Latest news with #sexualwellness
Forbes
19 hours ago
- Entertainment
- Forbes
How Lioness Built A Sexual Wellness Brand Selling Women Their Orgasms
Lioness Sextech for Sexual Wellness 'When we started the company, I was still very scared of my body,' Anna Lee, co-founder and CEO of the sexual wellness company, Lioness Health, told me over Zoom. 'I very much was like, 'I'm never doing interviews.' I never wanted to say the word vagina, or anything like that. I just want to build this really cool vibrator.' Eight years later, this former Amazon mechanical design engineer raised in a conservative Korean household is now running a profitable company convincing women to share their most intimate biometric data: their orgasms. She's built a strong TikTok following by turning her own orgasm charts into viral content after a 30-day challenge to, if I may borrow from Seinfeld, not be master of her domain. July 31st marks National Orgasm Day. Yes, it's a thing, widely celebrated across six countries as an offshoot of International Female Orgasm Day, founded in Brazil in 2007. Its purpose is to promote sexual wellness education, reduce stigma around the female orgasm, and raise awareness about the orgasm gap. While 95% of heterosexual men climax during sex, only 65% of heterosexual women do. Thirty-nine percent of women always orgasm when alone versus 6% during partnered encounters. A final statistic shocking to no woman, 60% of women have faked orgasms. Twenty-five percent of men have also, though presumably with less acclaim Lee immediately saw an entrepreneurial opportunity in launching Lioness, a smart vibrator tracking biometric data during orgasms. 'I really thought I could build a better vibrator. How do we have self-driving cars and VR glasses, but our sex toys are literally a motor and battery? It makes no sense there's so little tech innovation in sex toys.' Building a company around female pleasure required navigating an industrial landscape where traditional marketing channels are off the table, manufacturing comes with byzantine triangulation, and mentioning the O-word triggers algorithmic censorship. Despite the big O's physical and mental health benefits, sexual wellness is still one of the most underdeveloped segments in the health economy. The global market for sexual technology products, or sextech, is projected to exceed $48 billion by 2033. Hearing industry standards for testing vibration intensity from the male founder of a sex toy company sparked Lee's quiet revolution. 'He told me the industry standard was to put the vibration on your nose and this is what a clitoris feels like!' Lee was aghast. 'All those times where if a toy doesn't work for you, and you're thinking something's wrong with me, why am I broken, but it's really because none of those toys were ever made with women in mind. They're meant for men to purchase for their significant other when they're trying to spice up their relationship.' If the industry was defining 'normal' without studying women's bodies, leaving women to quietly internalize design failures as personal ones, the only plausible solution was to go directly to the source: women's bodies. Sextech And Sexual Wellness The Lioness vibrator with data visualization app Most sexual wellness companies peddle pleasure. Lioness specializes in data. The company operates within the rapidly expanding sextech market, where technology intersects with taboo to fill gaps legacy science conveniently ignores. 'We wanted to take sex toys and make them not sexy, but very nerdy. Make it something that feels like you're understanding your body better, making you curious about your body. The same way people get obsessed with Fitbits, Oura rings, fitness trackers. Why can't you be equally empowered about sexual wellness?' At Amazon, Lee specialized in force sensors embedded in Kindles and tablets, precisely the technological expertise needed to detect pelvic floor muscle movement. If a touchscreen could register the subtle press of a fingertip, why not the contractions of an orgasm? She reverse-engineered this logic and built a sensor durable enough for intimate use while maintaining clinical accuracy. The Lioness monitors pelvic floor muscle contractions, body temperature, and movement patterns during orgasm, translating arousal into data visualizations via a companion app. Each device is assigned a unique ID connecting to an anonymous data repository, allowing users to track patterns over time. She had the perfect product, but her go-to-market strategy wasn't as easy as she'd hoped. Lioness launched into a market where it couldn't say what it was selling. Basic DTC and GTM playbooks recommend Facebook and Instagram advertising, Google Ads, and mainstream influencer partnerships. But when Lioness launched in 2014, the term sextech didn't exist. Sexual wellness products were categorized alongside pornographic content. Meta rejected advertisements outright; YouTube labeled educational content as adult material; payment processors flagged transactions; and even email marketing campaigns were threatened by spam filters. 