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Selling sex products isn’t as simple or as glamorous as it might seem. With outdated stigmas, ad restrictions, and a crowded marketplace, it’s easy to feel stuck or invisible. Despite the sexual wellness industry projected to reach $79.96 billion by 2033, many passionate entrepreneurs still struggle to gain traction, build trust, and drive consistent sales.
The upside? You can stand out, if you know how. Whether you’re launching your very first adult brand or leveling up your online sex toy sales, this guide reveals 10 quick, effective steps to help you market confidently, connect with your audience, and grow your brand.
Packed with practical tips on how to sell sex products and real-world examples, it’s your no-fluff roadmap to success. Let’s turn challenges into conversions and curiosity into customers.
1. Tap into the Sexual Wellness Movement
Rebrand Sex Products as Wellness Essentials!
Sex isn’t just about pleasure anymore, it’s about health. As the sexual wellness movement gains mainstream traction, the most successful brands are those that align their messaging with self-care, mental well-being, and body positivity.
Why This Works:
Modern consumers, especially millennials and Gen Z are redefining what intimacy looks like. For them, it’s less about taboo and more about total well-being. When you reframe your product from a “sex toy” to a “wellness product ,” you open the door to a wider, more receptive audience.
Instead of selling a vibrator as a “sex toy,” present it as a stress-relief device that improves sleep, boosts mood, and supports hormone balance. Lubricants? Market them as an ultra-gentle skincare for your most sensitive areas, like a high-end serum, just designed for the parts nobody talks about.
Actionable Tip: Collaborate with sex-positive influencers, therapists, and educators. Partnering with experts like Dr. Emily Morse or Shan Boodram adds both credibility & visibility to your sex product brand.
You can also cross-promote your products in wellness newsletters, podcasts, or even therapy resource guides.
Real-Time Example:
Take notes from Maude, a brand that’s reshaping the conversation around intimacy. With their clean, minimalist packaging and wellness-first approach, they’ve landed in Vogue, Goop, and other top-tier lifestyle platforms.
Their collaborations with health experts help them blur the line between adult products and modern self-care must-have.
SEO Tip:
Use keywords like “sexual wellness products,” “self-care & intimacy,” “health benefits of sex toys,” and “wellness-centric pleasure” to rank high with health-conscious audiences.
2. Educate Before You Sell: Create Value-Driven Content
Become the Trusted Voice Your Audience Turns To!
Modern consumers expect more than just a sales pitch of your sex toy business – they want to understand how it works, what it does, and why it matters. Position yourself as a trusted resource by building educational content.
Why This Works:
When it comes to intimacy, people are hungry for clear, shame-free guidance. By creating content that informs rather than just promotes, you become a reliable resource, and that trust converts to sales. SEO-wise, informative content performs incredibly well, especially in formats like:
- “How-to” Guides (e.g., How to Choose the Right Vibrator for You)
- “Myths vs. Facts” (e.g., Lube Myths That Could Be Ruining Your Sex Life)
- “Beginner’s Guides” (e.g., Sex Toys 101: A Beginner’s Guide to Exploring Solo Pleasure)
Actionable Tip: Offer downloadable resources like eBooks, checklists, or mini-courses in exchange for email sign-ups. This provides value and also helps you build a targeted email list for future marketing.
For example, Unbound offers a free “Pleasure 101” guide for subscribers, nurturing leads with ongoing tips and exclusive offers.
Real-Time Example:
- YouTube: The “Sexplanations” channel delivers educational, stigma-free videos on sexual health, attracting millions of views and positioning itself as a trusted resource.
- Blog: Lovehoney’s “Sexual Happiness” blog ranks for high-intent keywords and drives traffic by answering real customer questions.
- Lead Magnet: Dame Products’ downloadable “Guide to Better Orgasms” not only educates but also grows their email list for targeted promotions.
By focusing on education first, you’ll build trust, drive organic traffic, and create a loyal customer base eager to explore your products
SEO Tip:
Use keywords like “how to use sex toys,” “sexual wellness tips,” and “beginner’s guide to pleasure” to rank organically and pull in traffic that’s already looking for what you offer.
3. Build a Sex-Positive Community First
Create Safe Spaces Before Pitching Products!
