July 3, 2025

The Sex Toy Market Is Booming

in Better Sex

The sex toy industry has seen explosive growth over the past decade, evolving from a niche market into a mainstream wellness powerhouse. More than ever, people are embracing their sexuality openly, and sex toys are now widely recognised as essential tools for pleasure, health, and wellbeing.

The Sex Toy Market on the Rise: By the Numbers

Recent data reveals just how fast the sex toy market is expanding:

The global sex toy market was valued at approximately £35 billion in 2023 and is expected to reach over £52 billion by 2030, growing at a compound annual growth rate (CAGR) of about 7%.
Online sales dominate the market, accounting for over 60% of all purchases, driven by the desire for privacy and convenience.
The demographic of buyers is broadening, with women making up more than 50% of the market, a significant shift from previous years where male buyers dominated.
Younger generations, especially Millennials and Gen Z, are driving the trend towards open conversations and purchasing of sexual wellness products.

Why Is the Sex Toy Market Growing So Rapidly?

1. Destigmatisation of Sexual Wellness

The taboo around sex toys has diminished considerably. Influencers, wellness experts, and sex educators are normalising conversations about pleasure and masturbation, encouraging more people to explore sex toys without shame.

2. Increased Product Innovation

From sleek, discreet designs to app-controlled vibrators and eco-friendly materials, product innovation has attracted a wider audience. People now have access to toys tailored to diverse preferences and needs.

3. More Retail Access

Sex toys are no longer hidden away in specialised shops. They are available in major mainstream stores and pharmacies, making them accessible and reducing embarrassment around purchase.

4. Health and Wellbeing Focus

People are increasingly recognising sex toys as part of self-care. Beyond pleasure, they support pelvic floor health, reduce sexual dysfunction, and help with stress relief and better sleep.

What Sex Toys are Popular in 2025?

Bullet vibrators remain a top seller for beginners and experienced users alike.
Couples’ toys designed to enhance intimacy during partner play are growing in demand.
Menopause-friendly products have gained prominence as the industry addresses the needs of older adults.
Sustainable and body-safe materials are key concerns for modern consumers, driving demand for silicone and glass toys.

What Does This Mean for You?

Whether you’re new to sex toys or a seasoned enthusiast, the booming market means more choices, better quality, and less stigma than ever before. It’s easier to find something that suits your preferences, lifestyle, and wellness goals.

At So Divine, we’re proud to be part of this revolution, offering a range of thoughtfully designed, body-safe, and pleasure-focused products for all genders and experience levels.

Ready to explore? Dive into the vibrant world of sexual wellness and discover the perfect sex toy to elevate your pleasure.

The Best Pleasure Pairing: So Divine & Ersties

This Masturbation May, So Divine is teaming up with ethical porn platform Ersties to challenge the outdated myths that still surround masturbation and porn! Together, we are launching a campaign designed to confront stigma and spark open, honest conversations around self-love. For too long, masturbation has been wrapped in secrecy and shame, while porn has often been viewed through a narrow, negative lens. But attitudes are shifting. By pairing our sexual wellness products with Ersties commitment to authentic, ethically produced porn, the collaboration offers a healthier, more mindful approach to solo pleasure. We want to not only normalise pleasure but also show that masturbation can be empowering, intentional, and entirely free from guilt. Together, we aim to replace taboo with transparency and myth with modern understanding, encouraging everyone to explore solo pleasure. Throughout May, we’ll be sharing video content across our channels, so keep an eye out to learn more about masturbation! Your browser does not support the video tag. Learn More About Ersties- The Porn Platform Changing How We See Female Pleasure Ersties is an independent adult entertainment platform, created by women, and focused on female pleasure. Founded with the vision of creating an alternative to mainstream pornography, Ersties has grown into a leading platform in ethical adult entertainment, setting the standard for inclusivity, consent, and performer-led storytelling. Known for its authentic, self-produced erotic content, Ersties celebrates female sexuality through a curated mix of masturbation solos, girl-girl encounters, feature-length fantasies, unique playdates, and erotic stills and playful gameshows such as “Tinder in Real Life” that explore connection, dating, and intimacy in fun, unscripted ways. All content is inclusive, ethically produced, and designed to empower women to embrace their sexuality without judgment. Reinventing adult films through the female gaze, Ersties creates scenes based on what performers genuinely enjoy- no fake orgasms, no scripted scenarios, and nothing that isn’t on their own terms. With its emphasis on real personalities, diversity, and intimacy, Ersties has, for over a decade, grown into a global community of pleasure-lovers, distinguishing itself from mainstream adult entertainment with a playful, natural, and empowering perspective on sexuality. Interested in trying Ersties? Throughout May, anyone who purchases a toy from the So Divine website will receive a FREE 7-day membership to Ersties, the perfect pairing to enjoy with your new toy! *Free membership only available to new Ersties members

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What is the orgasm gap?