'January 1st was probably the first time we were able to truly run ads for Meta,' Lee shared. 'This is the first time we're actually experiencing being able to do the traditional method of paid marketing. Before then, we were doing pretty out there things to get the word out, doing everything but paid marketing.' Those 'out there things' included scientific exhibitionism of the most intimate variety. During the pandemic, Lee launched a TikTok channel where she displayed her own orgasm charts. 'I wasn't even showing the vibrator. I was like, this is what data looks like in terms of my orgasms. If I drink coffee, this is what it looks like.' Her candor earned her 450,000 followers. Lee then escalated her commitment to empirical transparency by self pleasuring daily for 30 consecutive days, documenting the physiological variations, and posting analysis on Reddit's DataIsBeautiful subreddit. The posts went viral. 'There were days that was very stressful, because when you're forced to masturbate for 30 days, it is way more difficult than wanting to masturbate for 30 days,' Lee recalled. 'There's days you're like, 'Oh man, I don't even feel like it.' But you're just doing it because you're keeping your streak up.' While Lee charted her climaxes, her team churned out three to four educational articles a week, positioning Lioness as a sexual wellness thought leader while skirting the 'sex toy' label entirely. Lee spoke on every panel she could find, joined every discussion, and chased every earned media opportunity available. By the time Meta finally sanctioned Lioness advertisements in January 2025, coinciding with broader policy shifts surrounding the 2024 elections, the platform had become virtually pointless. Her organic strategy outpaced paid acquisition. Users acquired through content and word-of-mouth showed higher engagement and stronger lifetime value than any gained from those intrusive paid feed interruptions. Lee initially approached the product with an engineer's logic, but the emotional impact on customers caught her by surprise. Many buyers didn't just see Lioness as a tool. They saw it instead as a form of agency, a way to reclaim knowledge long ignored, outsourced, or medicalized beyond recognition. 'There was a researcher that did a study with the Lioness users on what this data means to them, why people buy the Lioness,' Lee said. 'Most, almost a huge percentage of people were like, 'this data helps me and helps other people learn about their body.' They felt this pursuit. They're pioneers in sexual health, helping contribute to the science of sexual wellness, getting more research out there, helping other women understand their bodies better by also contributing their data to science.' Lioness's Sexual Wellness Lab Lioness users opt in to share anonymously their data to researchers Dr. Dee Hartmann, PT, DPT, spent 27 years running a physical therapy clinic in suburban Chicago, specializing in treating chronic vulvar pain, an anatomical mystery patriarchal medicine dismisses. Since shifting her focus to research and education in 2017, she's become a global speaker, author, and co-founder of both The Pleasure Movement and the Center for Genital Health and Education. 'I've spent my life in women's pelvises,' Hartmann candidly told me over Zoom. 'And I'm very fascinated by what happens from a functional perspective. Physical therapists try to treat the cause of a problem rather than medication which treats the symptoms.' Her preliminary research with Lioness's real-time biometric data showed orgasmic contractions generate statistically greater force than voluntary pelvic floor muscle contractions. 'We possess negligible understanding in the medical literature regarding what constitutes a female orgasm,' Hartmann continued. 'Female sexual arousal was determined in laboratories with college students supine on tables with temperature and moisture gauges positioned internally. The clitoris received no consideration whatsoever.' Lioness users, meanwhile, have established an unconventional relationship with the company, anonymously contributing their data while enjoying the well-documented benefits of orgasm (better sleep, lower stress, improved immunity). Those who opt in further can share their device ID with researchers, who can then access physiological data from Lioness's mainframe. For Hartmann, the possibilities are finally catching up to questions she's asked her whole career. She dreams of studying cultural differences in physiological arousal, comparing, for instance, orgasm signatures from women in sexually repressive environments versus those in more liberal societies. And now, for the first time, she has a tool that could make those studies possible. 