Anti-chafe balm designed for female runners.
Every zone. One application. Sorted.
Built for everyone. Specific to no one.
Until Lou.
"The big brands made anti-chafe. They just forgot to ask women where it hurts."
Marketed at women as an afterthought. Unisex in name, male-coded in practice.
No label mentions nipple chafe, armpit rub, or between the legs. Lou's labels all of them.
Four miles in and it's gone. Lou's formula is designed to last the full run.
Flowers, soft tones, "empowering" language. Lou's a performance product. Not a bath bomb.
No added fragrance. No parabens. No mineral oil. A simple wax-and-butter formula designed to create a protective layer between skin and friction — designed to feel clean on skin and reduce greasy transfer to kit. Patch test recommended before first use, particularly for sensitive skin.
The places the big brands never put on a label. Lou puts all of them on hers.
Sports bra edge meets skin after mile 3. Apply along the full bra line before you leave the house.
Not just a bloke problem. Long runs, thin fabric, cold weather. Lou's got you.
Arm swing × shirt seam × sweat. The chafe nobody warns you about. Until now.
The original problem. Shorts ride up. Skin meets skin. Apply top to mid-thigh and go.
The one nobody puts on a label. Lou does. Because pretending it doesn't happen helps nobody.
Two hours in, that elastic becomes a weapon. Apply along the line before you leave.
Tested across long runs, parkruns, gym sessions and half marathon training before this drop. Here's what came back.
Tested on runs of 10K and beyond. Applied once before the run, no reapplication.
Weekly 5K testers across varying weather conditions — rain, heat, cold.
High intensity, sustained sweat. Tested on bra line and inner thigh zones specifically.
Multiple testers in half marathon training blocks. Distance and duration tested.
"No bra-line burn after 12K. That was honestly the first time this year. Applied it before I left and forgot about it completely."
"I've tried everything for inner thigh chafe. This is the only one that's lasted a full long run without me needing to reapply at a water station."
"The armpit zone caught me off guard — I didn't even know that was a thing until it wasn't. No irritation after a 90-minute gym session. Brilliant."
"Finally something that doesn't feel like it was designed for someone else. The zones list on the back alone made me trust it before I'd even tried it."
Why Lou?
The story behind the balmFemale runners were still using products that never spoke to where they actually chafed. The labels listed "inner thigh" if you were lucky. Nobody mentioned the bra line, the nipples, the armpits, or between the legs.
Every brand was either built for men and repackaged, or built for the bathroom shelf — flowery, soft, and completely wrong for a long run in the rain.
Lou's Rub Relief is a performance product first. Simple formula. Six zones. One application. No fluff, no flowers, no pretending the uncomfortable zones don't exist.
Made in small batches in the UK. Every ingredient listed. Safety assessed before a single unit ships.
Every unit ships only after our UK cosmetic safety assessment is complete and signed off. No exceptions.
Produced in small batches in the UK with batch records and hygiene controls. Not a bulk overseas run.
No added fragrance. No parabens. No mineral oil. Every ingredient listed, nothing hidden.
Sensitive skin? Patch test before your first run. Apply to a small area 24hrs before full use.
This is a founding batch of 200 units. Pre-order locks your place and your price at £12.
We ship in approximately 8 weeks once the batch is confirmed. If we don't hit our minimum, every pre-order is refunded in full automatically.
No risk. Just tell Lou you're in.
Full refund guarantee. If the founding batch doesn't reach minimum order, every pre-order is refunded automatically. No questions. No faff.
Payment via Stripe · Ships approx. 8 weeks from batch confirmation · Full refund guaranteed if batch doesn't proceed · UK delivery only for founding batch
Same formula. Barely-there natural scent. Takes the edge off — not a perfume, not a cover-up.
You still smell like a runner. Lou's just dialling it down 20%.
GET NOTIFIED WHEN IT DROPS
No spam. Just Lou, when she's ready.
