opinion

What Makes a Sex Toy Brand Truly Ethical?

What Makes a Sex Toy Brand Truly Ethical?

In the early days of the pleasure industry, nobody was talking about body-safe silicone. There was a culture of shame surrounding sex toys, which for most people meant the less talk about them, the better. Today, however, along with our new sex-positive attitude comes a higher degree of consciousness about the materials that we use in our toys. We want all elements of our business to be both fun and ethical. We want consumers to know that the products they buy from us are good for the body and for the Earth too. Maintaining ethical business practices helps them feel good about the toy in their hands — which makes it easier for them to feel good during play.

It’s easy for brands to “greenwash” and make unfounded claims. I’m sure by now you’ve heard every brand in the world announce that they’re “doing the right thing,” with varying degrees of credibility. But saying you’re doing a thing is very different from actually doing it. So, how can you ensure that you are being ethical, and how do you communicate that to your customers?

If you are considering a creative refresh, a good starting point is to focus on diversity.

Be 100% Transparent

It’s important to build trust with customers, and the best way to do that is by operating with complete transparency. If there is something you don’t feel comfortable sharing with your customers, then it’s better to change that thing than to try disguising it.

For example, our factory in Germany adheres to progressive laws surrounding worker pay, workplace safety and accessibility. For us, “ethical manufacturing” isn’t empty marketing-speak; we have an actual regulatory body that protects our employees. If you have to distribute parts and products across the world, use a company that has a minimal carbon footprint, or that offsets carbon. Ensure that the factory from which you are distributing pays fair wages and has fair working conditions for the staff. Instead of greenwashing your practices, make any necessary changes and proudly share them on your website.

Awards, Certifications and Standards

A great way to earn the trust of your customers, investors or even employees is by winning awards or applying for and receiving certifications. Certifications are like stamps that let people know your business is meeting high standards of accountability, transparency and social responsibility. With so many companies striving to do better, you may not win every award you aim for, but don’t let that prevent you from trying. The very act of applying can help keep you focused, and the application standards are a good measure of your progress.

It is also important and necessary to ensure that your products conform to all local regulatory standards. For sex toys in the U.S., that means, at the very least, measuring up to Consumer Product Safety Commission requirements, as well as the handful of new ISO certification standards that have recently emerged.

Go the Extra Mile

As the younger, more eco-conscious generations grow in spending power, they will continue searching for brands that have high quality standards — and they will do research before putting a random, unregulated toy in their body. It’s worth making the extra effort to demonstrate that you are on the same page as these consumers.

For example, one small but impactful measure that manufacturers can take is to buff toys by hand, to avoid using contaminating chemicals to smooth them. That’s an easy change for most businesses to make. Next, don’t design toys to break down quickly, just for the sake of spurring new purchases. Sex toys should stay on the nightstand, not end up in the landfill.

Be Inclusive

Ethical business practices don’t just apply to manufacturing and labor. If your website or any other marketing materials show only one body type, gender, sexuality or race, then you are potentially excluding many consumers — consumers who might otherwise be interested in your products. It’s important to show real people and tell real stories that consumers can relate to. A great way to shed stigma or stereotypes is through powerful, raw imagery. If you are considering a creative refresh, a good starting point is to focus on diversity. Challenge stereotypes and go against the grain!

Kristen Tribby has been a sex educator for over 15 years and is qualified through the Everyone Deserves Sex Ed program. She is the head of global marketing and education for Fun Factory, an award-winning German pleasure product manufacturer, and she regularly hosts workshops encouraging sexual exploration.

Related:  

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

Rebranding Sexual Wellness Through a Self-Care Approach

As most of us in the industry already know, sexual wellness remains the black sheep of self-care. Discussions about wellness glorify meditation apps, skincare routines and workout regimens — but mention masturbation or using a sex toy, and most people shy away from the topic.

Hail Groo ·
opinion

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
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 ·
Show More