“Over my 28 year career across brand evolution, sports marketing, and commercial strategy, I’ve always been driven by one thing: raising the bar on quality and experience.

Working across industries, from sports and entertainment to healthcare and clinical beauty, gave me a unique perspective on what it means to create products and brands that people genuinely trust. In healthcare, particularly, I saw the difference that rigorous, science-backed formulations and thoughtful ingredient choices can make when they become part of someone’s everyday life.

Yet there was one space where I felt that same level of care was still missing: intimate hygiene.

For me, that gap was also personal. I’ve always believed that understanding ourselves means understanding our bodies, recognising their needs, and learning how to care for them with greater awareness.

Dublew was born from that belief: that intimate care should be approached with the same intelligence, precision, and attention to quality as any other aspect of personal wellbeing. Not as something just clinical or uncomfortable, but as something deeply personal, empowering, and worthy of the very best.”