Why are celebrities moving to endorse sex toys?

There’s something new buzzing in the market – literally – as more A-listers and big names are putting their stamps on pleasure products, whether it’s through an endorsement or releasing their own lines.  

Take Lily Allen for example, who teased a release on her Instagram in 2020. Fans who thought that the singer was unveiling new music were taken by surprise when Allen announced the launch of her very own vibrator, Liberty, released in partnership with German sex toy company Womanizer. 

Allen, who joined Womanizer as a brand ambassador and the ‘Chief Liberation Officer’, is far from the only celebrity to lend their image to a sex toy. In the very same year, model Cara Delevingne announced that she had joined sex tech start-up Lora DiCarlo as its creative director and co-owner. 

Shortly after that, actress Dakota Johnson became an investor and co-creative director of Maude, a sexual wellness brand known for its sleek, sculptural sex toys. Stars like Gwyneth Paltrow and Demi Lovato followed up with their own sex toy launches with brands Goop and Bellesa respectively. 

Earlier this year, Womanizer announced their second celebrity collaboration – this time, with Marilyn Monroe’s estate – for a special edition launch of their Classic 2 toy. Monroe remains a symbol for women empowerment, says the brand, and they wanted to tap into the essence and power of the most iconic women in Hollywood history through the collaboration. 

“ABG, Marilyn Monroe’s estate, contacted us after seeing our campaign with Lily Allen, because they believed that Womanizer and the Marilyn brand would be a good fit,” says Johanna Rief, head of sexual empowerment at Womanizer.

“In every celebrity collaboration that we have ever done, our core belief is that every person is entitled to an empowered and fulfilled sexuality. Marilyn was ahead of her time and rebelled against social conventions, fighting for gender equality in the entertainment industry, all while embracing body positivity and female empowerment while she did so.”

Why are sex toys in the spotlight?

As they say, one occurrence is an anomaly, two’s a coincidence, three is a trend. 

Celebrities endorsing products is not a novel idea. Many stars have lent their names (and faces) to various beauty products, whether it’s fragrances (Ariana Grande’s Cloud perfume, for example, or the Glow by Jennifer Lopez perfume) or their own beauty lines (see: Selenna Gomez’s Rare Beauty, Kylie Jenner’s Kylie Cosmetics, and Rihanna’s Fenty Beauty). 

The topic of sex and self-pleasure has also increasingly been less stigmatised. Sex toys are slowly evolving into the mainstream; they have gone from being sold in seedy areas to being stocked and openly displayed at local retail chain stores. 

In 2014, the global sexual wellness market was valued at US$23 billion, according to a report published by Allied Market Research. In 2019, it skyrocketed to US$75 billion in 2019, and it’s projected to reach US$108 billion by 2027. The sale of sex toys also soared over the Covid-19 pandemic, with many retailers reporting a boost in sales during the lockdown and social distancing period. 

Sex toys are also increasingly marketed not just as items for sexual pleasure, but also as tools for sexual empowerment. “The sexual wellness industry has been monopolized for so many years by the same tired male-focused incumbents and hyper-feminine, trend-focused newer brands,” says Éva Goicochea, founder and CEO of Maude. “Our take at Maude is that sex is human and we’re building a company that completely rethinks the approach to the category.”

Star power 

“With celebrities’ public presence, they have the power to make an immense impact. Firstly, they have a large audience and thus reach more people. This is especially important for a taboo subject such as masturbation; a topic that most people were told not to talk about, let alone taught properly in school,” says Womanizer’s Johanna, on why celebrity-endorsed sex toys have become a market.

“Secondly, celebrities have a function of being role models. If someone like Lily Allen talks openly and shamelessly about female masturbation, this can inspire others to reflect on their own attitudes towards these types of topics as well.” 

The nuances behind such partnerships

But it’s not as simple as slapping a celebrity name onto a sex toy, says Johanna. The chosen celebrity has to have values that align with the brand. “I think it is important that the celebrity spokesperson is authentic and personally passionate about the cause, such as Lily is about liberating masturbation.”

Allen’s relationship with Womanizer evolved organically, after the singer shared about her love for the brand in her 2018 memoir. “This way, fans and followers will be open to hear about the respective issue at hand.”

