Saint-Urbain balances playful and credible for butt wellness brand Beam

Nearly 70% of people experience butt-related concerns at some point, yet the category remains stuck between two unhelpful extremes: sterile, shame-inducing medical packaging or overly cutesy designs that rely on puns. When Saint-Urbain began developing Beam, a personal care brand focused on butt wellness, they saw an opportunity to create something different – a brand that could speak plainly about a universal experience without making anyone feel embarrassed or patronised. “Beam is about replacing shame with pride,” explains Alex Ostroff, Founder of Saint-Urbain. “We wanted to build a brand that felt fresh, joyful and totally unembarrassed. Everyone has a butt – and most people have issues with it. So why not talk about it?” The research phase, which Ostroff describes as approaching the subject “like anthropologists,” revealed a fractured market. On one side sit established products like Preparation H, clinical and medicinal in their presentation. On the other, newer entrants are attempting to modernise the space through excessive humour and wordplay. Saint-Urbain identified a gap for what they describe as a “third space” – something educational, empathetic and unashamed. The team studied everything from colour psychology to how people discuss taboo topics online, examining tone, visual language and the emotional barriers that keep 40% of people from addressing rectal health issues, including haemorrhoids.