The erotic market still carries a stigma that is rarely found in other industries. It’s like an invisible force that slows our progress: a silent barrier that makes sales difficult and wraps everything in a great taboo. We’re constantly blocked on social media, in search engines, and even judged by people close to us.
We sell products that are out of the ordinary and require from consumers a dose of courage, the boldness to take the first step toward pleasure and self-discovery. Every day, we deal with the weight of conservatism and with religious, cultural and social barriers that turn something natural into a source of guilt. In some countries, the sale of sex toys is still prohibited, reinforcing this resistant scenario.
But the truth is simple: masturbation, exploring one’s own body, and living one’s sexuality are not sins. They’re part of our nature and, even more importantly, they are healthy for us. Breaking down these barriers is impossible without sustained education and information.
As a client and friend recently told me, sometimes it feels like swimming against the current, or taking two steps forward and one step back. Progress happens at a slow pace, with every step taking us just a few inches ahead. Still, we remain steadfast, because the numbers prove it: this is a booming industry that moves billions around the world.
According to international consultancy Grand View Research, the global sex toy market was valued at approximately USD $35.2 billion in 2023, with projections indicating it will reach USD $62.7 billion by 2030. These figures reinforce that, despite the challenges, the sector has a promising future and is in constant expansion.
Even in the face of this positive outlook, the big question arises: how to break the bubble? What goes through a consumer’s mind when deciding to buy their first sex toy? Is there a preferred entry-level product? Which brands have already managed to overcome this taboo and secure their place?
Beyond that: how can we make people feel comfortable entering a sex shop or browsing an online store without fear or judgment? What feelings dominate this journey—guilt, curiosity, desire, shame? How long will we still have to face these barriers?
Buying any product starts with fulfilling a need, and making a decision based on the product’s price, quality and benefits, as well as external factors like social influence. When it comes to one’s first vibrator, these elements continue to be present, but other aspects also come into play. In addition to common motivations, the decision involves breaking taboos, acknowledging one’s own emotions and expectations, and allowing oneself to be adventurous. In fact, in many ways, choosing your first sex toy isn’t unlike your first time; it’s a journey marked by equal amounts of curiosity, anxiety, and desire.
It’s a type of consumption that also functions as identity building: the object is not only functional but also symbolic, representing a stage of maturity or a change in the way one relates to oneself and one’s body. For couples, it can signify an important step toward greater intimacy and exploring new dimensions of the relationship.
An annual survey conducted by Dona Coelha, one of the largest online sex shops in Brazil, with more than 1,200 respondents, revealed that the majority of its consumers are women between 25 and 55 years old. The main reasons they visit the store are never having experienced an orgasm, recommendations from friends, curiosity about sex toys, and the search for something that renews intimacy and brings new ways of connecting within the relationship.
This proves that sex toy consumption goes far beyond a simple purchase: it reveals emotional, social, and sexual needs that reflect both individual desires and couple dynamics. For many women, these products represent not only pleasure, but also self-knowledge, freedom, and empowerment, helping to break taboos and normalize conversations about sexuality in a healthy and positive way.
The growing acceptance of sex toys is also linked to their presence in cultural contexts. Shows like Sex and the City, Broad City, and Grace and Frankie explored the topic in a humorous and natural manner, bringing it closer to the general public. Moreover, influencers and celebrities have openly spoken about their favourite products, increasing the sector’s visibility.
In the case of the Sex and the City, an appearance of the Rabbit Vibrator in a 1998 episode and appearance of its Magic Wand in an episode four year laters led to a 700% increase in sales for Vibratex in the years following the episode according to Forbes. More recently, the Netflix show Easy featured Fun Factory’s Miss Bi Dual Action Vibrator, and while it’s unclear whether a sales bump occurred as a result that product remains one of its top-selling products to date. (It should also noted that the Fifty Shades of Grey franchise has led to both a greater increase in sales and sexual acceptance. The franchise even resulted in its own Fifty Shades of Grey brand courtesy of the Lovehoney Group).
Another clear example of this movement is the Satisfyer Pro 2, with more than 35 million units sold worldwide. The product not only boosted the brand’s sales but also influenced the global erotic market. Its communication was direct and effective, addressing the Orgasm Gap and the natural difficulty many women face in reaching orgasm, in an implicit, assertive, and natural way. It has thus become a true cultural phenomenon, mentioned by influencers, celebrities, and even cited in mainstream media. It’s no wonder that today it is one of the best-selling sex toys on Amazon, with thousands of positive reviews attesting to its effectiveness and quality.
The increasing acceptance and demand for sexual wellness products, driven by feminist movements and the breaking of taboos around pleasure and the body, have further strengthened this market. We have not yet reached the ideal point of normalization, but every step counts. With each new conversation, campaign, and shared experience, we break down a little more of these barriers and move closer to a future where talking about pleasure will be as natural as talking about health.
Clarisse Och is Strategic Sales and Education Executive for Fun Factory and Satisfyer.
