The company started with just one line of products: Condoms.
That was in early 2017, when Centerville native Neil Mehta launched Royal. What began as an online condom marketplace now offers a wide range of products, including organic lube, eco-friendly wipes, vegan body wash and cruelty-free lotion.
In just four years, Royal has sold more than 1 million units. Now, the Beavercreek-based sexual hygiene and body care company is making its retail debut.
Meijer Inc. has begun selling Royal products in its 250-plus locations across the Midwest. Effective Oct. 16, the privately held supercenter chain has Royal condoms, lube and body wipes available on store shelves.
"It's kind of surreal," Mehta told me. "As a kid, I would walk down the aisles with my mom at Meijer, and I never would have thought I'd be going back to one of those stores and seeing one of my own products there."
Royal's mission is inclusivity, and that's what sets it apart from multinational brands like Trojan and Durex, Mehta said. Nearly half of its customers are women — a rarity for an industry that caters predominantly to men.
The company also uses discreet packaging to eliminate the stigma some customers feel when buying condoms or lube in stores.
"When you go down the family planning aisle, you see those old-school brands with cartoonish packaging, and a lot of people don't want to pick it up," Mehta said. "We want to give people something they can proudly take off the shelves."
Its products are uniquely made, too. Most mass-market condoms are manufactured with casein, a milk protein that makes latex smoother. But Royal's condoms are vegan, meaning they don't contain casein or any other animal derivatives.
"We've worked with our supplier to (eliminate) casein from the process, while still making the product durable, reliable and maintain that ultra-thin feature a lot of people like," Mehta said.
A Malaysian company manufactures and packages the products. Once they arrive in the U.S., Mehta and his staff oversee all shipping and distribution activities.
Until now, Royal has operated almost exclusively online. Advertising has been difficult, as many stores are wary of associating themselves with sex products.
But when Mehta started reaching out to retailers during the pandemic, Meijer was the first to offer a meeting.
"The way we pitched them was, we think that sexual wellness and body care go hand in hand, and there isn't a brand out there that really gives products that cater to the entire experience," Mehta said. "It's not just one act: It's the before, during and after. Meijer saw that; they realized that."
Royal has been a lean operation since its establishment, consisting only of Mehta and a few other employees. But with Meijer on board, the startup could be positioned for a bull run.
"This definitely is going to jumpstart our growth," Mehta said. "We definitely have (new products) in the pipeline, but we also want to keep expanding our foothold in retail spaces."
In addition to reaching more big-box retailers, Mehta said he plans to continue building Royal's brand visibility and customer base online. He also wants to expand the company's presence in boutique stores that offer sexual wellness products.
"We're always looking for the next opportunity," he said. "But with Meijer seeing the potential in us, that really gives me hope that we're doing something right."
Founded in 2017, Royal is a sexual hygiene and body care company that sells condoms, lube, wipes, body wash and lotion. Its offices are located in the Regus building at The Greene.
Royal
Founded: 2017
Top executive: Neil Mehta
Address: 70 Birch Alley, Suite 240, Beavercreek, 45440
Description: A sexual hygiene and wellness company whose products include vegan condoms, lube, body wash and lotion; as well as eco-friendly wipes.
