In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.
In today’s economic landscape, consumers are more attentive about where and how they spend, and brands are rising to the occasion with thoughtfully priced products that don’t sacrifice quality. Many manufacturers are prioritizing premium materials, multifunctional designs and durability, ensuring that customers get the maximum value for every dollar.
Whether it’s a dual-stimulation vibrator or a powered masturbator that syncs to online content, toys that offer more than one kind of experience are in high demand. From sleek app-controlled vibrators to fantasy-themed strokers, today’s pleasure items are intuitive, multifunctional and designed to meet the needs of today’s shoppers.
This call for smarter design is also inspiring a wave of product updates rather than constant reinvention. Brands are taking bestselling shapes and enhancing them by adding features like stronger motors, more ergonomic angles and app control. This approach respects customer favorites while meeting modern expectations — and it’s helping companies stay agile in an uncertain economic climate.
Trade policy shifts and international supply chain issues have also influenced this moment of evolution. Rather than putting innovation on pause, many companies are building stronger manufacturing strategies, reevaluating their sourcing and streamlining product development.
In short, the pleasure industry is recalibrating. In this time of uncertainty, manufacturers are paying closer attention to what works and what’s worth improving. As brands continue to refine their offerings, the result is a market full of options that are smarter, sexier and more accessible than ever before.
From Suction to Strokers: What Consumers Want Now
This year has seen the introduction of a wide range of products across various categories. From suction toys and strokers to remote-controlled couples’ products and textured, non-vibrating options, multiple categories are experiencing growth.
According to Sara Gaffoor, a sales executive for Nasstoys, external stimulators focused on clitoral pleasure remain the most popular toy category.
“External stimulation offers a more accessible and reliable pathway to orgasm for individuals with vulvas, making it a go-to choice for many consumers,” she explains.
Often compact and user-friendly, these products are known for their ability to deliver targeted pleasure quickly and efficiently, making them appealing to beginners and seasoned users alike.
Unquestionably, suction devices are still having a major moment as well. Satisfyer CEO Sven Pelka attributes this to the devices’ versatility and broad appeal.
“The Satisfyer Pro 2 Generation 3 builds on that legacy with features like Liquid Air technology, mimicking the sensation of pulsing water,” he notes.
Lovely Planet B2B International Sales Director Anne Meunier notes that suction products are also expanding beyond vulva-based play.
“Suction devices remain hot, especially those reimagined for male and couple pleasure,” Meunier says.
Meanwhile, the male-focused toy market is rapidly gaining ground, with strokers and enhancement tools becoming increasingly popular.
“We are seeing high demand for products designed specifically for penis owners,” says CalExotics founder and CEO Susan Colvin. “This includes strokers, pumps and other enhancement products. Consumers are exploring these categories for solo play and to enhance intimacy with a partner.”
Couples’ toys have also carved out a strong foothold.
“Toys designed for couples’ play, especially those featuring remote control capabilities, continue to be highly sought after,” Gaffoor says.
At Nexus, Monique Carty notes an interesting consumer split. Last year, due to customer demand, the company released an app-controlled edition of its Revo Stealth. It has sold well, but the non-app versions also continue to perform strongly.
“Some consumers still like to keep things simple,” Carty observes.
Other foundational products continue to evolve as well. Meunier highlights the popularity of plug sets designed for both functionality and style, while Ian Marshall of Rocks-Off reinforces the continued relevance of core product types.
“Prostate massagers, sleeves, rabbits, wands and anal toys are still popular and will always be strong contenders,” he predicts.
Not every toy needs a motor to make an impact. Non-vibrating products are undergoing their own transformation, driven by brands that prioritize ergonomics and materials science.
Ikenna Lewis-Miller of Tenga points to the company’s Uni and Egg collections as examples of non-vibrating versatility. These stretchable, reversible products cater to all genders and encourage innovative forms of play.
