These Female-Founded Sex Toy Brands Are Putting Women First

In 2022, girls should buy their intercourse toys and different intimacy merchandise from the identical retailers they depend on for his or her $40 lipsticks and indie designer clothes. They might come within the type of lovely, wearable jewellery or they might be as innocuous as an objet d’artwork. There are a couple of causes for the enlargement and evolution of this trade, however if you happen to take a peek behind a few of the most buzzworthy (pun meant) manufacturers within the enterprise chances are you’ll discover one main factor in frequent: A girl on the helm. No matter their various aesthetics and capabilities, extra female-founded intercourse toy manufacturers are working to make girls’s orgasms extra accessible and gratifying — sans any sense of disgrace.

It’s first vital to state the maybe apparent reality that each one individuals who determine as girls are totally different. They might have various anatomy and experiences that may form their sexual preferences and the way they understand pleasure. That stated, manufacturers like those interviewed right here give attention to components that, by and enormous, women-identifying customers weren’t seeing represented available in the market, together with extra trendy design (versus novelty), clever and inclusive advertising and marketing, and cautious consideration of frequent erogenous zones.

We solely embrace merchandise which were independently chosen by TZR’s editorial staff. Nevertheless, we might obtain a portion of gross sales if you buy a product by way of a hyperlink on this article.


Beginning with the anatomical facet, earlier than the final decade or so, most intercourse toys weren’t designed with the nuances of vulvas in thoughts. When Dame launched in 2014, that was the objective of founder Alexandra Effective. “[At that time] we had been one of many few firms who made intercourse toys for folks with vulvas, by folks with vulvas — who understood the anatomy of who we had been designing for,” Effective tells TZR. “Many intercourse toys are marketed as novelty merchandise, however that wasn’t my expertise with sexual pleasure.”

The primary providing Effective developed to fill this hole was a vibrator designed to suit snugly contained in the labia for hand-free clitoral stimulation. “I had an thought for a vibrator that could possibly be worn throughout penetrative intercourse to assist shut the pleasure hole,” she explains. “I joined forces with an MIT-trained engineer to make my kitchen experiments into real-life merchandise, and collectively, we launched with Eva, the primary really wearable {couples}’ vibrator.” To this point, Eva is considered one of Dame’s bestsellers, however the model has additionally expanded its vulva-focused pleasure merchandise, together with the Aer, a suction toy that simulates oral intercourse, the Pom, an ergonomic, palm-sized vibe that’s versatile sufficient to hug any erogenous zone, and the Arc, a curved vibrator designed for exterior (clitoral) and inner (g-spot) stimulation, amongst others.

“Our vibrators are designed to cater to all physique varieties and desires, in order that much more folks can begin exploring their pleasure,” says Effective. “We’ve got a whole analysis arm of our product improvement course of referred to as Dame Labs, which permits us to make use of actual, human suggestions throughout the gender spectrum to deliberately and thoughtfully design merchandise. As one of many few sexual pleasure firms to include human suggestions to our engineering course of, we’re proud to create a secure house to host sincere conversations that assist folks discover sexuality and well being.” And Dame’s inclusive method hasn’t gone unnoticed: In February, it turned the primary pleasure product and sexual wellness manufacturers to be carried by Sephora, a transfer that exhibits the destigmatization (and significance of) girls’s sexual well being.


Six years earlier than the launch of Dame, Ti Chang, designer and co-founder of Crave, was additionally looking for to fill a spot for ladies within the intimacy product market, one she believed was on account of lack of illustration inside sexual wellness manufacturers. “On a primary degree, I didn’t see merchandise that had been correctly designed with the rigor and seriousness of recent client merchandise, which features a staff that truly mirrored the folks they had been designing for,” she shares. “I didn’t see merchandise with nice person experiences, since a overwhelming majority of merchandise needed to be stashed or hid in embarrassment, and that is nonetheless the case right now.”

Chang first based INCOQNITO in 2008, a line of intercourse toys that multifunctioned as jewellery. She later teamed up with entrepreneur Michael Topolovac to co-create what Crave is right now: A women-led staff devoted to providing girls a part of magnificence and emotion of their sexual well being merchandise — most famously the Vespa, a chrome steel (out there in silver, rose gold, and 24-carat gold finishes) vibrator designed to be worn as a necklace.