'My thesis is, I want to know the impact and the functionality of pelvic floor muscles and clitoral stimulation, and how it contributes to arousal and orgasm.' She pointed to one Lioness user showing dramatic variations between a 16-minute midnight session and a five-minute morning quickie. 'The studies we could do with this are just endless!' Hartmann enthused. Over in the Czech Republic, Dr. James Pfaus has also been working with Lioness in his research. Pfaus is a Professor of Neuroscience and Psychology at Charles University Prague and Director of Research Division, Center for Sexual Health and Intervention at the Czech National Institute of Mental Health. 'The Lioness, I think, is truly detecting pelvic floor movements, which is the motor part of your orgasm,' Pfaus enlightened me during our Zoom call. Pfaus has already used the Lioness to develop new theories around women's sexual wellness. His analysis of 52 women across multiple sessions introduced three distinct orgasmic signatures: These signatures now inform broader theories about sexual response, reshaping how female pleasure is understood both in labs and bedrooms. 'It's very hard to get funding to study orgasms,' Pfaus lamented. 'Nobody wants to put money into understanding orgasm or orgasm problems because it's like, well, we have other things to study. There's cancer.' In the interim, Lioness is helping researchers like Hartmann and Pfaus bypass academic bureaucracy to continue their research until funding gatekeepers start realizing the $48 billion potential of this work. Takeaways for CMOs Navigating the Taboo Sexual Wellness Industry Lioness's GTM strategy invariably created very passionate consumers. When traditional digital marketing channels shut the door to Lee's ambitions, she created a window and strategically used her $1.2 million fundraise to launch Lioness. Unable to buy attention with advertising, she earned it instead through thought leadership backed by scientific credibility. Bootstrapping led to disciplined spending and creative problem-solving – such as her sharing very personal data very publicly, winning over Gen Z in the process, and their passion for audacity in sexual wellness education. For CMOs navigating restricted markets or taboo categories, here's how to copy her blueprint: 'As someone that was so scared of her own body growing up, the one way I found comfort in understanding my body was through science,' Lee confessed. 'There's a big mission drive for people purchasing the Lioness beyond just being like, 'Hey, this is a really cool vibrator.' They also feel that really big passion of what we have is to change the mission around sexual health and research.' Lee's arc from anatomy-phobic engineer to orgasm-data sexual wellness influencer is how taboo markets reward orthogonal thinking. In building a vibrator cum research device, she reengineered the narrative around female pleasure and redefined for women the passionate pursuit of luxury as the ability to own both their power and their pleasure.
Fast Company
2 days ago
- Business
- Fast Company
Sex toy makers are just weathering the storm
Sextech has always operated without the safety nets most industries take for granted, and because of this, entrepreneurs in the space have become experts at navigating structural barriers. Whether in the face of ad bans, payment processor restrictions, social taboos, regulatory gray areas, or even economic downturns, sexual wellness brands have continued to innovate and expand the market, which was estimated at $42.6 billion in 2024 and is projected to reach $82 billion by 2030. But in 2025, with President Trump's ongoing trade war with China creating economic whiplash, sextech brands are scrambling to adapt. 'It's incredibly difficult to create a strategy during times of economic volatility because it's impossible to predict what will happen next,' says Polly Rodriguez, cofounder and CEO of sexual wellness brand Unbound, whose products are manufactured in China. 'Any long-term strategy is null and void. So instead, we've stayed . . . nimble, working closely with our manufacturers and freight forwarders to respond to daily changes in trade policy.' To help absorb the cost increases that tariffs have levied on her business, Rodriguez says she's started bundling freight costs, cutting back on packaging, and sending goods via slower carrier methods. Right now, tariffs on Chinese-made goods stand at 51%, but that could balloon to 145% if a trade deal is not reached by August 12. Either way, Rodriguez says there won't be any going back to business as usual. 'If the first 100 days of this administration have taught me anything, it's to expect nothing but sheer chaos,' she says. 