STIMULATE is honoring 21 Trailblazing Female Founders as part of our 2025 celebration of International Women’s Day – which was March 8th – and among them includes Sarah Belzer, Co-Founder and President of Coconu. With media coverage that ranges from Women’s Health to Cosmopolitan to GQ and more, Coconu is committed to helping people lead healthier, happier lives by offering 100% safe and organic personal care products. Founded in 2012, the company provides natural ingredient products to customers and is dedicated to helping people increase their capacity for connection, intimacy, and pleasure.
Belzer’s vision and extensive sales and marketing experience have been pivotal in propelling Coconu to new heights. Her dedication to empowering women and ensuring the integrity of Coconu’s products continues to drive the company’s success – which is a family business in which she works with her sister and brother-in-law.
Get to know more about Belzer and join STIMULATE in applauding her for her bold and outstanding support in sexual health and wellbeing.
Q: Every story has its own beginning. How did your journey bring you to this vast and wonderful world of sexual health and wellness?
Belzer: Like so many women, I grew up in a very religious community where intimacy wasn’t just private — it was rarely talked about at all. The messages I received around sex were often rooted in shame or silence, which made it hard to develop a healthy connection to my own body and pleasure.
Years later, when my brother and sister-in-law created the first USDA certified organic coconut oil based personal lubricant, it completely caught my attention. I remember thinking, Wait… this doesn’t already exist? I was shocked at how few clean, natural options there were for something so personal and so important.
When I joined them to help grow Coconu, I knew right away this was about so much more than just one product. This was the beginning of a brand dedicated to helping people connect. Connect to their bodies, their partners, and their own sense of pleasure without shame or toxic ingredients getting in the way.
As a busy mom, wife, and business owner, I know firsthand how easy it is for intimacy to take a back seat in the chaos of everyday life. That’s why I’m so passionate about creating products that not only feel good but help make connection a little easier, a little more fun, and a whole lot more natural.
Q: Being an entrepreneur certainly has highs and lows, but the drive to keep pushing through is what keeps so many entrepreneurs motivated. What drive keeps you inspired on your professional journey?
Belzer: What inspires me most is hearing from our customers. Every message that says, “Your lube changed my relationship,” or “I feel so much more confident using something natural and safe,” reminds me why I do this work. Building Coconu has had its challenges, but helping people feel good in their skin and fostering deeper connection between partners will always keep me going.
Q: When it comes to the business of sexual wellness specifically, what do you hope to achieve in the year ahead in your own business?
Belzer: This year, I really want to continue helping people prioritize intimacy as an essential part of their overall wellness. We are working on new tools and rituals that make pleasure feel approachable and easy to integrate into daily life. I also want to expand our educational content because I truly believe that when people are informed and empowered, their intimacy thrives.
Q: There is so much variety and range within the wide range of sexual wellness. Here at STIMULATE, we define this as “head to toe, young to mature, purpose to pleasure”. How do you define sexual wellness?
Belzer: To me, sexual wellness is about connection. It is connection to your own body, connection to your partner, and connection to what makes you feel alive and joyful. It is not just about sex itself but about nurturing physical, emotional, and relational health. It is about giving yourself permission to explore, to enjoy, and to feel empowered in your own skin.
Q: If you could hope for one thing to change when it comes to sexual health and wellness for the next generation of professionals, what would that be and why?
Belzer: I hope the next generation continues to lead with honesty and openness, especially when it comes to female pleasure. For too long, conversations around sex have centered around performance or male pleasure. It is time to normalize healthy conversations about intimacy, create safe spaces for people to learn, and prioritize products and education that truly serve all bodies and identities.
Q: What is something people misunderstand about building a brand in the intimacy space?
People often assume it is provocative or edgy to build a brand like Coconu. The reality is that it comes with very real challenges. Social platforms restrict our advertising. Retailers can be hesitant. And even consumers sometimes carry stigma or shame when shopping for intimacy products. But that is exactly why I love this work. We get to help people unlearn shame and embrace pleasure as a natural, beautiful part of life,” shares Belzer.
Q: Finally, what’s your best piece of advice for aspiring leaders within this community?
Belzer: Be brave enough to lead with empathy and vulnerability. The more we speak openly about intimacy, the more we give others permission to do the same. Stay true to your values, stay curious, and never lose sight of the impact this work can have on someone’s relationship, self-confidence, or overall joy.
Fantastic advice from a fantastic leader of sexual wellness! Explore more about Belzer and Coconu by connecting with them directly at STIMULATE.
Secure your spot at STIMULATE taking place August 4+5, 2025, in Nashville here.
