Kayla Rowe has turned personal loss into a fast-growing wellness empire. Her Fantasy Box, a plant-based feminine hygiene and women’s wellness brand founded by the University of South Florida alum, has surpassed $100 million in total sales, according to a recent press release.
Rowe, who earned a degree in public health in 2015, said the idea for the company was born out of a deeply personal experience. In 2021, she suffered a miscarriage at five months pregnant—an event that prompted her to rethink the products she was using and the ingredients she was putting on and into her body.
“That was very hard for me,” Rowe told Ebony. “After that happened, I became more aware of everything—what I was eating, putting on my body. I just became more cognizant of health.”
In 2022, she launched Her Fantasy Box with a mission centered on transparency, safety, and women’s overall well-being. The brand emphasizes nontoxic, plant-based ingredients and avoids parabens, phthalates, and other chemicals that may negatively affect reproductive and general health.
Her Fantasy Box offers a growing lineup of products, including probiotics, vaginal wash, body oils, deodorants, and skincare items. One standout product—the Body Splash Skin Smoothing Body Oil—drew public praise from Grammy-winning rapper Cardi B.
“This oil got my skin feeling so soft,” Cardi B said in an Instagram post reshared by the brand, giving Her Fantasy Box a major visibility boost.
Rowe says the company’s philosophy goes beyond traditional feminine care. “Women’s care doesn’t just stop at the vagina,” she explained. “We’re creating a full self-care ecosystem.”
Social media—particularly TikTok—has played a major role in the brand’s explosive growth. According to company data, Her Fantasy Box is now the top feminine hygiene and wellness brand on TikTok, with more than 388,000 followers and 9.3 million likes. As of Oct. 31, the company has generated $19.9 million in revenue through TikTok Shop alone.
“Information travels so fast, especially TikTok,” Rowe said. “There’s a lot that goes into formulating a product. Every ingredient is intentional.”
Beyond revenue, Her Fantasy Box has built a large online community where women openly share personal health experiences, resources, and education—an impact Rowe says is just as important as financial success.
By blending public health knowledge, personal resilience, and digital strategy, Rowe has positioned Her Fantasy Box as both a business powerhouse and a platform reshaping conversations around women’s wellness.
