From Taboo To Toys: Sexual Wellness Becomes Part Of Beauty & Care Product Marketing Campaigns

The pride month us just over and for once, humanity is moving toward the right cause. In several countries, people have come out and become open about their sexuality, without fearing judgments, harsh remarks, and what would society thinks. However, still, a lot of work is remaining. In fact, not everyone is sure about the concept and exact meaning of sexual wellness. If you are unsure as well, well, you are not alone.

Sex is not just a physical thing; it is related to our overall physical and mental wellness. It is about how well you are connected with yourself, your skin, or more precisely, how well you are in touch with your sexuality. Several counselors and mental health organizations have been working to deal with the stigma about sexual wellness and many have realized that there is a genuine need for people to fully understand what sexual wellness is all about.  

Several years ago, the concept of mindfulness was disregarded and pointed as a selfish way of living. However, when we have accepted it, we are able to engage in conversations about it at the dinner table. The topic of sexual wellness is on a similar journey. There is dire need to address myths, shame associated with sex, and misconceptions, which have been misunderstood by years and years of bombarding of wrong information offered by media through movies and adult films. However, slowly but steadily, things are changing for the better.

For the sake of a better future and betterment of future generations, many are openly addressing the importance of sexual wellness and beauty products have been offering lucrative opportunities. The attitude toward sex and sexuality has never been so beautifully addressed as did by intimate care products. Thanks to the #metoo movement and positive attitude toward feminism, the world has witnessed a positive culture shift. And self-care products have become an integral part of the market.

It is not just limited to conventional products such as lubricants and toys, the customers now look at both enjoyment as well as wellbeing, caring about personal care, and talking openly about the misconceptions. Apart from this, digital media has been helpful. Thanks to creative platforms such as Netflix, sex is not a taboo and now through series and movies, sex has quickly become part of popular culture, which was not possible ten years ago.

The popularity of sexual wellness has been fruitful for investors. According to Allied Market Research, the sexual wellness market is expected to reach $108.32 billion by 2027, growing at a CAGR of 4.6% from 2020 to 2027. Not just beauty & lifestyle investors, but mass-market retailers are investing in various items promoting sex. Even the online portals proudly flaunt a separate menu ‘sex toys & accessories’. Retailers are engaging in Valentine’s Day campaign promoting self-love products in customers' emails. Such baby steps are helping society to help embrace sexuality and make the world a better place for every being, regardless of one’s sexual orientations, pleasures, choices.

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