From brain surgery to supermarket shelves: the story behind Cleoh
Ema Beard | Cleoh
Early childhood teacher Ema Beard launched a female-focused condom brand just over a year ago — and it’s already making its way into New Zealand supermarkets.
Ema Beard is not your typical founder.
A former early childhood teacher, she had no background in marketing, sales, or product development when she decided to launch Cleoh — a female-focused condom brand designed to make sexual wellness products feel more inclusive, approachable, and empowering.
The idea came at a time when Ema was recovering from brain surgery after unexpectedly discovering she had a tumour.
“While I was recovering, a condom ad came on TV and I looked at my husband and said, ‘Why are they marketed like this?’” she says.
The ads felt hyper-masculine and disconnected from the people who often make purchasing decisions. Ema started researching the industry and quickly realised there was an opportunity to create something different.
“I thought, surely there’s a way to make this speak to women as well.”
Turning an idea into a product
With no experience in manufacturing or consumer products, Ema started where many founders do — asking questions and figuring things out as she went.
She contacted more than 20 manufacturers, learnt the language of the industry, and eventually found a partner in Malaysia that aligned with her values and quality expectations.
The journey from idea to launch took more than a year, with challenges ranging from packaging requirements and legal approvals to product testing and manufacturing.
Cleoh condoms are manufactured to meet international standards and are registered with New Zealand’s Medsafe. Ema also independently tested the product through medical device testing specialists to ensure the claims around ingredients and quality were backed up.
“I wanted to make sure we were doing everything properly. We were entering a space where trust really matters.”
Building a brand around women’s needs
Cleoh’s point of difference is not just the product itself — it’s the way the brand talks about sexual wellness.
The range is fragrance-free and avoids ingredients that can cause irritation, while the brand focuses on making condoms feel like a normal part of wellbeing rather than something awkward or uncomfortable.
“There are brands around the world doing similar things, but I couldn’t find anything in New Zealand supermarkets that had the same voice and positioning we wanted.”
Ema worked with New Zealand designers and marketing specialists to create a brand that felt modern, confident, and female-led.
From bootstrapping to supermarket shelves
After just a short few months of launching, Cleoh secured supermarket placing and have been sitting on shelves for the last year.
The process involved months of research, conversations, and persistence. Ema tracked down the right buyers, prepared the product for supermarket requirements, and made sure everything from packaging to compliance was ready.
“We were lucky that when we approached supermarkets, we had done everything right along the way. We were ready.”
Cleoh is currently available through selected supermarkets, with Ema working towards expanding distribution across New Zealand.
But getting onto shelves is only the first step. Like many emerging brands, the challenge is building awareness and proving demand alongside established global competitors.
Large international brands dominate supermarket shelf space, meaning smaller brands need to work hard to earn their place.
“We have to get creative — whether that’s social media, wellness partnerships, events, or getting samples into people’s hands.”
Learning the founder journey
For Ema, building Cleoh has been a crash course in entrepreneurship.
“I’ve learnt everything by Googling, talking to people, and asking questions. Everyone has something to share if you’re willing to ask.”
She credits the founder community — including her experience at Electrify Aotearoa — with helping her realise she was further along than she thought.
“It made me believe in myself more. I actually know what I’m doing and I’m making the right steps.”
What’s next for Cleoh?
The immediate focus is growing awareness, expanding supermarket distribution, and continuing to build the brand.
Longer term, Ema sees opportunities to expand the product range with additional sizes and sexual wellness products.
She knows there are big decisions ahead — including when and how to raise investment — but for now, she’s focused on building a strong foundation.
“I knew going into this that I probably wouldn’t pay myself for the first couple of years. I’m prepared for that because I believe in where this can go.”
From a recovery room after brain surgery to supermarket shelves across New Zealand, Cleoh’s journey is proof that great ideas can come from unexpected places — and that founders don’t always start with the experience. Sometimes they start with a question, a problem, and the determination to solve it.