April 7, 2022 Published by

Interest in products for intimate care and sexual wellness is high, with beauty consumers embracing new (and once-taboo) products as meaningful ways to achieve a more complete sense of wellness.

In a recent study of 2,900-plus U.S. female-identifying beauty buyers conducted by The Benchmarking Company, 98% said they believe intimate care and sexual wellness are important parts of overall health and happiness, while 94% appreciate that brands are making products to address their personal needs. Seventy-five percent agree that beauty products for intimate areas are as important as skin care for the face.

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As sexual wellness grows in importance, so too does an accompanying growth in products and brands to meet this need. In the past 24 months, 47% of consumers have purchased sexual wellness products (T-1), with another 38% saying that although they have not purchased sexual wellness products, they intend to do so.

sexual wellness products purchased

Among heterosexual relationships, it’s the female-identifying partner who is typically buying sexual wellness products (86%), with moisturizing lubricant the number one product being purchased (74%).

Even if consumers haven’t purchased sexual wellness products, the interest in doing so is there (T-2), particularly in products that help enhance their sexual experiences overall. Given that 79% of consumers consider sex toys sexual wellness products, this interest isn’t surprising.

sexual wellness products she’s interested in purchasing