LOS ANGELES — The iconic Roosevelt Hollywood Hotel sparkled with excitement Saturday night as the adult retail community gathered for the highly anticipated XBIZ Honors awards ceremony.
Amid the grandeur of the historic venue, industry leaders, innovators and rising stars came together to celebrate the past year's achievements. Replete with heartfelt moments, roaring applause and a shared sense of camaraderie, the evening was a dazzling testament to the shared passion that drives the industry.
Attendees arriving at the glamorous event were greeted by a red-carpet photo op. With everyone decked out in their finest, attendees posed for photos and stopped to chat with Viben’s Jade Buchan and Like A Kitten’s Blanca Estrada-Gonzalez as the duo livestreamed the event on the P3 industry group Facebook page.
Following a welcome from the XBIZ team, with the lights dim and the buzz of anticipation filling the Roosevelt Hollywood ballroom, Josh Ortiz, who co-hosted last year’s XBIZ Honors, took the stage. With his signature charm, he warmly introduced the evening’s emcee: Melanie Rose of Netflix’s "How to Build a Sex Room" fame. Known for her wit, charisma, creativity and, of course, her British accent, Rose sauntered onto the stage to the strains of “A Spoonful of Sugar” from “Mary Poppins” as the crowd greeted her with applause.
“Welcome to the 2025 XBIZ Honors Awards!” she proclaimed, energizing the audience. “Tonight, we gather to celebrate the crème de la crème of our one-of-a-kind industry. This event is more than just awards. It's a tribute to the creativity, ambition and resilience that define who we are as a community.
“Our industry is built on collaboration, inspiration and a touch of friendly rivalry,” she continued. “We push boundaries, embrace diversity and champion freedom of expression. Together, we create content and products that celebrate every niche and every fantasy.”
Ero-Tech General Manager Zondre Watson and Little Genie CEO Tiffany Lysene were called to the stage as the presenters of the night's first three awards categories.
The evening's first XBIZ Exec Award trophy, for Pleasure Product Account Exec of the Year, went to Nicole Talley of Wicked Sensual Care. With tears in her eyes, she paused on stage to soak in the moment.
“Thank you for putting up with me!” Talley joked as the crowd roared with cheers and applause. “This is so amazing, thank you.”
Next, Watson and Lysene listed the nominees for Best Non-Powered Sex Toy. Cristal Collection by Our Erotic Journey was named the winner. Next, the XMA category of Best Powered Sex Toy was presented. Lysene announced Oly 2 by Honey Play Box as the winner.
Honey Play Box’s Vincent Renou thanked the crowd, telling colleagues and customers that he was grateful for their support. Joreail Armstrong joined in, also expressing his heartfelt thanks to the crowd.
“We're a relatively new team,” he said, taking a moment to reflect on the company's growth. “We've focused a lot on innovation with our products from the start. I'm glad we won this award!”
Before the next categories were presented, Rose returned to the stage and recounted a pivotal experience: shopping at Hustler Hollywood for a plug-in massager in order to save money on batteries, and discovering the Hitachi Magic Wand.
Aneros Director of Sales and Marketing Brent Aldon and Doxy Sales Director Leigh Dedhar were then called to the stage to present the next trio of trophies. The two colleagues and pals told the crowd they were switching personalities to read the nominees, with Dedhar speaking "American" and Aldon attempting a British accent.
Together, they read the nominees for Distributor Account Exec of the Year, then revealed the winner: Molly Romeo of Holiday.
Overcome with emotion, Romeo brought along her colleague Susanna Molina to help her with her acceptance speech. Romeo was so overwhelmed by the honor that she couldn’t speak. The roomful of colleagues burst into applause.
“This is an unbelievable honor,” Molina, also emotional, read from Romeo’s notes. “I’m going to be overwhelmed. I knew I wouldn't be able to speak without crying, so I got some help! I want to thank the distribution accounting executives. We do it all! And I'm thrilled that my fellow nominees and I are being recognized in this fashion. I would also like to thank both Moe Levy and Jane Liszewski for their mentorship. I think they are looking down from the heavens with pride.”