Before people buy, they want to feel seen, heard, and safe. In the world of sex products, building a supportive, shame-free community isn’t just a nice to have, it’s essential.
Why This Works:
Sex is still a sensitive topic for many, and traditional social media often censors intimacy-related content. Creating private, moderated spaces like Discord servers, Reddit threads, or invite-only Geneva groups gives your audience a place to connect, ask questions, and share experiences without judgment or pressure to buy.
These communities organically generate trust, feedback, and user-generated content all of which are gold for your brand’s long-term growth.
Actionable Tip: Start small: host an “Ask Me Anything” thread on Reddit or launch a private Telegram group for people curious about beginner-friendly toys. Eventually, expand into more structured platforms like Geneva or Mighty Networks, where you can host events, courses, or product sneak peeks.
Real-Time Example:
Unbound has cultivated a loyal fanbase through candid newsletters and inclusive social content, while OMGyes thrives by offering science-backed education in a safe, paywalled space.
Some creators even launch Discord servers, like Bellesa, to foster candid, community-driven conversation around pleasure.
SEO Tip:
Use keywords like “sex-positive community,” “safe space for sexual wellness,” and “join private sex ed forums” to tap into highly engaged, curious users searching for connection—not just a product.
4. Use Adult Subscription Boxes & Bundles
Turn One-Time Buyers into Loyal Fans with Curated Experiences!
What’s better than selling one sex product? Selling three, beautifully packaged and delivered every month like a gift. Adult subscription boxes and themed bundles are a smart, sexy way to boost sales and customer retention.
Why This Works:
Subscription models provide predictable revenue and help build brand loyalty. Consumers love the surprise-and-delight factor, especially when it comes to intimacy. Sex product bundles also allow you to introduce lesser-known items (like arousal gels or massage candles) in a low-pressure, high-fun way.
Plus, themed kits make it easier for hesitant buyers to explore. Think:
- “Date Night In” (vibrator, massage oil, conversation cards)
- “Solo Pleasure Starter Kit” (bullet vibe, lube, toy cleaner)
- “Bedroom Explorer Box” (bondage tape, blindfold, feather tickler)
Actionable Tip: Offer exclusive items or early access to new sex products through subscriptions. Add little bonuses like tea, lube samples, or games to boost perceived value. Use email campaigns to tease upcoming themes and drive FOMO.
Real-Time Example:
- Heart + Honey: Offers a variety of subscription boxes (Bumble Bee, Queen Bee, Couples) with luxury toys, wellness products, and monthly themes, helping customers explore pleasure and wellness together.
- Like a Kitten: Delivers quarterly boxes with curated, seasonal goodies and also lets customers build their own personalized box, perfect for gifting or self-discovery.
- Spicy Box: Delivers not just toys, but candles, body oils, and bath products, making every box a complete experience.
SEO Tip:
Target search phrases like “sex toy subscription box,” “intimacy kits for couples,” and “beginner-friendly sex toy bundles” to attract both curious first-timers and seasoned explorers.
5. Go Live: Livestreams & Virtual Product Demos
Show, Tell, & Sell in Real Time!
Think no one wants to watch a demo of a vibrator on TikTok? Think again. Livestreaming is one of the fastest-growing ways to connect, educate, and convert especially in the intimacy space.
Why This Works:
Live video feels personal, authentic, and unfiltered, perfect for a category that thrives on trust. Whether you’re answering questions, demonstrating how a product works (tastefully, of course), or just sharing your personal story, you’re building a human connection. That connection is key to moving viewers from curious to customer.
Platforms like Instagram Live, TikTok Shop, and YouTube Live are especially effective for this. You can also host private Zoom sessions or create exclusive access events on platforms like Crowdcast or Mighty Networks.
Actionable Tip: Host a “Live Toy Tour” where you walk through a curated collection (e.g., “Top 5 Must-Haves for Beginners”). Add a Q&A section and drop time-limited discount codes to encourage impulse buys. Promote the event in advance via email and social media.
Real-Time Example:
- On Xiaohongshu (RED), sexual wellness brands host weekly livestreams where hosts showcase new products, answer live questions, and offer special “live-only” discounts. These sessions are designed to be as inviting as beauty or fashion streams, helping viewers feel comfortable and excited to shop.
- Brands like Dame & Unbound have used Instagram Live to host “Ask Me Anything” sessions with sex educators, demonstrating products and offering exclusive codes for viewers who tune in.
