Fashion brands are getting in on the sexual wellness boom

“Brands promoting women’s sexual health — from vaginal dryness to orgasm equality — are challenged at every turn to gain access, exposure and acceptance,” Gaines said.

Thanks to increased consumer consciousness around sustainability, the circular economy, and fair labor, resale has become fashion’s hottest sector—and brands want in. But scaling and making resale profitable isn’t easy, and with increasing competition in the space, it’s only going to get harder. 

While e-commerce is accelerating to offer multi-layered experiences for customers and brands, bricks-and-mortar stores are becoming physical bastions of extraordinary, sensorial moments.

But what happens when those products sell out? As Amazon Prime Now begins to show its supply chain and last mile pressures, 2PM’s research has identified a number of categories and brands that are reflecting signs of lift in traffic, search awareness, and conversion. These categories include: utility, hydration, food, recreation, and entertainment.... See more

I’m not sure anyone ever seriously expected Facebook, Google, or eBay to be a buyer of these types of businesses, but they haven’t been. Amazon and Walmart haven’t been active, either. Target has been focused on launching new private-label brands. Nike hasn’t done a DTC roll-up. Shopify, which now powers almost 2 million e-commerce merchants, hasn’... See more

Despite a pandemic that accelerated the shift toward e-commerce, and continued market share shifts away from giant, legacy brands, there hasn’t been a billion-dollar-plus buying spree of direct-to-consumer e-commerce companies.

“For any small business owner, that’s more than just frustrating,” she said. “Facebook and Instagram are the ideal places to initiate meaningful discussion about sexual health and happiness as well as to introduce our products. This makes it very difficult to grow our audience and connect with the women who most need our products and positive body ... See more