Sex Products Are Becoming Mainstream, Added To General Wellbeing

November 30, 2018: 12:00 AM EST

New direct-to-consumer personal care brand Nécessaire has included a sex gel in its line-up, along with a body wash and lotion. The brand’s founders wanted to take it beyond what might normally be expected from a body range. Other brands are bringing sexual health products to market as part of broader beauty and wellness categories. A report from Technavio forecasts 2019 global sexual wellness sales of $32 billion. Launched in the summer, Katie Sturino’s Megafresh feminine wipes are now sold by Ulta Beauty. DeoDoc, a Swedish skin-care brand, sells feminine products like wipes, washes, sprays, and shaving oils for intimate areas. In July, it launched in the U.S. with the D2C Violet Grey brand as part of its Sexual Health and Feminine Care section. Shiseido recently took a minority stake in Violet Grey, and the brand is planning to extend its sexual wellness line. A lube is being added in January. [Image Credit: © Nécessaire Inc]

Priya Rao, "Why sex products are entering the beauty and wellness space", Glossy.co, November 30, 2018, © Digiday Media

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