Women Play Pivotal Role in the Evolution of the Pleasure Products Market

For my generation of millennials, Women’s History Month brings back memories of college research papers and grade school art projects. Like many government-designated yearly events, we might think briefly of the honored, such as Rosa Parks, Amelia Earhart and Marie Curie. If such women are even designated a few seconds of our time, they are quickly forgotten before the first week of the month is up These women struggled for recognition in their own time, and they ironically continue to fight for their place in the modern world even after their passing.

Women’s History Month is unique for those within the pleasure products industry. We are birthed from a rather interesting concept: products for women, designed by and unintentionally marketed to men with the intention of drawing a female consumer base. Though many companies and educational organizations have since brought us out of the Dark Ages, the industry’s female powerhouses recognize the long journey we’ve traveled to get there. The month of March is a lot more than an afterthought for pleasure products industry’s businesswomen.

The femme-powered future of the pleasure product industry isn’t difficult to foresee. Manufacturers, retailers and sexual health organizations are aiming their products, education and social engagement at female consumers.

If anyone knows the struggle of women in the sexual health realm, it’s the organizers of the Woodhull Freedom Foundation. In addition to their year-round contributions, the group is most well-known for the annual Woodhull Sexual Freedom Summit. The event brings together sex educators, political fighters, proponents of health-conscious products, and sexuality enthusiasts, all eager to teach, learn and evolve.

“Woodhull Freedom Foundation honors our namesake by fighting for a world that recognizes sexual freedom as the fundamental human right,” Executive Director Ricci J. Levy says. Victoria Woodhull’s name might not be found in any school history book, but in the late 1800s, she was quite possibly the most (in)famous woman of the U.S.’ political and financial realms. She shocked her peers by starting a newspaper, holding the first female seat on the New York Stock Exchange, and becoming the first woman to run for president. She was also a Suffragette who rallied loudly for sexual equality and freedom. “She inspires us to continue her work that all individuals should be able to develop, express and enjoy their sexual dignity without societal or governmental interference or stigmatization,” declares Levy.

Thanks to pioneers like Victoria Woodhull, females have lead the way in developing the pleasure products industry into a place where progression can thrive.

“Since being in the industry, it has been an honor to work side-by-side with many amazing and creative women,” Sportsheets President Julie Stewart said. “I have been inspired by pioneers in our industry like Metis Black, Jennifer Downey, Patty Brisben and Susan Colvin.”

In the early 1990s, sex toys were an afterthought. Packaging and product design left much to be desired. Susan Colvin saw this enormous gap in the market and headed the first all-female design team at her company, California Exotic Novelties, in 1994. Less than five years later, Metis Black emerged with a revolutionary concept: to create mass-market toys using only body-safe materials. Crafting her own unique, pure blend of silicone, Black was the first to push the industry in a direction of sexual health. On the retail end, women have been writing their own futures since the 1980s. In ’81, Jennifer Downey started Ambiance, a nationally recognized boutique retail chain in Ohio, based on the need for an approachable adult store sans the typical sleaze factor. By 1983, Patty Brisben was bringing women’s health into the household with one of the first mass-marketed home party companies. She single-handedly raised four children during Pure Romance’s humble beginnings, and has since grown the company to include the Patty Brisben Foundation. The organization raised more than $3 million dollars for sexual health research and educational initiatives since its creation in 2006.

Male dominance might be the standard in many industries, but Stewart counts our female figures as the headliners of change. “Women have evolved this industry to reach a bigger demographic, elevate our standards, and enhance the lives of millions of women and couples across the planet,” she notes. “We have changed the retail landscape to a more sex-positive, female-friendly experience.” Stewart has always mirrored her career on freedom fighters for women’s rights. “There have been so many women I have admired, even before I joined the industry 21 years ago, like Betty Dodson, Annie Sprinkle and Gloria Steinem who have done so much to improve women’s sexual health,” says Stewart.

The femme-powered future of the pleasure product industry isn’t difficult to foresee. Manufacturers, retailers and sexual health organizations are aiming their products, education and social engagement at female consumers. Companies like Stewart’s Sportsheets aim to help women better connect with their partners. The Woodhull Foundation receives support from the likes of industry reformers and female-positive businesses like Tantus. “Everywhere you look, there are strong women at the helm taking charge of the change that’s already taken place and pushing for the next steps,” Sportsheets International Sales Manager Corrin Brubaker said. “Their tenacity and hunger for growth paved the way for all of us.”

When March 1 rolls around, try an act of modern female defiance. Walk into your local adult boutique and go on a shopping spree. Victoria Woodhull would be proud.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
opinion

How Sex Toy Retailers Can Better Support Marginalized Communities

As someone who has been in the industry since 2003, I’ve seen countless trends, products and marketing strategies come and go. Yet one thing has remained consistent: a significant gap in how sex toy retailers serve marginalized communities.

Kimberly Scott Faubel ·
opinion

Tips for Boosting Ecommerce Success During Masturbation May

Masturbation May is not just a month for self-exploration. It’s also a prime opportunity for ecommerce brands in the adult retail space to tap into a highly engaged audience actively searching for resources and products to celebrate their sexual wellness.

Matthew Spindler ·
trends

Adult Retailers Share Theft Prevention Strategies

Shoplifting has always posed a persistent challenge for retailers, and its effects reach far beyond simple loss of inventory. Theft can disrupt operations and saddle retailers with the cost of increased insurance premiums and heightened security measures. Robust security protocols can also negatively impact customers’ shopping experience.

Ariana Rodriguez ·
profile

WIA Profile: Stefanie Neumann

It takes an ever-smiling face and a constantly creative mind to keep a retail outfit up and running. Luckily for TAF Distribution, regional manager Stefanie Neumann has endless good vibes and smart decisions to boost business and staff relations at the company’s retail chain.

Women In Adult ·
profile

Dr. Tush's Brings Anal Care to the Forefront

Few personal health products have inspired descriptions quite so bold as “If Neosporin and Aquaphor had a baby, and that baby became a crime-fighting superhero for your skin.” Then again, even fewer can live up to their own hype.

Colleen Godin ·
opinion

Tips for Promoting Inclusivity, Accessibility in Adult Retail

Walking into an adult store or browsing a retail website should feel like an invitation — an open, shame-free space to explore pleasure and identity. But for many of us, that’s not the reality. As a queer, nonbinary and physically disabled person, I’ve spent years navigating physical and digital spaces that weren’t built with people like me in mind.

Hail Groo ·
opinion

Tips for Reinvigorating Marketing Strategy by Tapping Into Online Feedback

For the past 50 years or so, the pleasure industry has worked tirelessly to increase public acceptance of sex toys. We’ve done an incredible job, and that progress has only accelerated since I first started out working the sales floor at Babeland nearly 20 years ago.

Sarah Tomchesson ·
Show More