Consumers today also want toys that feel as good in hand as they do in use. Patrick Lyons, CEO of Nu Sensuelle, highlights the importance of sensory design.
“One of the most exciting shifts in the pleasure industry is the growing focus on material innovation,” Lyons says. “Specifically, how tactile experiences enhance emotional and physical intimacy.”
Pelka also emphasizes the human experience of tech as a key factor.
“What’s changed is the expectation,” he says. “It’s not just about functionality anymore — it’s about emotional connection and effortless integration into everyday life.”
Affordable Upgrades
They say that necessity is the mother of invention. As shoppers seek depth and versatility without blowing their budget, brands are innovating in purposeful ways. Some are discovering new opportunities in classic formats, whether by offering dual stimulation, adding new functions or enabling app-based play. Newer products offer multiple types of stimulation in a single device: vibration, suction, tapping, warming.
For many consumers facing economic challenges, investing in a pleasure product is a luxury in itself. Full Circle VP of Sales and Marketing Briana Watkins believes that shoppers will gravitate to multi-function toys to get the most bang for their buck. Additionally, because suction has become so trendy, Watkins believes shoppers are looking for devices in which it is just one of many functions.
“They want a toy they can use externally, internally, plus one that also invites couples play,” she adds. “Toys that provide sustained entertainment for customers and are designed for durability are essential for maintaining engagement. Consumers are inclined to invest a higher amount if the toy presents multiple functionalities.”
Tenga is also leaning into immersive upgrades. Lewis-Miller explains that the company’s Flip -Zero Electronic Vibrotation and Vacuum Gyro Roller offers high-end attachments that elevate traditional strokers into full-body experiences.
“People are looking to elevate their masturbation routine,” he says.
Some upgrades are more about aesthetics and demographics. Many of the latest products look more neutral and feel more natural, as brands prioritize anatomical diversity, softer aesthetics and calming color palettes. The result is a product experience that feels less clinical, more accessible and more attuned to a broader spectrum of users.
“We’re seeing a surge in products designed without traditional gender roles in mind,” observes Gaffoor. “Versatile, user-centric designs that can be enjoyed by a wide range of bodies and identities.”
Regarding material, across the board, pleasure industry experts declare liquid silicone as the top preferred option.
“This process is slightly different from traditional silicone, resulting in a softer, more supple texture that feels smooth to the touch,” explains Colvin. “Consumers are drawn to liquid silicone for its incredibly lifelike feel.”
Meunier has also noted consumers becoming increasingly curious about premium finishes, such as brushed metal and temperature-responsive alloys, while Kristin Zuri-Godskind of Channel 1 Releasing says customers are asking about nontoxic, eco-friendly materials.
“ABS, stainless steel and soft-touch finishes that feel premium without the sketchy chemicals,” Zuri-Godskind elaborates. “People want quality, and more than ever, they are paying more attention to what’s actually going into their bodies.”
App Takeover
Once considered niche or novelty, app integration is now a central pillar in product development across major pleasure brands. What began as a convenience has evolved into a full-blown expectation, with app-controlled toys offering long-distance connection, seamless remote control and immersive experiences that align with how people live and love today.
As connectivity becomes more normalized across industries, consumers are growing more comfortable with the idea of syncing toys to music, motion or remote partners. This evolution isn’t just about bells and whistles. It’s rooted in a deeper cultural shift around how people use technology to foster connection, autonomy and play — especially after the pandemic, when long-distance intimacy became not just desirable, but necessary.
“People expect more than just a remote control,” Pelka says. “That’s why the Satisfyer Connect App is such a key part of our ecosystem. It’s designed to help create a deeper, more personalized connection with the product — and by extension, with yourself or your partner.”
Satisfyer’s app offers a suite of features such as customizable vibration patterns, integration with ambient sound or music, and partner control from anywhere in the world.
It’s not just the toys that are becoming smarter — users are, too. Today’s consumers want intuitive interfaces, sleek design, and seamless device syncing. They’re looking for experiences that feel less like controlling a gadget and more like building a moment.
