Maude Band 

$52 at Maude.com, Nordstrom.com

Maude is expanding its sexual wellness device offering with Band, a vibrating ring that will be used on the penis. The waterproof device features five speeds and is 100% platinum-grade silicone.

In line with brand founder Éva Goicochea, this launch is indicative of two pillars of Maude’s overall ethos. It rounds out an important sexual wellness offering and lends itself to Maude’s mission to achieve all humans.

“We have now a robust male audience,” said Goicochea. “The success of the product lends itself to that notion that our audience really is mixed.”

While the brand declined to share sales estimates, it noted the product, which launched direct-to-consumer in September, is its most successful to this point, outpacing the record set by the Spot device by 15 percent. Industry sources estimate first-year retail sales will likely be under $1 million. 

Playground Mood Maker

$29 at HelloPlayground.com, Nordstrom.com

Playground is expanding its topical offering with a pleasure-enhancing intimacy oil called Mood Maker, which launched on the brand’s site in October. The formula features a proprietary adaptogen and mushroom complex, botanical aphrodisiacs and plant oils to moisturize skin, provide a glide-like texture and enhance intimacy.

“To be called a private lubricant, by law, a product must be latex- and condom-safe, but not all women and couples need to make use of latex: when you’re attempting to get pregnant, when you are postpartum, when you’re going through menopause otherwise you’re just in a committed relationship,” said Playground cofounder and chief executive officer Catherine Magee. “We desired to give you the option to create a product that was not depending on being latex-safe. That opens us up the floodgates for innovation.”

In March when Christina Aguilera joined Playground as a cofounder and chief brand advisor, WWD reported that the brand would reach $5 million in retail sales this 12 months.

Wisp Mist Toy Cleansing Spray 

$15 at HelloWisp.com

Wisp, a sexual and reproductive telehealth platform, is expanding its non-prescription products. The Wisp Mist, which launched direct-to-consumer this month, is a sprig cleaner for devices to remove bacteria that may result in infections.

“We selected to launch this product after discovering that only about 22 percent of individuals clean their vibrator after use,” said Wisp’s interim CEO and chief marketing officer Monica Cepak.

To advertise the launch, Wisp is partnering with sexual wellness brand Dame on the Playtime Bundle, $103, that features the cleaner, Wisp’s Toy-Secure Harmonizing Lube, $15, and Dame’s best-selling Pom Flexible Vibrator, $99.

Within the topicals category, the brand also recently launched a hormonal and non-hormonal vaginal moisturizer. “We wish to expand beyond telehealth…to grow to be that hybrid care leader in sexual and reproductive health,” said Cepak.

The Wisp Mist Toy Cleansing Spray is anticipated to achieve $25,000 in sales.

HeadSouth

Starting at $18 at HeadSouth.world

Head South is a latest sexual wellness brand founded by Cat Meyer, the host of sex education podcast Head South Radio. The brand is launching with three topicals: Slip Serum, $22; Oasis Oil, $24, and Slide Serum, $24. All products also are available refills.

Meyer, who has been keen about sex education since she was a baby, was inspired to create the gathering after working with Michael Gordon, founding father of Hairstory and Bumble and bumble, for several years and learning how he built his brands.

“The philosophy about product development got here from learning from Michael,” she said. “Whatever it’s, it must be an upgrade. It may possibly’t be only a dupe of a brand or one other product.”

For Meyer and Head South, this implies easy, distilled formulas that rank low on the Environmental Working Group’s chemical exposure scale to make sure they’re clean for humans.

Industry sources estimate the brand will reach $200,000 in retail sales its first 12 months.

Jems 100% Silicone Lube

$16 at JemsForAll.com

Jems, founded by Yasemin Emory and Whitney Geller, launched its second stock keeping unit, a 100% silicone lubricant, online in October. The brand, which is offered at Goal, launched in 2021 with natural latex condoms.

“It was a natural extension,” said Emory. “It wasn’t until we heard from our community about what sort of product they’d be on the lookout for from Jems [that] we actually began to dig deeper.”

To distinguish the product from others available on the market, the Jems team opted for a 100% silicone formula. Some competitors feature hybrid formulas that blend silicone with additional preserving ingredients. The team expects this launch to expand Jems’ current audience.

“Should you’re not a condom user, lube is an entire other offering that opens up who we will function our goal customer,” said Emory.

While the brand declined to share sales figures, industry sources estimate this launch will garner under $1 million. The lubricant will launch at retail in 2024.