of conversation and accurate information affected everyone, regardless of background, so we made education the core of what we wanted to offer. This led us to start with social media content, knowing we could make a meaningful difference by addressing the lack of open discussions in our communities.
Jdeed: Why is the work of your organisation/brand especially important in the Middle East, where discussions about sexuality and reproductive health are sometimes viewed as taboo or heavily stigmatized?
Noor Jaber: At Nawat Health, we offer women the opportunity to access services anonymously through the app in a confidential and secure way, especially if they feel uncomfortable or ashamed discussing their sexual and reproductive health. All the content provided is curated by experts, ensuring it is both accurate and reliable. If users need further support, they can also book an anonymous one-on-one consultation for personalised guidance.
There are two key points to highlight in relation to discussions around sexuality and reproductive health. First, Nawat is built by Arab experts for Arab people, which makes a significant difference. Often, when we think about sexuality and reproductive health, there is a perception that these topics are shaped by a liberal, Western perspective. However, in reality, sex, sexuality, and reproduction have always been part of Arab culture. In fact, Arab philosophers, researchers, and scholars from the 10th and 11th centuries have written extensively on these topics, demonstrating that these issues are deeply rooted in our cultural history. Second, Nawat Health is here to shift the narrative around these subjects being seen as foreign, and to reaffirm that they are an integral part of our culture.
Ultimately, our goal is to support women wherever they are, free from prejudice or judgment. We don’t tell them what is right or wrong; instead, we empower them to make informed decisions for themselves, rather than having those decisions made by others.
Najwa Harfouch: In the Middle East, discussions about reproductive health are often taboo, and women face stigma when addressing these topics. This makes it difficult for them to find trusted products. My brand is important because it offers a safe, gentle alternative to harsh products that disrupt the natural balance. By providing a solution that respects both cultural practices and women’s health, Wumi helps break the silence and empowers women to care for themselves without shame, especially in a region where these conversations are often overlooked.
Mauj: We view our work as crucial in a region where sexuality and reproductive health are often taboo or stigmatised. When we launched, we found that so many essential resources either didn’t exist in Arabic or, when they did, perpetuated shame — especially around topics like self-pleasure. For example, searching for terms related to masturbation in Arabic often led to results about its dangers, fuelling guilt and confusion.
We aim to fill this gap by offering clear, accessible, and judgment-free content in Arabic. Our educational materials provide the information we wish we had growing up, helping women to better understand their bodies and break the stigma surrounding these conversations.
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Jdeed: Are there any personal stories or testimonials from individuals who have shared how your organisation’s/brand’s work has had a significant impact on their lives?
Noor Jaber: Women have shared powerful feedback with us, such as: "I never realised how much my family upbringing and dynamics have affected my current relationships — whether it’s how I approach choosing a partner, my relationship with my partner, or even my dynamics with my children."
Seeing women express these insights makes me incredibly proud. At the same time, I also receive messages from women who, in reality, have no access to sex counsellors or educators to talk about the issues they are facing — whether they are single or in a relationship. Being able to facilitate these conversations anonymously helps create a safe space for them.
One real-life story we received was from a woman who said: "I married my partner, but he no longer desires me. What should I do?"
In response, we reassured her that what she’s experiencing is normal, and there’s no need to worry. We provided support and guided her on how to approach the situation, encouraging her to talk openly with her partner.
When we talk about impact, it’s moments like this that remind us we’re making a real difference in people’s lives — helping them navigate their relationships and providing the support they need.
Najwa Harfouch: Yes, one of my clients shared a deeply emotional story. She had been struggling with menopause and chemotherapy, to the point where even wearing anything was painful. After using Wumi, she found relief — her symptoms improved, and she began experiencing healthy discharges again. She said she couldn’t live without Wumi now, as it helped her rebalance, hydrate, and feel comfortable again. It was a very moving moment for me, as I didn’t create the product for others at first; it was something I made for myself. Hearing stories like this makes me feel like I’m truly helping people, even though I’m not pushy in marketing my brand. I simply want women to have a choice and feel comfortable with their own bodies.