Honey Play Box Sales Director Vincent Renou sees a natural synergy between sextech and everyday tech.
“Smartphones and tablets are already central to how we communicate and connect,” he points out. “So it makes sense that pleasure products should be compatible with the devices we already use.”
Brands continue to evolve their app offerings based on real user behavior. Colvin shares that her team has been steadily expanding its CalExotics Connect collection to meet demand.
“App-based pleasure products offer users so much freedom,” she says. “They can take control of their experience whether they’re at home, traveling or in a long-distance relationship.”
With two new additions this year, the collection now offers multiple design options, all featuring remote-control capabilities.
The Future of Form
Given the rise of intricately designed fantasy-inspired toys and cutesy shapes, a notable divide has emerged in the design space: sleek, elegant minimalism versus bold, personality-driven creativity. Both approaches are thriving, with different demographics gravitating toward the look and feel that resonates most with them.
Meunier notes that consumers love clean lines, but also want toys that “tell a story.”
“A pop of color or a bold silhouette can create emotional engagement,” she says. “We’re balancing form and fantasy more than ever.”
For younger buyers in particular, playful designs are leading the charge. Fosty points out that bright colors and cute, display-worthy toys are dominating wish lists.
“Toys that reflect personality, look cute on a nightstand and make you say ‘aww’ are in high demand,” she affirms. “Creative Conceptions’ Unihorns and brands like Like A Kitten are thriving for a reason: The younger generation wants their pleasure products to be expressive.”
Playfulness doesn’t necessarily mean bold or loud.
“Today’s consumers are gravitating toward toys that whisper rather than shout,” says Lucy Robinson of Creative Conceptions. “With charming, playful and fun designs like those in the Unihorn range, you could easily leave one out on the bedside table without raising an eyebrow — not even from a curious cleaner or a nosy mother-in-law.”
Both design approaches have their dedicated consumer base. Rosen points out that creative, playful aesthetics with nostalgic elements tend to pair effectively with wallet-friendly price points, creating an appealing combination that feels fun and youthful.
“Meanwhile, minimalist designs that convey high-end sophistication appeal to a different customer segment or purchasing mindset, even when offered at accessible price points,” she adds.
Pelka also highlights the power of clean lines, intuitive form and a soft, inviting presence.
“Consumers are drawn to elegance and simplicity, but with a modern twist,” he says.
Marshall notes that brands are adjusting color palettes and packaging to suit their audience and retail environment. The result? More toys are designed to blend seamlessly into lifestyle and wellness spaces.
“Certainly, over the last five to 10 years, there has been considerable movement toward products presenting and offering a more mainstream appeal,” he says.
As brands continue to experiment with shapes, materials and branding, one thing is clear: Consumers are no longer asking only, “Does it work?” They’re also asking, “Does it speak to me?”
What’s Driving First-Time Buyers?
The pleasure product market has undergone a radical transformation in the past decade, driven in part by a cultural shift toward sexual wellness, inclusivity and digital fluency. At the center of this transformation is Gen Z, a generation of consumers who are digitally native, values-driven and unafraid to talk about pleasure, identity and mental health.
For adult retailers, this presents both a challenge and an opportunity. Successfully reaching this new generation requires more than just trendy products; it demands authenticity, inclusivity, smart design, and seamless access to education.
Gen Zers don’t just want a product — they want an experience. According to Gaffoor, this generation is especially attuned to socially responsible practices, including body-safe materials, rechargeable batteries and eco-conscious packaging. But it doesn’t stop at ethics.
“They also value designs that are unique, playful and visually appealing,” she says.
Others are taking a broader approach. Magic Wand’s Sarah Tomchesson explains that while Gen Z isn’t always the direct target, the brand is investing in storytelling and product extensions, like the Magic Wand Micro and branded merch, to remain relevant to younger audiences.
