Wall Street Journal Hails the Rise of 'Twee Design' in Sex Toys

Wall Street Journal Hails the Rise of 'Twee Design' in Sex Toys

NEW YORK — The Wall Street Journal highlighted on Saturday the trend of how the “twee design movement” has expanded into the pleasure products industry.

Art and Design section writer Fiorella Valdesolo explained how “the fact that the new generation of sex toys, from brands like Deia, Maude and Smile Makers, look like design objets has also helped overhaul their image.”

The term “twee” is borrowed from indie music, where it describes the intersection of hipster, girlish and whimsical — think Zooey Deschanel. Valdesolo emphasized how brands with such a design aesthetic had catapulted vibrators into heretofore out-of-bounds mainstream big-box stores.

“Now you can buy one at Bloomingdale’s,” she noted. “Also, Nordstrom and, most recently, Sephora, which began stocking Dame as one of its first pleasure-product brands last month.”

Valdesolo also explained how at-home isolation during the COVID-19 pandemic became a factor in increasing sexual self-exploration.

“In the first year of the pandemic, Maude, the sexual pleasure brand that has actor Dakota Johnson as an investor and co-creative director, had 25,000 pre-orders for its vibrator,” she wrote. “Goop’s premiere vibrator sold out in a day, upon its launch in February 2021; and Jessica Richards, owner of Brooklyn beauty boutique Shen Beauty, hasn’t been able to keep Dame vibrators in stock.”

The article also gives props to “wellness”-branded influencers and girlbosses such as Gwyneth Paltrow, whose “candor on social media and on the popular Netflix show ‘Sex, Love & Goop’ has helped shake off taboos around the topic.”

To read “The Twee Design Movement Has Come for Vibrators,” visit WSJ.com (paywalled).

Main Image: Maude founder and CEO Éva Goicochea and Dakota Johnson.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Nalpac/Entrenue, Tenga Sign US Distro Deal

Nalpac/Entrenue and Tenga have signed a deal for U.S. distribution.

Orion Debuts 4 New Styles From 'Cottelli Party' Line

Orion Wholesale has expanded its Cottelli Party line with four new styles.

Blush Expands 'Performance Plus' Line With 10 New Cock Rings

Blush has expanded its Performance Plus collection with 10 new cock rings.

Wild Flower Debuts New 'Enby 3' Vibe

Pleasure brand Wild Flower has introduced its new Enby 3 vibrator.

Ball & Chain Announces 2 New 'Sex Dice' Games

Ball & Chain has announced the debut of two new Sex Dice games, dropping in September.

SBJ/TAF Names John Lyons as VP of Sales, Dave McDaniel as Buyer

SBJ/TAF has named John Lyons as its vice president of sales and store standards, and Dave McDaniel as buyer for its Adam & Eve stores.

Motorbunny Relaunches 'Fluffer' App

Motorbunny has relaunched its Fluffer app.

Orion Announces Customized Marketing Solutions

Orion Wholesale has announced customizable marketing solutions for its B2B customers.

Onahole Debuts New 'KYO' Cock Ring Collection

Pleasure brand Onahole has introduced its new KYO line of cock rings.

Deviate Launches Adult Industry Graphics Company Gala Design

Pleasure brand Deviate Network has incorporated its graphics department as its own adult industry-focused design company, Gala Design.

Show More