by Hannah Smothers
You’ve seen what a penis looks like. Sure, there are variables that make each one a little different—the world is beautiful that way—but, generally speaking, they all fit a certain mold.
As the male sexual organ, the penis was designed to transport sperm from one body into another. As an added feature, the penis can also summon orgasm in a female partner during this process. But we know this isn’t always the case. While a healthy male organ works pretty well for its intended reproductive purpose, there are some design flaws in terms of maximizing female pleasure.
So what if you could redesign the penis, make it a little bit better? Which pieces would you change, and which would you keep? Erasing the need for reproductive functionality, would you scrap the whole thing and start from scratch? In the end, would this magic device—capable of bringing women waves of pleasure—even resemble the penis in its current human form?
Welcome to the world of modern-day vibrators, a place largely devoid of the original pleasure device.
As sex toys have become increasingly sleek and modern—taking cues from the minimalistic designs of like Apple and Ikea—one clear trend has emerged: They no longer look like human penises. In fact, they no longer look human at all—which, according to designers, entrepreneurs, and sex therapists alike, is a very good thing.
Kitschy and grotesque
The first time the American public saw a non-human organ used to stimulate sexual arousal was in the early porn films of the 1920s. Over the previous few decades, small home appliances marketed under the guise of medical necessity (to cure the female ailment of “hysteria“) had become commonplace—kind of like how we now see “personal massagers” advertised in Brookstone. But in the new black-and-white pornos of the ’20s, audiences saw these appliances used for very non-medical purposes.
And once the public was confronted with the idea that these devices could be used strictly for pleasure, the products disappeared from women’s magazines and reputable store shelves.
Vibrators made a second coming about 30 years later, during the sexual revolution of the 1960s. But even though Americans were talking about sexuality more openly than ever before, we still weren’t totally cool with the idea of incorporating these objects in our sex lives. In response, early industry leaders made them as outlandish as possible: Rotating glitter-dicks, two shafts emerging from one testicle-shaped base, rubber duckies that secretly vibrated. We displaced the awkwardness of using machines as sexual aids by turning these aids into novelty objects, or toys.
But there was a big problem with this approach. Since the products were advertised as “novelties,” not health aids, they were held to lower standards than medical devices and other things we put inside our bodies. The cheap toys were unsafe, ugly, and ineffective. And not at all sexy.
“I don’t think anyone has ever said, ‘I want a vibrator that looks like a bunny rabbit and a penis all smashed together,’” Ti Chang, the female co-founder of sex toy and jewelry design company Crave, told me. “I think the sex toy industry has really had a lot of male voices—it’s been men designing products for women, so it tends to be very male anatomy centric. Like, ‘Oh, it’s sex, she wants a big cock, so we’ll just make lots of different colors of cocks, and to make this really silly, we’ll put a little rabbit on it.’”
Companies like Doc Johnson—a leading novelty company for decades, notorious for its line of 
Realistic Cocks—offer a good example of the “she wants a big cock” mentality that dominated the industry during the late-20th century. Robert Rheaume, the president of high-end sex toy company JimmyJane, charmingly described these hyper-realistic dildos as the kind of severed penis you’d get if “there was an Orc from Lord of the Rings walking around, and they cut his penis off.”
He also argued, by nature of them being just so grotesque, they’re not very sex-positive. He put it to me this way: “Let’s say you and I are well into our sexual relationship, and I pull out this giant, Doc Johnson, 15-inch cock,” Rheaume said. “You might be like, WOAH, where’s that going? Get out of my apartment right now, I’m leaving—call me a taxi, call an Uber. It’s just intimidating and scary for some people.”
Kitschy, intimidating, grotesque—all are terms you could use to describe the sex toy market up until the early 2000s. The poor designs, cheap rubbers and plastics, and incredibly dick-centric domain of products presented itself as an untapped valley of junk, just waiting for a messiah. This is what Ethan Imboden, the founder of JimmyJane, realized upon walking into an Adult Novelty Manufacturers Expo a little more than a decade ago.
