Margaux Dietz and Lovisa Wallin invest in a new industry

It is becoming increasingly common for influencers to start their own companies. Bianca Ingrosso sells make-up, Matilda Djerf clothes and hair products, and next in line are Margaux Dietz and Lovisa Wallin who, with the company Niut, enter the market for sex toys.

Lovisa herself has hinted in her podcast “Måndagsvibe” that something unexpected is afoot and yes, starting to sell sex toys in particular may seem unexpected for two of Sweden’s biggest influencers. But for Margaux Dietz, the niche is not new. Already in 2021, she released the novel “Alexa”, which she herself described as a mixture of the film “Fifty Shades of Grey” and “Sex and the city”.

Since November 2022, Margaux has had to struggle to rebuild her personal brand after she posted a Youtube video of a knocked out man. Overnight she lost all her collaborators, and since then she has lost many thousands of followers on Instagram but tried to live as usual. Many have wondered what she will do next, and now we know.

How has this time been for you? What have you learned?
– There were mistakes that happened in a hurry and I want to emphasize that I took and take full responsibility for how it turned out. It was a lesson for life, but I am convinced that mistakes don’t have to be just a failure if you learn something, says Margaux.

What do you want to say to those who still question your actions and you?
– I fully understand that people can think differently about me and that’s okay. I try to do good things and be nice and I think that is a good way forward.

When we hear via link, Lovisa Wallin is in Marbella in Spain with her family, and Margaux Dietz is at home in Sweden and settling in the new office.

When and how did you realize you wanted to start a sex toy company?
– I started thinking about it already when I released the book. I wanted to make a kit of sex toys to match the launch, but there was nothing I could identify with. Everything was so masculine and hard. “How hard can it be to do this myself?”, I thought then. Then I realized quite quickly that it was difficult, says Margaux.

The first product, which goes on sale already on Thursday, will be a heart-shaped pink vibrator with seven different vibrations, which they both say is so beautiful that it can stand in front of them. They themselves are responsible for everything from idea to stock. The shape of the vibrator, like the parents of young children they are, they developed together with the help of Play-doh clay, Margaux shows with her hands. When I ask how much they themselves have also tested the vibrator, I get the answer “a lot”.

Lovisa Wallin: Porn gives a distorted view of sex

Is it important that women talk and deal more with sex?
– I discussed it last yesterday with an acquaintance, that sex is so much about what the guy thinks. Many do not dare to say if they have not come because the most important thing is that the guy is allowed to do it. People have a distorted image of what sex should be like because of porn, I think. We want to change attitudes and open conversations about women’s health, pleasure and sexuality. We simply want more women to come, laughs Lovisa.

How did you two get to know each other?
– I found Lovisa’s blog around ten years ago, when I was working as a manager for some blog portals and I was trying to find new stars. She had maybe ten readers then, but I really saw something unique in her. We pushed up her blog and then she has done the rest of the work herself. That was our first contact, says Margaux.

Later they became friends and were both the first in their circle of friends to get pregnant and have children.

– For us, it became natural to ask each other “how was it when you were pregnant?” and “how was it afterwards?”. That’s why it’s so fun to be able to do this together.

Today, Margaux’s son Arnold is 7 years old, and Lovisa has three children, Todd 5, Tintin, 3 years old, and Ted who was born in November last year.

You are both mothers, how did your sex life change after pregnancy and childbirth?
– After I went through my pregnancy and childbirth, I love my body even more, replies Margaux and continues:

– And I think that when you love your body and know what it can do, I think that you get a stronger sense of self, which makes life better in every way.

When you love your body and know what it can do, I think you get a stronger sense of self, which makes life better

– Yes, just like Margaux says, when you learn to love your own body and get to know it better, everything gets better, adds Lovisa.

So sex is simply more beautiful as a mother?
– Hahah, yes. But maybe also because it’s more quality than quantity, she laughs.

What’s the sexiest thing you know?
– Quite honestly, now as a mother of three, it’s a clean bed, we’re freshly showered and the children are sleeping. Then that atmosphere becomes sexy, says Lovisa.

– I fit that question, replies Margaux.

Margaux Dietz on new love: “We are very happy together”

At Mamagalan, you revealed to Margaux that you had a new love in your life. How is it going?
– It’s going very well. We are very happy together!

More than that, Margaux does not want to reveal about the relationship. She explains why:

– I have made the decision not to share as much of my personal life for a long time. I feel very good about it. I feel like it’s a bit like a new phase in life. But I think it’s very important that we also convey that people should be able to talk about sex, and that’s what Lovisa gets to do. At the same time, privacy is also just as important, who you share with.

This wanting to step back and be more private – does it have to do with the 2022 Youtube movie?
– It is not a single event that is behind the fact that I am less private in my channels, I have lived large parts of my adult life in public and shared my private life. Now me and the family are at a stage in life where I feel that I want to keep more of the private things to myself.

Margaux, on the other hand, is happy to answer why she thinks Niut is needed. A lot is about the orgasm gap. A study shows that men orgasm 95 percent of the times they have sex with a woman. A woman, on the other hand, only gets it 65 percent of the time.

– It’s not just about sex toys, but we want to create a category of products and services that can actually affect those numbers. That is our goal. We really believe in getting to know your body, and daring to look at yourself down there. There are so many who haven’t dared to do it. The important thing is to be able to enjoy the relationship with yourself but also with your partner. Much of life is about enjoying and feeling good.

However, the couple does not want to say exactly which other products the company will focus on.

https://www.instagram.com/p/C6CC7msNkuD/

Lovisa, you and Buster have been together for a long time and have three children. What’s your best trick for keeping the spark alive?
– Communication is key. Then when you’ve been in a relationship for a long time and have children, the opportunity doesn’t come around that often, so it’s most important to keep the spark alive. For me, it was very hormonal after pregnancy and childbirth and I had a hard time finding my desire, feeling like I’m horny. So that has been really tough for me. What has worked is to give myself my own time, so that I myself can create pleasure at my own pace, which in turn increased the desire together with Buster. Sex life does not come for free, you have to work to make it work.

She continues:

– I don’t know how to explain so that it comes out right… But if we go to bed and I feel that I’m tired and can’t take it, I still shouldn’t be too quick to just say “no, nothing tonight “. But maybe give it a chance and see where it takes you. Every step is important when it comes to keeping the spark alive. It doesn’t always have to be sex, but it can be lying down and making out. But I would say that you still have to prioritize, because sex does not come naturally with many children.

Do you schedule, Margaux wonders.

– No, not actually, but maybe we should start! That would be typical of me because I am very much in favor of planning, laughs Lovisa.

For Margaux, Niut is just one of several companies she has invested in recently, she says. She has joined eight companies as a co-owner, including the AI ​​company Hypertype, and with several corporate involvements she focuses on growing and developing her entrepreneurship.

Even Lovisa longs for an office and not just working with herself as a brand.

Do you think you will both move away from the influencer world?
– I love working with social media. I don’t see myself wanting to let it go or take a step back, but I am extremely focused on the next chapter, says Lovisa.

You yourself say that this should be a company of women and for women. Are there any men involved in the background in the company anyway?
– No. We are one hundred percent women.

Margaux Dietz takes coffee in:

– Currently, the three of us have financed everything ourselves and of course want to turn a profit quickly in order to continue developing new products and grow organically. We also manage the warehouse ourselves at the moment, so if someone orders a product today, I also pack it.

Lovisa Wallin, Klara Elvgren and Margaux Dietz at Mamagala 2024. Photo: Ema Persson