From classic designs amplified with extra power to unique functions and one-of-a-kind shapes intended for deep stimulation, the current wave of pleasure products is bringing customers new ways to push boundaries and immerse themselves in pleasure. Like a rising tide that lifts all boats, this boom in innovative products has affected and energized the entire sector, spawning high-tech, user-friendly, sophisticated designs to meet the individual needs of a wider audience.
Manufacturers are prioritizing not only functionality but also aesthetics and user experience. This intersection of design and technology is yielding exciting innovations that cater to diverse preferences and desires. With advanced materials, cutting-edge features, seamless integration of interactive capabilities, and the incorporation of ergonomic designs for enhanced comfort, the latest offerings are leveraging advancements to create products that captivate and delight users.
In this special report, we explore the latest trends in pleasure product design and tech to uncover how these innovations are shaping the future of intimate experiences.
The Tech's the Thing
Sextech is constantly changing the way couples spice up their play. Kristyn Clarke, store manager and buyer for His & Hers Couples Boutique in Wilmington, Delaware, says tech-enabled toys are always in high demand these days.
“Customers are looking for the G-spot flickering features, strong vibrations and air pulse sensations,” Clarke says. “Couples are also always in search of the newest toys that they can use together — and wireless technology allows for a fun time even when they are apart, as the toys can be controlled via phone app or in person.”
CalExotics founder and CEO Susan Colvin sees customers gravitating toward such offerings.
“App-based products are in high demand as customers seek to make a more profound connection,” Colvin says. “Pleasure at your fingertips is now a reality, no matter where you are in the world.”
Ian Kulp, global director of sales and marketing for Bswish and Zini, cites increasing demand for app-enabled toys with remote-control capabilities and long-distance connectivity.
“There’s an emphasis on simple, easy-to-use interfaces that cater to the intended user, ensuring a seamless and enjoyable experience,” he notes.
Interactive toys are also becoming “hugely popular,” according to Karalyne Fosty, Nobü’s creative director.
“This is especially true in the realm of strokers,” Fosty notes. “Manufacturers are seeing a high return on products that have the ability to sync with VR, adult content or other interactive platforms, making for a more immersive and connected experience.”
Clarke agrees. She has seen a steady increase in products featuring dual stimulation, multifunctionality, enhanced sensory experiences and travel-friendly designs. In the future, she speculates, adult products are only going to become more personalized, as “Web 3.0” and the “metaverse” become a part of everyday society.
Kiiroo U.S. Sales Manager Kate Kozlova sees that future coming up fast, in part thanks to advancements in AI and VR technology.
“Utilizing AI, products are increasingly capable of creating personalized user experiences,” Kozlova says. “Innovations like Kiiroo’s FeelMe AI, developed in collaboration with FeelRobotics, allow for interactive experiences with online adult content. The adult industry is leading the way in transitioning to immersive, personalized, and interactive experiences, especially with the integration of fast-evolving VR technology, which enhances solo pleasure experiences.”
Tech innovation has also translated into an additional dimension of personalization: greater inclusivity. Kulp has observed an increase in the popularity of products made with diversity in mind.
“In today’s market, there’s a demand for products that cater to a wide range of needs and preferences,” Kulp says. “Thoughtfully designed products that are inclusive of individuals with disabilities and/or plus-sized customers are on the rise.”
Bang for the Buck
Products like The Handy, Fleshlight’s Universal Launch and Kiiroo’s Onyx+ FeelPornstars Experience aim to create a closer bond between toy and user. But will customers spend more for strokers and masturbators that integrate virtual reality to provide users with a more interactive experience?
“Throughout the last couple of years, there has been a growing market for luxury, high-end products that offer a certain amount of sophistication and longevity,” Fosty says. “Nowadays, people are more willing to invest in their sexual health and well-being. Shoppers are gravitating toward premium, body-safe toys that offer advanced tech and some sort of manufacturer’s warranty.”
