For a long time, “self-care” meant face masks, bath bombs and maybe a glass of wine at the end of the day. It was surface-level, safe, and easy to talk about. That’s all changed. What we’re seeing now, both at the retail and distributor level, is a more honest version of wellness. One that includes sexual health, intimacy and personal exploration as part of the same conversation. Not separate from it.
The biggest driver behind that shift has been women. Women asking more questions. They’re reading labels more carefully. They’re paying attention to how products feel, how long they last, and how their bodies respond over time. There’s a noticeable move away from “whatever works” toward “what’s actually better.”
That change in awareness is showing up directly in purchasing behaviour. Customers aren’t just grabbing a bottle of lube anymore. They’re comparing, upgrading, and coming back for products that deliver a noticeably better experience. For retailers and distributors, that means the category isn’t just stable, it’s evolving.
WHAT’S ACTUALLY DRIVING SALES RIGHT NOW
If you step back and look at what’s moving, a few patterns stand out pretty clearly. First, quality is winning. There’s growing skepticism around cheap, overly basic formulations. Customers have tried them. They know how they perform and once someone experiences a premium product that lasts longer and feels better, it’s very hard to trade back down. That alone is increasing repeat purchase rates.
Second, ingredient awareness is no longer niche. More customers are actively avoiding glycerin-heavy or irritating products, especially women who’ve had negative experiences in the past. “Body-safe” isn’t just a buzzword anymore. It’s becoming an expectation.
Third, longevity matters more than ever. This one shows up constantly in in-store conversations. People want something that doesn’t dry out halfway through. It’s one of the easiest selling points and fastest ways to convert someone from browsing to buying.
There’s a clear crossover happening between categories. Lubes, lotions, massage oils, as well as overall wellness products are no longer sitting on the same mental shelf for customers. They’re being used together, often in the same experience. That crossover is where a lot of growth is coming from.
FROM SELF-CARE TO SELF-AWARENESS
What’s really interesting is how this ties into a broader shift in how women are approaching their own bodies. There’s more openness around pleasure, but it’s not loud or performative. It’s more grounded than that. It’s an understanding about what feels good, what doesn’t, and not settling for less.
For some, that starts with solo exploration. For others, it shows up in conversations with partners. Either way, the end result is the same. More intention behind what they’re buying and how they’re using it. When that intention is there, product choice becomes a lot more important. That’s why education, even at a basic level, is playing a bigger role in sales. Customers don’t necessarily want a full breakdown, but they do want to feel like they’re making a better decision. Simple, confident recommendations go a long way.
MASSAGE: THE EASIEST ENTRY POINT NOBODY TALKS ABOUT ENOUGH
If there’s one category that continues to be under-utilized it’s massage. Massage products tend to get positioned as either relaxation tools or add-ons, but in reality, they’re one of the most natural entry points into intimacy. Especially for couples who are looking to reconnect without pressure. It removes the awkwardness. It creates a reason to slow down. Most importantly, it shifts the focus away from performance and onto experience. That’s a big deal.
A lot of customers aren’t walking in looking for something explicit. They’re looking for connection, even if they don’t say it that way. Massage is an easy yes. It feels safe, approachable, and familiar. From there, things often evolve. That’s where pairing comes into play. A quality massage product alongside a premium lubricant creates a natural progression without needing to force the sale. For retailers, that’s an opportunity that’s still not being fully tapped.
THE LUBE CONVERSATION HAS CHANGED
There’s also been a noticeable shift in how lubricants are talked about. It used to be reactive. Something you grabbed when you needed it. Now it’s proactive. Customers are seeing lubricant the same way they see skincare or hair products. As something that enhances the experience, not something that fixes a problem.That shift alone is expanding the category.
Water-based products are still the backbone. They’re versatile, easy to use, and fit into almost every scenario. But within that category, expectations have gone up. “Good enough” isn’t good enough anymore. People want a smoother, longer-lasting, cleaner experience with less reapplication.
Silicone still holds its place for longer sessions and water environments, but it’s no longer the default. A high-performing water-based product is often preferred if it can deliver on longevity without the drawbacks.
Oils and hybrid products are also seeing more interest, especially when positioned around massage and full-body use. Again, that crossover between wellness and intimacy is driving that growth. The common thread through all of it is experience. If it feels better, it sells. If it lasts longer, it gets repurchased.
BUYING BEHAVIOUR AND FREQUENCY
From a numbers standpoint, the category benefits from something a lot of others don’t. Repeat use. Unlike novelty items, lubricants and massage products are consumables. When customers find one they like, it becomes part of their routine. That drives consistent reorders, both at the retail level and through distribution.
What’s changing is the speed of that cycle. Higher-quality products tend to get used more frequently. Not because they run out faster, but because people actually want to use them. That increases engagement, which in turn increases repurchase frequency.
There’s also a noticeable willingness to spend a bit more. Customers are becoming less price-sensitive when they understand the difference in quality. Especially in a category that’s tied so closely to personal comfort and experience. For stores, that often translates into better margins and stronger customer loyalty. For distributors, it means products that don’t just move once, they keep moving.
COUPLES, CONNECTION, AND MUTUAL CARE
One of the more subtle trends, but an important one, is how couples approach intimacy. There’s less focus on spontaneity as the only path, and more acceptance of connection that you can intentionally create. That might sound simple, but it changes how products are used.
Setting aside time, creating an environment and using products that enhance the experience rather than distract from it, turns intimacy into more of a shared wellness practice. That’s where a lot of the fun comes in. There’s more playfulness. More curiosity. Less pressure to get it “right.” When that mindset is there, customers are far more open to trying new things, upgrading products, and exploring different combinations.
WHERE THIS IS ALL GOING
From an industry perspective, this isn’t a short-term spike. It’s a steady shift. Sexual wellness is becoming normalized within the broader wellness category. The lines between personal care, intimacy, and self-expression are continuing to blur. And as that happens, expectations will keep rising. Better ingredients. Better performance. Better overall experience. The brands and products that can deliver on those things consistently are the ones that will continue to grow.
THE TAKEAWAY
At its core, this category isn’t complicated. People want to feel good. They want products that work, that feel great, and that fit naturally into their lives without friction. Lubes, lotions, massage, and intimacy products are just tools that support that. The difference now is that customers are paying attention. They’re more informed, more intentional, and more willing to invest in a better experience. Once they find it, they tend to stick with it.
Joel Penner is the founder and CEO of FMFY Wellness.