'I'm not expecting any long-term stability anytime soon.' Today's political and economic climate has become even more challenging by the global reality of manufacturing: Most of it happens overseas. An estimated 70% to 80% of the world's sex toys are made in China. That includes the raw materials sourced from mainland China, not to mention the custom molds, which are too heavy to transport stateside. 'Currently, there is just nowhere else in the world that can manufacture the goods we make anywhere close to the level that China can,' Rodriguez says. 'It does not make financial or economic sense to move our manufacturing out of China, and I think anyone worth their salt in the adult industry would agree with me.' Still, she insists this crisis has only strengthened her relationships with suppliers. 'Over the last nine years, we've developed lasting relationships with the individuals who run these manufacturing facilities,' Rodriguez says. 'They are an extension of our company, and there would be no Unbound without them. We share holiday greeting cards, baby and vacation photos, and look forward to visiting them every year in Shenzhen. We care not only about their businesses but about them as individuals, as our partners and friends.' An industry 'under attack' While founders like Rodriguez are weathering the economic turbulence, a broader conservative resurgence, particularly in the U.S., is impacting sexual wellness brands as well. 'We're seeing brands in this space really struggle right now,' says Bryony Cole, sextech founder and global trends expert. 'Whether it's Sephora pulling back from their sexual wellness section or investors becoming more cautious, anything tied to sexuality or bodily autonomy feels under attack right now.' For an industry that was finally gaining mainstream legitimacy, breaking into national retailers and riding the tailwinds of the MeToo movement, today's cultural climate feels like a sharp reversal to the progress made over the past decade. 'There was this influx of optimism and innovation 10 years ago,' Cole recalls. 'We thought female-founded brands were finally going to make it. But today, it's more like we're operating in the shadows, just trying to withstand the storm.' And though Cole notes that sextech has never operated in a truly stable environment, the difference now is the scale and intensity of that volatility. Cole, who founded Sextech School, a pre-accelerator designed for entrepreneurs, job seekers, and investors entering the sextech market, points to a wave of diversification as founders explore digital education, alternative revenue streams, and community-based funding strategies. 'At Sextech School, we think a lot about how to move beyond just delivering physical products,' Cole says, noting that there are online programs and new verticals available. 'People are getting smarter by necessity and fostering more support for one another within our community.' But lean operations are only part of the survival equation. So is faith in the long arc of cultural progress and the staying power of sexual wellness. 'In 1970, only 1% of women used vibrators,' Rodriguez says. 'Today, it's over 65%. That trajectory doesn't reverse just because a bunch of old white men are uncomfortable with us enjoying our bodies.'
Daily Mail
24-07-2025
- Entertainment
- Daily Mail
Harry Styles fans are convinced the star's brand Pleasing is launching a VERY naughty product after cryptic clip
Harry Styles fans are convinced they have cracked the code as to what his new product launch is. The One Direction star, 31, is set to release a new item for his accessory and fragrance brand at 11am on July 25. 'You've been so good at communicating what you want,' an email drop sent out to subscribers teased, as it revealed customers can purchase the new launch online or in person at 251 Elizabeth Street, NYC. And the brand has hinted at what the new product could be in a series of clips featuring telephones, people gasping and vibrating objects. Now, fans of the Watermelon Sugar hitmaker are convinced they have figured out exactly what Pleasing are launching - and it's raunchy. Reading between the lines, fans think Harry is launching a range of adult toys, including vibrators and lubricant. Commenting on Pleasing's Instagram, fans said: 'Harry styles adult toys before HS4? Bros priorities,'; 'Button, milk, gasp. he'll drop sexual wellness products. 