Some shoppers, at least. Kim Maty of Entrenue says there are still plenty of customers out there on a limited budget.
“Mid-range price point products have seen an increase,” says Maty. “That sweet spot between $50 and $89 has become very important as the world around us continues to get more expensive.”
Carolyn Eagle, founder of Betty’s Toy Box, agrees.
“We all know the economy has been slower,” Eagle observes. “People want to know they’re getting maximum bang for their buck.”
Who Are Today’s Shoppers?
Over the last decade, the pleasure industry has seen a significant shift in its customer base. While many pleasure product buyers are still women between 25 and 45, other demographics are gaining ground, notably couples, men and older users.
“We’ve noticed a significant increase in spending habits amongst older adults in the 50-plus age group,” Fosty reveals. “This suggests that as societal attitudes toward sex and aging begin to change, older audiences will have a bigger impact on the market.
“With that and other shifts in spending patterns, retailers and manufacturers will have to adjust their focus and expand their offerings, so that they can cater to a wider range of customers,” Fosty adds. “Historically the market has targeted cisgender women, but the demand for more inclusive pleasure products has opened up the industry to a broader range of gender identities and sexual orientations, making it harder to pinpoint exactly who spends the most on intimate care.”
Fosty is not alone in her assessment. Stefanie Neumann of Jack and Jill and Caliente Adult Superstores notes that her chains’ retail customers range anywhere from 30 to 60 and are culturally, ethnically and sexually diverse. Kulp shares similar observations.
“Customers across various age groups are showing significant interest in pleasure products,” Kulp says. “While the 25-40 age group remains a key demographic, there’s also a growing interest among male, nonbinary and aging customers.”
Kozlova points to more men embracing the idea of buying sex toys.
“Prostate toys and high-end male masturbators have carved out a growing niche in the industry,” she says. “Initially, companies focused on women as the primary market for sex toys. However, as society progresses and discussions about sexuality become more mainstream, there is a rising demand for a variety of gender-neutral and male-oriented products. So businesses are acknowledging the significance of inclusivity in both marketing strategies and product offerings.”
The Normalization of Pleasure
Behind these changes in customer demographics, some in the industry note, are shifting perceptions of sex and sexual wellness. As more people eschew dated societal norms in favor of sexual freedom, they note, increased openness and lessened stigma have expanded the customer base.
Neuman, who is not just Jack and Jill and Caliente’s general manager but also a licensed sex educator with more than a decade of experience in adult retail, postulates that the normalization of pleasure and sex stems from more visibility in pop culture.
“‘Fifty Shades of Grey’ caused the first boom of ‘normalization’ for this industry, and now social media is causing the second boom,” she says. “Not only has purchasing pleasure products become less stigmatized, it’s becoming normal or expected, even.”
Fosty credits both mainstream media and the sexual health movement for finally giving the pleasure industry the level of visibility it deserves.
“Whether through movies, TV shows, podcasts or social media, people are becoming more aware of the variety of products that are out there and the benefits that they can offer,” says Fosty. “This is slowly inspiring more people to prioritize their sexual health as an essential part of their self-care routine.”
According to Neumann, the influence of social media and the normalization of sites like OnlyFans have also helped give rise to a demographic that is willing to embrace their sexuality and that sees pleasure products as tools to enhance relationships or bring solo play to the next level.
Kulp affirms, “The role of social media platforms, including TikTok, Instagram and platforms like JustForFans and OnlyFans, cannot be overstated in shaping customer interest and driving exploration in this space.”
That being said, customers — especially first-time customers — also rely upon a variety of other factors when purchasing pleasure products.
“I am seeing a big upswing in the educated customer who not only sees a toy on social media, but who reads blogs and articles about health and wellness, and is coming around to the idea that sexual health is part of overall health,” Eagle says.
Maty concurs, noting, “Those considering new items can really research and hear from users firsthand about what a product can do, how it feels, etc.”