Romeo went on to thank the rest of the Holiday Products sales team and announced that she could finally retire her Susan Lucci profile picture.
In the category of Best Retail Education/Training Program, Virtual Elevation by Eldorado was announced as the winner.
“I wrote a speech, but I left it at the table,” Eldorado buyer Antonia Pappas admitted from the podium. “Eldorado turned 50 years old last year, and I am very excited to be part of this team. Thank you for honoring us!”
The Retail Merchandising Exec of the Year category was up next. Kathryn Guy from SBJ/TAF received the award, beaming as she walked onstage to accept her trophy.
“I didn't prepare anything because I thought there was no way that I could win!” Guy confessed. “Thank you all so much. I seriously love everyone that I work with. I want to do this job forever. I have to thank my mom and dad; I wouldn't be here without them. Thank you to my husband, with whom I also work. This is the best industry in the world.”
The next presenters were Paradise Marketing Sales Director Tori Titus-McCrobie and Honey’s Place buyer Loretta Goodling, who were tasked with presenting the trophy in a booming new category: Best Fantasy-Themed Sex Toy. Ellen the Alien Queen by Bad Dragon secured the award. Company executive Jason Adams took to the stage to accept the award and thank the brand’s supporters.
McCrobie and Goodling then presented the nominees for Best Sex Enhancement Product. DTF Sexual Chocolate by SOS Distribution took home the trophy. Next up, the Business Development Exec of the Year was announced. Lee Negri, an industry vet of over 40 years, from National Distributors prevailed. His colleague Joe Walla accepted on his behalf.
“This one is really personal,” Walla said, thanking industry vet Scott Taylor, who founded National, and reflected on their 35 years working together.
During a pause between award presentations, Rose walked around the crowd sharing facts and history about sex toys, humorously referring to it as "retailer education."
Svakom Sales Manager Alex Feynerol was called next to the stage to present more awards. For Best Sensual Accessory Product, Face Rider Queening Chair by XR Brands was announced as the winner.
XR Brands’ Ortiz and Roxanna Mendoza came onstage to accept.
“It's tradition for our newest team member to accept the award,” Ortiz explained with a sly smile, before introducing his new colleague. “We are so excited to have Roxanna with us.”
Mendoza shyly told the audience, “I couldn't be happier with my XR family. Thank you, retailers and distributors, for supporting us and let's keep it going!”
Feynerol took a moment to credit all the evening's nominees for their valuable work in spreading the word about pleasure products, before presenting the award for Marketing Exec of the Year to Erik Vasquez of Sliquid.
“There are so many of you in this industry that I admire,” Vasquez said. “Everyone in the category is an amazing professional. I'm amongst great company. I want to thank everyone on our team."
He remarked, “This is dedicated to Dean,” paying tribute to Sliquid founder Dean Elliott, who sadly passed away on Nov. 30.
Pinkcherry.com then won the title of Online Retailer of the Year.
“I want to thank all our customers; this is an honor,” Pinkcherry’s Daniel Freedman said with a smile as the cheers grew louder. “This is awesome. I appreciate it.”
Freedman, too, shared words of remembrance for Elliott.
“I really want to dedicate this to Dean,” he said, also reflecting on the fallen industry's vet's bright spirit. “We lost a great guy, and it's tough on everybody.”
Before the next presenters came onstage, Rose joked with the audience that after hearing that one of the most searched niches was “real British MILF,” she thought she might have found a new calling.
Next up were NS Novelties Account Executive Luzoralia Corvera and Roger Houts of Cirilla's, who presented the XMA trophy for Best Male Pleasure Product to Lovense for the Solace Pro.
“I want to dedicate this to the people who work tirelessly every single day but don't get the recognition they deserve,” Lovense Director of Strategic Development Nail Hopkinson said. “So I would like to thank my team and everybody involved. Thank you so much!”
In the category of International Distributor of the Year, Creative Conceptions walked away with the XMA.
