In doing so, it has managed to broaden its market and is reaping the dividends, enjoying impressive growth.
"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."The same porn barons realized there was a wholeManufacturers then began making their products more suitable for women, with pastels or more sober colors and less conspicuous packaging.
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,"We saw people come to our stores asking about... BDSM accessories or toys."Elsewhere in Hollywood, star Gwyneth Paltrow has established herself as a pioneer in"sex-wellness".
The brand's artistic director, Rykiel's daughter Nathalie, said at the time she wanted a"guilt-free" approach to pleasure. "The subject started to be normalized much more. One positive thing that came out of COVID was that it put self-care at the top of our priority list."From growing at five percent a year pre-COVID, theIt projects a seven percent annual increase until 2026.