Mauj: Yes, we receive many powerful testimonials from women who express how our work has made a significant impact in their lives and on their relationship with their body and sexuality. A lot of women come to us looking for reassurance. They want to know whether what they’re experiencing is normal, whether their bodies are okay, or if their feelings are valid. They are always relieved to find a supportive, non-judgmental space where they can ask questions and get the help they need. We also receive messages from women who have never had an orgasm before — some of whom have been married for years! After exploring our products and resources, they shared with us how they were able to discover new aspects of their bodies and had experiences they never thought were possible. Additionally, we connect women with doctors, which helps
The stories and testimonials we receive from women are a constant reminder of how crucial these conversations and resources are, and an encouragement to us to keep preserving despite the difficulties of operating in this space.
Jdeed: Are there areas within your work that you feel are currently lacking or could be improved? If so, do you have plans to address these gaps, or are there specific challenges — such as cultural barriers or funding constraints — that are holding back progress?
Noor Jaber: Funding is a major challenge for us — it’s one of the key factors that limits our ability to fully expand and reach our potential. Another difficulty we face is finding partners who are truly aligned with our values and vision, especially when it comes to sexual and reproductive health and rights. This goes beyond just topics like fertility and pregnancy; there are deeper issues we need to address openly and honestly.
Additionally, one of the biggest obstacles is spreading the word about what we do. For example, shadow banning on platforms like Meta (Facebook and Instagram) has been a significant barrier. Because we discuss explicit content related to sex, sexuality, and reproductive health, we face restrictions that prevent us from using digital media effectively. This makes it much harder to share our message and reach the people who could benefit from our services.
Najwa Harfouch: One of the challenges I face is the ongoing effort to introduce the product to new people. While I’m proud of how the product has helped so many, it can sometimes feel overwhelming to constantly find new ways to share it. Ideally, I would love to focus more on personal connections, such as hosting intimate events with women, as I believe these experiences create deeper bonds and resonate on a more personal level. Another challenge is finding the right partner to scale up the brand. While the development is progressing slower than perhaps other cosmetics brands, this is because I am taking my time to find the right partner. I’m focusing on experiences that build meaningful connections, such as travelling with the product and allowing women to share their stories.
Mauj: We face significant challenges due to the cultural stigma surrounding female pleasure and sexuality. For example, we can’t advertise products like vibrators on platforms like TikTok and Instagram, and most direct-to-consumer brands rely heavily on social media marketing. Our content is often shadowbanned or censored, even when it’s educational. We’ve joined a campaign with the Center for Intimacy Justice to push for changes in social media algorithms.
Additionally, we struggle with securing funding, as many investors are hesitant to back us because our work is seen as too taboo. Overcoming these challenges requires changing cultural mindsets, and we remain committed to pushing forward despite these obstacles.
Jdeed: What makes your organisation/brand stand out from other organisations that focus on health and sexuality? Are there any unique aspects or interesting facts about your organisation/brand that you’d like to highlight?
Noor Jaber: I’ve touched on this a bit already, but one thing that really sets us apart is the calibre of experts we work with. We don’t just onboard anyone — our team is carefully selected to ensure they offer a high standard of care. When we say we provide judgment-free care, it’s not just a slogan. The experts we work with are trained to offer that level of understanding and empathy, which I think is often lacking in other services.
Another unique aspect of our approach is that we focus on a pleasure-positive perspective. Often, when sex and sexuality are discussed, the conversation is dominated by risk management — “don’t get STIs, use condoms” — which, while important, is only part of the picture. What we do differently is focus on the joy and pleasure that sex can bring. We believe that sex and sexuality are not just about prevention but also about understanding and embracing the pleasure that comes with it. After all, God created us with bodies that allow us to experience pleasure, so why shouldn’t we celebrate that? By embracing our bodies in this way, we can better understand ourselves and build healthier, more fulfilling relationships.
Najwa Harfouch: Wumi stands out because it’s deeply personal. The brand is a reflection of my own experiences with intimacy and health, and as I continue to grow, so does the brand. By sharing my journey openly, I’m able to connect with women on a more meaningful level.
What truly sets Wumi apart is its foundation in spiritual and healing practices, inspired by my grandmother’s wisdom. It’s not just about hygiene; it’s about creating a self-care ritual that empowers women and boosts their confidence.
Mauj: What sets us apart is our focus on female pleasure, an area often overlooked by other brands in the health and sexuality space. While many organisations focus on reproduction, STIs, or medical aspects, we prioritise breaking the taboo surrounding pleasure. We aim to normalise these conversations in the Arab world, where such topics are rarely addressed openly. By putting pleasure at the forefront, we create a unique space for education and support, empowering individuals to embrace their bodies and sexual well-being in a way that other platforms don’t. This focus on pleasure and sexual empowerment is what truly distinguishes us.
