As we look ahead into 2025, there is a lot to celebrate, be curious about, challenge and of course, enjoy, when it comes to sexual wellness. From purpose to pleasure, the vast range of products and services alike that support sexual wellness are exciting, meaningful, beneficial and often, even life changing. The destinations that bring these products and services to consumers and patients both are fearlessly helping to redefine sexual wellness and truly elevate it’s connectivity to individuals world wide – and for that, we are incredibly proud and excited. We know it isn’t always easy, we know change often comes with challenge and we know growth doesn’t happen overnight, but we also know there has been some incredible strides in recent years and with 2025, we can’t wait to see what is next.
STIMULATE, the nation’s only B2B trade show + conference, asked a variety of sexual wellness leaders their thoughts on what to expect in the year ahead, and below you can explore what they had to say.
Q: What are your thoughts on the evolution of sexual wellness in retail and medtail in the year ahead?
“As health insurance reimbursement continues to decrease, healthcare providers and administrators are looking for additional revenue sources. Furthermore, with the increasing research being presented demonstrating the value of several sexual wellness products , an increasing number of healthcare providers are now aware of products they can offer patients. While it takes time for healthcare providers and clinics to implement new initiatives in their clinics, I do predict more of them will take advantage of this opportunity to bring quality products to their patients while adding a revenue stream.” – Dr. Amy Pearlman, Board-Certified Urologist + Co-Founder of Prime Institute
“I think 2025 will be an interesting year to watch how sexual wellness brands handle the difficult retail environment—especially for the premium/ luxury end of the market where we’ve seen retailers close or stop carrying sexual wellness.” – Claire McCormack, Senior Editor of Beauty Independent “Consumer spending trends in 2025 highlight a preference for fewer, better-quality products and services that align with personal values. The focus is shifting toward sustainability, with increased interest in circular economies, repairable goods, and brands that demonstrate a commitment to reducing environmental impact. Experience-based purchases, such as travel, education, and wellness services, are expected to gain prominence, as people prioritize fulfillment over material accumulation. Additionally, digital platforms promoting transparency—such as apps that rate product sustainability and ethical practices—will play a key role in shaping purchasing habits. These trends indicate a significant departure from the consumption-heavy behaviors of the past, setting the stage for a more thoughtful and intentional economy.” – Patrick Lyons, CEO of Nu Sensuelle
“Retail will continue to welcome sexual wellness onto their shelves, but I also see more niche marketplaces, medical practices and niche experiences incorporating sexual wellness into their consumer and patient reach. For example, we are working with a variety of Sex Educators who have curated inventory in their practices to sell directly to their patients and medical leaders like HerMD continue to help re-shape the experience of connectivity to sexual wellness products. All this said, it’s also very exciting to see retail shelves expand their items in this category, as well.” – Dan Wieczorek, VP of Business Development for STIMULATE
Q: How do you predict consumers will embrace general sex tech across products beyond pleasure in 2025?
“With the FDM channel historically being a place where consumers could shop for pleasure products, brands at a mass price point, or those like Dame that created products at a mass price point, are in the best position to ride out the uncertainty of 2025.” – Claire McCormack, Senior Editor of Beauty Independent
“I already see consumers hungry for information and recommendations when it comes to sex tech. I only see this expanding as more quality sex tech becomes available.” – Dr. Amy Pearlman, Board-Certified Urologist + Co-Founder of Prime Institute
“In 2025, the wellness industry is evolving beyond traditional health and fitness to encompass a holistic approach that integrates physical, mental, emotional, and sexual well-being. Consumers are seeking personalized, science-backed solutions, leveraging wearable technology, AI-driven health insights, and customized wellness plans to address their unique needs. The focus has shifted from reactive care to proactive, preventative lifestyles, with growing demand for mindfulness practices, mental health support, and sexual wellness. As sexual wellness becomes a central aspect of daily life, the sex tech industry is poised for innovation that seamlessly blends technology, community, and purpose.” – Patrick Lyons, CEO of Nu Sensuelle
Q: What do you hope changes in 2025 when it comes to sexual wellness / adult novelty in retail in 2025?
“I am hopeful about how more traditional beauty specialty retailers, while still not ready to bring pleasure products in store, are willing to expand their body care collections to include more intimate care, period care, etc. This will make it easier to bring in more traditional sexual wellness products when they are (finally) ready.” – Claire McCormack, Senior Editor of Beauty Independent
“There is so much more information available now. More consumers understand what sexual wellness encompasses, and how products can make their lives better. I can tell you that it’s a popular topic with my Baby Boomer circle of friends, and that conversations are no longer happening in whispers. My hope for 2025 is that every day retailers add and expand sexual wellness categories, making items as easy to get as picking up a gallon of milk.” – Georganne Bender, Retail Expert + Principal at KIZER & BENDER Speaking!
“I hope more patients and healthcare providers talk about the use of sexual wellness in the clinic space. Many of these products have been shown to address the very concerns we, as healthcare providers, often struggle to address with our patients with existing pharmaceuticals and procedures. I hope we embrace these tools as part of our treatment strategies.” – Dr. Amy Pearlman, Board-Certified Urologist + Co-Founder of Prime Institute
“I hope I can walk into a CVS and not have to ask the cashier to unlock the glass case for condoms. Sexual wellness and the variety of products within this space should be more accessible.” – Coral Osborne, Director of Outreach and Partnership at Sexual Health Alliance
Q: What mainstream retail practices do you hope evolve into this category to better support sexual wellness visibility and sell thru in stores?
“From the first time you visit a grocery store as a child, you have been trained to shop. Grab a cart and walk every aisle. As consumers, we know what to expect – and what we are comfortable with – when we visit a store. Some people are not comfortable when they first visit a sexual wellness or adult novelty store, so it’s our job as retailers to make them feel at home. Using display techniques they have seen in other stores can make the transition from the front door to the checkout easier. These techniques won’t take away the uniqueness of your store or the intrigue out of what you sell, but they will set a familiar stage and help you increase your average sale.” – Georganne Bender, Retail Expert + Principal at KIZER & BENDER Speaking!
“It would be great to see consumers connect with products from the sexual wellness category at more and more destinations. The path to purchase is not a straight line, so meeting customers where they are is important as we continue to evolve this category. From hotel gift shops to mainstream retailers to specialty boutiques to spas, salons and medical practices, there are a lot of destinations that are natural partners to welcoming sexual wellness items on their shelves. Identifying the right curation and introducing the right merchandising will always be important, but first and foremost will be getting them into these various spots.” – Dan Wieczorek, VP of Business Development for STIMULATE
As 2025 continues, we look forward to continued discussions supporting sexual wellness. Be sure to follow along via Instagram at @StimulateTheShow and on LinkedIn, as well.
Have ideas you want to share? Drop us an email at stimulate@retailminded.com.
