Walk through the life of a modern luxury consumer, and almost everything has been considered: the skincare, the fragrance, the linens, the lighting. One category has been left behind, sold in plain packaging and clinical language as though it were something to be endured rather than enjoyed. Marian Cuello, the founder of IDG, saw that gap and decided to build for it.
IDG is a luxury, intimate wellness brand, and Marian talks about it the way a designer talks about a house style. “We want to position IDG as a luxury sexual wellness brand,” she says, using the industry’s own term for a field she intends to elevate. The ambition is not to add another product to a crowded shelf, but to bring taste, craft, and discretion to a space that has rarely been given any.
That philosophy shows up first in the objects. IDG launched with its Signature Kit, priced at $265, a considered set that includes the IDG Rose, the IDG Vibrator, the IDG Mini-Bullet, the IDG water-based lubricant, the IDG foaming toy cleaner, and the IDG premium velvet pouch. The brand centers on custom formulas and body-safe materials, and organizes everything around three ideas it returns to often: discretion by design, elevated materials, and a focus on the ritual. The kit is meant to read like a beautifully assembled edit, something a person keeps in view rather than hidden away.
What sets the brand apart, in Marian’s telling, is that it sells an experience rather than a device. “The difference is that we are experience-based and not targeting any specific gender,” she says. The design language, the materials, even the pouch the products arrive in are meant to make the whole moment feel intentional, and to welcome anyone rather than a narrow slice of the market.
That inclusivity is central to how she defines luxury. “We are creating luxury experiences for all,” Marian says. For her, the word is less about exclusivity than about respect, a signal that this part of life deserves the same quality and attention as everything else a person chooses for themselves. It is a notably open idea of luxury, one that trades gatekeeping for craftsmanship.
It is also a deliberate move upmarket. Where much of the category has competed on price and anonymity, IDG is competing on design, materials, and presentation, closer in spirit to a fine fragrance house than to the mass market. The bet is that a discerning buyer will pay for intimate wellness the way they already pay for beauty, provided the quality and the story are there.
The early signs are encouraging. IDG has drawn notice in Miami media and built a following across social platforms, along with a members program it calls the Kittens Club. The brand is only months old, so there is no long track record yet, but the interest suggests a real appetite among design-literate consumers for a more elevated take on a familiar category.
Marian’s larger ambition is cultural as much as commercial. She wants to change how people feel about intimate wellness, to move it out of the drawer and into the same considered, everyday territory as the rest of a well-lived routine. It is the throughline of everything IDG makes, from the formulas to the velvet pouch. Whether one brand can reset a conversation this old is an open question, and IDG is only at the beginning. But Marian is building the way the best luxury houses do, one considered detail at a time, on the belief that taste and honesty can carry a category the rest of the market has been content to leave in the dark.
