The sex toy industry has emerged as one of the most feminist-friendly areas of consumer culture. While other industries slap on pink packaging and call it empowerment, this one is being rebuilt by women and nonbinary designers. It’s not just cute branding. It’s structural, sensory, and deeply intentional.
The Legacy: When Pleasure Became a Problem
The problem with poor-quality sex toys runs much deeper than just flimsy plastic. It’s a whole legacy of erasing cultures and traditions that traces back to the Dark Ages, when the Church came to power, eradicating the pagan religions, the femme gods of fertility and pleasure, and shame became institutional. Female sexuality was cast as sinful, silence became survival, and pleasure was pushed out of public life.
By the time vibrators hit the market, the damage was done. These toys weren’t made for real people – they were loud and rigid. Designed by men, for… well, also men. They ignored anatomy, clit stimulation, disability, and comfort entirely.
They weren’t tools of empowerment. They were built to be hidden, not celebrated.
Now, we’re finally channeling back in. It’s not just about better toys – it’s about reclaiming the conversation.
Women Took the Blueprint Back
Then something quietly revolutionary happened: women started designing sex toys.
Instead of just being consumers or product testers, they became inventors, founders, and engineers. They asked questions the industry hadn’t considered:
- “Why does this only have one vibration setting?”
- “Can we talk about pleasure like adults instead of using weird code words?”
- “What about people who can’t hold a toy for long?”
- “Why is something so intimate made out of toxic materials?”
The result? A generation of female-founded brands that didn’t just change sex toys – they changed the entire tone of the conversation.
Power Players Who Didn’t Wait for Permission
Let’s name names – not just to celebrate them, but to show how different this movement looks in practice:
- Dame Products
Co-founded by sexologist Alex Fine and engineer Janet Lieberman, Dame centers real users in every design. The Eva is a hands-free clitoral vibe that stays in place during partnered sex – no straps or fuss. The Pom is soft, bendy, and pressure-sensitive, mimicking the feel of fingers. Their toys don’t overdo the tech – they just get you off in ways that make sense. - Unbound
Unbound made sex toys part of everyday style and conversation. The Puff is a compact air-pulse toy that looks playful but packs serious power. The Palma ring is wearable, elegant, and built for surprise mid-day orgasms (if that’s your vibe). They’re bold, cheeky, and never apologizing for pleasure. - Crave
The Vesper is jewelry that vibrates – a stainless steel necklace that’s both statement piece and clitoral vibe. It’s discreet, powerful, and symbolic of Crave’s mission: turning sensuality into self-expression. - Lora DiCarlo
Known for the CES-banned-then-reinstated Osé, this brand blends robotics with body-aware design. Non-phallic and science-backed, their toys mimic human touch – proof that innovation and inclusivity can coexist.
This isn’t just marketing. These companies have transformed the user experience by prioritising anatomy, agency, and aesthetics.
This isn’t just marketing. These companies have transformed the user experience by prioritising anatomy, agency, and aesthetics.
The Retail Side: Who’s Actually Carrying the Torch?
It’s one thing to design great products. Another thing is to make sure people can actually find and trust them.
Jess Weaver, Head of Marketing at EdenFantasys, explains: “We see customers actively seeking out brands they connect with – products that match their values, not just their budget. And honestly? They want to feel like the product ‘gets’ them.”
- Users can read honest reviews that aren’t filtered through shame
- Inclusive language is the norm, not the exception
- Body-safe materials are a baseline requirement, not a premium feature
- Design with intention: Better shapes, stronger motors, no more awkward seams or toxic materials
- Inclusivity: Acknowledging queerness, disability, neurodivergence, and more in product design and branding
- Customer power: Shoppers are voting with their wallets – prioritizing transparency and values
- Price tags: Premium, woman-designed products aren’t always accessible. Affordability is still a major gap.
- Faux-feminism: Some brands copy feminist aesthetics but still operate with the same old priorities.
- Representation: There’s still a long way to go when it comes to visibility for trans and nonbinary creators in product leadership.
It’s Better – But Not Perfect
The sex toy industry has come a long way. Feminist values are shaping design and messaging, but..some gaps remain, real inclusivity still takes work.
The Wins:
The Still-Messy Bits:
Pleasure Is Political – This Industry Knows It
The sex toy industry didn’t just evolve — it was reclaimed. Built by those who were once excluded, it now centers real bodies and genuine needs.
You can see it in the products and the messaging. Retailers like EdenFantasys aren’t just keeping pace – they’re helping lead the change, making space for feminist brands to thrive.
So, how feminist is the sex toy industry?
Feminist enough to change how we talk about pleasure.
Feminist enough to reshape how we experience it. This isn’t just progress. It’s a new standard.
