Not long ago, conversations about sexual wellness were largely kept behind closed doors.
Products were hidden on the back shelves of stores. Advertising was cautious at best. And many consumers simply didn’t have access to the education or resources that could support their personal wellbeing.
Today, that conversation is changing.
Across retail, healthcare, media and everyday life, sexual wellness is gradually moving from taboo to table talk. While there is still progress to be made, the shift is undeniable. Consumers are asking more questions, professionals are offering more guidance and businesses are recognizing that intimacy and wellness are deeply connected.
For those working within the sexual wellness industry, this evolution represents both an opportunity and a responsibility.
The Rise of Wellness Culture
Part of this shift is tied to a broader cultural movement toward holistic health. Over the past decade, consumers have become more focused on wellbeing in all forms — from nutrition and mental health to sleep and stress management. As wellness conversations expanded, it became increasingly clear that sexual health and intimacy are also essential components of overall wellbeing.
Topics like menopause, hormonal health, pelvic floor therapy and relationship communication are now appearing in mainstream media, medical practices and wellness programming. Consumers are beginning to understand that sexual wellness is not a luxury or a niche interest — it is part of the human experience.
Retailers, brands and educators operating in this space have an opportunity to support this shift through thoughtful products, responsible messaging and education-forward experiences. Along the way, they also have the opportunity to be a part of a $58.6 annual billion dollar plus industry – and one that grows as each year passes.
Education Is Leading the Way
One of the most important drivers of change has been education.
Sex educators, medical professionals and wellness advocates are helping people understand their bodies, relationships and health in ways that were not always accessible in the past. Social media, podcasts and online communities have made information easier to share, while conferences, workshops and professional events create spaces where experts can exchange insights and ideas.
Education plays a critical role in reducing stigma. When conversations are grounded in science, wellness and human experience, they become easier for people to engage with openly.
For businesses, this also reinforces the importance of approaching sexual wellness responsibly. Products alone are not enough. Consumers increasingly look for brands and retailers that can provide guidance, credibility and trust.
Retail Is Helping Normalize the Category
Another signal of progress is the growing presence of sexual wellness products in mainstream retail, such as we see at CVS, Walmart, Walgreens and more.
Major retailers, pharmacies and beauty stores – including Ulta and Sephora – have begun incorporating intimacy products into their wellness assortments. While these offerings may be limited compared to specialty boutiques, their presence sends a powerful message: sexual wellness belongs alongside other personal care products. As for those specialty boutiques? It helps drive consumers there to explore a deeper assortment of inventory and often, more personalized customer support.
More simply, for many consumers, seeing these items merchandised in familiar retail environments reduces the stigma around purchasing them. It creates a more approachable entry point into the category.
Specialty retailers still play a critical role in this ecosystem. Their curated assortments, knowledgeable staff and commitment to education offer deeper guidance for consumers who want to explore the category more thoughtfully.
Together, mainstream retail and specialty businesses are helping normalize conversations that once felt uncomfortable or inaccessible.
The Role of Community
Perhaps one of the most important developments in sexual wellness today is the growing sense of community. Across the industry, professionals from different backgrounds are beginning to collaborate in new ways. Retailers are partnering with educators. Medical leaders are engaging with brands. Wellness providers are working alongside product innovators.
These collaborations create opportunities to address sexual wellness from multiple perspectives — medical, emotional, relational and consumer-focused.
Community also plays an important role in helping individuals feel less alone in their experiences. Conversations around menopause, postpartum recovery, relationship intimacy and personal exploration are becoming more visible and more supportive. Thankfully, this is brought to life through influential category leaders such as Dr. Tara Suwinyattichaiporn, a Sex+ Relationship Expert and media personality, Urogyn Dr. Karyn Eilber who is also an Author and Menopause Practitioner and Laura Desiree, an Erotic Architect. All wildly different experiences, all very equally important to this category of wellness.
The more these discussions occur in thoughtful, respectful environments, the more normalized they become.
A Category Still in Transition
While the progress is encouraging, sexual wellness still exists in a unique space. Businesses in the category often face marketing restrictions, social media moderation challenges and lingering stigma in certain environments. That means the path forward requires continued leadership, professionalism and collaboration.
Those working in sexual wellness have an opportunity to shape how the industry evolves — through responsible innovation, meaningful partnerships and continued education.
The goal is not simply to sell products, but to contribute to a broader conversation about health, relationships and wellbeing.
Looking Ahead
The journey from taboo to table talk does not happen overnight. Cultural shifts take time, and meaningful change often happens through small, consistent steps.
But as more professionals, retailers, educators and medical leaders join the conversation, the path becomes clearer. Sexual wellness is not a fringe topic. It is an essential part of human health and experience.
And as the conversation continues to evolve, the businesses and leaders who approach it with care, credibility and curiosity will play an important role in shaping what comes next.
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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 has taught retail marketing. Connect with Hoffman at nicole@retailminded.com.
