— And we’re vibing it
By Sarah Noonan and Holly Berckelman
We’re living in the age of normalising sexual wellness, and it looks like the boys are getting on board. Here are the latest innovations in the male sex toy sphere you need to get your hands on.
Sexual wellness is coming for men. In fact, it has been for quite some time now. The proof?
A global market report conducted in the mecca of sex – the US – has revealed the male sex toy industry is set to hit a compound annual growth rate of more than seven per cent over the next decade, expanding the overall market value from $23,000 in 2019 to an eye-watering $59 billion by 2032. And with the current popularity of female pleasure heating up social discourse, it seems sex toys for guys have officially gone mainstream.
“I think society is gradually shifting towards a more open and inclusive dialogue about male sexual wellness, beyond function and hydraulics,” says men’s sex and relationships coach, Cam Fraser.
“[Generally speaking], this trend is indicative of a broader cultural movement toward destigmatising sexual exploration and prioritising mutually pleasurable experiences.”
While long assumed to be only for women, there is, in reality, a huge and varied range of sex toys designed explicitly for men. And all men at that. Whether you’re shopping for yourself or a male partner – there’s a sex toy out there to enhance both solo or partner play.
According to a survey by pleasure-aid brand, Womanizer, men masturbate an average of 155 times per year, which equates to almost three times per week.
“As restrictive stereotypes about being a ‘real man’ have lessened, many men have become more comfortable with exploring different aspects of pleasure,” says Fraser, adding that digital dialogues have also played a major role in this shift.
“Social media, wellness influencers and a more open public conversation about masculinity and sexuality have contributed to normalising discussions around male sexual health and pleasure… [and] a more accepting and curious attitude toward exploring one’s own body and desires.”
These stats alone beg the question: if you’re putting that much time into something, why not spice things up a bit?
Turns out toys can have major health benefits
According to science (yes, actual science), masturbation, prostate massage and using sex toys can be life saving for men.
Firstly, it turns out masturbation can lower your prostate cancer risk, improve heart health, boost immunity and (if you orgasm once or twice a week) help you live longer.
“The man who has 350 orgasms a year, versus the national average of around a third of that, lives about four years longer,” says Michael Roizen, the chair of the Wellness Institute at the Cleveland Clinic who conducted a study on the topic.
Meanwhile, in Wales, researchers determined that men who had two or more orgasms a week halved their rate of mortality to those who had orgasms less than once a month.
“Sexual activity seems to have a protective effect on men’s health,” the researchers concluded, and these numbers are just the tip of the iceberg when it comes to longevity.
Experts say that the new breed of male sex tech can actually help with sexual issues such as erectile dysfunction, premature ejaculation, lack of libido and post-surgical problems, like urine flow, for a variety of conditions.
In fact, one study revealed that “72 per cent of men with secondary delayed orgasm [difficulty achieving ejaculation or orgasm] were able to restore orgasm with penile vibratory stimulation” – aka the use of male vibrators.
If that hasn’t put you in the mood for self-love, then we don’t know what will.
Design is more high-tech than ever before
“In addition to improved ergonomic designs and advancing technology, which have made self-pleasure more appealing and enjoyable, I think the way that sex toys are being marketed and packaged has encouraged more men to explore self-pleasure,” says Fraser.
“Instead of sleazy, back-alley shops and lewd imagery, many toys are now being sold by reputable companies in sleek and unassuming packaging.”
Brands are creating a range of vibrators for men that are rooted in enjoyment – both physically and aesthetically – meaning, most of the time, they don’t actually resemble one.
“When we develop our toys, their design is always top-of-mind,” says Sarah Moglia, head of innovation at sexual pleasure brand, Arcwave. “We keep our products discrete-looking so that users don’t feel the need to hide them away when not in use.”
In fact, most new designs can be displayed around the home as a piece of art without impromptu visitors knowing what they actually are.
“Not only should the toys bring users sexual satisfaction, but we also want them to look great in interior spaces so that our customers can feel proud that they are embracing pleasure,” says Moglia.
“These changes have made sex toys more approachable and accessible, perhaps resulting in men feeling less ashamed to purchase [and use] them,” adds Fraser.
“I think this signals a promising future for sexual wellness, where personal pleasure is both prioritised and destigmatised.” It’s something female brands have been adopting for a while now, but an element that has long been neglected in male pleasure.
Earlier this year, Womanizer unveiled the world’s first shower head designed for masturbation.
Created in partnership with luxury German bathware manufacturer, Hansgrohe, the Wave shower head looks discreet in the bathroom, but packs a punch when it comes to enjoyment.
“A chic-looking sex toy on your shelf, bedside table or in your shower is the ultimate tool – both aesthetically and sexually,” says Elisabeth Neumann, sexologist and head of user research at Womanizer.
“Design has played a significant role in changing perceptions around pleasure and sex toys,” adds Fraser. “By focusing on aesthetics, functionality and discretion, [brands] are breaking down stereotypes that sex toys are either taboo or vulgar.”
Not only is this pivotal in normalising sexual wellness as an integral element of overall health and wellbeing, but it also plays a major role in reducing shame around sex and self-care. And we’re all for that.
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