18+ only,'; 'We about to get adult toys before HS4,'; 'Is this something sex related? Like sex toys or lubricants related? lol sorry,'; 'Adult toys before hs4 is kinda crazy guys,'; 'Instead of being in the studio we get s3x toys from harry... okay?'; 'I smell harry flavored lubricants hahahaha,'; 'S3x toys?'; 'Harry showing up just to advertise the vibrator,'; 'Pleasing vibrators here we come.' Meanwhile taking to X, formerly Twitter, fans added: 'No it's just too funny for me to think that harry styles will release sex toys and lubricants on the brand he founded... like "oh what does pleasing sell?" "oh you see we have nail polish, perfumes, apparel, some face/lip products, vibrators and dildos oh and of course lube" 'Can't believe harry styles started in a boyband and ended up selling vibrators. proud of his growth in every sense,'; 'Never did I think we'd be getting a Harry styles vibrator but here we are,'; 'Harry styles is releasing a vibrator and you expect me to move on with my day?!' 'You've been so good at communicating what you want,' an email drop sent out to subscribers teased, as it revealed customers can purchase the new launch online or in person at 251 Elizabeth Street, NYC Now, fans of the Watermelon Sugar hitmaker are convinced they have figured out exactly what Pleasing are launching - and it's raunchy Meanwhile taking to X, formerly Twitter, fans added: 'No it's just too funny for me to think that harry styles will release sex toys and lubricants' It comes after Harry partied into the early hours with pals at Glastonbury last month, where he was seen getting very close to 28-year-old producer Ella Kenny. In a video obtained by The Sun, the pair could be seen sharing an intimate kiss on the dance floor, sending Harry's impassioned fans wild. Bournemouth University graduate Ella put on a leggy display in a pair of tiny black short and a simple white button-up shirt as she wrapped an arm around friends Nia Archives and Jessica Skeete-Cross. DJ and singer-songwriter Nia is a prominent star on the drum'n'bass scene, having been nominated for a Brit Award and Mercury Prize and opened for Beyoncé during her 2023 Renaissance tour. While Jessica is a stylist for ES Magazine, who has worked with big names like Maya Jama, Robert Pattison, Letitia Wright, Cara Delevingne and in an interesting twist - Harry's ex-girlfriend, Taylor Russell. Taylor and Harry dated for 14 months, reportedly striking up their romance in March 2023, before their split in May last year. During their relationship, the actress appeared on the cover of ES Magazine in November 2023, which Jessica styled and proudly shared to her Instagram. Ella is a producer who has worked at a studio in London for around three years, producing 'crossplatform content' for businesses such as record companies and fashion brands. She has worked alongside Nia, as well as produced music videos for artists such as Rachel Chinouriri, and Slow Thai, as well as Anne-Marie and Aitch's huge hit PSYCHO. She and Harry already knew each other prior to the festival, but it remains unknown if their passionate exchange was a one-off. Reportedly, the Watermelon Sugar star was in the VIP section with a group of pals when Ella arrived and kissed him on the cheek multiple times, before he led her to the dance floor where they shared their very public smooch. Speaking about the kiss to The Sun, a source said: 'Harry and Ella had fun together at Glastonbury and shared a kiss on the dancefloor. 'They had a good time in the moment but it doesn't mean it will evolve into anything. They just got on and had a snog. 'But she seems like a normal, down-to-earth girl which is different from some of the big stars he's dated before.'
Associated Press
23-07-2025
- Health
- Associated Press
Jill Dictrow, LMFT, Joins Peachhim.com and Eggplanther.com as Monthly Columnist Offering Candid, Compassionate, and Culturally Relevant Relationship Advice
FRANKLIN, NJ / ACCESS Newswire / July 23, 2025 / Silver Scott Health, Inc. a division of Silver Scott Mines, Inc. (OTC Pink:SILS) is pleased to announce that renowned psychotherapist, media personality, and certified relationship expert Jill Dictrow, LMFT will be bringing her signature blend of wisdom, wit, and real-world advice to the readers of and as a featured monthly columnist, the companies announced today. With a clinical background that spans over a decade in private practice and therapeutic outreach - including counseling lifers in California prisons and starring as host of Discovery Life's Sex in Public - Dictrow offers a rare combination of psychological depth, empathy, and cultural awareness. Her columns will address everything from intimacy and identity to mental health and modern masculinity and femininity, often shaped by anonymous reader questions submitted through both sites. 'I'm thrilled to be contributing to platforms like Peachhim and Eggplanther that are committed to honest conversations about mental, emotional, and sexual wellness,' said Dictrow. 