Jdeed: Can you tell us about any upcoming projects or initiatives for your organisation/brand? How do you see its future, and what role do you envision it playing going forward?
Noor Jaber: We’re planning a soft launch of our mobile app at the end of this year. Currently, we are testing it in partnership with Oxfam across three different countries in the MENA region. This is a major step forward for us.
We’re also exploring how to expand our focus beyond just sexual and reproductive health and rights to include issues like gender-based violence (GBV), which is a crucial element of this conversation. This includes addressing topics such as sexual abuse and harassment. We’re working on integrating these services into the app so that it’s not only about clinical care — like visiting OB-GYNs or speaking with sex counsellors — but also offering support for trauma and violence. In the MENA region, for example, 35% of women in partnerships have experienced GBV at some point in their lives, so it’s an important issue that we’re tackling as part of our offering.
Beyond this, we’re focused on finding ways to increase access to our services, particularly for women who cannot afford them. We’re thinking about how we can create more equitable solutions and partner with others to ensure our services reach those who need them the most. Our goal is to make our support available to all women, regardless of their financial situation.
Najwa Harfouch: Looking ahead, I see Wumi evolving into a lifestyle brand. I recently recorded a podcast with a French woman who runs a platform focused on sexuality, and it was such a fun experience. Going forward, I’m excited to launch women’s circles—gatherings where women can connect, share, and learn about health and sexuality. These circles will create a safe space for open conversation and self-care, which is something I’m passionate about. It’s all part of my vision to help women feel empowered and confident in every aspect of their health.
Mauj: We’re working on several exciting initiatives. We’ve partnered with a global leader in the pleasure product space and are planning to make our products, such as lubricants, oils, and feminine wipes, available in retailers across the UAE and Saudi Arabia. We’ve also soft-launched our app, which connects women with peer-to-peer support and in-house sex educators. We’re really excited to be expanding our physical and digital product offering over the next few months.
Jdeed: Finally, out of curiosity, what inspired the choice of name for your organisation/brand?
Noor Jaber: In Arabic, Nawat (نواة) means core or nucleus. We chose this name because, at Nawat Health, we place women at the core of everything we do. Sexual and reproductive health, as well as our sexuality, are deeply personal aspects of who we are, and they are central to our well-being. The word Nawat reflects that core essence of our work. We were also inspired by Emily Nagoski’s book Come as You Are, where she talks about the idea that every woman is born like a fertile garden. Over time, different influences — such as our families and cultures — plant seeds within us. Some of these seeds grow into beautiful plants, while others, like negative thoughts about our bodies or self-image, can turn into weeds.
At Nawat Health, we aim to help women identify and nurture the healthy, positive seeds, while removing the harmful ones. We support women in planting the right nawat — the healthy thoughts and beliefs that will allow them to grow and thrive, making empowered choices for their bodies and their lives.
Najwa Harfouch: When creating the brand, I wanted a name that felt inclusive and non-conforming. I didn’t want something that would pigeonhole customers into one specific category, especially for women who may not identify with traditional labels, such as those who are non-binary or transgender. I also didn’t want it to be overly "girly" or specific to those who can reproduce. I was looking for something that could resonate with everyone, regardless of their journey or identity.
The name Wumi is derived from the word "womb," which is central to the concept of femininity and life, but it’s also an expression of empowerment and knowledge about one’s body. Additionally, Wumi has a Yoruba meaning of “gift of God,” which holds personal significance, as I have Yoruba ancestry. It felt like a sign that this should be the name, bringing together both my heritage and the purpose of the brand.
Mauj: The name Mauj means ‘waves’ in Arabic, which holds deep significance for us. Waves symbolise the ongoing movement and change, much like our mission to challenge the traditional norms surrounding sexuality and reproductive health in the Middle East. It represents the flow of female sexuality, pleasure, and self-discovery. Additionally, water and waves are closely tied to femininity and sexuality in psychology, and tides are governed by a rhythm similar to the menstrual cycle, which resonates with our core values.
*Mauj is an anonymous online platform and does not disclose any information about its founders or team members
Know more about the platforms and brands below:
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