In a massive win for queer-owned businesses, London-based sexual wellness and party brand Howl has officially blown past its £370,000 crowdfunding target, proving that community power is the ultimate investment. The campaign, championed by drag royalty Bimini, didn’t just meet its goal—it soared, fueled by grassroots support from a community eager to put its money where its mouth is.
The final tally on the Republic crowdfunding platform clocked in at an impressive £370,591 from 467 individual investors, a testament to the brand’s dedicated following.
Samuel Douek, the founder of Howl, was floored by the response. In a statement buzzing with excitement, he shared his gratitude:
“Overwhelmed doesn’t cut it. We believe in our brand, but to know so many others feel the same and want to be a part of Howl is a dream come true.”
More Than Just Lube
For the uninitiated, Howl isn’t your average personal lubricant company. Since its launch, the brand has woven itself into the fabric of London’s queer scene by fusing top-tier sexual wellness products with what it calls “queer joy.” They’re the masterminds behind sell-out LGBTQ+ raves and kink-positive parties that have become staples in the community. As seen on their vibrant Instagram, @howl_london, they are as much about parties as they are about products.
This unique blend of pleasure products and inclusive experiences has caught the eye of major retailers like Selfridges and pop icons like Little Mix’s Jade Thirlwall. But for Douek, the mission is much bigger than retail success.
“Howl is so much more than just a personal lubricant,” he explained. “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.”
A ‘Revolutionary’ Investment Led by Bimini
The crowdfunding campaign’s success story is a masterclass in community mobilization. After launching, it shot to 92% of its target in just two weeks. A huge part of that momentum came from its most visible and vocal supporter: Bimini.
The Drag Race UK icon and activist didn’t just lend their face to the campaign; they articulated exactly why supporting a brand like Howl is a radical act. On their Instagram, @biminibabes, they championed the brand as a “queer owned brand making moves,” and their official statement for the campaign was a call to arms:
“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.”
A Bold Move in a Shaky Climate
Howl’s victory feels particularly significant right now. As the brand itself noted in its announcement, its success is a “bold feat” at a time when many corporations are pulling back on their Pride campaigns and LGBTQ+ support in the face of rising conservatism. While some companies practice “rainbow washing” for a month, Howl’s year-round commitment to the community has inspired authentic loyalty—and investment.
When the news broke, fans and new investors flooded social media with celebratory messages like, “So proud to be an investor,” and “This is HUGE.” It’s clear the community isn’t just buying a product; they’re investing in a vision of self-funded liberation.
As Howl gears up for its next chapter, powered by hundreds of new co-owners, Bimini’s words resonate as both a closing statement and a new beginning:
“Until we dismantle the patriarchy, the most rock-and-roll move is to use capitalism against itself and fund our own liberation.”
* Thumbnail from avn.com