“This was completely unexpected,” said Brad Taylor, the company’s head of global sales. “We were really honored just to be nominated, so winning feels extra special. Thank you all so much. God bless America.”
Efren Mendez Garcia was equally effusive upon being named Community Figure of the Year.
“You have no idea what this means to me,” Mendez said, highlighting his well-known generous personality. “Just being nominated made me feel like a winner. I love this industry; you guys are like my family. If there's anything I can ever do for any of you, just ask!”
Midway through the ceremony, the Sliquid team offered a touching tribute to the late Dean Elliott. Rose invited to the stage Sliquid Senior Vice President Colin Roy, Vice President of Sales and Merchandising Michelle Marcus and Vice President of Marketing Erik Vasquez, who spoke on behalf of the group in paying tribute to the man he called “our legendary leader, Dean Elliott.”
“We feel this absence every moment of every day,” Vasquez expressed, his voice heavy with emotion. “It's impossible not to. His voice alone could command the attention of every person in almost every room. Dean's love and deep commitment to the people he cared about in this industry, whom he lovingly referred to as his brothers and sisters, is shared by many people here tonight. His dedication to the Sliquid brand, to his employees and to our customers inspires us all to push the boundaries of innovation and excellence. Dean was a true leader. He fostered an environment where creativity thrives and encouraged each of us to share our ideas and pursue our passions.”
Marcus added, “As we move forward, we carry Dean's legacy in our hearts, striving to embody his spirit of perseverance and compassion in every endeavor. Let us honor his memory by celebrating the bond we all share.”
Marcus then introduced the new CEO and founding partner of Sliquid, Cynthia Elliott. The audience erupted with applause as she took the stage.
“Seeing the impact that he has had on all of you and the industry that he loved truly means so much,” she said, as everyone in the room listened intently. “I am excited for a very, very bright future for Sliquid, I'm excited for our team and I look forward to working with all of you.”
Rose then returned to the stage to continue with the In Memoriam segment. After a moment honoring fallen pleasure industry execs, the show continued.
Janet Reynolds, senior sales exec for M.D. Science, was joined onstage by Kelsey Harris of Nalpac to present the next three categories.
For Best Fetish Product, Nocturnal Collection Bed Restraints by CalExotics was selected as the winner.
CalExotics’ Lupe Martinez enthused, “Thank you so much for coming to LA and supporting us during this trying time with the fires. On a lighter note, we are really excited and honored to receive an award for our Nocturnal Collection. Thank you to all who voted. And most importantly, thank you to our customers for continuously supporting us. We appreciate all of you.”
Satisfyer was honored next, with the XMA title of Best Product Packaging. Melody Cazarin kept it short and sweet, thanking the crowd and wishing everyone a happy 2025.
Malay Vannouvong, who took home the Progressive Leadership Award, was similarly concise, sharing her appreciation for the honor and thanking her Aneros family. She paused briefly to collect herself as she stood at the podium, her voice soft as she conveyed how deeply the recognition meant to her.
Doc Johnson’s Kerin DeFrancis and Krystal Silva hit the stage to announce the nominees for Sexpert of the Year, and revealed the winner: Kasha Johnson, who appeared after a short delay.
“Of course, they call my name while I'm putting on my bodysuit!” she laughed. “Thank you to everyone who voted. Quite frankly, I'm really excited to continue saving lives one orgasm at a time.”
Presenting the XMA trophy for Retailer of the Year (1-2 Stores), Silva credited the nominees for representing the pinnacle of excellence in customer service and innovation. Cupid's Closet was recognized as the winner. Store owners Brittany and Daniel Greenberg came on stage to accept their award.
“Oh my God, winning this award means everything to us,” Brittany Greenberg jumped with excitement before addressing the crowd. “We are a married couple with two kids. Our first store opened 11 years ago, and now we have two. I am so proud of how far we've come, and where we are right now — and I love you!”
Daniel Greenberg also thanked the crowd and credited his wife for her efforts in growing Cupid’s Closet.
