Ep 51 | A New Era for Women's Sexual Health Arrives (Through Red Light and Tech Innovation)

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Why can men openly discuss and advertise solutions for erectile dysfunction, while women's intimate health remains shrouded in silence and shame?

In 2025, the word "vagina" still triggers censorship on major platforms – a stark reminder of the double standards in sexual health. But a new wave of femtech innovators is changing this narrative, putting women's pleasure and wellbeing at the center where they belong.

I recently sat down with Colette Courtion, the trailblazing founder of Joylux and one of Inc. Magazine's Top 100 female founders. With 21 patents to her name, Colette is transforming women's intimate health through innovative technology. Her journey began with a personal struggle that many women face – the sudden changes in intimate health after childbirth and with the transition into menopause.

The Silent Epidemic in Women's Health

The statistics are striking: while erectile dysfunction affects about 25% of men, between 50-75% of women experience significant changes in their intimate health during menopause. These changes include vaginal dryness, painful intercourse, incontinence, recurrent UTIs and loss of sensation – collectively known as Genitourinary Syndrome of Menopause (GSM).

"We think the real number is upwards of 75% of women who will experience GSM symptoms," Courtion explains. "Many women don't share with their doctors that they're experiencing incontinence or dryness because it's just not openly discussed."

Breaking New Ground with Red Light Technology

The cornerstone of Joylux’s innovation is the vFit device, which uses red light therapy to support intimate health. Here’s how it works:

• Red light penetrates tissue at the cellular level, targeting mitochondria—the energy factories inside each cell.

• This stimulates the production of ATP (adenosine triphosphate), the body’s energy currency, and nitric oxide, a key molecule for circulation.

• Increased nitric oxide improves blood flow and enhances natural lubrication.

• More ATP means better collagen and elastin production, strengthening and revitalizing tissue health.

"What we know specifically about red light is that when it comes in contact with your skin, your tissue at a high power, it penetrates and sends energy down to your cellular level," Courtion describes. "It's not about destroying tissue – it's about accelerating healing."

Halle Berry's Journey: From Pain to Partnership

Halle Berry’s story mirrors what many women endure in silence. The Academy Award-winning actress found herself in a painful situation when she met "the man of her dreams" but started experiencing severe vaginal discomfort. “She talks openly about how she and Van were having amazing sex—until it started to hurt. She describes it feeling like ‘razor blades,’” Courtion shares.

Berry’s pain worsened, leading to misdiagnosis. “It got so bad she developed what looked like sores, which can happen when vaginal tissue becomes raw and dry. Her doctor, unfamiliar with severe vaginal atrophy, initially suspected herpes,” Courtion explains. After stress and uncertainty, Berry finally learned the true cause: severe vaginal atrophy, a common yet rarely discussed menopausal condition.

Her search for relief led her to the vFit device, which she credits with transforming her intimate health. What started as a personal discovery became a passionate partnership. “She invited us to her home for what was supposed to be a short meeting—it turned into two hours. By the end, she said, ‘I want to partner with you and help women,’” Courtion recalls.

Berry is now more than a brand ambassador—she’s a shareholder and active in product development. She even helped design Let’s Spin, an intimacy gel aligned with her vision for clean, effective care. “She wanted a bottle that feels good in your hand and belongs on your nightstand—without shame,” Courtion notes.

By sharing her struggles and partnering with Joylux, Berry is reshaping the conversation around menopause and intimate health. Her message is clear: these challenges are common, solutions exist, and no woman should suffer in silence.

Fighting Censorship in the Digital Age

One of the biggest obstacles in women’s health today is digital censorship—a barrier that keeps essential education and solutions out of reach. Social media platforms and advertising networks frequently flag words like vagina and sex as inappropriate, making it nearly impossible for companies like Joylux to connect with the women who need them.

“We didn’t want to say we have a product for your ‘hoo-ha.’ Imagine if you couldn’t say, ‘We have eyeglasses.’ Instead, you’d have to say, ‘We have these spectacles for those things on your face.’ It’s nonsense,” Courtion points out.

When I ask her how we can fight this censorship, she’s clear: Men’s health conversations aren’t silenced—ours shouldn’t be either. To push for change, we must:

• Advocate for fair advertising policies that allow open conversations about women’s health.

• Normalize menopause and female sexual wellness in mainstream discussions.

• Hold digital platforms accountable for discriminatory content moderation.

• Support organizations prioritizing women’s health and pushing back against censorship.

Women deserve the same respect, visibility, and freedom as men when discussing their bodies. It’s time to change the narrative—one voice, one policy, and one action at a time.

The Future of Femtech

The femtech industry represents a powerful shift in healthcare, putting control back in women's hands. While traditional treatments like hormone replacement therapy remain valuable, new technologies offer additional options for women seeking solutions.

Key advantages of at-home devices like vFit:

• More affordable than in-office treatments ($300 vs $3,000+)

• Convenient home use

• Comparable results to clinical treatments

• Ability to maintain results long-term

Taking Action for Better Intimate Health

For women experiencing changes in their intimate health, Courtion recommends:

1. Don't suffer in silence – these issues affect millions of women

2. Explore multiple treatment options, from HRT to new technologies

3. Consider at-home devices for ongoing maintenance

4. Use pH-balanced, clean products for intimate care

5. Join the conversation to help break down stigmas

The Road Ahead

The future of women's sexual health is bright, but there's still work to be done. "We're still at the nascent stages," Courtion notes. "While there's a lot of innovations happening, I'm less focused on the latest and greatest, because I still need to educate women today on what we can do for their health."

The message is clear: women's sexual health deserves the same attention, innovation, and open discussion as men's health. Through technology, education, and breaking down stigmas, we're entering a new era where women can access the care they need without shame or silence.

"This is an incredible time of your life," Courtion emphasizes. "Don't think that it's all doom and gloom and you're past your prime. Sex actually in menopause can be some of the best sex ever. This is a time to thrive."

An Oprah Special: The Menopause Revolution featuring Halle Berry and leading menopause advocates will be airing Monday, March 31 on ABC at 7p PT/10p EST

ABOUT COLETTE COURTION:

Named one of Inc. Magazines Top 100 Female Founders of 2020, Courtion is a distinguished and award-winning consumer marketer, inventor (21 issued patents), and femtech leader who is revolutionizing the $600 billon dollar menopause market with Joylux—the leader in at-home devices, personal care products and digital tools for menopausal women experiencing vaginal and sexual health issues. With over 20 years of cross-functional expertise leading consumer product, retail, and medical device companies, she is known as a category creator in the emerging health and wellness space. Prior to founding Joylux and her other two skincare related start-ups, she was a marketing executive with Starbucks responsible for launching and growing the Starbucks Card and Customer loyalty program into a multi-billion-dollar business. Courtion and her companies have earned numerous accolades including the AARP Innovation Lab’s Women’s Health Award (2021), Angel Capital Association’s Most Innovative Company (2019), Best Product of the Year (2003) for Starbucks Duetto Card from Business Week, Top 15 Women of Influence (2009) in Seattle and Top 40 Under 40 leaders (2006) in Seattle from Puget Sound Business Journal.

• Website: https://joylux.com/ Pleasure in the Pause listeners can use code PLEASURE for an exclusive discount of 15% off Joylux vFit

• Instagram: https://www.instagram.com/joyluxinc/

• LinkedIn: https://www.linkedin.com/in/colettecourtion