Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As the taboos surrounding sexual health and wellness fade, women in Germany are looking to take charge of their pleasure- and health-related needs. So, how can brands and organisations break down the barriers to accessing support and make services and products as inclusive as possible?

An appetite for tools that enhance female sexual pleasure and wellness has grown alongside a boom in audio content such as podcasts. Sexual wellness and erotic storytelling app Emjoy has attracted women seeking to practise self-care – and self-love – through thoughtfully produced audio content.

Sexual wellness is being reframed as people have more open conversations around sex and begin to link sexual wellness to self-care. As whole-body wellbeing is embraced, Maude has put organic, natural products on the map – while also building a company with diversity and inclusivity at its core.

Peaches, eggplants, and melon emojis have long stood in as sex euphemisms. But people are calling for a more candid approach to sexual wellness in a bid to normalise conversations about pleasure and consent. To that end, Lelo is hoping to introduce the first official #sexemoji.