Sex sells, but beauty brands are still sleeping on sexual wellness


Traditional beauty brands are shy in the bedroom, but Lauren Cunningham puts the business case forward for expanding into sexual wellness

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The idea that sex sells is certainly nothing new.

From saucy cinematic scenes and audacious adverts to barely clothed beach-style beauty campaigns, I don’t have to divulge why the idea of getting down and dirty can make a business boom.

After all, is anyone still guessing why 50 Shades of Grey grossed US$237.7m on global opening weekend? Most likely not.

But the seemingly swift swap of our own sexual pleasure from being shrouded in secrecy to well-welcomed in the wellness industry was perhaps more surprising, and the growth of this sector is showing no signs of slowing down.

Sexual health is wealth

Estimated at $10.3bn in 2021 in the US alone (according to an industry analysis report), the sexual wellness business is booming. But

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