“As soon as I saw past the fact that in front of me happened to be two penises fused together at the base, I realized that I was looking at the only category of consumer product that had yet to be touched by design,” Imboden said in his 2012 Atlantic profile. Coming from an industrial design background, and lacking the desire to manufacture what he saw as landfill products, he left his job designing everyday consumer products to launch JimmyJane—a sex toy company that would put safety, design, and sex-positivity first. Around this time, a small, luxury intimate toy company in Sweden called LELO started doing the exact same thing.
The kitschy sex toy industry was primed for a big change, and companies like JimmyJane and LELO were ready to usher it in.
Disrupting the dick
Skeuomorphism is a concept in technological design that describes our tendency to retain tactile aspects of the physical world as we move more of our lives onto screens. At Apple, for example, skeuomorphic design was thought to ease the transition from the real to the virtual. Turning a page on your Mac or iPhone would closely resemble turning a page in a real notebook, paper sounds included. If you can recreate the physical aspects of a very familiar, tactile world in the flat, virtual reality of an operating system, designers have long believed, maybe more people will feel comfortable using the product.
In sex toy design, this has translated into manufacturing dismembered penises and inventing crevices meant to resemble human vaginas and mouths. But why—if women and couples are looking for something more than their own, very real human parts—would they want a plastic knock-off of those same parts in bed? Just as some people argue that retaining archaic, physical traits of notepads on our iPhones is unnecessary, companies like JimmyJane and LELO saw retaining the original design of human organs as unnecessary and outdated.
Of course, there will probably always be a market for straight-up dildos—which are different from vibrators—and which, by nature of their intended internal purpose, must resemble a human penis. But female-oriented vibrators allow more room for innovation.
With this in mind, JimmyJane and LELO’s emphasis on design, coupled with major tech advances of the early 2000s, allowed these pioneering sex companies to essentially reinvent the penis. “Technology drives the industry—it’s tech, tech, tech,” Patti Britton, a clinical sexologist in southern California, told me. “Everyone’s going for the faster, the most options for control, as well as these really unusual and really sophisticated designs.”
Those sophisticated designs are now pretty commonplace, and they look nothing like human parts. The design shift comes as a result of technological advances, yes, but also reflects a pretty significant ideological shift. Vaginal penetration, as we now know, isn’t necessarily the key to female orgasm, and penises aren’t naturally shaped to stimulate the elusive G-spot. Skeuomorphism started disappearing from the industry, and the dick was reinvented—and ultimately displaced.
Luxury investments
When sex toys start looking less like severed organs, it gets easier for consumers to take them seriously. And when consumers start to take them seriously, it opens up room for a luxury class of sex toys—something that LELO and JimmyJane, especially, have capitalized on. Most of LELO’s products start at more than $120, though the company also boasts a 24-karat gold plated vibrator for $15,000. As Steve Thomson, LELO’s global marketing manager, told me, creating toys that last a lifetime, like a nice espresso maker or television, is “a way of challenging assumptions about the sex toy market as a whole.”
“There’s always going to be a place for novelty goods and phallic-shaped items,” Thomson said. “But I don’t believe that’s the future of sex toys in any way. People are moving away from the assumption that it’s purely a substitute for a partner.”
To Thomson, as well as industry leaders at JimmyJane, Crave, and the numerous other companies that have joined the modern sex toy craze, the future of sex toys is in making objects that fit easily into a consumer’s everyday life. That’s why, as technology improves, we see things like app-controlled panty vibes and vibrators equipped with memory that will store your favorite sexual patterns.
Along with loosening cultural values around discussing sex—almost everyone I interviewed cited the Fifty Shades of Grey franchise as a major breakthrough—the shift in toy design has transformed the industry from a $1.3 billion a year industry to a $15 billion a year industry in revenue alone. “If it’s okay for the modern mom to have dialogue about Fifty Shades of Grey, sexuality and masturbation, I think it gives us complete permission to have these conversations and to make these products available,” Rheaume said.
He’s not wrong. Research shows that not only are more women using toys, they’re owning up to using more toys. Consumers are literally taking their orgasms into their own hands, and they’re commonly paying upwards of $150 to do so. Is it worth it to buy a vibrator that costs a bit more than something you might find at your neighborhood adult novelty shop if it means it’ll last longer and isn’t toxic to your body? Absolutely.