SEO Tip:
Optimize your content pages and videos with keywords like “live sex toy demo,” “virtual intimacy workshop,” and “Q&A with sex coach” to reach users seeking both guidance and real-time interaction.
6. Sell Through Creator and Influencer Stores
Let Trusted Voices Sell Your Products for You!
These days, people don’t just buy from brands, they buy from people they trust. And when it comes to intimacy, that trust matters more than ever. That’s where creators come in.
Why This Works:
Sex-positive creators and educators already have the attention (and trust) of thousands, even millions of engaged followers. By getting your products featured in their curated storefronts or affiliate pages, you gain immediate credibility and access to ready-to-buy audiences.
Platforms like Stan Store, Fourthwall, and ShopMy allow influencers to embed your products into their “shop” alongside personal recommendations, product reviews, and even digital courses. It’s authentic marketing that feels like a friend’s advice not a hard sell.
Actionable Tip: Identify sex-positive creators on TikTok, YouTube, and Instagram with audiences that match your target market. Offer them affiliate partnerships with generous commissions (20–30% is common in this space) and give them the freedom to present your products in their voice.
Real-Time Example:
- Vush x Abbie Chatfield: Abbie Chatfield’s collaboration and personal storefront with Vush led to a sold-out product launch, driven by her candid, sex-positive content and strong community engagement.
- Womanizer x Lily Allen: Lily Allen’s authentic promotion of her co-branded sex toy on Instagram, combined with interviews and hashtag campaigns, set a new standard for influencer-led sexual wellness marketing
SEO Tip:
Use phrases like “sex toy affiliate program,” “sell through influencer storefronts,” and “creator partnership for intimacy products” to attract both shoppers and influencers searching for collaboration opportunities.
7. Incorporate AR or Virtual Try-Ons
Let Shoppers “TRY” Before They Buy – Without Leaving The Bedroom!
Imagine seeing exactly how a vibrator fits in your hand before buying it. With AR (augmented reality) and interactive product demos, customers can explore your products in 3D, making buying less intimidating and way more exciting.
Why This Works:
One of the biggest barriers to buying sex products online is uncertainty about size, texture, shape, or how a product works. By integrating AR visualizers, 360° product views, and interactive unboxings, you reduce friction and increase buyer confidence.
Shoppers who can preview products in a real-world context (especially in a category that’s private and personal) are more likely to convert and less likely to return items. Plus, it’s a great way to stand out in an increasingly crowded marketplace.
Actionable Tip: Use tools like 8thWall or Zakeke to embed AR previews into your site. Include features like tap-to-rotate, zoom, and product comparison. For lower-tech versions, offer immersive video demos or animated GIFs showing a toy’s vibration patterns or features.
Real-Time Example:
Lovense uses interactive product guides and 3D visuals to show how their app-controlled toys work, improving user understanding and trust. Some Shopify apps, like ARitize™ 3D, allow you to add AR views directly into product pages, even on mobile.
SEO Tip:
Target search terms like “AR sex toy preview,” “virtual sex toy demo,” and “interactive product tour for intimacy products” to capture tech-savvy shoppers and first-time buyers looking for reassurance.
8. Create Inclusive Product Lines
Make Everyone Feel Seen, Safe, & Sexy!
Pleasure isn’t one-size-fits-all and your products shouldn’t be either. Inclusive design and marketing are no longer optional. They’re the standard for brands that want to win trust and build loyalty in a modern, sex-positive world.
Why This Works:
Today’s consumers are more diverse and more vocal about what they need. From LGBTQ+ buyers to people with disabilities, neurodivergent individuals, and plus-size folks, shoppers want products that reflect their real experiences. Offering toys with gender-neutral designs, body-safe materials, and adaptive features helps people feel empowered and seen, not excluded.
Inclusive marketing also means showing real bodies, real relationships, and real stories. Gone are the days of only airbrushed models and cis-heteronormative messaging. Representation builds community and boosts conversions.
Actionable Tip: Start by categorizing products based on function rather than gender. Add filters like “for vulva owners,” “wheelchair-friendly,” “low-sensation compatible,” or “beginner-friendly kink.” Collaborate with diverse creators who can authentically speak to different identities and experiences.
