Sexual well-being industry revels in swelling sales

(UPDATE) LONDON: From creams and oils promising to take the user to seventh heaven to multi-sensory vibration devices and erotic lingerie, the sex accessory market has become more feminine over the years, even feminist.

In doing so, it has managed to broaden its market and is reaping the dividends, enjoying impressive growth.

The global market was estimated to be worth around $19 billion in 2021, with the United States leading the way ($4.4 billion), according to a study by consultancy firm PwC.

Further growth is predicted to reach $27 billion by 2026.

The repositioning of the market towards «sexual wellbeing,» with more playful and refined designs and discreet packaging, has helped attract women who would otherwise be turned off by products with more «hardcore» connotations.

Although the shift began way back in the 1970s with feminists who wanted to emancipate women and their sexuality, it gathered pace at the turn of the century.

«I remember going to the big sex toys market wholesaler,» said Ky Hoyle, who describes herself as «founder and head girl» of Sh! Women's Erotic Emporium in east London.

«In the beginning it was owned by porn barons,» she told Agence France-Presse.

«The same porn barons realized there was a whole market and came to us to ask us what can we do to be more female friendly.»

Manufacturers then began making their products more suitable for women, with pastels or more sober colors and less conspicuous packaging.

'Sex and the City'

Female sexuality gradually began getting more media attention, with hit television series such as «Sex and the City» widely credited with helping to bring «sex toys» out of the closest.

In one episode, Charlotte — the most buttoned-up of the show's four main characters — becomes obsessed with her vibrator.

Meanwhile the worldwide success of «Fifty Shades of Grey,» a big-screen adaptation of the best-selling erotic novels about a college graduate's sadomasochistic relationship with a billionaire, is also seen as lifting many taboos.

The phenomenal interest in the film «actually provided a step change about the industry and made people become more open about their desires,» said Lucy Litwack, chief executive and owner of