But not everyone can afford it, and while some products come with a money-back, orgasm guarantee—they don’t always work as advertised. Has design for the sake of being beautiful, and innovation for the sake of being advanced, displaced the actual functionality of the vibrator?
That’s what was bothering Janet Lieberman, a mechanical engineering grad from MIT and enthusiastic sex toy user. Facing repeated disappointment in the toys she bought, Lieberman realized she was in a unique position to utilize her expertise to make things better. The technology was good, but she saw it going in the wrong direction. There was a sort of machismo attitude slipping into products designed for women—who cares if your device can track your orgasms, give you Bluetooth feedback, and looks like modern art if it doesn’t work?
Now, as co-founder and lead engineer for the New York-based sex toy company Dame, she’s ushering in the newest wave—and quite likely the future—of sex toy design.
Women come first
One of the big problems with the sex toy industry is how male-driven and controlled it’s been throughout most of its history. Sure, the men at LELO and JimmyJane have women’s desires in mind—both Thomson and Rheaume told me about the extensive research measures their companies take when designing new products. JimmyJane, for example, relied on data about average labia size from the renowned Kinsey Institute when creating its new Form 5 vibrator, which is designed to simultaneously stimulate a woman’s labia and clitoris.
And to make sure the products hitting the market are truly effective, the leading companies also rely on demo communities—women who test new prototypes and provide detailed feedback. But, as Lieberman argues, there’s a difference between running a product by a demo audience and having a woman—the target consumer of the product—involved each step of the way.
And so, it’s becoming increasingly common to see women-run sex toy companies, or to see women involved in the design and engineering process, according to industry insiders. “If they’re products for women, you kind of want women everywhere in the process so they’re making the right priorities,” Lieberman told me.
A female designer and engineer, for example, might know right off the bat whether something is going to work. It’s not that men don’t take all the important components into consideration—after all, some of these products are used mutually between partners—it’s just that women are more likely to understand the various nuances in their own anatomies, and take those into consideration in the engineering process.
While enabling sex toys to track activity and communicate long distance via the internet—both features on the newest models—is cool, Lieberman and Crave’s Chang both stressed a personal mission to deliver what sex toys have long promised: really fantastic orgasms.
“Having an orgasm is like a birth right, you should have it!” Chang said, in a sentiment famously voiced by Nicki Minaj and, more recently, Amy Schumer. In her process at Crave—which steers clear of trying to mimic anything anatomical—function always comes first.
Lieberman and her business partner, Alex Fine, took a similar approach when building Dame’s first product, a couple’s vibe called Eva. “I wouldn’t say that one of our primary goals in designing this was that we wanted it to be beautiful,” Lieberman said of the device, which resembles a futuristic beetle. “We wanted it to be accessible, but we put function ahead of form.”
They also wanted to make sure the cost wasn’t prohibitive—a sex toy that’s too expensive can actually detract from sex, she argues. Eva sells for $105, a price-point Lieberman attributes mainly to the device’s high-quality silicone and the rigorous research and design process that went into it. Lieberman likens the Eva to a pair of really good headphones: You can hear the music, it sounds incredible, but you aren’t super aware of the fact that there are two small speakers in your ears.
Lieberman acknowledges that before sex toy designers could think about getting back to the core purpose of the industry, consumers needed to be introduced to beautiful, high-end luxury products. But the next wave of sex toys will likely follow her function-over-form philosophy—and encourage an even bigger audience to come.<
So, are we moving toward a world where penises, and human sex organs, are obsolete? Of course not. We’re just moving toward one where we can do better than what the average human body has to offer. As Patti Britton, a certifiable expert in all things sex, put it, there will always be an element of humanity that can’t be captured by even the most elaborate of sex toys.
“We’re still human beings—we’re skin and bone and flesh and energy,” Britton told me. “So far we really haven’t matched that one in the lab, we may one day. But I think, overall, humans will want to be with humans. That’s how we’re wired.”
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