This May, HOWL, the unapologetically bold lube and queer party brand is making its European debut at Barcelona trade show EroSpain following on from the colossal success of their crowdfunding raise.
Since launching in the UK last year, Howl has captured the imagination of a new generation of pleasure-seekers. With its signature line of premium, water-based and silicone-based CBD lubricants, the brand blends sexual wellness innovation with events tailored for inclusivity and connection.
The crowdfunding campaign, led by drag race royalty Bimini, secured an impressive 92% of its funding target since going public two weeks ago. This funding was backed by the queer community, keen to join the revolution HOWL is starting.
“HOWL is so much more than just a personal lubricant; it’s a movement designed to dismantle shame, champion pleasure, and build community through great products and incredible experiences that celebrate queer joy and sexual liberation,” says founder Samuel Doeuk, “Our mission is crystal clear: to provide pleasure without shame.”
From hosting sell-out LGBTQ+ raves and kink-positive events to attracting attention from retailers like Selfridges and collaborating with pop royalty like Jade Thirlwall, Howl is proving that there’s serious demand for a brand that puts pleasure and inclusivity front and centre. The support they have received from the crowdfunding further solidifies the gap in the market for this new cutting-edge brand.
Commenting on the brand mission and fundraising campaign, the drag superstar said: “A world without shame would be a Garden of Eden—happy, free, and far less binary. None of us are the same sexual beings we were at sixteen; we evolve, experiment, and discover what we truly like. If everyone embraced that openness, I swear the planet would be a better place – honestly, the whole world would improve if people just had more good sex.”
“We’re never taught to invest, especially as working-class queer people, yet that’s exactly how we break into – and take over – the corporate sphere. Supporting queer-owned businesses like HOWL isn’t just smart; it’s revolutionary. Until we dismantle the patriarchy, the most rock-and-roll move is to use capitalism against itself and fund our own liberation.”
EroSpain marks Howl’s first-ever trade show appearance, a significant milestone in the company’s expansion into European markets. Visitors can find Samuel and the Howl team at Booth 310-3 throughout the event. For more information on the brand, or to get involved in the crowdfunding campaign, visit: https://europe.republic.com/howl/sections/key-information
About Howl
Howl is a sexual wellness brand revolutionising intimacy through innovative sex tech products. They leverage the power of experiential events and a viral media channel to dismantle shame and champion pleasure. They sell lube, accessories and host LGBTQ+ friendly parties.
About Samuel
After a successful career in directing TV advertisements and music videos for household names, Samuel founded HOWL in 2019 as a sex-positive rave aimed at uniting the LGBTQ+ community through radical inclusivity and joy. When the pandemic paused events, he reimagined HOWL as a sexual wellness brand, launching CBD lubricants that quickly gained traction, landing in Selfridges and earning major press. In 2024, Samuel went full-time as HOWL’s Founder & CEO, raising pre-seed funding, building a queer-led team, and expanding the brand into new products, sex education media (HOWL TV), and partnerships with Universal Music, Feeld, and WHOLE Festival. At its core, HOWL is about transforming how we experience intimacy, dismantling shame, celebrating pleasure, and creating spaces where all genders and sexualities feel seen.
About Bimini
Bimini is a celebrated English drag queen, model, singer, and author based in East London. After studying journalism at the London College of Communication, they discovered drag in 2017 and began performing professionally in 2019, drawing inspiration from fashion icons like Alexander McQueen and Vivienne Westwood, as well as Pamela Anderson. Bimini gained widespread recognition as a standout contestant on the second series of RuPaul’s Drag Race UK, where they made history by winning four challenges, including the Snatch Game, and finishing as a runner-up. Their performance of “UK Hun?” with the United Kingdolls became a cultural phenomenon, leading to a major record deal with Relentless Records and Sony Music, making them the first Drag Race UK alum to secure such a contract. Beyond drag, Bimini is known for their advocacy on gender identity and LGBTQ+ issues, solidifying their status as a multifaceted and influential figure in contemporary British culture.
