— The rise of sexual wellness

Advice on sex is available on myriad apps, sex toys are for sale on the high street, and the science of sexual fufilment is blossoming. Will this focus on sexual wellbeing have the desired effect?

Tina was 52 when her long-term relationship ended. She had experienced low libido throughout her perimenopause years, and her relationship had become “pretty much sexless by the end”, so reigniting her sex life felt like a daunting prospect.

But rather than closing the book on her sexuality, Tina turned to a sexual wellness app called Dipsea, and began listening to erotic stories, as well as learning about different self-pleasure and communication techniques.

“I’ve never hugely enjoyed visual pornography and this sounded like something different and worth trying out,” she says. “The app enabled me to explore my sexual wants and fantasies as well as use some of the wellness-focused content, which helped me to feel more confident when dating and navigating having sex again.”

She’s not alone. As attitudes to sex have liberalised, and people increasingly strive for greater physical, mental and social wellbeing, a growing industry in sexual wellness has sprung up. Whereas sex toys only used to be available from sex shops or porn magazines, they can now be bought from high street chemists. Subscription-based apps and websites are offering erotic content alongside relaxation exercises and relationship advice from trained sex counsellors. Sex is no longer taboo, but an integral part of our general wellbeing. But while investors in this industry may have hit the financial G-spot, what does it mean for the rest of us?

Precisely who conceived the term “sexual wellness” is hazy, but the actor Gwyneth Paltrow is credited with catapulting it into the mainstream. In 2015, her lifestyle website Goop.com recommended that women steam-clean their vaginas for extra energy and to rebalance female hormones. Since then, Goop has sparked debates about the pros and cons of jade vaginal eggs, an “aphrodisiac warming potion” called Sex Dust – not to mention the infamous “This Smells Like My Vagina” candle.

Gwyneth Paltrow’s Goop has been credited with initiating the sexual wellness trend – but claims made about the benefits of some of the expensive products it sells lack evidence.

“With the launch of things like Goop, there’s been a much broader, holistic sort of view on what sexual wellness means, and how it can benefit you to be a happier, more confident and satisfied human being,” says Mei-lin Rawlinson, chief of staff at OMGYes, an educational website about female pleasure.

Around the same time Paltrow was preaching the benefits of vaginal purification, OMGYes’s founders were setting out on a mission to use science to help crack a similar nut. Sparked by conversations between friends about how women like to be touched, they realised there was a dearth of academic research on the subject, and little vocabulary for the specific things women find pleasurable.

They partnered with sex researchers to conduct in-depth interviews with more than 3,000 women from across the US, using these insights to develop a trove of educational videos, infographics and how-to’s, designed to educate fee-paying members on how to access greater sexual pleasure.

“Sex is such a core part of life for many people, but it is also a really vulnerable, charged area of life, with lots of taboo. We think that if people can talk about it, learn more about it, learn more about themselves, they can flourish so much more,” Rawlinson says.

In the coronavirus lockdowns, sales of adult toys increased by 25%. Superdrug’s website promotes sex toys with the line: ‘Masturbation is self-celebration’.

Launched in 2015, OMGYes was one of the first sexual wellness platforms, and it now has more than a million users. Research conducted by the platform, in collaboration with Devon Hensel, a professor of sociology and paediatrics at Indiana University, suggests that the benefits of membership aren’t just physical.

They gave 870 women access to the website, and asked them to complete pre- and post-questionnaires to assess their sex-based knowledge and communication skills.

The research, published in the Journal of Sex Research, found that after a month, women reported they had developed a wider repertoire of ways to talk about what they liked sexually and that they felt more positive and confident about understanding what felt good. “These are skills not only important for sex, but also in the context of women’s everyday lives,” Hensel says. Indeed, some of the women also reported an increase in overall agency – such as voicing their thoughts or ideas at work – as a result of this training.

It’s not only educational platforms that are growing in popularity. The global sexual wellness devices market – industry speak for sex toys – was estimated to be worth $19bn in 2021.

With everybody stuck at home due to Covid restrictions, this market experienced a boost. During the first two weeks of UK lockdown alone, orders for adult toys reportedly increased by 25%. But while sales of other consumer categories, such as cycling products, that experienced a “Covid boost” have since fallen back, the sexual wellness market continues to experience accelerated growth.

