Sephora enters sexual wellness playing field

By Becky Bargh 1-Feb-2022

Cosmetics retailer joins ranks with selection of intimate care brands as category gets more intertwined with beauty

Sephora's new sex category offers toys, lubricants and intimate wipes

Following in the footsteps of its competitors, beauty retailer Sephora has entered the pleasurable world of sexual wellness.

Joining its ranks, for online and in-store, are a selection of sex toys and intimate products to help achieve the ultimate self-care experience and “maximum pleasure”.

Making its debut via the LVMH-owned retailer are 20 skus from intimate care brand Maude, including its devices, lubricants and bath and body products; as well as Ketish’s Pre-Play Intimate Sheets.

Smile Makers, a wellness brand for women, is also entering the beauty retailers portfolio with its selection of vibrators, stimulants and Generous Gel lubricant.

“Everything you need to spice up your life with your partner, reduce stress, ease tension, get to know your body better (and the pleasure it offers) and awaken to a sensuality that is yours for the taking,” Sephora wrote in a statement.

Meanwhile, Maude’s founder Éva Goicochea, added: “Sexual wellness has long been the last frontier in personal care, but the customer expects better.

“Sephora’s launch of intimate care sets the stage for the next chapter of sexual health.”

Different to other sexual wellness sellers, Sephora has opted for an intimate number of brands while the cateogry is in its fledgling stages.

Dozens of items will be available via the site, but from just a handful of brands.

Online via Feelunique, however, there are more than 20 brands on offer and nearly 190 skus.

Sex sells

Sephora’s competition has, for many years, been enjoying increased awareness of the sexual wellness category.

In 2020, Cult Beauty’s category was buzzing, with an 80% increase in page views, compared with 2019, and sales of some sex toys up 124%.

The retailer also stocks feminine hygiene products, supplements and pelvic muscle trainers.

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Holland & Barrett, Boots and even high street apparel seller Oliver Bonas have jumped between the sheets with the budding category.

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