Real-Time Example:
Wild Flower Sex is a standout in this space, offering gender-inclusive sex toys like the Enby, designed for all bodies and orientations. Unbound also leads the charge with inclusive branding and unapologetically diverse imagery across its site and socials.
SEO Tip:
Use keywords like “inclusive sex toys,” “gender-neutral pleasure products,” “disability-friendly vibrators,” and “toys for all bodies” to reach a wider, deeply engaged audience actively searching for inclusive options.
9. Offer Flexible Payment Plans (Buy Now, Pay Later)
Make Pleasure More Accessible Without the Upfront Pinch!
High-quality sex toys can be an investment and sometimes, that price tag causes shoppers to hesitate at checkout. The fix? Flexible payment plans that say, “Treat yourself now, pay later.”
Why This Works:
Offering Buy Now, Pay Later (BNPL) options through services like Afterpay, Klarna, or Sezzle breaks larger purchases into digestible, interest-free installments. This approach has been proven to reduce cart abandonment, especially for higher-ticket items like luxury vibrators, couples kits, or themed collections.
It also shows customers that you understand their needs—and value accessibility over elitism. For shoppers who are new to the world of pleasure products, this financial flexibility creates a more welcoming entry point.
Actionable Tip: Integrate BNPL options at both checkout and product pages. Promote these plans clearly in your marketing emails, social media posts, and product descriptions. Phrases like “Pay in 4 with Klarna” or “As low as $25/month” can dramatically increase conversion rates.
Real-Time Example:
- Sex Aides: Features Sezzle’s BNPL option right at checkout, allowing customers to access exclusive deals and split payments over six weeks, interest-free.
- Bondi Vibes: Offers Afterpay for a wide range of toys, making luxury and couples’ products more accessible with just four simple payments.
- SexDollPartner: Partners with Klarna for installment plans, making even high-end purchases manageable and stress-free.
SEO Tip:
Target keywords like “sex toys with Afterpay,” “buy now pay later vibrators,” and “luxury sex toy installment plans” to rank for price-conscious, ready-to-buy users.
10. Partner with Therapists, Coaches, and Wellness Studios
Blend Intimacy Products With Emotional Wellness!
Your next best brand ambassador might not be an influencer, it might be a licensed therapist or sex coach who’s helping someone rediscover their body and pleasure.
Why This Works:
The lines between mental health, physical health, and sexual wellness are rapidly blurring. Professionals in these spaces like sexologists, therapists, relationship coaches, or somatic wellness practitioners are trusted guides on the path to healing, self-love, and confidence.
Partnering with them helps position your products not just as fun… but as functional tools in someone’s personal growth.
Whether it’s offering exclusive discount codes to clients, co-hosting webinars on topics like “pleasure after trauma” or “intimacy in long-term relationships,” or even co-creating custom kits, these collaborations feel thoughtful, intentional, and rooted in care.
Actionable Tip:Reach out to wellness professionals whose audiences align with your brand values. Propose affiliate partnerships or co-branded campaigns. Embed your toys into downloadable worksheets, guided courses, or post-therapy care packages.
Real-Time Example:
- Kindman & Co. therapists recommend Maude’s minimalist products for their inclusive, non-intimidating designs.
- Sexperts Business Community promotes subscription boxes for therapy clients, blending coaching sessions with curated pleasure products.
- The Counselor’s Coach provides templates for therapists to integrate product recommendations into recovery program
SEO Tip:
Use keywords like “sex toys recommended by therapists,” “pleasure tools for wellness,” and “co-branded intimacy kits” to rank for health-conscious, emotionally-invested shoppers looking for trusted resources.
Final Thoughts
You’re not just selling toys, you’re selling liberation, connection, and confidence in a world that’s finally ready to talk about it.
Selling sex products is no longer about hiding behind euphemisms or tiptoeing around taboos. It’s about leading with education, empathy, and empowerment. Whether it’s creating inclusive kits, live streaming demos, or collaborating with sex-positive voices, every step is about meeting customers where they are: curious, cautious, and craving real connection.
Approach this space like a wellness entrepreneur, not just an e-commerce brand. And if you’re new to the scene, software like xMarketplace by Adent.io makes it easy, offering ready-made ecommerce solutions designed specifically to help adult brands manage, market, and scale smoothly & successfully.
