I know what you’re thinking, “What? Beauty Industry + Sex Toys?” – 3 Years ago this would have been a frowned upon alignment, but in 2020 there is a certain brand out there that is pioneering this developing industry.
Meet Vush, Vush is a social media sex toy brand looking to normalize sexuality for women around the globe. The self love and female wellness brand aims to break social stigmas behind adult toys and bring out confidence in women to explore themselves without shame or guilt. We came across Vush after learning about their instagram influencer movement which is taking social media by storm. They are spreading a movement of self love by leveraging popular celebrities and influencers that are rallying and joining their cause. It turns out influencers can actually produce positive change for society after all!
Vush is quickly becoming the “beauty brand of sex toys”, they are doing so by positioning themselves in the market as a bright, beauty style brand, which only promotes through non-traditional channels such as beauty stores and instagram. They cannot be found in any online adult retailer for this reason. Their products, including their most popular product “The Empress” can be found in the likes of AdoreBeauty, Australia’s largest online beauty store. They also have a growing list of beauty stockists and pharmacies lining up to capitalize on this new societal movement.
On the whole, sex toys just aren’t the kind of taboo topic they once were, as evidenced by the profits rolling in. It’s estimated that the sex toy retail market will surpass $50 billion within the next three years. And it’s more than just sales. We’re also witnessing the advent of corporate appropriation.
Beauty companies around the world are embracing this societal change, as are wellness stores and pharmacies. They have landed themselves in a unique position of being able to leverage companies like Vush, who have broken down stigmas behind these products, in order to finally tap into a huge market they have previously been too intimidated to enter.