Lingerie Brands Are Leaning Into the Sexual Wellness Business

That includes selling everything from sex toys to lotions to lubricants to sultry accessories, such as whips and handcuffs, right alongside that flirty one-piece bodysuit or those crotchless panties.

“We’re talking about empowerment; we’re talking about giving women more control. But there are still so many taboos, about menopause, around pregnancy,” Cherubini said to WWD. “Sexual wellness is just part of all that. And women are going back to understanding themselves and what’s more intimate than intimates? So it makes sense that the lingerie market is going after it. It’s really more about how you feel, than what you look like, when it comes to lingerie.

Now, sexual wellness is creating an added business opportunity for lingerie brands. Hanky Panky is partnering with Dame and Swish brand Lelo this fall to offer a select of sex toys, massage oils and candles. Sapna Palep, co-owner of Journelle, said revenues in Journelle’s sex products business have continued to increase month-over-month. Small lingerie brands are benefiting, too.

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