If you’ve noticed there are more places to buy sex toys online than ever before, you’re definitely onto something. While brick and mortar sex toy shops have existed for a long time (odds are, you’ve been in one either out of curiosity or necessity), the sex toy e-commerce market has recently skyrocketed, partially thanks to the convenience of online shopping, as well as the 2020 pandemic propelling sales.
Even celebrities like Dakota Johnson and Cara Delevingne are entering the sex toy space, the former investing in sexual wellness brand Maude and the latter serving as creative advisor and co-owner of sex tech company Lora DiCarlo. Where there’s demand, there’s money, and where there’s money, the possibilities for pleasure are endless.
But enough business talk: Let’s dive into all the online sex toy retailers that make it possible to find your dream wand, rabbit vibrator, or butt plug in just a few clicks. Since online sex toy retailers make toy shopping so accessible, it’s easier than ever to experiment with different products and brands, taking our orgasms to levels we’d never even imagined.
However, it’s easy to feel decision fatigue when you’re presented with so many options for buying sex toys online. You start to feel like you opened the Cheesecake Factory menu and finding what you really want becomes a difficult task in and of itself. There are the OGs of the sex toy shop world, like Good Vibrations and Adam & Eve. There are a bevvy of trendy direct-to-consumer brands like Unbound, Dame, and Maude. You’ve got your luxury toy brands like Lelo that you may mistake for modern art. And as a shock to literally no one, Amazon also wants a piece of the pie, and offers a variety of toys to choose from (with two-day Prime shipping!).
So, where to start? Behold: The ultimate list of the best sex toy brands you should totally bookmark.
Good Vibes was founded by sex educator Joani Blank back in 1977, with its first store located in San Francisco. It was the first time a sex toy shop put sex education and women’s pleasure front and center (in a large, scalable way), and the brand’s mission was to empower folks to freely embrace their sexuality. It was also one of the first shops to prioritize body-safe materials like silicone in its toys. Good Vibrations is still considered one of the most trustworthy sex toy retailers, with a bevy of toys to choose from, at all different price points.
If Babeland’s shopping experience seems awfully familiar, it’s because it was acquired by Good Vibes in 2017. Based in Seattle, Babeland’s mission to empower women to explore their sexuality aligned with Good Viibes’ messaging and goals, so the merger made sense. Similar to Good Vibes, Babeland refuses to sell subpar toys, remains vigilant about materials, and carries a huge selection of toys all in one place.
From bullet vibrators to handcuffs, Ella Paradis’ selection runs the gamut of pleasure. What makes Ella Paradis stand out is their pricing, since the retailer frequently runs sales and discounts on their most popular products like the Satisfyer or Lora DiCarlo’s famed Ose dual stimulator. They even offer their own sex toy line, Better Love, which lets customers try premium products at accessible prices.
Unlike most retailers which generally don’t allow returns (understandably), Lovehoney lets customers return a toy within 60 days. Plus, their customer service is notoriously amazing, with experts available to help choose which products are right for you, or to just solve any shipping issues if they happen to come up. You can depend on Lovehoney to carry all the classics like the Magic Wand vibrator and Fifty Shade of Grey line, as well as an in-house Lovehoney line of toys. The retailer also features deals of the day, with toys up to 50% off, as well as a 20% off student discount.
Luxury and award-winning sex toy retailer Lelo is where you want to go if you’re ready to invest in a well-designed, high-tech, and powerful toy that, yes, costs a pretty penny (luckily, Lelo has sales from time to time). The Swedish-based shop is a more curated experience, with their Soraya and Smart Wand being two of the brand’s best-sellers. With luxury products comes a luxury shopping experience: Along with every single toy, Lelo provides illustrated instructions on how to use each toy if you’re in need of some pointers.
We-Vibe is another luxury toy brand which specializes in products designed for partnered sex and playtime (although they do sell toys for solo sex, too). Founded by Canadian couple Bruce and Melody Murison, what makes We-Vibe special is their We-Connect app, which pairs with all of their toys. The app gives people the ability to control their toys wirelessly with their phone, and from afar. If you’re looking for a vibrator to use with a long-distance partner, We-Vibe gives you the opportunity to connect, even if you’re states or countries away from each other.
Come for the fun graphics, stay for the orgasm-making toys. Founded by sexologist Alexandra Fine and Janet Lieberman, an engineer, Dame Products’s ultimate mission is to close the pleasure gap by creating accessible and inclusive sex toys, as well as spreading the word about sexual wellness. If you follow the brand on Instagram, then you probably already know they regularly post sex positive illustrations and mantras like this definition of what “sexuality” means. Their bestselling toy is the Eva, a hands-free clitoral vibrator you can use solo or with a partner. Brownie points for convenience and cute design.
Unbound started as a small sex tech startup in a NYC apartment and has grown into one of the most popular modern sexual wellness retailers. Founder Polly Rodriguez founded the company because she believed female sexuality was underserved by the sex toy industry. And it’s true: 10 years ago (probably five years ago, even), when people went searching for sex toys, they often found that the products were designed for male pleasure and solely hetero sex in mind. A lot of dildos on the market were super phallic and vein-y, and the only purpose of a vibrator was packaged as a way to offer foreplay before penetrative sex. Not anymore. Brands like Unbound give folks fun and brightly designed toys that created for pleasure, whether you’re having partnered sex, enjoy masturbating on your own, or both.
