The pleasure products industry has undergone a significant transformation over the past two decades, evolving into a sophisticated, wellness-oriented sector increasingly shaped by women executives. This shift is evident in product design, marketing, retail environments, and corporate culture, with women occupying influential positions across the business.

Industry Evolution and Female Leadership

The industry, once characterized by novelty, stigma, and male-driven narratives, has moved towards education, inclusivity, and consumer empowerment. This evolution has been driven by a growing cohort of women executives, founders, and sales leaders who are redefining the space.

XBIZ Premiere has chronicled this evolution through its Women in Adult (WIA) monthly profiles, highlighting the voices and leadership styles of female executives. The XBIZ Honors further recognizes this impact with the WIA Woman of the Year award.

Alicia Sinclair, founder and CEO of COTR, noted her company's growth from a single product to over 250, including the acquisition of Together Toys. Sinclair's career has also intersected with mainstream visibility, with features in Vogue and a cover appearance on Sexual Health Magazine. She emphasizes that her role has become more strategic, focusing on trusting and empowering her team.

Nicole McCree, a Classic Brands Sales Executive, reflected on her 14-year tenure in the industry, which she considers a meaningful achievement. McCree, who won the WIA Woman of the Year award in 2017, stated her role has evolved from relationship management to a more strategic, forward-facing position, focusing on expansion into new channels beyond traditional adult retail.

Luzoralia Acosta's career path reflects strategic moves across companies and regions. She began as director of sales for Jimmyjane in North America, then moved to Fun Factory USA, covering North and South America. In 2022, Acosta joined NS Novelties as an account executive for international sales.

Lupe Martinez, executive director of sales and retail marketing at CalExotics, described her progression from business development to executive leadership as an opportunity to shape the brand's broader direction. Martinez maintains a focus on customer interaction, sales trends, and marketing.

Michelle Marcus, Sliquid VP of Global, achieved her goal of greater global expansion for the brand, a priority she set 10 years prior to her 2017 WIA Woman of the Month spotlight. Marcus noted that this decision refined her perspective, allowing her to lead with a "borderless mindset" into her 17th year.

Industry Transformation and Challenges

Many women in the industry agree that it has significantly changed over the past decade. Sinclair highlighted the adoption of inclusive language, photography reflecting diverse bodies and identities, and a stronger emphasis on body-safe materials. She also noted the increased sophistication of marketing and the broader availability of products, including in pharmacies. Sinclair asserted that when women are in key positions, the conversation shifts, and consumers, particularly female shoppers, have benefited from this change.

Acosta pointed to digital platforms as accelerators of cultural change towards women's sexual empowerment, observing that women are "no longer embarrassed to walk into sex shops or afraid to ask questions." McCree noted the industry's evolution into a more structured and strategic business environment, with more brands centered around sexual wellness, education, and what women want.

Dr. Sadie Allison, a sexologist, author, and CEO of e-tailer TickleKitty.com, who also launched GoLove CBD Naturals in 2020, observed that women are seeking answers, support, and solutions, and are being met with more resources and validation. Lynn Swanson, director of sales for Classic Brands, noted that industry leaders are working to normalize conversations about pelvic health, menopause, pleasure, and self-care. Swanson added that the rise of femtech and sexual wellness startups, many founded by women, has reframed sexual health as a legitimate component of overall wellbeing.

Bridget Molloy, who founded Bridget’s Botanicals 20 years ago, recalled the shift in conversations around sexual wellness stigma. She noted that topics like body confidence, sexual trauma, relationship wellness, and body awareness regarding hormone shifts and libido are now discussed on social media and in mainstream stores, whereas they were once confined to in-home parties, college human sexuality classes, or pelvic floor physical therapy clinics.

Conde Aumann, Nu Sensuelle Director of Sales, highlighted material advancements as key turning points, emphasizing the progress in understanding body-safe materials and ensuring proper labeling. Kerin DeFrancis, Doc Johnson Director of Sales, observed a dramatic transformation since the mid-1990s, when there were few women in the industry and business was largely handshake-based. DeFrancis noted that economic shifts and the influx of corporate professionals changed this dynamic, and that flexibility has been key to staying relevant.

Lucy Vonne, who oversees sales, marketing, and education at Evolved Novelties, recalled the transition from battery-operated to rechargeable products as a defining moment, reflecting broader trends toward convenience, sustainability, and user experience.

The Next Wave of Female Founders

A new wave of female company owners is emerging, building brands often in response to personal experiences and market gaps. These companies prioritize authenticity and lived experience.

Orla Maguire, founder of Lubify, launched her brand in early 2025, aiming to elevate intimacy products with the same rigor as prestige skincare, inspired by a disconnect between the beauty and sexual wellness industries.

Rosie Rees, founder of Splash Blanket, launched her brand in 2020, initially as a practical solution for worry-free intimacy, which evolved into a symbolic "permission slip" for self-expression.

Emma Richardson-Gerrard, founder of Knude Society, developed alternative pleasure product designs that were not clinical, cold, or overtly graphic, aiming to create a brand that speaks to women about pleasure without shame.

Whitaker Cohen founded Amor Sui in 2024, basing products on direct conversations with women to create a safe, shame-free space for exploration.

These founders face unique challenges, including cultural stigma, financial barriers, and digital restrictions. Maguire noted that the category remains "highly restricted culturally, commercially, and digitally." Richardson-Gerrard recalled being repeatedly denied startup loans, observing that the sexual wellness space is "still not taken seriously by most investors, especially when the person pitching is a woman." Rees experienced account shutdowns, rejected ads, and flagged content, leading her to lean into organic storytelling and word-of-mouth marketing. Deborah Porteous, co-founder of The Pleasure Pods Company, found word-of-mouth referrals, trusted experts, and community relationships more effective than traditional advertising.

This emerging group is characterized by their efforts to reshape the industry's core principles, moving towards a holistic, experience-led approach. Richardson-Gerrard noted that female-led brands are centering the woman using the product, rather than a male gaze. Cohen emphasized a greater focus on the entire experience. Porteous explained that pleasure is no longer just about products, but about confidence, health, connection, education, and overall quality of life, addressing previously overlooked areas like menopause, postpartum recovery, and chronic conditions.

The cultural conversation around sexual wellness is also shifting. Rees observed a move from shame to curiosity, while Maguire noted a disconnect between consumer mindset and conservative institutional frameworks. Cohen stated, "Sexual wellness is just wellness. People are starting to understand that."

Key Facts

  • The pleasure products industry has transformed over two decades, moving from novelty and stigma to wellness and inclusivity.
  • Women executives are increasingly occupying influential positions, impacting product design, marketing, and corporate culture.
  • XBIZ Premiere's Women in Adult (WIA) profiles and XBIZ Honors' WIA Woman of the Year award recognize female leadership.
  • New female-led brands are emerging, often founded in response to personal experiences and aiming to create authentic, shame-free products.
  • Challenges for new founders include cultural stigma, financial barriers, and digital marketing restrictions.
  • The industry is shifting towards a holistic, experience-led approach, broadening the definition of pleasure to include confidence, health, and education.