Shine Ventures has made its first seed investment.

The angel investment firm for early-stage start-ups, founded by Jess Hunichen and Emily Ward, the cofounders of influencer talent management agency Shine Talent Group, has partnered with Minthub, a business-to-business company developing white-label products across intimate care, sexual health and well-being meant for use during various life stages. 

Terms of the deal weren’t disclosed.

Hunichen, cofounder of Shine Ventures, said: “We strongly imagine within the vision and mission behind Minthub and are excited by their products that may shine a lightweight on missed health conditions.”

The investment can be used for completion of the Male Intimate Care Range and Women’s Sexual Wellness Wearable Device. The previous targets biological conditions from incontinence to severe conditions comparable to phimosis and features a replenishing and repairing oil for dry foreskin and scrotum and a wash to enhance skin condition brought on by incontinence. The wearable device, meanwhile, is designed to help anorgasmia. Menopause solutions are on course for development in 2025.

In addition to a financial commitment, Shine Ventures’ services will even include an influencer campaign creating conversations around these intimate care issues, brand strategy workshops, brand partnership and influencer strategy development, public relations counsel, and events and sponsorship guidance. 

“The important thing to our success is to grasp consumer behavior and educate people on oft-neglected sexual well-being topics; education is important to succeed in end users and foster positive social change. The insights and strategic support that Shine Ventures will provide to Minthub are vital for navigating and scaling in a world that may systematically bias and digitally censor sexual well-being conversations,” said Dominnique Karetsos, Minthub’s chief executive officer and cofounder.

Shine Talent Group acquired Toronto-based influencer management agency Fourth Floor Management in December 2020. In December 2022, Ward and Hunichen sold The BodCon, the body confidence-centric virtual conference series they cofounded, to the e-commerce group Trafilea. Sale proceeds will help fund future investments.