Built for Clinicians Who Are Done Recommending the Same Outdated Products
Novel is a female-founded, OTC brand advised by board-certified practitioners in colorectal surgery, OB/GYN, dermatology, and pelvic therapy. Together we are building the first barrier-first system for anorectal and perineal health. Our first products are in testing and will launch early 2027 on Amazon. You can learn more about our evidence-backed philosophy here.
We build with clinicians, not just for them. The Provider Circle is where that relationship begins.
Pelvic floor PT, OB/GYN, midwifery, NP, GI, and colorectal surgery — any clinician who has watched patients cycle through products that mask symptoms without addressing the tissue underneath.
Circle members inform how we talk about these conditions, what we develop, and how we earn clinical trust in a category that hasn't really asked for it.
Circle members are among the first to receive samples and share clinical impressions — informally, directly, with our team.
Periodic updates from Novel CSO Sarah Lunsford on what we're learning, what we're building, and clinical resources relevant to your patient population.
We'll be in touch when we have something worth saying — samples, updates from Sarah, and the occasional question for you. That's it.
Novel does not sell or share your information. You can unsubscribe at any time. Joining the Circle does not constitute an endorsement of Novel products.
These conditions are covered in depth in Novel’s patient education library. Explore The Journal.
Most patients managing hemorrhoids at home are using products built around vasoconstrictors and petrolatum, ingredients that address acute symptoms without doing anything for the tissue underneath. The result is a recurrence cycle that’s almost never addressed by OTCs. There’s a meaningful clinical gap between what the evidence supports for tissue recovery and what’s actually on the shelf.
The vasoconstrictor problem is particularly acute here. Patients with fissures are commonly reaching for products that are contraindicated for their specific condition because the category doesn’t distinguish. Conservative management works when it supports local blood flow and tissue repair. Most OTC options do neither.
The standard discharge kit — peri bottle, witch hazel pad, ibuprofen — hasn’t changed in decades and doesn’t reflect what evidence says about barrier support and tissue repair in the acute postpartum window. Patients are managing significant tissue trauma with products designed for mild irritation.
This population is routinely overlooked in anorectal care conversations. Hemorrhoids that developed during pregnancy don’t resolve at delivery, and post-surgical constipation creates compounding straining pressure. C-section patients rarely receive targeted guidance on anorectal management.
The options in this space are either too aggressive (steroids with long-term use concerns) or too inert (plain barrier creams with no anti-inflammatory or repair function). Patients cycling through both without resolution is a common clinical pattern, and it’s largely a product gap problem.