Photography by Alexander Ekholm

In 2019, Samuel Douek and his team launched HOWL with a simple mission: to create a safe space for LGBTQIA+ people to embrace and express their sexual freedom. What began as a community-focused idea has since evolved into an inclusive sexual wellness brand. Despite entering a crowded market, HOWL has carved out a unique niche for itself, becoming a much-needed queer-focused voice in the sexual wellness industry.

This year, the brand reached a major milestone when it took home the coveted Product of the Year prize at the 2026 Sexual Freedom Awards. Following the win, we caught up with founder and CEO Samuel Douek to discuss HOWL's evolution, the importance of queer-centred sexual wellness, and what's next for the award-winning brand.