Meanwhile, Johnson’s new partnership with Maude comes after her role as Anastasia Steele in the Fifty Shades of Grey franchise, which notably also served to highlight the dynamics of a BDSM relationship. “Dakota so clearly embodies Maude's mission,” says Goicochea. “She fearlessly has taken on the subject of sex and intimacy through her work—becoming a powerful voice for inclusivity and progress.” 

Johnson’s decision to partner with Maude aligns with her personal beliefs and intentions “to be an advocate for women to do what they want to do with their bodies and not be ashamed of what they want”. “Sexual wellness is a fundamental human right. Maude's ethos is something I strongly support, and is symbiotic with my core beliefs surrounding sexual health,” the actress noted in a press statement. 

Removing the stigma

Ultimately, it all boils down to removing the stigma and negative perceptions surrounding the topic of sex itself. Celebrities tagging their name (and fame) to sex toys help shine a light on the normalcy of pleasure, says Johanna. “Sex toys, especially in Asia, are still considered taboo and stigmatised. To overcome this, we must talk about it openly, honestly and without shame,” she notes. 

“Important topics like masturbation often require a familiar and inspiring face so people are able to receive the messages and reflect on their own attitudes towards the topic. Womanizer and other sexual wellness brands have a similar approach – to find suitable, respectable and influential celebrities as endorsers of pleasure toys.” 

In the market for a new toy? Below, we’ve rounded up the buzziest ones endorsed by celebrities and icons.

1. Womanizer Classic 2 Marilyn Monroe Special Edition

Credit: Womanizer

1/5

The special edition of Womanizer’s bestselling Classic 2 toy features the brand’s patented and much-loved Pleasure Air technology with 10 intensity levels to offer various settings for different moods. The toy also has a new Afterglow feature, which offers a relaxing finish after climaxing. Gentle on the skin, it’s made using body-safe silicone and made without phthalates, BPA and latex.

“Marilyn was unique as a person and is unique as a brand and embodies empowerment. The special edition is a tribute to her and her achievements, meaning to inspire people, especially women, to live their life and truth unapologetically,” says Womanizer’s Johannna.

2. Maude Drop vibrator

Credit: Maude

2/5

Sleek, minimal, and beautifully designed, the Drop vibrator from Maude might look simple, but it’s anything but. Designed as a versatile external stimulator, the egg-shaped palm vibrator mimics the ball of a wand – without the handle – with powerful vibrations via three different speed settings.

Made with 100% platinum-grade silicone for a smooth touch, the toy comes in a natural canvas travel pouch for on-the-go fun.

The Drop is Dakota Johnson’s favourite toy, but not for the reasons you’re thinking of. It’s actually a regular part of the actress' skincare routine – she uses the vibrator in the mornings as a facial massager.

3. Goop Double-Sided Wand vibrator

Credit: Goop

3/5

Goop, Gwyneth Paltrow’s wellness and lifestyle brand, declares its double-sided wand vibrator as “the ultimate intimate massager”. One end features a millennial-pink wonder-ball wand with deep vibrations for external stimulation, while the other end, which is slim and flexible, offers precise vibrations for clitoral or internal stimulation.

Each end offers eight pulsating patterns that vary in intensity – in total, there are 64 vibrational settings to play with. The toy is water-resistant, and powered with a rechargeable battery.

4. Womanizer Liberty by Lily Allen

Credit: Womanizer

4/5

Co-designed by Lily Allen, Womanizer’s Liberty toy boasts a small, compact design as a travel-friendly companion. The toy also uses Womanizer’s Pleasure Air technology for air vibrations, and features six intensity levels. Designed with bright colours – a sunny orange and neon pink – to “radiate good vibes and power”, the vibrator is intended for one to celebrate self-love in a bold, colourful manner.

5. Bellesa Boutique Demi wand

Credit: Demi Lovato/Twitter

5/5

Demi Lovato and sexual wellness brand Bellesa Boutique joined forces to create the Demi wand, a “first-of-its-kind wand vibrator made with the most cutting-edge technology in sex tech”. Touted as a beginner-friendly choice for first-timers who are new to sex toys, the wand vibrator is meant for external stimulation and is fully submersible in water. Innovatively, the wand vibrator doesn’t run on batteries – it charges via a magnetic storage case for ease of use.

“I wanted to create my own sex toy to take the stigma away from pleasure, and to take your sexual relationship to the next level,” the singer noted in a social media post announcing the launch.