CLARITY, CONFIDENCE, CLEOH
From rest to reinvention: Ema Beard’s journey to create Cleoh, a condom brand with women at the centre.
Ema Beard wasn’t planning to launch a sexual wellness brand. After undergoing brain surgery in 2023, her focus was on recovery and family. But sometimes clarity arrives when it’s least expected – and for Ema, it came during a quiet moment, scrolling through her phone.
A condom ad appeared. It felt outdated, tone-deaf, and ironically not designed with women in mind. It served as a reminder that the sexual wellness space is still largely built around men, leaving women out of the conversation entirely.
That moment planted the seed for Cleoh – a condom brand designed by women, for women. The idea was Ema’s. She held onto it, shaped it, and pushed it forward until it became a reality. Along the way, she brought in the right people to help bring her vision to life and turn Cleoh into something tangible. Marketing and beauty innovator Bailee Pledger and beauty and wellness specialist Libby Boxall joined Ema as co-founders – an unlikely trio for the condom industry, but exactly the kind of fresh perspective it needed.
A teacher and mum of three, Ema had no background in product development. What she brought instead was clarity, conviction, and the determination to keep going when most might have stopped. That energy now runs through every part of Cleoh.
“I couldn’t stop thinking about it,” she says. “Coming through something so major gave me perspective. I saw a gap, and I couldn’t ignore it.”
Cleoh is the result of that persistence. The brand is clean and modern, designed to make protection feel like a choice – not a compromise. The packaging is discreet yet elevated, and the condoms are ultra-thin, made with natural latex and triple-tested using electronic technology to meet the highest safety standards. Just as important is what’s not in them – Cleoh condoms are free from parabens, casein, synthetic fragrances, and harsh additives, making them safer, gentler, and more aligned with women’s sexual health needs.
The message is clear: confidence and control should go hand in hand.
What started as quiet frustration has become a growing brand resonating with women across Aotearoa. Available online and through select stockists, including Caro With Love in Mangawhai, Cleoh is not just selling condoms – it is reshaping how women feel about carrying them.
Because protection should feel smart. And women should always have a say too.