Female Disruptors: Colette Courtion is shaking up how society relates to women’s health issues

Yitzi Weiner
Authority Magazine
Published in
5 min readOct 8, 2018

Never take “no” as an answer. Even when you are told time and again, NO, continue to persevere. Keep fighting until you find the best partner(s), secure the best investor(s), recruit the best employee(s), are marketing to your optimal audience(s) and selling to the right customers.

Colette Courtion is an award-winning consumer marketer and business leader based in Seattle. Armed with a BA in economics from the University of Washington and an MBA from the Graziadio School of Business and Management at Pepperdine University, she is the CEO of Joylux, Inc., a global femtech company that has developed a range of light-based devices and products that help with intimate health issues, including vFit and vFitPLUS in the US.

Thank you so much for doing this with us! What is your “backstory”?

I’ve spent more than 15 years working in beauty and with medical aesthetic technologies, but it was my personal experience of becoming a mother, that led me to start Joylux Inc., an innovative technology company that provides home-use solutions for women experiencing pelvic floor issues.

I partnered with OB/GYNs and launched Joylux in 2014 to bring to market the first and only home device to address women’s intimate wellness. Several home use innovations for women followed — vFit, vFit PLUS, vSculpt and vSculpt PRO — and are now leading the way in the femtech space.

Why did you found your company?

There are so many amazing, wonderful things about women. We’re strong, resourceful, and adaptable. But as incredible as it all may be, some unfortunate physical changes occur after we give birth, and even as we age. Most women learn to live with them, but they can lead to bigger problems that affect both us and our partners. The intersection of my background in beauty and medical aesthetic technologies and my becoming a mother was my impetus to build a team of remarkably smart people and start Joylux, a company dedicated to empowering women to improve their health and confidence. I…

Yitzi Weiner
Authority Magazine

A “Positive” Influencer, Founder & Editor of Authority Magazine, CEO of Thought Leader Incubator