Sex Products Rebrand as Wellness Essentials: Shifting Culture and Market Trends

The once-lowly status of sex products, relegated to discreet back-sles in drug stores or in the shadows of seedy storefronts, is undergoing a transformation that aligns it with the burgeoning wellness industry. Notably, this rebranding effort includes companies like Goop, which offers a selection of pastel-hued vibrators and sterling silver sex items like cuffs, massage rings, and feather ticklers that can double as elegant jewelry, in addition to their more questionable offerings such as $900 benwa balls. Moreover, clean skincare brands like Necessre are leveraging the same natural and pH-optimized ingredients found in their beauty products for their lubricants.

Lifestyle companies have also joined this movement by adopting a modern aesthetic for both their websites and products. Instead of garish designs often seen on sex toys from past decades, brands such as Lelo and Smilemakers present sleek vibrators that appeal to contemporary sensibilities. As per the 2018 Global Wellness Summit Report, sexual pleasure brands are strongly aligning themselves with wellness, echoing an article by Refinery29.

While there has always been demand for sex productsthe market was estimated at $15 billion in 2016these new associations might be facilitating its mnstream acceptance through the lens of self-care. The industry's recent growth, as evidenced by a forecast that it will reach $32 billion in 2019 from the market research firm Technavio, reflects this alignment.

It is noteworthy that alongside this tr are several dimensions of stigma surrounding sexuality and female desire, particularly within the wellness sphere where weight loss often underpins many offerings. However, the sex product industry's pivot towards wellness could be an essential step in demystifying sexual pleasure. As Hallie Lieberman noted for Quartz:

The fact that so many sex accouterments are sold in disguise demonstrates the shame we feel around sexual pleasure. It’s time to bring the positive aspects of consensual sexual relationships back into focus: it should be about fun and enhancing well-being.

By framing sex toys as self-care tools akin to a jade roller or gym membership, companies are leveraging the modern understanding of pleasure that sees sexuality as an essential part of well-being. This perspective is further supported by research suggesting several health benefits associated with sexual activity.

The reimagining of sex products as wellness-focused items ss a positive message about women and men, emphasizing that it's not shameful to desire and engage in consensual sexual activities. This normalization aligns with the self-care ethos and broadens its scope to include sexuality, thereby fostering a more inclusive and health-centric discourse around pleasure.

In summary, this rebranding not only broadens market opportunities but also has profound implications for societal attitudes towards sex and pleasure. By shifting focus from taboo to wellness, companies are helping redefine sexual expression as an integral part of personal care and well-being.

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