12.02.25
News
The conversation around sexual wellness is gaining momentum, with increasing discussions on empowerment, education, and the breaking of taboos. In the last year alone, demand for female wellness products has surged by 783%, according to a study by Cult Beauty.
With consumers actively seeking products and content that support their wellbeing, the sexual wellness industry is moving beyond secrecy and into mainstream discourse. In addition, the continued rise of TikTok and YouTube has created space for longer-form dialogue, with viral content sparking widespread engagement.
Brands now have an opportunity to engage with the movement, aligning themselves with a broader cultural shift that prioritises open and informed dialogue.
So what’s shaping the movement?
1. Podcasts: The Continued Rise of Long-Form Discussion
The explosion of podcasts dedicated to sexual wellness is a testament to the shifting landscape, with chart-topping shows including ‘Call Her Daddy’ with Alex Cooper, and Megan Barton Hanson’s ‘The Ins & Outs’, building engaged communities by fostering open conversations about sex-positivity, intimacy and self-empowerment. Breaking down taboos, conversations around sexuality are becoming more mainstream, broadening the commercial landscape and creating endless opportunities for brands.
2. Pop-Up Events: Creating IRL Community Experiences
While digital conversations are powerful, in-person experiences take brand engagement to the next level. Interactive pop-ups create supportive spaces where consumers can explore sexual wellness products, join expert-led discussions, and engage with a community that celebrates empowerment.
Take Selfridges’ Sex and Sleep pop-up in 2022—a bold move that blended luxury retail with sexual wellness. The London department store curated a selection of pleasure-focused products, from high-end vibrators to holistic well-being treatments like acupuncture and hypnotherapy, proving that self-care and intimacy go hand in hand.
Similarly, Sustain Natural’s #GetOnTop pop-up in NYC encouraged open conversations around sexual health with expert-led workshops and interactive product experiences, helping women take charge of their pleasure.
Brands are also thinking beyond traditional retail— Lovehoney took their sexual wellness pop-up into the metaverse, offering digital workshops, product exploration, and an erotic NFT art exhibit in Decentraland. This futuristic approach allowed consumers to engage with the brand in a completely private, judgment-free environment.
Meanwhile, Nordstrom’s series of Self Love Pop-Ins redefined retail by giving sexual wellness products the same stylish treatment as beauty and fashion. The pop-up featured toys, inclusive lingerie, and self-care essentials; promoting buyers to relish their personal power and pleasure.
3. Trending Chatter: The Growth of #BookTok
With 45.9M posts on TikTok with the hashtag #BookTok, it’s where the impact of the sexual wellness movement can be most visibly seen. Just take Gillian Anderson, who swapped the big screen for the bookshelf with her provocative debut, ‘Want’—a bold collection of 174 anonymous sexual fantasies from women around the world.
As a natural extension of her empowering role in Netflix’s Sex Education, the book isn’t just a literary project; it’s a cultural moment, and it’s safe to say the book has been making waves since its initial release. Opening conversations on ‘anything to do with personal pleasure’, the book has ignited a movement that’s resonating far beyond bookstores.
So how can brands engage in the dialogue? Just take Lovehoney, alongside their pledge to donate 10% of sales from their ‘Feel Good’ collection to Macmillan Cancer Support, they announced plans last year to recruit a panel of ‘Senior Sexperts’—women over 60—to provide sex advice. Combining education with entertainment, offering informative and relatable content that appeals to a broader audience, they have quickly established themselves as a forward-thinking leader in the sexual wellness industry.
How Brands Can Take Action This Valentine’s Day:
Valentine’s Day marks a time where conversations around love, intimacy, and pleasure are everywhere, creating the perfect moment for brands to step up and be part of the discussion in a way that feels fresh, relevant, and impactful.
Our 4 top tips for brands:
1. Broaden campaign targeting: Valentine’s Day isn’t just about couples. The rise of self-love and Galentine’s Day celebrations highlights that consumers are using this time to focus on personal pleasure and sharing these IRL experiences with friends.
2. Work with the right creators: The best campaigns feel authentic, and that starts with collaboration. Partnering with trusted voices in the sexual wellness space—whether that’s educators, influencers, or experts—can help make the conversation more open, engaging, and credible.
3. Create authentic content: Ditch the usual Valentine’s clichés! This is a chance for brands to do more than just sell a product. Think expert-led discussions, real stories, and interactive campaigns that empower and educate.
4. Be bold: It’s an exciting time for brands to contribute to the evolving discussion in a bold, unexpected way. The brands that take the lead in this space won’t just benefit commercially—they’ll help drive real change and forge deeper connections with their consumers.
For more information about how we partner with wellness brands, email: hello@b-theagency.com