“I think that’s a good data point to suggest that it is earlier in its life stage. There is more to go for in terms of the number of people who buy these products, and the number of products any one person uses,” says Jacqueline Windsor, UK retail leader for PwC.

She recently co-authored a report on the sexual wellness devices market, and believes several factors may be at play. Interest in general wellness has increased over the past decade, and sexual health and wellbeing are increasingly viewed as central to this. Attitudes to sex are also liberalising, and there has been a shift in sex-toy design away from explicit brands, and towards more discreet and ergonomic models primarily targeting women and couples.

“Commercially, it’s big business, but I think it makes a big statement when we see sex toys and pleasure products on high-street shelves like those in Boots and Selfridges,” says Kate Moyle, a psychosexual therapist and host of the Sexual Wellness Sessions podcast. “It makes the statement that sexual wellbeing should be there, and shouldn’t be taboo or hidden away, and this can have a huge forward impact on how we think and talk about sex, helping us to break away from its links to shame.”

Pleasure isn’t the only benefit: doctors are increasingly recommending vibrator use as a way of treating and preventing conditions such as vaginal dryness and atrophy. Some of these new generation products could go a step further and enhance scientific research into sexual health and orgasm.

Ergonomically designed, the Lioness vibrator is a modern iteration of the classic “rabbit” toy. What really sets it apart though, is the incorporation of sensors to measure pelvic floor movements, such as the rhythmic contractions that accompany orgasm. Paired with an app, this allows users – and (with users’ consent) sex researchers – to better understand how sexual function is affected by factors such as caffeine, alcohol, childbirth, menopause, or medical conditions such as concussion.

“I always tell people that knowledge is pleasure,” says Anna Lee, co-founder and head of engineering at Lioness. “It’s an empowering tool to be curious about your body, and to learn about things that might be changing our pleasure or sexual wellness.”

But the plugging of sexual wellness could also have some pitfalls. Lee worries about the potential for misinformation in the marketing of certain products, and their promotion by social media influencers. For instance, in 2018, Goop was forced to pay $145,000 in civil penalties for making the unsubstantiated claim that jade love eggs were used by women in ancient China to increase sexual energy and pleasure.

“Jade is a porous material that you should never insert [into] your body, and there’s no evidence to indicate that this technique was ever used in ancient China,” Lee says. “We have to be so mindful of how we create this information that so many people are desperately seeking – because they will grab on to anything, it is such a hard topic to talk about.”

Also, whereas novelty and exploration can be a turn-on for some people, for others, it can have the opposite effect. “Some people are much more comfortable with what’s familiar,” says Emily Nagoski, a sex educator and the author of Come As You Are.

Another risk is that the focus on sexual wellness mounts pressure on people to do things they don’t want to do. “Everywhere you look, whether it’s on social media, telly, movies, the emphasis seems to be on the importance of sex – everyone’s having great sex, and if you’re not having great sex there’s a problem,” says Ammanda Major, head of clinical practice at Relate and a trained relationship counsellor and sex therapist.

“Sex toys historically, and some of the new apps, are kind of promoting the idea that you should be having amazing sex. You should be having an orgasm. But having worked with clients for 25-30 years, what they are often asking for is they just need [the sex] to be good enough.”

What these clients are really seeking, Major explains, is intimacy: the emotional closeness and trust that ideally accompanies sex. “A lot of these apps and products focus on the physical stuff, as opposed to what sexual intimacy means for individuals. I think we sometimes put a lot of pressure on people to be sexual, when actually sex isn’t that important to them.”

In other cases, couples genuinely want to have more sex, but struggle to find the time and motivation to achieve this. Here, technology could help. In early 2022, Mark (not his real name) and his partner began using an app called Intimacy to track their sex life – logging both the number of encounters and their orgasm count. “We had reservations, but set ourselves a target of having sex 104 times in the year – or twice a week,” Mark says. “Rather than putting pressure on ourselves, and recognising it won’t be for everyone, we revelled in the experience – we are obviously both target-oriented.

“We rapidly found ourselves ahead of our target, and reset it to 2.5 times a week, or 130 times in the year – and we ended on 134. We had a good sex life before, but this gave us the motivation to be more intimate.”

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