One quick google search of "adult store online" or "adult toy store near me" and you're likely to be bombarded with massive sex toy brands claiming to be the "best place to buy adult toys". While they may have a few quality products, it's almost impossible to know where to start when you have to scroll through 50 pages of products even after selecting the "best sellers" filter.
Due to the stigma and lack of regulation, most sexual wellness products on the market are low quality, poorly designed and are not guaranteed to be 100% body-safe. Not to mention 70% of the industry is run by men – meaning it's especially hard for women to feel like products are actually being designed with their pleasure in mind.
If you're looking for the best-of-the-best products, look no further than our all-inclusive, flossy-approved list of the absolutely A+ sex toy brands on the market. The cherry on top? Female-founders are at the forefront of every single brand we've included in this article which means their creations are bound to hit the mark when it comes to products specifically designed for women and people with vulvas.
The visionaries: Al Fine (CEO & Sexologist) and Janet Leiberman (CPO & Engineer).
Mission: Closing the Pleasure Gap – the disparity in the satisfaction that people with vulvas experience in the bedroom, versus their cis male counterparts.
flossy's vote: Kip - pinpointed lipstick vibrator
The visionaries: Polly Rodriguez (CEO) and Sarah Jayne (Chief Creative Officer).
Mission: A true trailblazer in improving how people explore and enjoy pleasure, Unbound is designing beautiful, affordable, body-safe products for when you're feeling yourself.
Break it down: The pursuit of sexual wellbeing is an act of self-love and buying a vibrator is an act of self-love. Unbound is making the point that sexuality and pleasure is something worthy of more visibility. At the very least, it is worthy of being as visible as cis men’s sexuality.
flossy's vote: Palma - waterproof vibrator ring.
Le Wand Massager
The visionary: Alicia Sinclair (founder and CEO) with extensive work in the adult toy industry.
Mission: Bringing unparalleled quality to a notoriously sketchy industry, Le Wand™ began by redesigning the classic wand-style vibrator and now has a full line of best in self-pleasure toys.
Break it down: Le Wand™ is founded on an attitude towards human sexuality that regards all consensual adult sexual activities as fundamentally healthy and pleasurable and encourages sexual pleasure and experimentation. As a Sex Positive Advocate, Sinclair recognises that sexual wellbeing is an important facet of an overall healthy lifestyle.
flossy's vote: Le Wand Petite - small size wand-style vibrator
The visionary: Éva Goicochea (Founder and CEO).
Mission: Making intimacy better – for all people.
Break it down: Maude is redefining the sex essentials industry for modern consumers. Maude is all about inclusivity in the sexual wellness space – ditching phallic, heavily gendered products once and for all.
flossy's vote: vibe — flutter-tip personal massager
The visionary: Emily Sauer (Founder and CEO).
Mission: Making the bedroom a place of joy – say goodbye to painful sex and hello to OhNut.
Break it down: Emily always assumed painful sex was just part of the experience and for years never spoke up until one day the physical discomfort from sex made her feel like a failure – both to herself and her partner. When she came up with the idea of a bumper (OhNut) for penetration, she couldn't believe how alone she wasn't.
flossy's vote: OhNut - Classic Jade
The visionaries: Eloise McCullough and Eloise O'Sullivan (Co-founders).
Mission: Making moments of intimacy more pleasurable.
Break it down: FIGR is determined to stamp out the stigma associated with purchasing lube and the misconceptions around the slippery stuff. With a luxurious glass bottle and native Australian botanicals that are pH balanced, FIGR is normalising the conversation around lube.
flossy's vote: FIGR Fluid Mini 20mL
The visionaries: Alisha Williams, Nissa Ryan and Riannah Burns.
Mission: Sex products as natural and normal as skincare; for everybody and every body.
Break it down: Rosewell began over dinner in early 2019 when the three women were discussing why it was so hard to talk about intimacy and sex. Rosewell creates modern, safe and beautiful products for humans interested in better sex.
flossy's vote: Dip in Stone — palm-shaped bullet-style vibrator
The visionary: Rachel Baker (Founder).
Mission: To break down taboos and stigmas around sex and masturbation by normalising the surrounding conversation.
The breakdown: Like many people, Rachel struggled in the past when it came to researching and purchasing pleasure products. Despite the recent work being done to ensure a more positive and respectful approach to sexuality and sexual relationships, she was still finding that there wasn’t a brand or product on the market that truly spoke to her and her experience. So, she decided to do something about it and tackle the heart of these issues.
The visionaries: Bec Villanti, Bec Park and Samantha Eades (Co-founders).
Mission: To make you feel like a boss no matter where you are or what you’re doing, but especially when sportin’ your birthday suit. To heck with self-consciousness! Be unabashedly nude and ooze (pun apologies) that sass in spades. Now go get some with Jonny, your new go-to condom.
Break it down: Jonny is all about empowering people to be unashamedly prepared in the bedroom and kicking any embarrassment about taking control of your sexual health (and that of a partner). "What we want customers to feel is that having condoms in your handbag is as normal as having lipstick there," says Bec Park.
flossy's vote: Jonny Overnighter (3 pack) – tuck it away in your handbag, bottom of your backpack, or that otherwise pointless sleeve pocket of your bomber jacket.
The visionaries: Lora Haddock DiCarlo (CEO and founder) and Cara Delevingne (Co-owner and Creative Advisor).
Mission: Lessening the orgasm gap and driving towards a world where all humans can embrace their sexuality with positivity and confidence.
Break it down: In 2017, Lora DiCarlo won a coveted robotics innovation award from the Consumer Technology Association. When the award was rescinded (what?!), it kickstarted a critical public conversation about gender equity in tech and the right to pleasure for all people. The brand is committed to education and activism that are breaking the barriers of long-standing, systemic stigmatisation.