As the sexual wellness category continues to mature, 2025 offered important lessons for retailers, brands, and professionals navigating one of the most dynamic segments of modern commerce. Consumer expectations evolved, retail channels diversified even further, and the line between education, wellness, and pleasure continued to blur.

From independent boutiques to e-commerce platforms and mass retailers, one thing became clear… success in sexual wellness retail requires adaptability, intention, and a deeply human approach. Here are the “Top 5 Retail Lessons from 2025” that will continue shaping the future of the category.

1. Consumers Shop Sexual Wellness in Many Ways… and Often Simultaneously

If 2025 taught us anything, it’s that there is no longer a single “path to purchase” in sexual wellness. Consumers fluidly move between online research, in-store discovery, social media education, professional recommendations, influencer suggestions, peer reviews and more before making a decision.

Some shoppers prefer the discretion and convenience of e-commerce. Others value the hands-on experience, expert guidance, and emotional reassurance that specialty retail provides. And yet others prefer to buy via social media from trusted sex-pert advisers while others value in-home party experiences with friends and trusted sellers. Many consumers blend various combinations of how they prefer to buy, such as researching online and purchasing in-store or discovering a product in-store and ordering digitally later.

Retailers who thrived in 2025 didn’t fight this reality, they embraced it. They focused on meeting consumers where they are – which is multiple destinations – to help ensure brand consistency, education, and trust across all touchpoints that their consumers land. The lesson? Omnichannel isn’t optional, it’s foundational as part of the sexual wellness in retail strategy.

2. Education Is No Longer a Bonus… It’s a Business Requirement

Sexual wellness shoppers are informed, curious, and cautious. In 2025, retailers who invested in education strategies built stronger relationships and longer-term loyalty.

This education showed up in many forms.

• In trained sales associates
• Via clear signage in-store, online, in medtailer offices and / or at shopping events
• At workshops and other educational experiences for consumers to participate in
• Via blogs, social media content, and other avenues that provide written communication (newsletters, etc.)
• Through partnerships with educators, sex-perts, medical leaders and clinicians

Retail operators – no matter their unique type – learned that education doesn’t slow down sales, it accelerates confidence, reduces returns, and builds credibility. In a category where trust is everything, education became a clear competitive advantage when selling products supporting sexual wellness

3. Wellness Positioning Continues to Expand the Customer Base

Wellness at large is no longer about one thing or another alone. It includes head to toe support for every individual, and sexual wellness in particular is increasingly understood as total body wellness that includes self-care, relationships, health, and personal growth.

In 2025, retailers who thoughtfully positioned products within broader wellness conversations—stress reduction, sleep, hormone changes, aging, mental health, and relationship care—attracted new and more diverse customers. This included older consumers, first-time shoppers, couples, and wellness-focused individuals who may not have engaged with the category in the past. Diving into this more broadly, the key takeaway here is that when sexual wellness is presented with intention and inclusivity, consumers want it to be more accessible to gain in retail settings and likewise, want more diversity in their product choices. This is a win-win for consumers and retailers alike… plus the brands they represent!

4. Community Matters More Than Ever

Successful retailers in 2025 didn’t just sell products, they built communities.

Whether through in-store events, educational programming, collaborations, or online engagement, retailers created spaces where customers felt seen, respected, and supported. This drove sales and acceptance of sexual wellbeing both.

Community-building drove repeat visits, word-of-mouth referrals, and emotional connection. It also helped retailers differentiate themselves in an increasingly crowded marketplace.

In a category rooted in intimacy and vulnerability, community isn’t a marketing tactic, it’s a responsibility.

5. Adaptability Is the New Retail Superpower

Supply chain shifts, platform restrictions, evolving regulations, and changing consumer expectations made adaptability essential in 2025.

Retailers who remained flexible – such as testing new brands, adjusting merchandising strategies, diversifying revenue streams, and staying informed – were better positioned to navigate uncertainty.

This adaptability extended to staffing, technology, partnerships, product selections, vendor commitments, education and more. Retailers learned that being “locked in” to one model, one supplier, or one way of thinking created risk. The most resilient businesses stayed curious and open to change.

Looking Ahead

The sexual wellness retail landscape will continue to evolve, but the lessons from 2025 are clear. Consumers expect choice, education, inclusivity, and authenticity. Retailers who center the human experience, respect how people shop, and remain adaptable will be best positioned for long-term success.

As the industry grows, so does the opportunity to lead with intention and to shape the future of sexual wellness retail in meaningful ways.

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Written by Nicole Leinbach Hoffman, Founder of STIMULATE. Hoffman is a frequent guest and contributor to various media outlets that have included The Today Show, Forbes, Entreprenuer.com and countless B2B publications – including having a regular column with Smart Retailer Magazine. Additionally, Hoffman has supported American Express’s Small Business Saturday as a Spokesperson and is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill. In 2022, Hoffman was recognized as one of Women Wear Daily’s “25 Most Inspiring Women in Retail” and has been on the list of the world’s most influential retail leaders from Rethink Retail since 2015. In 2023, Hoffman was recognized by fashion retail leader American Eagle on a billboard in Times Square as a Global Change Maker with her work in retail, specifically highlighting her support of making sexual health products more accessible in retail destinations. Additionally, Hoffman has been an Adjunct Professor at Columbia College where she teaches retail marketing. Connect with Hoffman at nicole@retailminded.com.