“I wished to design one thing that made folks really feel validated and delightful for his or her sexual wants,” Chang says. “Actually lovely pleasure merchandise that folks didn’t really feel ashamed about, and which can be welcomed into their life as ecstatically as a brand new piece of jewellery didn’t exist. I wished to create merchandise that empower folks to welcome pleasure into their life as a result of I consider self-pleasure must be a ravishing expertise of honoring your self.” Along with the famed Vespa, Crave gives a couple of different types of vibrator, all with the identical consideration to a modern, attractive design and critical performance.


Maude, based by Eva Goicochea in 2018, equally appeared to revolutionize the trade with a contemporary method to sexual well being. The CEO, who welcomed Dakota Johnson as an investor and Co-Inventive Director in 2020, mixed her expertise as a former legislative aide in healthcare along with her enterprise and branding savvy (she led content material methods at Everlane and Josie Maran earlier than founding her first firm, Tinker Watches) when she launched maude with a handful of minimalist, gender fluid merchandise.

Whereas maude’s choices — together with private massagers, pure latex condoms, lubricant, and most lately an anal cone and all-natural libido-boosting gummies — should not designed expressly for many who determine as girls, Goicochea goals to create merchandise that really feel inclusive to girls amongst different underserved client classes. “Time and time once more we hear in regards to the approachability of our product line, that on prime of being body-safe and design-centric, the whole lot from the elements to the colour palette is confidence-boosting and accessible,” the founder tells TZR. “We consider sexual wellness must be approached like several a part of wellness: The merchandise must be secure, easy-to-use, and delivered in a pleasant approach making the shopper really feel comfy and empowered.”

A mission for Goicochea has at all times been to interrupt previous obstacles and taboos, carving out a spot for intimacy merchandise to dwell inside the panorama of so many different well-made, artistically designed way of life merchandise. Maude, which is at present bought at Sephora, Nordstrom, Detox Market, Commonplace Dose, Saks Fifth Avenue, and extra main retailers, has already managed to do that in just some years — and its founder says that’s just the start. “I am excited for maude and sexual wellness to seek out much more shelf house — digitally and bodily — the place you store for the remainder of your private care routine,” she says. “As a class that sits on the intersection of physique care, scent, and wellness, it is sensible for it to be approached with the identical visibility.”


Polly Rodriguez, CEO and co-Founding father of Unbound, started her enterprise as a retailer for sexual wellness manufacturers in 2013. 4 years in, she had begun to see what areas of enchancment had been wanted and she or he and co-founder Sarah Jayne launched their very own line to handle them. One of many principal areas of concern was pricing. “[We] realized there was an enormous alternative to create a product line that delivered on affordability with out compromising on high quality, design, and body-safe supplies,” Rodriguez explains. By opting to promote their merchandise direct to client, Unbound was capable of create a line with the standard they required at an accessible value level. Toys and equipment together with vibrators, plugs, cuffs, paddles, and extra at the moment are out there underneath the $75 mark.

One other hole Unbound’s founders dedicated to fill was distinctive customer support. “We additionally felt [that] was actually missing within the trade and so we invested in best-in-class coaching and assist for our group,” says Rodriguez. “Our customer support is persistently one of many issues folks love most about Unbound — we’re pleasant, approachable, and quick as hell.”

Because the launch of Unbound’s personal line, Rodriguez has watched the trade evolve — in no small elements to the persistent efforts of manufacturers like hers. “Once we first tried to get our merchandise in mainstream retailers, we might be handed off to the lingerie division after which rapidly deemed too risqué to inventory in-store,” she explains. Like a few of the aforementioned manufacturers, Unbound has change into extra broadly accessible by way of mainstream retailers together with City Outfitters, FabFitFun, and Madewell. “I solely see this pattern persevering with as extra retailers are realizing that their clients should not intimidated or ashamed to buy on this class, actually, they’re excited to those merchandise championed by the retailers they already know and love,” Rodriguez provides.


A fast look on the social media messaging from Lioness and it turns into abundantly clear that it is a model dedicated to not solely destigmatizing feminine sexuality, however championing it. “My co-founder Anna and I constructed Lioness for the thousands and thousands of ladies and other people with vulvas who’ve questions on intercourse and pleasure however have few methods to study extra about their very own our bodies,” expresses Liz Klinger, the corporate’s CEO and co-founder. “A query we frequently hear from folks is ‘Am I regular?’ The reply is commonly sure however, earlier than Lioness, there hasn’t been a method to see what your regular seems like.”