'We live in a time when people are craving connection and clarity - and I'm here for all of it: the awkward, the funny, the painful, and the transformational.' a hub for women's sexual health and wellness, and a pioneering men's health and vitality resource, will publish Dictrow's insights in a cross-platform format. The partnership aims to normalize dialogue around mental health, aging, desire, relationships, and the challenges unique to both male and female audiences navigating life in today's digital age. Dictrow brings a powerhouse résumé to the role. A licensed marriage and family therapist practicing in Los Angeles and via telehealth with Rula Mental Health, she has also provided therapy at institutions including San Quentin State Prison and the California Institution for Women. A long-time advocate for LGBTQ+ clients, she has held clinical roles at The Center in Long Beach and South Bay Center for Counseling. In parallel with her therapy work, she has a rich media background including writing, producing, and appearing in unscripted television and stage productions. Visitors to and will soon be able to submit questions confidentially for potential inclusion in future columns - ensuring that Dictrow's commentary is not only expert-driven but deeply rooted in the real concerns of the community. For updates and upcoming articles, visit and About Silver Scott Health Silver Scott Health, Inc. Is a division of Silver Scott Mines, Inc. (OTC Pink:SILS). The Company's mission is to create affordable healthcare options across the spectrums of care for Americans. The Company looks to fill in the gaps that large companies deem unprofitable and unworthy of attention. The company is redeveloping and has plans for additional healthcare launches this year. Forward Looking Statements This press release includes forward-looking statements within the meaning of the safe harbor provisions of the United States Private Securities Litigation Reform Act of 1995. Forward-looking statements are not historical facts and involve risks and uncertainties that could cause actual results to differ materially from those expected and projected. Words such as expects, believes, anticipates, intends, estimates, seeks and variations and similar words and expressions are intended to identify such forward-looking statements. Such forward-looking statements with respect to revenues, earnings, performance, strategies, prospects and other aspects of the businesses of Silver Scott Mines are based on current expectations that are subject to risks and uncertainties. Media Contact: Stuart Fine Silver Scott Health [email protected] 908-356-9852 SOURCE: Silver Scott Mines Inc. press release
Entrepreneur
19-07-2025
- Business
- Entrepreneur
My Pleasure! From Taboo to Trend
Educational content and self-assessment tools are becoming increasingly important as well, because users today want to make informed decisions and feel more in control of their health journeys," Shailja Mittal, Founder, Rxmen You're reading Entrepreneur India, an international franchise of Entrepreneur Media. Sex. Despite being the most populated country in the world, India, with 1.46 billion people, has largely shied away from discussions revolving around this three-letter word. However, things are changing for good. Films are often considered a reflection of society, and among the many subjects explored by the industry, sexual health and wellness have found their critical yet tricky representation in the form of Shubh Mangal Savdhan (Erectile Dysfunction), Vicky Donor (sperm donation), and Lust Stories (female desire). This slow yet steady shift has made sexual health and wellness shed its hush-hush image in the public while gaining traction in the maturing startup ecosystem in India. Sexual wellness, as a topic and a product, began picking up pace during the lockdown. At present, the global sexual wellness market size was valued at USD 20.6 billion in 2023 and is projected to reach USD 32.5 billion by 2033, growing at a CAGR of 4.7 per cent. Meanwhile, the domestic market was valued at USD 1,153.5 million in 2020 and is estimated to reach USD 2,095.4 million by 2030, at a CAGR of 5.8 per cent. According to the market research platform Tracxn, 18 startups are working in this space. Entrepreneur India looks at how these founders break taboos and enable people with science-led, inclusive, and tech-enabled solutions. The Un-Tabooing Sexual wellness is a holistic state of well-being that includes physical, emotional, mental, and social aspects of sexuality, focusing on health, pleasure, and satisfaction. Entering this segment can be purely due to market opportunity, but for Shailja Mittal, it hit close to home. "A close college friend of mine got divorced in 2021 because he was struggling with erectile dysfunction, and even after meeting multiple doctors, he couldn't find a solution. That incident stayed with me and pushed me to explore the industry in more depth," shared Mittal, founder, RxMen (formerly Qurex). A notable portion of the Indian population experienc es sexual concerns. Educational content and self-assessment