In recent years, the sexual wellness industry has seen remarkable growth and transformation, driven by a new wave of innovative brands and changing societal attitudes. No longer confined to the shadows, sexual health and wellness are becoming integral parts of a holistic approach to health and happiness.

Breaking the Taboos

Anushka Gupta and Sahil Gupta launched MyMuse to fill a significant gap in the market for modern, inclusive sexual wellness products. "Growing up in typical Indian households with international exposure, we constantly wondered why our culture stigmatizes sex, pleasure, and our bodies. Our goal was to create a brand that eliminates taboos, gender biases, and seedy feelings associated with buying bedroom products," says Anushka Gupta. MyMuse aims to change the way Indians approach intimacy, providing a safe space that celebrates sex, pleasure, and connection.

For Rajat Jadhav, Co-Founder & CEO of Bold Care, the journey into sexual wellness began with an unexpected discovery while working on an e-pharmacy start-up. "Over 35 percent of our queries and order requests were for sexual health products. We realized there weren’t any top-of-the-mind recall brands providing trustworthy solutions," shares Jadhav. Bold Care was created to address this gap, offering science-backed, effective products with a focus on privacy and consumer trust.

Vikas Bagaria, Founder & CEO of PeeSafe, was inspired to enter the sexual wellness space to extend the brand’s commitment to intimate health and hygiene. "There were no provisions on the Indian market for women to take charge of their own sexual health and safety. Domina was started to provide women with the ability to take charge of their sexual health & safety, advocating for female sexual hygiene & pleasure," explains Bagaria. PeeSafe’s Domina line introduced internal condoms, empowering women to prioritize their safety and sexual wellness.

Ensuring Safety, Efficacy, and Consumer Needs

MyMuse India's approach to product development is deeply rooted in understanding their community's needs through extensive customer research and feedback. "We have a large group of beta testers who provide valuable feedback on design, functionality, and user experience. This iterative process helps us refine our products to better meet our customers' needs," says Sahil Gupta. MyMuse's products, from massagers to lubricants, are crafted to enhance intimate experiences safely and effectively.

The team at Bold Care ensures their products are safe and effective by maintaining a methodical and honest approach. "Our formulations are science-led and thoroughly researched, with rigorous testing and validation to ensure efficacy. Feedback from our customers plays a crucial role in shaping our products," explains Jadhav. Bold Care focuses on science-backed solutions, addressing consumer pain points with innovative and trustworthy products.

PeeSafe’s in-house R&D team drives product innovation with a focus on quality and safety. "Our protocols ensure that products are made from top-quality ingredients and manufactured in certified facilities. Customer feedback is integral to our product development," shares Bagaria. PeeSafe’s commitment to innovation is evident in their range of intimate health and hygiene products, including the pioneering Domina internal condoms.

Trends Shaping the Sexual Wellness Industry

As societal attitudes towards sex and intimacy evolve, MyMuse is at the forefront of advocating for a healthier, more open approach to sexual wellness. Its approach spans emotional, physical, mental, and spiritual dimensions. “We provide accurate and reliable information through our blog, newsletter, podcast, and social media, fostering a non-judgmental space for exploration," says Sahil Gupta. MyMuse’s inclusive and discreet product design reflects the diverse needs of their audience.

Bold Care has observed a significant shift in the sexual wellness market, with a declining age range for men facing sexual health issues and a demand for clinically validated products. The brand focuses on science-backed solutions, from its formulations to customer touchpoints.

Business Growth and Market Position

According to Allied Market Research, the Indian sexual wellness market is projected to reach $2,095.4 million by 2030, driven by D2C models and e-commerce growth. MyMuse India, Bold Care, and PeeSafe have each seen impressive growth, reflecting the increasing acceptance and demand for their products. MyMuse India has experienced up to 40 percent revenue growth in many months, with significant adoption in Tier II and Tier III cities. Bold Care has seen a 245 percent compound annual growth rate (CAGR) since its launch in July 2020, becoming one of the fastest-growing condom and lube brands in the country. PeeSafe has capitalized on the growth of D2C models and e-commerce, providing accessible solutions to a broad customer base.

Navigating Challenges and Seizing Opportunities

The biggest challenge for MyMuse has been changing deeply rooted societal taboos. "We conducted an extensive survey with over 20,000 participants to understand preferences and pain points. Transparency in product ingredients and safety standards has helped us build trust," says Sahil Gupta. MyMuse’s innovative marketing strategies and supportive community have gradually changed perceptions and expanded their reach.

As category creators in men’s sexual wellness, Bold Care faced challenges in establishing brand trust and navigating marketing restrictions. "We aimed to resolve consumer pain points with our digital-first brand. Our science-backed approach and direct consumer interactions have helped us build a loyal community," explains Jadhav. Bold Care’s impressive growth is a testament to its ability to navigate the complexities of the market.

Consumer Education

Education is a cornerstone for MyMuse, starting a blog called ‘Pillow Talk’ even before its launch. This multi-channel approach encourages honest conversations about intimacy, providing well-researched information. Moreover, the brand’s unLearn platform and collaborations with influencers further enhance their educational efforts, promoting open and informed discussions about sexual wellness.

For Bold Care, education is integral to their vision of destigmatizing men’s sexual health. "We debunk myths and provide verified solutions through our digital channels and customer service teams. Our information-first social and retention strategy helps educate the demographic about safe, pleasurable sex," explains Jadhav.

While PeeSafe believes, that people need to be aware of the importance of a healthy intimate relationship with themselves and their partners. Thus the brand’s communications and marketing are aligned with this goal, focusing on education as we selling of its products. PeeSafe’s community-building initiatives and advocacy efforts ensure that consumer education remains at the forefront.

Innovations and Future Goals

While, MyMuse continues to innovate with new products designed for diverse preferences. "Our upcoming launches include new massagers, bedroom accessories, and unique products for shared experiences. We aim to create a holistic wellness brand that supports sexual well-being as an integral part of overall health and happiness," says Sahil Gupta.

Bold Care is set to launch unique, first-of-its-kind products in the near future. "We focus on building new form factors for our products, simplifying our customers' experiences. Our long-term goals include expanding our reach and making sexual wellness more affordable, accessible, and inclusive," shares Jadhav.

PeeSafe’s R&D team continues to innovate, staying ahead of market trends. "We plan to introduce more products that advocate for female pleasure and safety. Our long-term goal is to build awareness and empower women to take charge of their sexual wellness," says Bagaria.

A Holistic Approach to Sexual Wellness

The sexual wellness industry is undergoing a significant transformation, driven by brands like MyMuse India, Bold Care, and PeeSafe. These pioneers are breaking taboos, addressing consumer needs with innovative products, and advocating for a more open and informed approach to intimacy. As societal attitudes continue to evolve, the importance of sexual health and wellness in overall well-being becomes increasingly clear. With their commitment to education, inclusivity, and innovation, these brands are not just navigating the complexities of the market but actively transforming it, leading the way towards a healthier, more fulfilling future for all.