She adds that sex-positive social media influencers have played a major role in normalizing the conversation surrounding sex and pleasure, making them key players in marketing.
“Established influencers have become an important asset for product promotion,” Maty says. “Those considering new items can really research and hear from users firsthand about what a product can do, how it feels, etc. There are so many content makers out there on social media normalizing pleasure products. They make trying one seem accessible, acceptable and exciting.”
The proliferation of sex positivity and sexual wellness influencers is not the only game in town vis-à-vis social media, however. Plain old customer reviews also influence shoppers, especially new buyers looking for their first toy. Sex Shop Matamoros’ Polo Medina emphasizes the influence authentic reviews have on customers.
“Regular people making videos of toys and reviewing products gives others the feeling that the item can work,” Medina says. “Because it is not a paid ad from a company, like the old commercials at 3 a.m.!”
Alicia Sinclair Rosen, founder and CEO of COTR, says she constantly hears about pleasure product novices being influenced by TikTok and Instagram videos.
“When we see real-life people sharing their positive personal experiences, it is influential to people who may not have previously considered buying a sex toy,” she says.
Danielle Seerley, director of sales for pleasure brand Thank Me Now, describes the current situation as a kind of perfect storm for the sector.
“People are finally starting to talk about bodies and all the things that go with them, good and bad,” Seerley says. “More conversation around our bodies and self-pleasure, combined with the products people have access to today, seems to be a win-win for everyone. Mainstream builds credibility and shoppers talk.”
Taking a broader, historical view, sex educator and XR Brands ambassador Josh Ortiz sees the current boom in exploring sexual fantasies as a response to both a perennial need and distinctly contemporary factors.
“In the ’80s, Trivial Pursuit was considered an investment that could guarantee many fulfilling nights at home,” Ortiz says. “Today? Fantasy drives our free time. Whether it’s movies, streaming, fairy smut books or adult toys, fantasy is a surefire way to escape the dystopian nightmare we live in and embrace new and exciting versions of ourselves and the sensations we can experience in those roles and spaces.”
Point-of-Sale Appeal
An additional factor may also be impacting customers’ attitudes toward pleasure products: The shopping experience itself has changed. In particular, the modern brick-and-mortar sex shop has become more welcoming to newcomers.
“At one time considered ‘seedy,’ adult stores now are brightly lit and filled with vibrantly colored vibes of all varieties, alongside racks of beautiful lingerie,” observes Taylor Means, director of sales and marketing for Sexual Desires.
First-time buyers are more willing to visit an adult store in person if the space has a more boutique feel, overturning the idea that sex shops are illicit and “dirty.” The result?
“People are seeing products in real life, and I think that takes some of the ‘scariness’ out of the equation,” says Seerley.
Those who don’t live near a brick-and-mortar store, or who might be too shy to shop in person, can still discover their first-time buying power online, thanks to the ubiquity of online shopping.
“Intimate toys are becoming much more accessible thanks to ecommerce,” says Fosty.
“This is making it easier for first-time shoppers to explore and purchase products online without the anxiety of having to have face-to-face interactions surrounding a subject they may not totally be comfortable with.”
Whether in-person or online, Kulp notes, drawing in new customers boils down to two simple elements.
“First-time shoppers are drawn by curiosity, and the desire to explore new sensations,” he says.
Best of the Year (So Far)
Innovative designs and features, cutting-edge technology and unique sensations have already helped a number of products garner attention during the first few months of 2024, making them favorites among pleasure-seekers worldwide.
Kulp lists three items tied as Bswish bestsellers: the Classic, the Bwild Bunny Infinite Classic and the Bcute Curve Infinite Classic.
“Classic” designs have also proved popular for Thank Me Now. Seerley highlights the brand’s Mini Halo collection as a bestseller of the year so far.
“I think this is a combination of a great product at a great price point, with enough color options to be exciting — but not so many that it’s overwhelming,” she says. “The product is easy to use, non-intimidating and well known among customers.”
