Big names and pleasure kits now stand shoulder to shoulder. 

No longer a hush-hush affair, the business is stepping into the spotlight with famous faces in tow. Perfume and skincare used to be the go-to gigs but now the pleasure market is where the bold are cashing in and they’re making sure everyone hears about it.

When mainstream celebs start talking sex, something radical shifts. These A-listers bring what the industry desperately needed: marketing muscle without the shame spiral. For decades, sexual wellness brands fought advertising bans and social stigma with one hand tied behind their backs. Then Hollywood faces put their names on vibrators and suddenly pleasure isn’t dirty anymore. It’s wellness. It’s Tuesday night self-care. 

Celeb-backed pleasure brands have been around, sure. But Harry Styles lit the fuse again. The pop heartthrob turned solo icon just dropped his own sleek ‘pleasing’ little plaything.

Harry Styles: Pleasing and Being Pleased

Harry Styles recently expanded his lifestyle brand Pleasing into sexual wellness with the launch of the Pleasing Yourself collection. Originally launched in 2021 as a beauty brand focused on nail polish and skincare, Pleasing has evolved into what the brand calls “radical pursuit of that which feels good”.

The collection includes two intimacy tools that “put pleasure exactly where it belongs–in your hands”: the Pleasing Double-Sided Vibrator and the Pleasing Lube. The electronic device was designed in partnership with author and sex educator Zoë Li.

Dakota Johnson: Sexual Wellness as a Right

Dakota Johnson has joined sexual wellness brand Maude as co-creative director and investor, stating that “Sexual wellness is a fundamental human right”. Maude is a modern sexual wellness startup that launched in 2018, creating adult products described as simple bedroom essentials made for all people. Maude products focus on modern and secure pleasure, removing the clichés of old-school intimacy. Their vibrators and sexual accessories are elegant and designed for every body, free from the usual gendered noise.

As co-creative director, Johnson focuses on incorporating sustainability initiatives “into the fabric of the company” while helping develop new products that align with the brand’s inclusive mission.

Frank Ocean: Diamond-Studded Bedroom Toy

Frank Ocean turned heads in 2022 with Homer, his luxury jewellery brand, dropping a $25,000 (approximately 900,000 THB) diamond-studded sex toy: the XXXL H-Bone Ring with Stones. Crafted from 18-carat yellow gold and princess-cut diamonds, it’s a penis ring, an erection ring or simply “the ring”. 

On Homer’s first anniversary, luxury and pleasure come together. This ring’s launch elegantly transforms sexual wellness into high jewellery, creating a rare collectible.

Gwyneth Paltrow: Goop Times Never Felt So Good

Gwyneth Paltrow’s Goop empire has been peddling pleasure products since day one, stirring up controversy and keeping tongues wagging. The early days backlash really did make the brand more relevant.

With products carrying vibrators to intimate oils and health supplements, Goop treats sexual wellness like any other wellness category. The high-end positioning also works as Goop made premium sexual wellness mainstream, one jade egg controversy at a time.

Christina Aguilera: Adult Recess Playground

This lasting star joined sexual wellness brand Playground as co-founder and chief brand advisor in 2023, focusing on a range of premium personal lubricants with names like Love Sesh, Date Night (champagne and vanilla scented) and Mini Escape (coconut and sandalwood). Playground’s lubricants are made with clean ingredients and feature eco-friendly packaging, reflecting a commitment to both sexual wellness and environmental responsibility. The brand specifically focuses on products designed for women’s needs, incorporating ingredients like hyaluronic acid and adaptogens.

In 2024, Playground launched an intimacy hotline (1-888-PLY-GRND) offering sexual wellness advice hosted by the singer herself, aimed at encouraging “shame free open and honest conversations around sexual wellness”.

Fair warning: The celebrity pleasure game moves fast. Partnerships shift, products disappear and brands can pivot overnight. Always verify current availability, official partnerships and product specifications before purchasing. Check return policies carefully because many sexual wellness products are non-returnable for obvious hygiene reasons. Make sure you’re buying the actual product you want, not just the celebrity association because hype doesn’t guarantee satisfaction.