beauty / Sexual Wellness

It’s the one category that transcends every demographic. Bonus: They can look like croissants now.

A new generation of consumers that craves playfulness, inclusivity beyond gender binaries, and a sense of emotional nuance is rejecting the corporate polish, female empowerment lingo and ‘MoMa-esque’ toy designs that defined pandemic-era sexual wellness brands.

The deal marks Dame’s second acquisition in the last year as the $125 vibrator seller seeks to grow market share in the sexual wellness sector.

Executive editor Brian Baskin and senior correspondent Sheena Butler-Young speak with editorial associate Yola Mzizi about how regulatory restrictions and cultural conservatism are forcing sexual wellness brands to pivot their messaging in 2025.

The once-promising sector is now facing setbacks in the US. As mainstream retailers retreat and social media censorship restricts digital marketing, brands are rethinking their approach to retail partnerships and are finding creative ways to navigate the shift towards cultural conservatism.

In June, BoF will honour six entrepreneurs shaping the future of the beauty industry at the third edition of The Business of Beauty Global Forum 2025. Apply for your chance to join us.

As Sephora and Amazon encroach on its territory and draw younger shoppers, Ulta Beauty’s investor day covered strategies to enhance physical stores and keep Gen-Z and Gen Alpha’s attention.

The niche brand, founded by former fashion buyer Yasmin Sewell, has closed its second round of funding with Manzanita Capital and Estée Lauder’s corporate venture capital arm also participating.