For shoppers looking to attract a partner, pheromone perfumes are growing in popularity within the bath-and-body category.
“I think customers are looking for affordable luxuries in this tough economy,” says Rebecca Pinette-Dorin of Exsens. “‘Treat yo’ self’ is still a thing, but the price tag attached has to be lower. We are drastically lowering prices on our Organic Crystal Body and Massage Oil lines as a result.”
As men’s pleasure products continue to trend, accessories such as the hands-free desk mount for The Handy have been popular this year.
“This mount was created to elevate satisfaction by eliminating the need to manually hold the device,” Ohdoki COO Juwita Remvik says. “It’s all about enhancing the user experience. By allowing users to fully immerse themselves in their Handy experience, the hands-free desk mount has become an essential accessory for pleasure enthusiasts everywhere.”
Kiiroo’s masturbators are also making a strong showing this year, with shoppers gravitating toward the PowerBlow interactive suction device and the Keon automatic masturbator paired with the brand’s Feel Stars strokers.
“The Keon enables long-distance control, allowing partners to play with each other even when they are in different countries,” Kozlova says. “The interactive capabilities ensure the Keon syncs seamlessly to interactive adult videos and connects to interactive webcam content. However, we understand that Keon is not a product for every budget! That’s why we designed the interactive suction device PowerBlow, which can be attached to the Feel Strokers to turn them into an interactive blowjob-on-demand experience. PowerBlow is flying off the shelves — whether it’s sold in a bundle with our new mouth stroker molded from Victoria June or with other compatible strokers, it’s a perfect introductory accessory for those who want to experience interactivity at a fraction of the cost.”
According to Kozlova, Kiiroo is expanding its line of strokers every quarter. So far this year, the company has introduced two new Feel Stars, Dainty Wilder and MelRose Michaels, along with its first glow-in-the-dark stroker. Other innovations from Kiiroo this year include new FeelMe AI technology, software developed by Kiiroo and FeelRobotics that makes online adult content interactive.
Meanwhile, CalExotics has begun venturing into app-controlled toys with the debut of a line of interactive playthings.
“This app-based collection allows users to make a connection anywhere around the world,” says Colvin. “They can explore with a partner, play within the community or enjoy it solo. Our customers love the accessibility this collection offers, as well as all of the fun and interactive features available.”
Among the year’s most attention-getting designs is COTR’s eponymously named ride-on vibe, which comes with attachments for internal stimulation.
“It’s such a solid upgrade to the hump-and-grind category and also happens to be a perfect price point for folks looking to dip their toes into the sex machine category,” says Sinclair Rosen. “Its portable size and wide range of uses make it like a Swiss army knife of a toy, so to speak. Customers have loved all the attention to special details, like the waterproof remote, suction-cup base, two included attachments and incredibly strong motor. It’s a clear winner.”
The popularity of the rose stimulator has opened the door to a growing assortment of toys that stimulate with similar air-powered functions. Fosty points out Nobü’s Yöni dual vibe as a popular item in this category.
“This pulse-suction dual vibe utilizes a unique hybrid design that couples C-spot stimulation with a classic thrusting shaft,” she offers. “It is waterproof, rechargeable and equipped with a powerful three-motor design. Users can operate different functions independently from one another, allowing them to tailor their play based on their personal preferences.”
Fosty also noted another emerging pleasure product category: monster-inspired dildos. The Nobü Tiki dildo comes in a beginner-friendly size and with the added function of vibration.
“Unlike the rest of our Beasties collection, the Tiki is a lot smaller in size, making it way less intimidating to users who might just be getting into monster play,” Fosty explains. “Coupled with its bright, vibrant colors, this suction-cup dong markets itself more along the lines of cute rather than scary, and is consequently more inviting to the inexperienced user. It’s also our first fantasy dong that comes equipped with an internal vibrator, giving it a competitive edge to similar, nonvibrating products on the market.”
