French sexual wellness brand Friday Bae is aiming to disrupt the market with its genderfluid, inclusive pleasure products. With bright pops of color for Gen Z and millennials to swoon over, Friday Bae is merging creativity and education for fans, dubbed the “Bae Squad.” The brand even has a podcast — “Call Me Bae” — which features ultra-short, informative sex education. Products range from a vegan aphrodisiac lip balm to vibrators in playful and discreet plushie cases.
Friday Bae is the brainchild of founder Benoit Palix, who says he has always been fascinated by the powerful concepts of love, sensuality and sexuality. Passion for these themes seems to run in Palix’s family. In 2002, his father started the French sexual wellness line YesforLOV, which sells everything from personal lubricants to curated pleasure kits.
Through no-taboo storytelling and empowering content, we inspire young people to confidently explore intimacy.
At 16, Palix snuck into his father’s office and flipped through design sketches for new products that were in the works. He recalls being mesmerized by the care and thought poured into a process that would bring happiness and well-being to so many people. From that moment onward, he knew that he wanted to follow in the same footsteps, creating products that encourage self-care and provide pleasure. Spending years as a product manager for YesforLOV helped prepare the younger Palix to launch Friday Bae for a new demographic.
It is no accident that Palix created the brand to cater to Gen Z and millennials, whose values of authenticity and inclusivity he credits for inspiring Friday Bae.
“I never had an older brother to guide me through the awkward stuff in life, so growing up with two younger sisters, I always felt like I should play that ‘big brother’ role for others,” Palix shares. “I wanted to be someone who could be there to give real advice, especially on topics that often get brushed under the rug — like sex, love and relationships.”
Palix says he wanted Friday Bae to feel like a friend to young adults and offer genuine, down-to-earth advice without judgment. Recalling a faux pas he made in his youth — combining latex condoms with oil — he observes that there is still a vast amount of misinformation out there, and says he envisioned the company as a resource that would help others avoid similar mistakes, in a way that’s fun and relatable.
“Traditional brands either felt too clinical, overly luxurious or failed to truly connect with younger audiences,” he explains. “Gen Z craves new experiences, freedom and authenticity. Inspired by their energy, we developed a range of 10 natural, French-made products — playful, high-quality and affordably priced — that encourage exploration and make intimacy fun.”
With trendy product names like TASTE, KISS, SAFE and WAIT, Friday Bae products offer an approachable attitude towards intimacy that aligns with the Gen Z lifestyle. Plus, since the Gen Z demographic is highly eco-conscious, some of Friday Bae’s products come in sugarcane-based lubricant tubes and recyclable packaging.
“Consumers today demand transparency — not just about ingredients, but about values and sustainability,” Palix says. “We embrace this challenge, meeting expectations with honesty and redefining what a trendy and modern pleasure brand can be.”
Also likely to appeal to younger customers are the accessible price points, especially amid inflation and the rising cost of living. Most Friday Bae products range between about 10 and 20 euros.
Customer education is also a key part of Palix’s philosophy. In the case of Friday Bae, that includes a podcast that tackles everything from consent to kink, in both French and English.
“Through no-taboo storytelling and empowering content, we inspire young people to confidently explore intimacy,” he says. “Our educational podcast and erotic audio create a safe, judgment-free space for self-discovery. In podcast episodes, we tackle even the most taboo topics with humor, care and transparency, ensuring no question goes unanswered.”
Friday Bae has already achieved numerous milestones, like earning an abundance of glowing product reviews, selling out of its top products and launching a line of "intimate cosmetics" that are 100% made in France, natural and gynecologist-approved.
Palix is also proud of the feedback the company has received from health care professionals who trust and recommend its products.
“This further validates the balance we’ve struck between fun and functionality,” he observes.
Of course, despite its success, Friday Bae must still deal with many of the same obstacles that other brands face.
“One of the biggest challenges we face is overcoming censorship on digital platforms, which limits our ability to reach our audience,” he says. “Navigating advertising restrictions on platforms like Instagram and TikTok forces us to get creative, finding innovative ways to engage with our audience while staying compliant. Another hurdle is dismantling the stigma around open discussions about intimacy and sexuality.
“While society has made progress, we still have work to do to create spaces where everyone feels empowered to explore without judgment,” he adds.
Positive user reviews on its website have helped cement the company’s reputation while also serving as helpful feedback for the team.
“Whether it’s through DMs, reviews or insights from retailers, we actively listen to our community to shape what’s next,” says Palix. “We’ve also introduced social content allowing customers to vote for new product ideas, ask questions and share reviews, ensuring their voices shape the future of Friday Bae.”
Customer suggestions have already inspired future plans for an anal lubricant, as well as sex toys for people with penises.
Consumers remain the brand’s focus, and Palix hopes the brand will host in-person and virtual events as safe spaces for open conversations. However, he is also eager to build strong partnerships with retailers. His avowed goal is to make Friday Bae a household name for Gen Z globally, something he hopes to achieve by doubling down on education, interactive social media content and collaborations with thought leaders in the wellness space.
Palix sees Friday Bae as more than a brand to expand. In his eyes, it’s a cultural movement designed to empower the next generation. To do that, and to stand out in the saturated sexual wellness space, Palix explains, brands need to connect to shoppers by speaking to their values, embracing individuality and celebrating diversity.
“From the beginning, Friday Bae has been about breaking stereotypes and celebrating intimacy as an essential part of well-being,” he says. “We’re proud to design products for everyone.”
