Meet the Founder
"Loving your body shouldn't stop at the parts that are hardest to talk about."
At I Love My Muff, we believe vulva care should come with honest information, thoughtful support, and the freedom to choose what feels right for your body. We believe caring for your vulva should feel as normal as caring for your skin, brushing your teeth, or washing your hair. No shame. No secrecy. No judgment.
For too long, conversations about vulvas have been wrapped in embarrassment, shame, or silence. We created I Love My Muff to help change that. Not because anyone needs fixing, but because every person deserves the opportunity to care for their body in the way that feels right for them.
Every body has its own story. Different experiences. Different seasons of life. Different needs. What feels right for one person may not feel right for another, and that's okay.
Hi, I'm Ritz. In 2009, I started I Love My Muff because I couldn't find intimate care products that reflected my values. I wanted products that were gentle, effective, cruelty-free, vegan, and thoughtfully formulated for one of the most overlooked parts of the body. But what began as a search for better products became something bigger. A belief that women and vulva owners deserve more open conversations. More choices. More support. And far less shame.
The name I Love My Muff was chosen intentionally. It's playful, a little bold, and designed to spark conversation because loving your body shouldn't stop at the parts that are easy to talk about.
Today, I Love My Muff continues to create products designed to support everyday care while encouraging a healthier, more positive relationship with our bodies.
We're here to offer support, not judgment. Information, not fear. Options, not rules.
Your muff. Your move.
Muff love,
Ritz Clinging
Founder & CEO
Muff in the Press
“To maintain your freshly coiffed bikini area, consider the I Love My Muff cleansing kit, a Canadian-made vegan line for lady parts-specific TLC.”
“The I Love My Muff Maintenance kit is an all-in-one set to keep your hoo-ha looking its best.”
“The products are the perfect size so they can be carried discreetly in your purse”
“A cleansing wipe and a little drying action can be the difference between a relaxed afternoon and a hellish one”
“Kudos to any brand that is so clean that they can proudly display all of their ingredients!”
— Tracy Anderson
“I've got a little secret, and thrilled to share it with you. It's an amazing product that keeps you feeling fresh…everywhere”
Why Vulva Care Is Different
Did you know your vulva contains the same type of sweat glands found in your underarms?
The skin of the vulva is remarkably unique. It experiences sweat, friction, discharge, heat, movement, hair growth, hair removal, clothing, exercise, and countless other parts of daily life. Yet despite everything it does, it's often one of the least understood areas of the body.
One of the most common misconceptions is that the vulva and vagina are the same thing. They're not. The vagina is internal and naturally maintains its own environment. Vaginal discharge is a healthy and normal function that helps keep everything in balance.
The vulva is external. It's the skin and tissue that interact with the world around us every day. It's where discharge, sweat, movement, and everyday life meet.
Understanding this difference helps explain why products designed for the vulva should be different from traditional soaps and body washes. The skin in this area deserves thoughtful care that respects its unique needs.
At I Love My Muff, we've spent more than 16 years creating products specifically for the external vulva and bikini area. Our goal has always been simple: to create high-quality products that help women care for one of the most overlooked parts of their bodies with confidence and ease.
Whether you shave, wax, sugar, laser, trim, or leave things exactly as they are, your routine is your own. We're simply here to help you feel comfortable in your skin, from front to back.
Made with care
At I Love My Muff, we believe vulva care should be simple, thoughtful, and made with ingredients you can feel good about.
That's why our products are formulated with plant-derived ingredients, beneficial botanical extracts, and carefully selected essential oils designed for the delicate skin of the external vulva and bikini area.
Every product is created with the same goal: to support everyday care with formulas that are gentle, effective, and easy to incorporate into real life. Because caring for your body should feel good from start to finish.
I Love My Muff gives it to you GOOD!
What you won't find:
• SLS or harsh sulfates
• Soap-based cleansers
• Parabens
• Synthetic fragrances
• Artificial colours
• Animal-derived ingredients
• Animal testing
What you will find:
• Plant-based ingredients
• Cruelty-free formulas
• Thoughtful vulva care designed for everyday life
• Products created to support all ages, stages, and lifestyles
• A brand committed to education, inclusivity, and body positivity
Proudly female-founded, BIPOC-owned, LGBTQIA+ inclusive, and Canadian.
Self-care is not selfish
Supporting Bodies, Communities, and Futures
At I Love My Muff, we believe care doesn't stop with the products we make. Caring for ourselves can create opportunities to care for others. That's why we're proud to support organizations that help build healthier, more equitable, and more inclusive communities both locally and globally. Together, these organizations reflect values that matter deeply to us: dignity, opportunity, inclusion, education, and care.
Thank you for helping us support them.
Girls grow up to be badass women who do awesome things if they get the opportunity. Education has the power to change lives, which is why we support OGC in raising awareness of gender inequality and providing young girls in Africa access to education, mentorship and opportunities they would not otherwise have.
Everyone deserves to feel seen, supported, and celebrated. QMUNITY works to improve the lives of queer, trans, and Two-Spirit individuals through advocacy, connection, education, and community support. We are proud to support an organization that helps create safer, more inclusive spaces where people can be themselves.
No child should have to worry about where their next meal is coming from. Through support of the Starfish Backpack Program, we help provide nutritious food to children facing food insecurity, ensuring they have access to meals over weekends and school breaks when school-based food programs may not be available.
