Meet the Founder
Our Story: About FEMMAGIC
FEMMAGIC began with one woman learning to come home to her body.
How FEMMAGIC Began
Maat Petrova was raised between Miami, Trinidad and Brooklyn, moving often and adapting to each new home. Her childhood was shaped by hardship, and she faced more of it as a young single mother. Healing came through what the women in her family had always trusted. Her great-grandmother prepared herbal remedies to care for the women of her community, and that wisdom of plants and the power women hold within themselves was passed down to Maat.
Maat went on to earn a BA in Psychology from The New School and a Master's in Mental Health Counseling from Long Island University. Leading women's counseling groups, she heard the same stories again and again: women disconnected from their bodies, carrying shame they never chose, with few places to turn for care that felt natural and honest.
In December 2015, she founded FEMMAGIC to change that. She moved her family to Atlanta and built the brand from the ground up, drawing on more than 20 years of herbal practice rooted in her Caribbean and African heritage. With no paid ads, only community, she grew FEMMAGIC to over $1.2M in annual revenue for multiple years and built the FEMILY, a movement of hundreds of thousands of women.
Today, Maat formulates every product herself and is building FEMMAGIC alongside her three daughters. It's a legacy four generations in the making, for them and for every woman ready to reclaim her magic.
What We Stand For
- Unsanitized Femininity: Your body isn't something to be scrubbed, hidden or apologized for. We celebrate the natural woman, honestly and without shame.
- Elder Wisdom, Made Modern: Herbal traditions passed down through generations of Caribbean and African women, formulated for how women live today.
- Whole-Woman Wellness: Body, mind and spirit are connected. Our care reflects all three.
- Care for Every Woman: Clean, plant-based feminine care shouldn't be a luxury, so our daily essentials are priced to be part of your routine.
The FEMMAGIC Promise
Plant-powered intimate care, formulated for balance. Every FEMMAGIC formula is plant-based, herbalist-made and created with intention, without harsh chemicals or fillers.
- Herbal & Plant-Derived: gentle, herbal-focused formulas designed to support your natural rhythm.
- Free from Parabens & Sulfates: so everyday care stays gentle.
- Free from Phthalates & Petroleum: in every product we make.
- Free from Artificial Dyes: nothing added just for color.
- Safe Scents: 100% natural essential oils or gentle, phthalate-free fragrance oils.
Tested on women who trust us. Never on animals.
Join the FEMILY
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