XR Brands’ Creature Cock line is expanding, a testament to the success of the product category of fantasy-inspired devices.
“The unprecedented success of that line has resulted in the subsequent release of over 120 different variations of Creature, with many more on the horizon,” Ortiz says.
New Releases to Watch
With the annual summer edition of ANME right around the corner, manufacturers are gearing up for the remainder of 2024 with more new product debuts.
“At Bswish, we’re excited to announce the launch of six new SKUs in 2024, with four highlighting our newest technology and innovation,” Kulp says. “Meanwhile, Zini will be launching three new SKUs between summer and the holiday season.
“One in particular stands out as an industry first in its approach and reach amongst customers,” he teases.
Ohdoki, the company behind The Handy masturbator, will soon be unveiling Oh!, a high-tech vibrator with customizable speed and intensity. Remvik explains that Oh! can be controlled from anywhere in the world via the app, sync with music and interactive content, and even pair with The Handy for shared pleasure.
One area where innovation is constantly advancing sextech is lifelike sex dolls. SSD Wholesale’s new Oral Sex Doll debuted earlier this year and was recently made available to retailers.
“This full-size, lifelike sex doll makes smooth, hyperrealistic oral sex movements with an adjustable dial for speed,” says Taylor Means. “Her face is silicone for incredible detail and also durability. The body is TPE and fully posable with a penetrable ass and pussy as well. We are very excited to bring this new, intriguing technology to pleasure product stores with three different skin tones, each with a unique face for the customer to choose from, retailing for under $2,000.”
Means also foresees continued popularity for discreet and beginner-friendly items like the viral-sensation “rose” toy.
“Customers are all about clitoral stimulation right now,” says Taylor Means. “Small, handheld, noninvasive external stimulators will continue to be on the rise all through 2024, with rabbits and other dual-stim toys taking a back seat.”
Kiiroo is soon to release Spot, an interactive, wearable, egg-shaped vibe with G-spot stimulation and a multicolored LED ring light on its tail to wow webcam viewers. Spot is available in three different pastel colors, and three different pack sizes: single, dual and 16-packs made for webcam studios to buy in bulk.
According to Kozlova, Spot by Kiiroo is designed for both private users and webcam performers, and has features suitable for each. For private users, Spot’s LED light can be turned off for discreet use, while for webcam performers, the LED lights can be synced to vibration and tips. Spot’s dual-pack option allows webcam performers to ensure they always have a charged device.
Among Nobü’s new releases is Nöri, a four-piece multipurpose vibrating set designed for hands-free play. The set includes a discreet vibrator, two interchangeable sleeves and a rechargeable wireless remote. With one sleeve shaped like a classic rabbit cock ring and the other like an elongated love egg, Nöri is remote-controlled and features nine vibration settings.
COTR brands b-Vibe and Le Wand also have new products set to be released in the third and fourth quarter.
“We’ve really listened to what people want and are leaning into upgrades to bestsellers, along with new lower-price-point categories that, of course, maintain the quality and design standards of our brand,” Rosen says.
Without revealing details about XR’s upcoming releases, Ortiz says the brand is developing a line that is for “every body and everybody.”
“Every item curated for this line must first pass through my trans fingers to ensure it’s truly something that can be of use to customers who don’t identify as cis-het,” he says. “The days of brands making ‘gender-affirming’ toys without asking a single trans or gender nonconforming person for input are over!”
Today’s pleasure products are catering to diverse needs and preferences, with new technology and innovative design enabling an unprecedented degree of accessibility, convenience and personalization. The more open society and media become about sexuality and sexual health, the more engaged and adventurous customers become, creating a positive feedback loop promising exciting future possibilities as designers and manufacturers continue to push the limits with products that offer enhanced pleasure and intimacy. Thanks to these advancements, individuals are now more empowered than ever to explore their desires and embark on a journey of self-discovery, embracing pleasure in all its forms.
