Margaux Dietz reveals the secret project – becomes CEO of the sex company Niut

“To be continued…”

That’s what we wrote about two years ago Margaux Dietz newly started companies Niut. Back then we didn’t know much more than that it existed. Since then, it has been dead quiet about the company, which from the way the name can be read suggests an inclination towards lust and eroticism.

Such an orientation would not be entirely separate given Margaux Dietz’s track record.

The influencer Margaux Dietz, who managed to do everything from filming her birth, is kind of consecrated by Ebba Busch, getting into trouble for, among other things, a now infamous viral piano stomp, has had a lot of balls in the air professionally in recent years. In addition to the clothing brand Juan Carlos, tech investments and a now dormant beauty brand with Pär Svärdson so she’s been into this erotic thing before.

In 2021, Margaux debuted as a novelist with “Alexa” and the podcast series “Alexa’s world” three years ago. The book was erotic and is about a young influencer’s sexual awakening.

Niut starts there.

“Actually, it started with me releasing the book Alexa in 2021. I noticed that there was a lot of interest. Then I wanted a press kit, I thought ‘how hard is it to produce something yourself?’ But I couldn’t find what I wanted, so the idea to create my own brand was born.”

The adult segment has really grown and changed in recent years with large e-tailers such as Purefun, hyped products that have received their own SVT documentaries and with startup companies such as Mantle that, in addition to skin care, have also launched a collection of intimate products.

What did you not find?

“It felt like what I found on the market was created by men. It was hard and scary with sprawling websites. And all these newsletters that were discouraging,” she says, referring to the research she did to find the right tone.

Now she is launching the e-commerce with three products on the theme of women’s pleasure – a vibrator, a massage gel and a cleaning spray. The idea is that the products should be so stylish that you want to have them at home and the packaging so luxurious that it creates an “unboxing feeling”. The vibrator is sized to fit in the palm of your hand, round in shape and a…heart?

The question mark is completely deliberate. The thoughts can be brought to both one and the other, namely.

“Actually, it is modeled after the human body,” says Margaux Dietz.

“Heart is a shape but it is also in the shape of a vagina. No one looks the same or is completely symmetrical.”

Margaux Dietz says she wants to start from scratch with Niut. And that also means that she had to roll up her arms.

“It wasn’t so easy to communicate with the factory about the shape, so we actually started with children’s clay. We had several sessions with Play-Doh and since we are all mothers, there was clay,” she says, laughing.

Influencer duo and e-commerce expert

By women and for women – and for women in all stages of life (and relationship) is Niut’s philosophy.

Margaux Dietz brings two familiar names to the company – the influencer Lovisa “Lojsan” Wallin and Linnéa Sweijerfounder of the interior design company Reforma.

“We were among the first influencers to have children, so we played a lot around it,” says Margaux Dietz about Lovisa Wallin.

Margaux Dietz steps into the company as CEO with responsibility for strategy and product development. Lovisa Wallin sits on the board and, in addition to product development, also focuses on social media and content, while Linnéa Sweijer steps in as an advisor and brings with her 13 years of experience in running e-commerce.

How does it feel to take on the CEO role?

“First of all, it feels super fun. It is creativity in a new way. Then there are new areas that are challenging but I am very determined.”

You’ve done lots of different things, tech investor, author, influencer, clothing brand, etc. – how long-term are you?

“We really want to build Niut’s story and make a difference. Of course we want to make money, but above all I want to make a difference. I am so long-term that I want to get there. It won’t happen overnight.”

The orgasm gap

There are several gaps when it comes to equality between men and women. Margaux Dietz talks about an orgasm gap. Women come less often than men in their relationships. Some women never come with their partner. There are numbers on what Niut has produced.

“We want to create a conversation and educate each other. We want to release the taboo and the shame. Many have not even looked at how they look in a mirror,” says Margaux Dietz.

How are you going to do it, will you create a forum for conversation?

“Of course we will work actively with these issues in social media, we really have that expertise in the company. So we start with a focus on Instagram and then it can be taken further in web format.”

How do you reach the customers you want to reach, it feels like they may be the furthest from the market?

“We believe very much in building wide distribution, in opening up the conversation. We are convinced that the more you can recognize yourself and see that it is quite common, the more you dare.”

If you’ve been around for a while, you’ve heard it before, that you should dare to speak openly. What do you think the underlying problem is?

“I think it’s the shame that kind of hangs over women from a fairly early age, not talking about it and not exploring themselves.”

It’s about pleasure, but what does that concept include for you? What types of products can you expect?

“We want to reduce the orgasm gap, but it’s not just about this type of product, it’s about female health and pleasure products. We want to be there for all stages of life. All of us have children and know how difficult it can be to find our way back to each other after several children and a changed body. We want to create self-confidence and good self-esteem, without saying too much. There will be three releases in the fairly near future.”

But the focus is on women?

“The focus is on women, but we are sure that the men have something to gain from this orgasm trap”

Have you raised any capital?

“We have chosen to go in with our own money, but the interest has been great.”

Entered AI companies

Earlier this year, we wrote about when Margaux Dietz was recruited by AI upstart Hypertype. The service analyzes company data using machine learning and then helps companies respond to their customers with company-specific and personalized responses based on one’s own data.

The founders Teenie Fung and Beatrice Baltscheffsky met when they were part of the incubator Antler and united in their frustration at how long it takes to find the right info in the emails.

Margaux Dietz will help the company operationally on a project basis.

“I was extremely pleasantly surprised by how much time I saved with Hypertype and how quickly I got used to using the product in my daily work. I immediately saw the value of the product, especially for customer support and sales staff,” she said in a comment to Breakit in January.