Maude (which counts Dakota Johnson as an investor) is in the business of intimacy. Their two sole sex toys are the bullet vibrator simply called Vibe, and their palm-sized mini vibe called Drop. While these products are loved for their sleek design and efficacy, Maude customers tend to come back for mood-setters, like their popular burn candle, which you can light and enjoy, and then pour directly on to your partner’s skin for a warm and sensual massage (since the wax is made with jojoba oil, it isn’t able to get super hot). Maude was founded by former Everlane employee Éva Goicochea, who wanted to counterbalance some of the raunchy, porn-influenced imagery associated with sex toys. If you visited their website, you might not even dawn on you that they sell sex toys, since Maude purposely avoids explicit content so that their customers don’t feel intimidated. The branding is also totally gender and age-inclusive.
When you think of a traditional brick-and-mortar “sex toy shop” you might think first of Adam & Eve, one of the most popular sex toy retailers in the world. It was founded by Dr. Timothy Black and and Phil Harvey in 1970, and began as a small shop in North Carolina selling condoms and lube. As its business model expanded (pivoting to mail-order catalogs), Adam & Eve’s business model eventually grew to include an online e-tailer version selling everything from a clitoral vibrator to Ben Wa balls to lingerie, and even its own sex toy line. The retailer carries a wide selection of toys and brands, and, to our delight, has a 100% satisfaction guaranteed policy. Meaning, if you don’t like it, you can totally return it.
At first glance, you might mistake Sweet Vibes’ online experience as a candy shop. Bubble gum pinks and baby blues initially mask that this is, indeed, an online sex toy store, and their Instagram page is coated in just as much sugar. Their clitoral suction toy is called Girl’s Best Friend, while their dual vibrator is cheekily called tuLips. The playful branding is part of the company’s goal to market sex toys as being integral to one’s self-care routine. You’ll also notice Sweet Vibes’ pricing is extremely reasonable (all toys fall under $50). Their explanation? “…It doesn’t actually cost an arm and a leg to create a great vibrator using quality materials,” and the brand follows up by stating they forgo expenses like influencer photoshoots so they don’t have to pass the cost onto customers.
Womanizer specializes in clit suction vibrators and (as we noted last year) sales for the brand’s vibrators, in particular, skyrocketed during quarantine, with the brand’s parent company WOW Tech Group reporting a 200% increase in sales YoY between 2019 and 2020. With dating and hooking up off the table for many people during the pandemic, naturally masturbation was a safer alternative. Folks heard through the grapevine that the Womanizer felt like oral sex for people with vulvas, and it instantly became one of the most sought-after toys of last year.
These days, you can order just about anything on Amazon—and get two-day free shipping with a Prime membership—so the convenience is hard to deny. You can stock up on household goods like toilet paper and shampoo and add a vibrator to the same cart, without barely lifting a finger. Amazon carries a huge assortment of popular toys, but it’s important to pay close attention to the retailer, since it’s possible to buy a counterfeit product from a non-official third-party retailer. And though cheaper automatically equal bad, we always recommend doing a thorough read-through of the product reviews.
Yes, the marketplace where you buy your personalized jewelry and hand-knit scarves also sells sex toys. A large portion of the toy selection is handmade or sold by smaller companies, so it’s definitely up to the customer to do their research and ensure the toys are made with body-safe materials. You’ll find some gems, though, like the cult-favorite Rose Sucking Vibrator by Adorime, and this high-quality leather flogger.
Lora DiCarlo, which was founded by Lora Haddock DiCarlo, blew up in popularity after their innovative sex toys were presented with an innovationa award in robots at tech show CES and then quickly rescinded. The Consumer Technology Association explained that the award had been a “mistake” and that sex tech was prohibited at the show. After some warranted backlash, the CTA re-awarded DiCarlo with the award it initially won, and agreed to allowing some sex tech companies to participated in CES. All that is to say: DiCarlo is one of the recent pioneers in normalizing sex tech and tools for pleasure, and the brand Lora DiCarlo is one of the hottest sex toy companies on the market (it’s even backed by Cara Delevingne). The toys that initially placed them on the map (and stirred up some major drama in the tech world) were the Onda, an innovative G-spot vibe, and the Baci, a clit suction toy that uses airflow technology to simulate oral sex.
Organic Love, founded by erotic educator Taylor Sparks, carries a wide array of eco-friendly and artisanal sex toys and goods, like We-Vibe toys and vegan condoms. It even offers erotic seminars from Sparks, and erotic-themed getaways and cruises. Organic Loven is different from other sex toy retailers in that it focuses on the experiential just as much as it focuses on the products. For those who want to learn more about their sexuality, or the act of sex, Organic Loven also sells a variety of sex positive literature.
Alice Derock founded Wet for Her in 2009 after experiencing disappointment with the lack of inclusivity offered by popular sex toy retailers. Derock, who identifies as a lesbian, wanted to see more toys that weren’t just geared toward hetero couples (think vein-y, penis-shaped dildos), so she created Wet for Her. The first toys were created with queer women in mind (like the Two Finger Extender, which was modeled after the stroking, “come hither” motion of two fingers massaging the G-spot and clit). Wet for Her primarily sells dildos and harnesses, but they do also offer a bunch of bullet and finger vibrators, along with a nice selection of lubes.