Sortd’s Small Business Spotlight: Feel Noén
Introducing New York’s hottest brand revolutionizing afterplay rituals, Noén.
Meet the creators behind Noén, a brand born from a deep connection to the sensual, healing essence of Cleopatra. Blending ancient Egyptian wisdom with modern luxury, Natalie and Marissa have crafted a product that transcends the typical realm of intimacy. Inspired by the legendary queen's timeless allure and powerful presence, Noén isn’t just about wellness—it’s about nurturing the mind, body, and soul with every touch. In this interview, we dive into their journey of creating a sensual wellness line that is as luxurious as it is transformative, elevating the way we care for ourselves and connect with each other.
How did you get started?
“Honestly, I started reflecting on the way I grew up and what was important to me. I’ve always been deeply drawn to intimacy and eroticism, growing up reading Henry Miller and Anaïs Nin. My upbringing was in a strict Arabic household, while also attending an all-girls Catholic school. I had one foot in, one foot out. While I grew up conservative in many ways, the concept of intimacy and sensuality always stayed with me.
I went to law school, became a yoga teacher along the way, and then moved to New York to work in growth and business development for a brand agency. It was during this time I started noticing the lack of purpose-driven products in the market. That’s when I started thinking about a shared experience I had with my boyfriend: after intimacy, we used coconut oil as an aftercare practice. I didn’t even realize that’s what it was called at the time. But when I looked around, I realized that this was a practice many people didn’t share. There was a gap.
I met my co-founder, Marissa at the company that hired me in New York. In 2019, I was in Greece, training to become a yoga teacher, and I wrote a three-year manifestation plan. One of the things on that list was, “Move to New York, meet my co-founder, and launch a business.” It’s crazy to think about now, but I always knew it was going to happen. Within a month of writing that, I met Marissa, and the rest, as they say, is history.”
What Inspired You to Create Noén?
“It’s about connection - we had a moment where we talked about how dating can suck. I mean, if one more person ghosts me, I’m done! It was a very Sex and the City moment, and that’s when Noén came together.
I am half Egyptian and the name Noén “to tremble” in Coptic Egyptian and “to think” in Ancient Greek, symbolizing the brand’s essence: bringing mind and body together.
We wanted to make a product that didn’t just serve a purpose but also felt luxurious and beautiful. We wanted our products to fit seamlessly into any living space. It looks like a perfume bottle, feels like a high-end luxury product, and you can leave it out wherever you need or tend to touch it—whether that’s your bedroom, bedside table, or bathroom.”
What’s the Philosophy Behind Noén?
“At Noén, we don’t see intimacy as something that’s confined to the bedroom. It’s all-encompassing. It’s about bringing self-awareness, sensuality, and connection into every part of life. This philosophy extends beyond our products to how we engage with the world. We also publish an annual magazine that explores the intersection of intimacy and art.”
What Makes Your Products Unique?
“We are focused on creating products that elevate a category that often feels aggressive—like bright pink, in-your-face dildos! The goal was to create something that felt safe, beautiful, and multi-purpose. It was personal for me. If I’m experiencing a problem, I’m sure others are too. Our aftercare oil is incredibly transformative. It’s anti-inflammatory, deeply hydrating, and can even help with conditions like eczema or psoriasis. I remember this one time in the summer when I got a heat rash in the city, and after applying Noén, it was gone in 20 minutes.
One of the key ingredients we use is Blue Lotus, an incredible flower from Egypt. Cleopatra is our muse, and she’s always been a huge inspiration for me. She bathed herself in Blue Lotus, along with moringa oil, milk and honey. It’s said she smelled like Blue Lotus, which is known for its aphrodisiac qualities, and when it’s made oil-soluble, it becomes a powerful anti-inflammatory. You’ll smell that in our oil, it really hugs into your skin.
We work with a lab in upstate New York—one of our advisors is from Estée Lauder, so we share the same lab as La Mer, Bobbi Brown, and Aveda. When we were creating the oil, we took our time to perfect the texture, color, and sensation of it. We spent two years on the process, iterating over and over to ensure that every aspect of the product felt just right.”