What is the orgasm gap? The orgasm gap describes the disparity between orgasms experienced by heterosexual men and heterosexual women. Studies have shown that, 91% of heterosexual men reported that they usually or always experienced an orgasm during sex, in comparison to just 39% of heterosexual women….That is an orgasm gap of 52%! Why is there such a big orgasm gap? Lack of education. One of the main reasons for this gap is our cultural ignorance and the lack of knowledge/education on the clitoris. The clitoris is not just a little pleasure spot outside of the vulva, it is in fact a large internal organ made up of erectile tissue containing over 10,000 nerve fibers! For the majority of vulva owners, orgasms can only be achieved through direct clitoral stimulation! However, it appears that many people think vaginal penetration is the best and only way for vulva owners to orgasm which is incorrect. Most people cannot orgasm from penetration alone and need clitoral stimulation. The lack of education surrounding the clitoris and female pleasure could perhaps be one of the main reasons the orgasm gap exists. Female sexual pleasure hasn’t been considered important. In addition to the lack of knowledge surrounding the clitoris, many women haven’t been taught to prioritise their pleasure. In heterosexual sex, it is common for the sex to end once the male partner has climaxed. Porn also reinforces this too. It is very rare to watch a man prioritise a women’s pleasure once he has ejaculated in porn. Research has suggested that people tend to copy the sexual acts they see in porn, in fact 30% of teenagers in one study claimed that porn was their initial source of sex education. So when the majority of mainstream porn focuses on male pleasure, this is also replicated in real life sex where female pleasure can be easily ignored. It influences what we think ‘normal’ sex should be like. This leads to the belief that only (p in v) penetrative sex leads to a female orgasm. How can we close the orgasm gap? There are a lot of things we can do to close the orgasm gap including the following... 1. Educate, educate, educate. Educate yourself about the female anatomy. Start of by learning about the difference between the vulva and vagina as well as learning about function of the clitoris and the importance of clitoral stimulation during sex. 2. Masturbate. If you are a vulva owner then the best place to start is by getting to know your own body through masturbation and self-exploration. Getting to know your body will enable you to learn exactly what you like and don’t like. You can then teach this to your partner(s) and show them the best technique that best works for you. 3. Experiment with sex toys. Experiment with sex toys! Sex toys will make it easier for you to orgasm and are also great to introduce in partnered sex. Small and narrow sex toys such as bullet vibrators are a great toys to use during sex and will also make it easier for you to orgasm as you can focus on clitoral stimulation. Cock rings are also a great for partnered sex offering dual stimulation for both partners. 4. Talk to your partner about sex. Communicating with your partner is key and is one of the most important factors in improving your sex life and orgasm potential in partnered sex. It is important to communicate with them what you like/don’t like and what techniques works best for you. Making this a habit will ensure that both you and your partner are on the same page about pleasure. 5. Stop faking orgasms. No matter your gender, whenever you fake an orgasm, your partner will assume that what they were doing worked and was pleasurable for you. They may then use the same technique next time (which may not work for you). Rather than faking an orgasm, suggest to your partner to try a technique that you enjoy. 6. Stimulate the clitoris!!! Perhaps the most important factor in reducing the orgasm gap… more focus needs to be on stimulating the clit. More than 80% of vulva owners cannot reach an orgasm solely through penetration! Therefore MORE focus needs to be on stimulating the clitoris rather than just P in V penetration which is less likely to lead to an orgasm.

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Elevate Your Solo Play: Tips for Self-Love and Exploration

In a world often focused on relationships and partnerships, it's easy to forget the immense potential and joy of solo play. Whether you're single, in a relationship, or simply looking to enhance your personal pleasure, prioritising solo play can be a powerful tool for self-discovery, empowerment, and fulfilment. Here at So Divine, we believe in celebrating self-love in all its forms, and that includes solo play. So, let's dive into some tips to elevate your solo play experience to new heights. Create a Sensual Environment Set the mood for yourself just as you would if you were with a partner. Light some candles, play soft music, and adorn your space with items that make you feel sensual and comfortable. Creating a welcoming environment can enhance your experience and help you relax into the moment. Explore Your Fantasies Solo play is the perfect opportunity to explore your deepest desires and fantasies without inhibition. Let your imagination run wild and indulge in whatever turns you on. Whether it's through erotic literature, visual media, or simply your own thoughts, give yourself permission to explore without judgment. Invest in Quality Sex Toys A good sex toy can make all the difference in solo play! Whether you prefer vibrators, dildos, or something more unconventional, invest in high-quality toys that are body-safe and designed for pleasure. From vibrators to dildos to intimate massagers, we stock a wide range of sex toys available to suit every preference and desire! Focus on Sensation Masturbation is a chance to truly focus on your own pleasure and the sensations that bring you joy. Take your time to explore different touches, pressures, and rhythms to discover what feels best for you. Experiment with different techniques and pay attention to how your body responds. Practice Mindfulness Incorporate mindfulness into your solo play sessions by staying present and attentive to your body's sensations. Focus on the feeling of touch, the rhythm of your breath, and the pleasure you're experiencing in the moment. Mindfulness can deepen your connection to yourself and enhance the overall experience. Embrace Self-Exploration Use solo play as an opportunity for self-exploration and self-discovery. Take the time to learn about your body, what feels good, and what doesn't. Experiment with different erogenous zones and techniques to expand your pleasure potential and deepen your understanding of yourself. Prioritise Self-Care Aftercare isn't just for partnered play—it's essential for solo play too. Take care of yourself both before and after your solo play sessions by engaging in self-care practices that nurture your body and mind. Whether it's a warm bath, a soothing massage, or simply cuddling up with a good book, prioritise activities that leave you feeling nourished and cared for. Solo play is a beautiful opportunity to celebrate and explore your own pleasure in a way that is deeply personal and empowering. By following these tips and embracing the journey of self-discovery, you can elevate your solo play experience and cultivate a deeper sense of self-love and fulfilment. So, go ahead -indulge yourself, explore your desires, and revel in the pleasure of your own company. You deserve it!

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