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Beauty’s attitude towards sexual wellness is turning from positive to prudish.
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A new wave of friendly, elevated and sex-positive brands peddling vibrators, lube and sex-centric supplements are attracting retailer and investor attention.
While legacy players such as Trojan and Durex have dominated the male sexual wellness category for decades, new age brands are banking on expanding notions of masculinity, product innovation and approachable storytelling to capture the male-identifying consumer.
The sports-themed sex shop has laid off staff and is managing unsold inventory, but founder Justin Kerzner says sexual wellness has a future in physical retail.
Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.
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