Why Is Cleopatra So Important to the Brand?
“Cleopatra is more than just a historical figure to me—she represents sensuality, power, and unapologetic self-expression. My mum always tells me that the day I was born, everyone was like “Cleopatra!!” I mean, she was Greek, ruled Egypt, was androgynous, and had two lovers—how iconic is that?”
What’s Your Vision for the Future of Noén?
“We don’t classify ourselves as sexual wellness. We envision a future where people feel connected, cared for, and comfortable in their skin. Our products are gyno- and derm-tested, and they’re meant to be used in any way you like. If it’s safe enough for your chest, it’s safe enough for your naughty parts. And on top of that, we want to create experiences that bring people together. From sharing a playlist to holding eye contact for longer than a second, we want to foster intimacy in everyday moments. We’re living in a time of deep loneliness, and we believe in the power of simple, meaningful connections.”
What Inspired You to Start Your Own Business?
I’ve always known I was going to create something. Recently, when I was back in Sydney, I went through my old time capsules and diaries, just to see what I was thinking back then, what I was jotting down. It's interesting to look back and reflect on those early sparks.
My inspiration has always come from my love of connecting people and making them feel good. That has been the core of everything I’ve done—whether it was going to law school because I wanted to help people, or starting this business. I’m very human-centric. I believe that whatever you do has to come from the heart. Passion is contagious, and you can always sense when something is driven by love and purpose. My co-founder, Marissa, and I often say that this whole journey has been a true labor of love.
What Was the Biggest Challenge You Faced When Launching Your Business, and How Did You Overcome It?
“First of all, huge shoutout to anyone who has ever started their own business—it's harder than I ever imagined. It’s such a personal experience to bring something into the world. It’s like having a baby—you give birth to this idea, and then you have to nurture it and make sure it survives.
The biggest challenge, for me, has been having the patience to build it slowly and understanding that nothing great happens overnight. It’s easy to get frustrated, but you have to trust the process. I can’t imagine doing this without Marissa. We complement each other in so many ways. We bring different skill sets to the table, which allows us to focus on different aspects of the business and makes everything a bit easier.”
What’s Coming Next for the Business?
“We’re really excited about the future. The second issue of the magazine coming out this year will be about food, followed by music, cinema, and more. And, we’ve got some exciting new products in the works—one of which will be more of a beauty product.
On top of that, we’re looking to expand our shipping to Australia, Canada, London, Europe, and the UK. It’s important to me to be able to ship products back home.”
What’s the Best Piece of Advice You’ve Received Throughout Your Entrepreneurial Journey?
“The best piece of advice I’ve received is simple: Just do it. Nothing will ever be perfect, so you have to just take the leap and put yourself out there. Nike really nailed it with that one. If you want something bad enough, you can make it happen. It can begin small and grow, but if you’re driven by a genuine desire to create something that doesn’t exist—or even put your own spin on something that already does—there’s always space to disrupt an industry or market.
The rise of entrepreneurs today shows that people are taking more control over their business lives, careers, and finances in a way that feels authentic to them. But again, it all comes down to just doing it.”
If you could describe your business in three words, what would they be?
“It’s love, it’s creative, it’s inspirational and it’s for the curious.”
And Since We’re an Wishlisting App—What’s One Thing on Your Wishlist Right Now?
“Right now, I really have my eye on a puffer jacket from Ganni. There’s a store in Soho that I love. I didn’t want something that’s the typical ski-style puffer jacket, so I love how Ganni blends fashion with creativity and quirkiness.”
Sortd is the new home for all of your wishlists. As we return to our work and school routines, we know how scattered our brains can be, so why not do something that will make your life easier. With Sortd, you can organise and keep track of everything you want to buy in one place. No more thousands of screenshots or open tabs. Keep your online shopping organised with Sortd. 🧡
For fashion and lifestyle tips and curated lists, dive into the Sortd blog. Whether looking for What To Wear To The Billie Eilish or Valentine’s Date Night Outfits, we’ve got you Sortd.
Published 05 February 2025
