British health and beauty retailer Boots’ condom sales increased by 98% in the 12 months from April 2020-21 (Boots, 2021), highlighting the growing consumer appetite for sexual wellness and pleasure. As lockdown restrictions further ease, sales are expected to continue rising.  

Retailers elsewhere are also tapping into this boom by framing sexual pleasure as a genuine wellness experience. London-based health and wellbeing retailer Iloh recently launched as the UK's first sexual wellness digital platform with products designed exclusively by women. Its 'Get it Out' campaign normalises sex toys through elevated design, encouraging users to leave their pleasure products on display, rather than hide them away.

Meanwhile, US department store Macy’s recently launched a women’s intimate wellness section. Acknowledging the vast demographic of this market, it features brands that cater to a range of consumer needs, including pregnancy and postpartum.

American luxury department store Bloomingdale’s has also introduced this category on its website. “Now more than ever, it’s important to consider every aspect of our wellbeing, including intimacy and self-love,” said Stacie Borteck, general merchandise manager for fashion accessories, fine jewellery and cosmetics at Bloomingdale’s.

Eva Goicochea, founder of American sexual wellness brand Maude, told US publication Beauty Independent: “In listening to their customers, retailers are finally holistically integrating sexual wellness into their assortments and are leading the way in reshaping what was once personal care’s last frontier.”

For more retail opportunities in the sexual wellness market, see Commercialising Pleasure: Monetising the New Sexual Mood. And for more product developments, see Product’s Sexual Wellness Priority.