NEW GEN Z 101: Unlock & Outlast Microtrends

Retailers are embracing the rise of the sexual wellness category. 

Feb 24 2022

Retailers are embracing the rise of the sexual wellness category. Last year, Bloomingdale’s and Nordstrom started carrying sexual wellness products, and Sephora is the latest to join the club with the introduction of two up-and-coming brands, Maude and Dame. The two brands cater to women with shelf-worthy, stylish vibrators, mineral bath salts, massage oil, and lubricants made with clean and natural ingredients. Unlike traditional adult-oriented products that often take a male POV in their marketing approach, these brands are infiltrating the beauty category to “blend this idea of beauty, wellness, and sexual wellness.” Selling in major retailers is a major achievement for up-and-coming sexual wellness brands because it’s making products more accessible while killing the idea that sexual pleasure shouldn’t be talked about openly—something young consumers have been championing for some time now, with celebrities like Demi Lovato and Lily Allen recently releasing sex toys with big brands. (NYT)