LOS ANGELES — Haute Sugar, a new lifestyle brand that blends intimate wellness with fashion-inspired design, will make its industry debut at XBIZ Expo in Los Angeles this January.
Drawing inspiration from pop culture of the 1980s, 1990s and Y2K era, Haute Sugar aims to bring a playful, nostalgic aesthetic to intimate essentials. At XBIZ Expo, the company will introduce three collections currently in development, spanning intimate care, personal lubricants and intimate apparel.
H2-ooOh, a spa-water-inspired intimate care collection, will feature pH-balanced, alcohol-free wipes in three planned varieties: fragrance-free original, cucumber and aloe, and coconut water and aloe; Nightcaps is a personal lubricants line in cocktail-inspired packaging, focused on convenient, individually portioned products; and Bauble Butts combines intimate apparel with collectible accessories, featuring underwear with interchangeable charms that allow customers to personalize their look.
“I grew up in a time when everything had personality. Fashion was louder, colors were brighter, and nobody apologized for being a little extra," said Blanca Estrada-Gonzalez, founder of Haute Sugar. "Somewhere along the way, everything started looking and feeling the same. I wanted to bring back that fun, individuality and a little bit of rebellion — but with a conscience.
“Because looking good and doing good shouldn’t be mutually exclusive," she added. "We’re not here to reinvent pleasure. We’re here to give it some personality, a little nostalgia, and a whole lot of attitude. And if we happen to ruffle a few feathers along the way? Well, that’s just Haute.”
For its debut, Haute Sugar will host buyers, retailers and distributors in a private meeting space featuring colorful displays, cocktail-inspired refreshments and green turf accents that reflect the brand's playful identity.
Haute Sugar will debut during XBIZ Expo 2027, part of XBIZ Week, Jan. 7-10, at JW Marriott L.A. Live in Los Angeles.