tools are becoming increasingly important as well, because users today want to make informed decisions and feel more in control of their health journeys," Shailja Mittal, Founder, Rxmen. In North India alone, it was found that 81 per cent of men and 82 per cent of women perceived themselves to have at least one sexual disorder. These pa tients were reluctant to seek care due to social stigma and a lack of awareness. "Sexual health in India lacks structure, science, and empathy," said Pranay Jivrajka, founder and CEO, Allo Health. Founded in 2022, Allo has over 35 clinics across cities like Bangalore, Mumbai, and Hyderabad. The startup claims to have treated 200,000+ patients, boasting an 85 per cent improvement. "We treat sexual health like cardiology—with expertise, outcomes, and zero judg ment," adds Jivrajka. Allo offers treatments for Erectile Dysfunction, Premature Ejaculation, Vaginismus, Low Libido, Couple Sex Problems, Porn Addiction, and Delayed Ejaculation. For Vaibhav Garg, InYou Wellness was born from the belief that a healthy sexual life leads to a happier family life. "We uncovered a silent crisis— rising sexual health issues driven by stress, obesity, hormonal imbalances, and cardiovascular problems," he shares. Many don't understand that sexual health spans physical, emotional, and hormonal quadrants," Vaibhav Garg, Co-Founder And CSO, Inyou Wellness. Between 2012 and 2015, it was reported that 20-30 per cent of broken marriages in India were the result of dissatisfac tion with sexual life, impotency and infer tility. In 2025, people have become vocal about what they want, even sexually. Hence, giving rise to this industry, which is working towards sexual and eventual life satisfaction. After being in the men's wellness space for the past few years, Rajat Jadhav and Bold Care soon realised the need to shift gears and focus on women's sexual health with Bloom by Bold Care. "We wanted to close the biggest gap in the women's wellness space lack of targeted solutions," shared the CEO and co-founder. In 2023, Jadhav and Bold Care were joined by Bollywood actor Ranveer Singh as a co-owner. "Every product we've created is designed not just for general support, but to target specific phases and issues across the spectrum of sexual wellness for both men and women," notes Garg. The sexual wellness market in India has grown from approxi mately USD 453 million in 2015 to reach a figure between USD 2 billion and USD 2.5 bil lion by 2025 and beyond. Normalising Market Despite being a billion-dollar market, sexual wellness is still a subject people are hesitant to talk about. This is being dealt with by educational content and influencer collaborations. "Our marketing breaks taboos by using educational, inclusive content, safe spaces, and influencer voices that normalise conversations. We don't shock—we simplify, destigmatise, and hand-hold patients through their journey with trust at the core," says the Allo Health founder. We see strong momentum in pleasure and prevention-especially condoms, lubricants, and sprays-as awareness grows," Pranay Jivrajka, Founder & CEO, Allo Health. Social media and influencer marketing have become a critical part of these startups' market approach. Mittal notes that at RxMen, storytelling is a big part of the marketing strategy. "We don't take only the 'performance marketing' route; instead, we focus on building awareness through education, empathy, and hon est conversations," she says InYou Wellness and RxMen offer self-assessment tools to help one understand their sexual wellness and health via a unique score. "We deliver medically supported content that educates users on how sexual health can be impacted by lifestyle challenges and co-morbidities—ranging from stress and poor nutrition to cardiac and hormonal condi tions," notes Garg. Pills and products Ingestion of any food or sub stance is done after putting in a good amount of thought, and these pills and capsules for sexual well-being are no different. Having developed its products closely with doctors which meet global stan dards, Allo Health have partial vertical integration for quality control and works with lead ing manufacturers and labs for its private-label range, "From sourcing to testing, every product goes through rigorous evaluation to ensure it is dermatologically safe, non-irritating, and suited for Indian consumers." Quick fix While the consumers under stand the need to address such concerns, they are prone to expect immediate results and short-term solutions. "The idea of a natural, long lasting, holistic solution that restores intimacy is still new and underrepresented in mainstream conversations," quips Garg. Mittal and Rx Men are not looking to offer quick fixes. "Our treatment journeys are designed by top experts and are about 80 per cent structured and 20 per cent