Gen Z marketing breaks down into tactical elements: minimal visuals, short-form video, customization features that allow users to express identity and intimacy preferences, and campaign designs aimed at stopping the scroll.
The rise of Gen Z shoppers is mirrored by an increase in first-time buyers across all age groups. Normalization is a key driver here.
Social media has also democratized access to information. From Reddit to TikTok, peer recommendations and influencer shoutouts have replaced traditional advertising as the go-to resource. According to Tomchesson, nearly half of Magic Wand’s survey respondents ask friends for toy advice, and 80% rely on information sites.
Carty recommends a simple approach for drawing in first-timers.
“Keep the quality high and the price reasonable so their first experience is a good one,” she says.
Driven by their viral social media presence, suction toys, in particular, continue to serve as a gentle and effective introduction to pleasure. Pelka notes the global success of the Satisfyer Pro 2 and its successors, while brands like Like A Kitten and Creative Conceptions use color and softness to reassure first-timers.
“Soft pastel packaging eases entry into the category, and smaller toys like our Skins Minis are unintimidating,” Robinson says.
Of course, access matters. As Carty notes, people can now find quality toys at pharmacies, grocery stores and online retailers. The more normalized the buying experience, the easier it is to welcome new customers.
Lamontagne also believes multichannel availability is key.
“We know that many first-time users are concerned about discretion,” he says.
Design-Driven Desire
Today’s most successful product launches aren’t driven by novelty alone. They’re rooted in community feedback and represent a deep understanding of how people actually want to feel when they use a toy. From gender-fluid intimacy to remote-controlled connection, from multifunctional design to materials that look as good as they feel, manufacturers are releasing collections that speak to the nuanced realities of contemporary sex lives.
These aren’t just toys; they’re sexual wellness and pleasure tools. Some of the most influential brands’ latest launches speak volumes about where the industry is heading.
Nu Sensuelle’s approach is rooted in research, Lyons explains. Launches like the company’s Lyra panty vibe are driven by data and emerging trends.
“We draw inspiration from clinical research, emerging wellness trends and — most importantly — direct feedback from our diverse community of users,” Lyons explains. “Our recent launches reflect this holistic approach. The creation of Lyra, our first app-connected panty vibe, was driven by data highlighting the rapid growth in long-distance relationships, currently estimated at 14 million couples in the U.S. alone. Recognizing the unique challenges of maintaining intimacy across distance, we designed Lyra to offer a technologically advanced, emotionally intuitive solution.”
Over at Honey Play Box, design is driven by curiosity and exploration. Renou says tapping technology continues to guide the brand’s G-spot toys, while others, like Tickler and Gem, provide more caress-type sensations. Beyond pleasure points, the brand is integrating pressure sensor tech to educate users on perineal care and bodily awareness.
Tenga continues to blend style and pleasure with its art-inspired launches. Lewis-Miller points to Tenga Arte, a chic, colorful product line that wouldn’t look out of place on a coffee table. Designed with contemporary art in mind, the line celebrates self-expression and visual sophistication while maintaining the brand’s signature functionality.
“In our mission to normalize the world of pleasure and sexuality, there has always been an artistic and stylish nature to Tenga’s pleasure products, which has previously seen us collaborate with artists such as Keith Haring and also streetwear brand RIPNDIP,” Lewis-Miller adds.
Magic Wand takes a different approach: consistency and heritage. Its recent Waterproof release responded to years of user requests.
“Our loyal fans inspired the Waterproof, asking for it again and again,” says Tomchesson.
Across these stories, a few key themes emerge. Today’s pleasure products aren’t chasing shock value or trend cycles. They’re designed to reflect sexual needs, emotional connection and the realities of how people express desire. The state of the industry is leaning toward more thoughtful, responsive design, where real-world context drives innovation.
The latest wave of releases highlights a broader truth: pleasure is no longer a fringe conversation. It’s part of our health, connection and self-expression — and the brands that design with all of that in mind are the ones that succeed.