Cailyn Miller of Metro Distributors and Cam Jennings of Humanity Brands were the next presenters. They announced the nominees for Best Couples Sex Toy and declared We-Vibe Chorus by Lovehoney Group this year's winner. Next, the Jimmyjane Hello Touch Pro by Pipedream was called out as the winner for Best Innovative Sex Toy. Thanking their customers and team members, the winning manufacturers promised even more innovation in the future.
Brand Ambassador of the Year was the next XBIZ Exec Award trophy to be presented, with Lucy D'Olimpio taking home the title. Noting that she's been with Evolved for 15 years, D'Olimpio thanked her team and gushed about how much she loves her job.
Next, to present the nominees for Team Manager of the Year, were Like A Kitten's Blanca Estrada-Gonzalez and Kate McGregor from Adam & Eve Greenfield, Massachusetts. Dan Holman was accorded the honor.
“My grandpa always told me that hard work would pay off, but it didn't always come with prizes,” Holman said. “I'm looking at the nominees list, and you all are incredible. Congratulations to all of you. Thank you to my team. I wouldn't be here without you. They are making me look good! Thank you, especially to Justin Ross. He couldn't be here today. But I want to say that he inspired me to lead the way he does, through quiet confidence and inspiring greatness without having to demand it — and always reminding us that you have to have some fun to be able to sell.”
Estrada-Gonzalez and McGregor next presented the nominees for the Executive Leadership Award - Pleasure Products. Steve Orenstein was named the winner.
“I appreciate all our retailers, distributors and our team,” Orenstein said, prompting loud cheers from his group. “You don't win an award like this without a strong team.”
The next presenters were Oxballs Brand Manager Kimberly Hinds and Pipedream Products Sales Specialist Chuy Ruiz. The duo wore matching sequined mini dresses, with Ruiz donning a long-haired wig to match Hinds and complement the ensemble. They asked the crowd to vote by applause for who wore the look best.
They then revealed Ken Sahn as the winner in the Executive Leadership Award – Retail category. Holiday Products’ Chris Armstrong took the stage to accept on his behalf.
“Working for Kenny for the last six years, I know he's very high on his team,” he said. “I know that if he were here tonight, he would be really grateful.”
The XMA for Retailer of the Year (10+ Stores) went to Adam & Eve franchisees, TAF Distributing. Kraig McGee III and Kathryn Guy came onstage to offer a quick thank you to supporters on behalf of the company.
ECN’s Crystal Bell took the stage next and presented the Businessperson of the Year award to Kraig McGee.
“Like a lot of other people said: everyone nominated I respect, and I really appreciate everybody in the audience and everybody in this industry,” McGee said. “We couldn't do this without you!”
The XMA for Pleasure Brand of the Year was then presented to Doc Johnson.
The Doc Johnson team appeared onstage with Kerin DeFrancis and expressed their thanks for the support of Doc’s customers and colleagues.
“It's been a challenging year,” said Scott Watkins, his voice filled with seriousness. “2024 was fucked up for all of us, but we're blessed because we have each other.”
Last year’s WIA Woman of the Year, Cheri Curry, was on hand to pass the torch. She pointed out that 2025 marked the 10th WIA Woman of the Year award. This final trophy of the night went to Hustler Hollywood's Liz Flynt.
“I'm shocked, honored and humbled,” Flynt said as the room full of attendees stood to their feet. “I just want to tell everybody here to have a dream and follow it. That's how Larry Flynt started his company: Never give up! It's so important. In today's world, it's getting harder to start a business. I have 2,200 employees, national and international. But I can't do this alone — I'm very thankful that I have a great CEO. I'm looking forward to 2025!”
Rose returned to close out the XBIZ Honors ceremony, congratulating all the winners once more.
In keeping with the tradition, the ceremony concluded on a high note with a group photo of all the winners onstage. Though the awards had been handed out, the celebration continued. Guests mingled and toasted to the night’s successes, filling the iconic Roosevelt Hollywood Hotel with laughter, gratitude, and anticipation for the year ahead.
