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.

Amid a swing towards conservatism, Gen Zers are turning to TikTok to get information about contraception, bodily health, and sexual identity. Increasingly, TikTok is favoured over Google searches by a younger generation, meaning it is becoming a popular learning tool in healthcare.

Sexual wellness brand Dame has launched a Mitch McConnel dildo with the tagline ‘get fuck*d by the government on your terms’ – with 100% of sales going to abortion rights funds. This overt political stance taps the demand for brands to take a clear stand in the face of political polarization.

Sexual pleasures of all forms, from kink to polyamory, are becoming mainstream. But despite this openness, sexual health for many women remains a thorny issue, with ads about breast cancer and menstruation still being banned. How are brands navigating these complexities around sex?

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.