The Debrief | Can You Sell Sexual Wellness Without Sex?

In a recent conversation, executive editor Brian Baskin and senior correspondent Sheena Butler-Young sat down with editorial associate Yola Mzizi to discuss the challenges facing sexual wellness brands in 2025. Regulatory restrictions and cultural conservatism are increasingly shaping the way these brands approach their marketing strategies, leading to a necessary pivot in messaging.

The landscape of sexual wellness products and services has evolved significantly over the years. What was once a niche market has now become more mainstream, with a growing number of brands entering the space to cater to a diverse range of needs and preferences. However, this expansion has also brought with it a new set of challenges, particularly when it comes to how these products are marketed and sold.

One of the key issues facing sexual wellness brands today is the tightening of regulatory restrictions. As governments around the world crack down on the advertising and sale of certain products, companies in the sexual wellness industry are finding themselves increasingly limited in how they can promote their offerings. This has forced many brands to get creative with their messaging, finding new ways to connect with consumers without running afoul of the law.

At the same time, cultural conservatism continues to play a significant role in shaping attitudes towards sexual wellness. While conversations around sexual health and pleasure are becoming more mainstream, there are still many taboos and stigmas that persist. This can make it challenging for brands to market their products in a way that is both appealing and socially acceptable. As a result, many companies are having to rethink their approach and find ways to destigmatize their offerings.

So, can you sell sexual wellness without sex? The answer, it seems, is yes – but with some caveats. Brands in this space are increasingly focusing on broader themes of self-care, intimacy, and overall well-being, rather than just the physical act of sex. By reframing their messaging in this way, they are able to reach a wider audience and connect with consumers on a more emotional level.

For example, some brands are emphasizing the importance of self-love and acceptance, promoting products that help individuals feel more confident and comfortable in their own skin. Others are highlighting the role of communication and consent in healthy relationships, underscoring the importance of emotional connection alongside physical pleasure.

Ultimately, the key to selling sexual wellness products in a changing regulatory and cultural landscape lies in authenticity and empathy. Brands that are able to tap into the deeper needs and desires of consumers, rather than simply focusing on the mechanics of sex, are likely to find success in this ever-evolving market.

As we look to the future of sexual wellness, it will be interesting to see how brands continue to navigate these challenges and find new ways to connect with consumers. By staying attuned to changing attitudes and regulations, and by prioritizing inclusivity and understanding, companies in this space can carve out a meaningful place in the market – even without relying solely on sex to sell their products.

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