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(Joylux Photo)

Joylux, a Seattle startup that aims to improve women’s sexual health with a wellness device, has raised an additional $7 million. Joylux plans to use the money to bolster its sales team and scale the company.

Colette Courtion. (Joylux Photo)

The additional Series A financing brings total funding to $12 million, with backing from the Alliance of Angels, Belle Capital, Portfolia, Sofia Fund and Kimberly Clark.

Joylux first launched its flagship product, the vFit, a little over a year ago. The vFit uses a combination of red light therapy, heat and sonic vibration to help restore healthy sexual function. It’s an at-home device that can be used on its own or in combination with in-office treatments.

Joylux is now in 200 physicians’ offices and available through some retailers. The company’s business model pulls a page from the Sonicare toothbrush or Clarisonic pore cleanser, selling to customers through physicians.

Goop, the wellness company started by Gwyneth Paltrow, started carrying the vFit last month.

Colette Courtion, CEO, said Joylux is filling a blind spot that has been overlooked by male entrepreneurs. “There’s been no innovation in this space in decades,” she said.

“Imagine raising capital from a majority of men,” Courtion added. “It takes a lot of brave investors.”

Courtion has a background in medical aesthetics and started Joylux with the goal of applying techniques that are commonly used in skincare to sexual health. The company has 12 employees with plans to grow to 20 by the end of 2019.

Joylux is also working on gaining FDA approval for vSculpt, a device to treat incontinence and vaginal atrophy. The vSculpt is already approved as a medical device in Canada and Europe.

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