Lioness accomplishes its mission not solely by sharing inclusive and affirming messages on its Instagram and TikTok platforms (co-founder Anna Lee has over 400,000 followers who tune in for frank, open, and sometimes hilarious content material about sexuality), however by providing its clients tech-savvy instruments they’ll use to prioritize their pleasure in an intuitive and user-friendly approach. “Lioness brings know-how beforehand solely seen in cutting-edge analysis labs to customers within the type of a simple-to-use machine and app that gives biofeedback over time,” Klinger explains. “It’s much like different private well being monitoring gadgets like Oura for sleep, Muse for stress, or Clue for interval monitoring.”

The Lioness 2.0 makes use of biofeedback know-how to gather knowledge, permitting the person to tailor their sexual experiences to their particular person wants — with the objective of giving them their greatest orgasms ever. “The Lioness is constructed with a set of superior precision sensors that, when paired with the app, can let customers visualize their arousal and orgasm,” the co-founder tells TZR. “Together with totally different notes folks can add about their experiences, they’ll begin seeing what their very own baseline expertise seems like and the way it can change over time from a large number of various components — from espresso, sleep, medicines, hormones, being with or with out a accomplice, and extra.” As Lioness’ motto goes, by no means measured, by no means improved.

With the expansion of the model, Klinger says that knowledge and analysis from their female-led groups will proceed to tell its choices and person expertise. “In 2020, Lioness began a analysis platform to attach researchers with Lioness customers excited about collaborating in research to contribute to a greater understanding of sexual operate and well being,” she explains. “This yr, I’m joyful to say that a number of researchers are publishing papers and presenting their findings to the analysis and medical communities. I’m wanting ahead to extra collaborations like this to deliver extra science about girls’s sexual response to researchers, medical doctors, and in the end the folks.”

Le Wand

With practically twenty years expertise within the sexual wellness trade, Le Wand founder Alicia Sinclair was capable of construct her personal model to handle what she personally felt was most disappointing about intercourse toys geared in direction of girls. However above all, she hoped for a extra welcoming panorama than she was ushered into. “Within the early years of my profession, I don’t assume that anybody took me significantly,” Sinclair explains. “I felt very dismissed, tokenized, and was paid considerably decrease than my male counterparts. It’s laughable how little I used to be valued by my employers and the way uncomfortable I usually felt when interacting with co-workers and purchasers. It felt like there was no expectation for males to deal with girls with dignity.”

This expertise left Sinclair with a case of imposter syndrome. Whereas she acknowledges the truth that the trade has come a good distance since she began out, it’s nonetheless dominated by males, and as a businesswoman she notices the largest obstacles within the advertising and marketing of her model. “There may be a lot gatekeeping by massive firms like Google, Meta, TikTok, and many others.,” she says. “Each time we expect we discover a technique that works, it appears like a brand new algorithm or a brand new algorithm units us again.”

However Sinclair isn’t letting these obstacles get in the way in which, as she explains that Le Wand stays on its toes, pondering outdoors the field to proceed shifting ahead in its mission. “We’re pushing the envelope for our trade in new and thrilling methods,” the intercourse educator and entrepreneur tells TZR. “Just like the current launch of a industrial that begs the questions: Why is pleasure one thing girls and femme-id’ing folks have been taught to really feel a lot disgrace round for thus lengthy? Why *should not* we have the ability to promote our merchandise freely?”

As for what sorts of merchandise Sinclair wished to see in the marketplace, it was all about bringing an outdated favourite into the current day. “I’ve at all times been a wand individual,” she explains. “It was my first intercourse toy and remains to be my go-to. I discovered myself wanting by way of my very own eyes, as a client, and always feeling disillusioned. The merchandise felt stale and outdated, with many wands wanting like copies of merchandise that had been in the marketplace for 50 years. My objective was to raise the class, the product design, and complement the model with complete sex-positive training.”

First on her listing of must-haves for a reimagined wand? One thing her buyer wished to point out off. “[Le Wand products] are highly effective, fashionable, properly designed, made with quite a lot of distinctive supplies, at all times licensed body-safe, arrive in gift-worthy packaging, they usually at all times really feel luxurious.” The model’s private massagers are provided with glittery or graphic handles and clients can even store elegant bondage equipment, crystal and chrome steel toys, and different fashionable pleasure-enhancing merchandise on Le Wand’s website.

Sinclair continues this intercourse optimistic messaging by way of Le Wand’s weblog, Rumble & Buzz. That includes dozens of articles by intercourse educators, she goals to supply girls and femme-identifying individuals with a shame-free useful resource for generally requested questions. “It is excessive time outdated gatekeeping and pearl clutching round pleasure merchandise involves an finish, and Le Wand is main that cost,” the intimacy trade vet tells TZR. And with an increasing number of female-led manufacturers with this identical mission in thoughts, it actually seems just like the tides are turning.

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