Colombian Startup Owna Care Is Building the Country’s First Sexual Wellness Ecosystem

Colombian sexual wellness startup Owna Care is expanding beyond traditional product sales by building what its founders describe as the country’s first complete sexual wellness ecosystem. Founded by Luisa Montoya and María Camila Orozco, the company expects to close 2026 with sales approaching US$390,000 after combining technology, education, and thoughtfully designed wellness products into a single platform. Instead of importing existing solutions, the founders chose to develop their own devices and services, responding to growing demand for sexual health resources while positioning wellness, education, and innovation at the center of the business.

How Owna Care redefines sexual wellness in Colombia

Montoya and Orozco built Owna Care around a specific category known internationally as sexual wellness, one that treats pleasure as a genuine component of a person’s overall wellbeing rather than as a separate, taboo subject kept apart from health conversations entirely.

According to the founders, this framing is exactly what separates their company from the traditional industry surrounding this space, since Owna Care prioritizes health, education, and thoughtful design over the purely commercial angle that older brands typically leaned on to sell products.

That distinction is important because it shapes everything else about how the company operates, turning what could have stayed a simple product line into a broader mission built around changing how women specifically relate to their own bodies and self-care routines.

Education drives Owna Care’s sexual wellness platform

Owna Care’s growth doesn’t rely on product sales alone, since the company built a business model that integrates online courses, educational content, and direct access to sexual health specialists into the same platform where customers shop.

This structure gives Owna Care something most competitors lack: a genuine reason for customers to return to the platform repeatedly, not just to buy something new but to keep learning, ask a specialist a real question, or work through a course designed specifically for their stage of life. That combination has already reached more than 15.000 women across Colombia, a figure the company continues pushing higher as it works to deepen its presence and credibility within the domestic market before looking any further outward.

Owna Care plans Colombia’s first sexual wellness center

Looking ahead, Owna Care’s most ambitious move centers on creating a wellness center, a dedicated physical location where education, sexual health services, thoughtful design, and broader wellness experiences all come together under one roof. That plan marks a meaningful shift for a company that built its early traction primarily through digital channels, since a physical space lets Owna Care offer something a website or app simply cannot replicate: face-to-face guidance, in-person workshops, and a tangible environment where customers feel comfortable exploring a subject many still find difficult to discuss openly.

If Owna Care manages to translate its digital momentum into that physical footprint successfully, Montoya and Orozco will have built something far more durable than a single successful product line, creating instead a genuine category leader positioned to define how sexual wellness gets discussed, taught, and sold across Colombia for years to come.

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