Netherlands-based pleasure brand Biird’s founder, Andrea Rey, first wandered into the industry when she landed a gig with a major manufacturer. There, she gained firsthand experience that would shape the course of her career.
“I hadn’t planned to work in the adult toy biz,” Rey said. “It was just something that I landed in, and there I discovered that I really liked everything that came with it.
Biird aims to foster a positive, shame-free environment where pleasure is celebrated as a natural and essential part of life.
“Starting Biird was still very much like starting from zero,” she added. “We had to learn along the way and figure everything out, but I did know what I wanted: make high-quality products that are accessible to a broad audience and that look the part. My experience gave me a clear vision and the determination to create innovative, user-centric designs. This foundation was crucial in establishing Biird and ensuring that we stand out in a competitive market by offering products that truly resonate with our customers.”
As working in manufacturing taught Rey the ins and outs of the biz, she noticed gaps and spaces where her own ideas could thrive. When the pandemic further stirred the pot of creativity, something clicked. The stars aligned, and Biird was born. Her mission: to demystify pleasure.
“Biird was started with the idea that self-pleasure didn’t have to be mysterious,” Rey says. “We focus more on the self-care aspect. We also work with brighter colors and pay much attention to the design of our products. We aim to lower the barrier of entry for our products by designing them in such a way that they could be mistaken for decoration, all while being excellent at what they were meant to do.”
When she first entered the industry, Rey says she saw that most brands gave the realm of pleasure a sexed-up look “that needed to be perfect, with full makeup and lingerie.”
“In reality, it’s far from that,” Rey says. “I wanted Biird to reflect a more open approach to pleasure — one that works with people’s own schedules, rituals, wants and needs. I saw an opportunity to shift the narrative around sexuality by focusing on pleasure positivity and inclusivity. I wanted to create a brand that is welcoming to all, ensuring that everyone feels accepted and represented.
“Biird aims to foster a positive, shame-free environment where pleasure is celebrated as a natural and essential part of life,” she adds. “By addressing these gaps, I hope to empower individuals to explore their desires confidently and without judgment, providing high-quality, innovative products that enhance their well-being and satisfaction.”
Rey is the mastermind behind the brand, ensuring that every single touch point reflects the company’s mission. She serves as the brand’s “personal stylist,” tweaking the logo to make it pop, crafting the perfect Instagram post to get everyone talking, and keeping her finger on the pulse of what Biird’s customers crave. From refining the brand’s website experience to making sure its packaging puts a smile on customers’ faces, she is all about creating moments that make them go “Wow!”
While Biird has already scored honors such as the iF Design Award, Good Design Award and the 2024 XBIZ Sex Toy of the Year awards for its Polii dildo, Rey says that what matters most to her is simply “reading reviews from users and hearing about how Biird was able to help them regain sexual confidence.”
She tells us Biird manages to accomplish that while keeping the whole process close to home.
“We do things a bit differently from other brands,” says Rey. “Everything you see from Biird is done in-house. Design, artwork, photo shoots — every product gets a special treatment. Boxes are custom-designed with unique artwork for each product. We also make high-production-value videos.
“But more importantly, we’re very focused on delivering value for our users,” she affirms. “Each product comes with more than just the pleasure toy. For the Namii, for example, we built a wireless charging dock that doubles as a mood lamp. Our Elements collection comes with a high-quality storage pouch, which really catches attention. Our Gii G-spot massager comes with iron-on patches and a custom storage pouch. We include stickers, keychains, etc. Biird is much more than just its product.”
The company is also on a mission to save the planet, one pleasure product at a time. According to Rey, Biird minimizes plastic use wherever possible, from packaging to product materials. The company has also adopted tree-planting initiatives and works with suppliers that share its values and prioritize ethical labor practices, environmental stewardship and sustainable manufacturing practices.
“We believe in only making products we can be proud of, and that we’d be happy to use ourselves,” Rey explains.
Ultimately, Rey credits Biird’s success to the brand’s quality and attention to detail, and intends to continue to grow her company’s presence based on its signature product features.
“Our products are silent, waterproof and made out of the highest-quality silicone,” Rey highlights. “The packaging is always on point and the accessories delight our customers.”
Propelled by its focus, Biird’s flight into the sunny skies of the pleasure biz shows no sign of slowing down anytime soon, and promises to take the brand soaring ever higher.
