Sex toys have come a long way from seedy adult shops and Sex and The City’s infamous rabbit. Sephora, the beauty retailer we all love to love has expanded its product offerings into the sexual wellness space. Kicking off the launch is Vush, Smile Makers and LELO who have released a suite of items from orgasmic candles to massage oils and you guessed it, vibrators.

THE BRANDS

Sephora tells us they “Wanted to ensure we kept three main things top of mind; founder/brand story, price point and quality of the product design.”

• Price – A good, better, best approach ensuring inclusivity and products for everyone.
• Education – By making sure each brand has a strong Education and Training background you can be confident in the Sephora Beauty Advisors to direct you to the right toy.

You’ll be able to find the most up-to-date and innovative vibrators as well as accessories for a variety of play.

FROM ADULT SHOPS TO SEPHORA

How did sex toys and feminine health become so mainstream you ask? Who best to talk to than one of the pioneers of luxury sex toy brands, LELO. Luka Matutinovic, Chief Marketing Officer of LELO tell us that “The last two decades have been marked by changing attitudes towards sex, lifting the stigma around sex and growing awareness about sexual wellness.” But we’re not just talking about sex toys but feminine health altogether.

It wasn’t all happy vibes back then, “There used to be this feeling that if a woman owned a vibrator, her partner was not doing the job right.” But like many wonderful things that came out of the pandemic, the sexual wellness category finally came out into the limelight. Matutinovic says, “As an industry, we got a seat at the table, and finally, it was proven that sexual wellness, and therefore sexual pleasure, is an integral part of human wellbeing.”