Self-described “embarrassing self-care” brand Norms has created a community retail space devoted exclusively to a difficult-to-spell, difficult-to-discuss subject: hemorrhoids. The Norms Clubhouse, open in NYC’s SoHo through Nov. 25, 2025, is a place where New Yorkers can learn, have shame-free conversations and purchase the brand’s array of hemorrhoid treatments, currently available on Amazon and including creams, sprays and wipes for home or on-the-go.
“The Clubhouse is our first opportunity to invite people into the friendly, trusting and stigma-free world we’ve been building,” said Norms’ Co-founder Carli Roth in a statement. “We’re collaborating with creators, meeting with the media, recording episodes of our Totally Normal Conversations podcast and co-hosting ‘hemmy happenings’ with local friends. From moms to motorcyclists, everybody’s welcome. And we’ll be there to greet them with an understanding smile.”
Visitors to the Clubhouse can find answers to touchy questions, such as “What actually is a hemorrhoid?” Once a week, customers can get medical advice when Norms’ NYC Clubhouse GI [gastrointestinal] doctor is in-house, and on any day the Clubhouse is open they can sip Graffeo Coffee, sample Dad Grass Leisure Drinks and grab free Norms Roadies, multicolored finger cots [protective covering for individual digits] and conversation-starting stickers designed to make butt care feel totally normal.
“Having hemorrhoids shouldn’t be embarrassing. Treating them shouldn’t be confusing. But for most of us, it is. We’re trying to change that,” said Joshua Katz, Founder and CEO of Norms in a statement. “The Clubhouse brings that mission to life. It’s part retail, part edu-tainment, and it’s totally normal.”
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Norms is a self-care startup with a mission to normalize the conversation and treatment of common yet highly stigmatized personal health conditions, starting with hemorrhoids and moving from the butt to the gut (and beyond). Their hemorrhoid-relief products are FDA-compliant, and the company takes medical guidance from double board-certified gastroenterologist Dr. Wendi LeBrett.
