BeautyTalks with Angela Mustone, CEO & Founder of HighOnLove

What was the inspiration behind launching your product/brand?

HighOnLove® exists to break down the stigma surrounding sensuality, self-love and pleasure. Intimacy is not something we should shy away from. I created my brand to empower women and remind them that their self-care and sexual wellness are crucial for living a healthy, happy life. 

“I created my brand to empower women and remind them that their self-care and sexual wellness are crucial for living a healthy, happy life. “

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Our products are little luxuries – we really believe in the simple joys of gorgeous bottles filled with high-quality products that truly live up to the promise. We're also a cruelty-free, vegan and Canadian-made brand.

“Our products are little luxuries – we really believe in the simple joys of gorgeous bottles filled with high-quality products that truly live up to the promise. “

What are your brand values?

Our brand promotes a healthy, sex-positive attitude. We encourage women to explore their sexuality on their own and become intimate with themselves, first and foremost. We believe that each and every woman should be responsible for – and proud of – her own pleasure and sensuality. At the same time, we are all about beautiful things. Our products are little luxuries – we really believe in the simple joys of gorgeous bottles filled with high-quality products that truly live up to the promise. 

Walk us through your development process — from ideation to the product we see on the shelf.

Our development process is a journey that starts with a passion for enhancing intimacy and pleasure through luxurious products. Here's a walkthrough of how we bring our products from ideation to the shelves:

Inspiration and Ideation: Our process begins with a deep understanding of our customers' desires and needs. We continuously engage with our community, gather feedback, and closely monitor industry trends. Inspiration can strike from various sources, whether it's a new ingredient, a technological innovation, or a specific aspect of intimacy we want to enhance.

Research and Development: This stage involves experimenting with different formulations, testing various ingredients, and gathering internal feedback.

Formulation: Crafting the perfect formulation is a meticulous process. We work closely with experienced chemists and formulators to create blends that deliver on our promise of quality, luxury, and effectiveness. We pay special attention to sourcing high-quality ingredients, ensuring they're ethically and sustainably sourced.

Testing and Iteration: Before any product hits the market, it undergoes rigorous testing. This includes safety assessments, stability testing, and, most importantly, real-world trials with our target audience. 

Packaging and Design: Our products are not only about what's inside but also about the entire experience. We invest considerable time and effort into designing packaging that reflects our brand identity — elegant, sophisticated, and inviting.

Launch and Distribution: When the product is ready, it's time to introduce it to the world. We carefully plan our launch strategy, leveraging a mix of online and offline channels to reach our target audience. 

Feedback and Evolution: The journey doesn't end with the product launch. We actively seek feedback from our customers, incorporating their insights into future iterations and new product developments. This continuous cycle of innovation and improvement is what drives us forward, ensuring that HighOnLove remains at the forefront of our category.

Our development process is a journey that starts with a passion for enhancing intimacy and pleasure through luxurious products. Here's a walkthrough of how we bring our products from ideation to the shelves:

Inspiration and Ideation: Our process begins with a deep understanding of our customers' desires and needs. We continuously engage with our community, gather feedback, and closely monitor industry trends. Inspiration can strike from various sources, whether it's a new ingredient, a technological innovation, or a specific aspect of intimacy we want to enhance.

Research and Development: This stage involves experimenting with different formulations, testing various ingredients, and gathering internal feedback.

Formulation: Crafting the perfect formulation is a meticulous process. We work closely with experienced chemists and formulators to create blends that deliver on our promise of quality, luxury, and effectiveness. We pay special attention to sourcing high-quality ingredients, ensuring they're ethically and sustainably sourced.

Testing and Iteration: Before any product hits the market, it undergoes rigorous testing. This includes safety assessments, stability testing, and, most importantly, real-world trials with our target audience. 

Packaging and Design: Our products are not only about what's inside but also about the entire experience. We invest considerable time and effort into designing packaging that reflects our brand identity — elegant, sophisticated, and inviting.

Launch and Distribution: When the product is ready, it's time to introduce it to the world. We carefully plan our launch strategy, leveraging a mix of online and offline channels to reach our target audience. 

Feedback and Evolution: The journey doesn't end with the product launch. We actively seek feedback from our customers, incorporating their insights into future iterations and new product developments. This continuous cycle of innovation and improvement is what drives us forward, ensuring that HighOnLove remains at the forefront of our category.

What are your hero ingredients?

Hemp seed oil

Other than your company, what is something you are passionate about?

Animal welfare. I truly love all animals - but especially my dog and cat, Scottie and Chopette.

What is one major lesson you learned about running a business?

Self-care is about putting yourself first. It’s not selfish: It’s essential. We all need that time to ourselves to do things that ground us and bring us comfort, joy and relaxation. It’s about the maintenance of “us”, and it's non-negotiable. Especially as a busy CEO, I have occasionally had to learn this lesson the hard way.

What are some challenges you have overcome with your brand?

Funding and raising capital was the initial challenge in starting out my business. Now, it’s about the shift in retail after COVID-19. There have been ups and downs but it’s all about adapting. We’ve put way more effort into our online community on social media, and elevating our website for e-commerce. We’re also expanding globally, focusing on establishing the brand on more retail shelves across the world.

What would you say is your most effective marketing channel? Has it changed over time?

Instagram and TikTok have been crucial to building our HighOnLove community. 

Give us the backstory of your brand’s name. 

HighOnLove is a little play on words since cannabis hemp seed oil is involved, of course, but our brand name's version of getting "high" is more about elevating wellbeing – from self-care or self-love to romance with a partner. Our products don’t contain THC, so there is no high. It's about taking pleasure from these outlets and being shameless about it. 

What would you like to see for your company's future?

We'd love to see HighOnLove products on more mainstream retail shelves. 

What do you think is the most prominent concern in the beauty industry? 

The sheer size of the industry is overwhelming. With so many brands and products, it's always a challenge to stand out as a brand and offer a product that is truly valuable. That's why quality and innovation are really our 'North Star' - and why we aren't afraid to be one of the first brands to blend self-care and sexual wellness.