customised, depending on the root cause. So instead of masking the symptoms, we try to treat the issue from the root and give people a real shot at recovery," she shares. The startup claims to have a 96.02 per cent and a 92.17 per cent user improve ment in Erectile Dysfunction and Premature Ejaculation, respectively. Digital Disregard Instagram pulls up 376k posts with tags pertaining to sexual wellness. The interest in edu cating oneself on this subject is evident. However, digital hurdles persist. "Platforms like Amazon or Google restrict promotion using terms like 'erectile dysfunction' or 'li bido,' limiting reach," reveals Garg. Mittal concurs, "We're up against strict policies on plat forms like Google and Meta, which are the primary chan nels for awareness these days. These platforms often restrict or flag content around sexual wellness, so we have to con stantly think out of the box to reach the right audience and share our message with them in a way which is indirect." Privacy Reaching out for help in these matters can be uncomfort able for many due to privacy concerns. RxMen ensures that sensitive details like a person's name, address, or location aren't accessible to everyone on the team; only the treating doctor or logistics partner sees what's relevant to them. Market Opportunity Contrary to popular belief, sex toys and wellness products are gaining traction beyond tier-I cities. The market in tier-II and tier-III Indian cities is showing strong demand for products like sex toys, lubricants, and performance enhancers. "Geographically, we're densifying our pres ence in metro and tier-II cities through our clinic model," shares Jivrajka. MyMuse shares that 27 per cent of their customers come from tier-II and tier-III cities. While e-commerce and search engine giants are causing hindrances, quick commerce is quickly leverag ing the gap. In a post, Swiggy Instamart revealed that "1 in every 140 orders included a sexual wellness product." Anushka Gupta of MyMuse considers the integration of the products into quick com merce platforms like Blinkit, Zepto, and Swiggy Instamart a milestone. While Amazon considers self-care massagers under the health and personal care category, q-commerce platforms like Blinkit display it as a separate category, offer ing lubricants, adult games, and enhancers. Investor Potential The sexual wellness market has been gaining attention for a while, and investors are not privy to it. "The capital markets are taking notice. Sexual wellness startups globally raised over USD two billion between 2020 and 2023, and India is finally catching up," shares Ashish Bhatia, founder and CEO, India Accelerator. Earlier this year, Bold Care raised a Series A funding round led by Rainmatter, Mithun & Siddhartha Sacheti (founders of CaratLane), the Dhanani family of Sayaji Hotels, and the AVT Group. In March, Allo Health bagged pre-Series A led by Rainmatter. "Sexual health is a massive but underserved market in India," said Nithin Kamath, Founder and CEO of Zerodha and Rainmatter. "As the Indian startup ecosystem matures, we're seeing bold founders break taboos and build science-led, inclusive, and tech-enabled solutions— from sexual health diagnos tics and intimate hygiene to therapy and education. What was once a hushed topic is now a legitimate, scalable category… Investors are beginning to recognise that this sector delivers more than financial ROI—it delivers so cial relevance, cultural shift, and real impact," adds Bhatia, noting that the multi-stage, fund-led startup accelerator is actively looking to enter and invest in this space. Future Ahead Talking about growth plans and what sub-categories they are eyeing to focus on, Mittal shares, "We're seeing a lot of interest in supplements tai lored to sexual performance and overall vitality." Jivra jka and Mittal are optimistic about fertility as a budding category, with the former calling it a "high-potential cat egory where structured care is missing but demand is rising." Sex toys remain nascent but show promise, especially among urban women. Garg notes that while contraceptives continue to remain an important category, his and Inyou Wellness' next phase will focus on intimate hygiene, a closely linked sub-category to overall sexual well-being. "We're expand ing into adjacent wellness categories—pleasure, supple ments, and OTC," shares the Allo Health chief. India's relationship with sex is complicated, but these startups are rewriting the script. "This is not just a niche—it's a massive, under served opportunity at the in tersection of health, wellness, and cultural evolution. And the smartest bets are being placed right now," concludes Bhatia. By addressing areas of personal wellness, India's in timacy and pleasure-focused startups are proving that the segment is worthy of being backed by investors and customers.
