Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

The word 'vulva' makes many people feel uncomfortable, so Luna Daily has decided to normalise it through behavioural science and psychotherapy approaches to get people out of their comfort zones. Learning about sexual health alongside humour can break down barriers to taboo topics.

Femtech start-up Daye provides support to people beyond period products; it has launched an at-home STI screening test with a product many are familiar with – a tampon. While STI testing can be daunting, this approach helps to break down barriers by tapping into routine behaviour.

Sexual wellness is becoming part of the holistic health conversation in Brazil, and Feel is carving out its space in the market by offering products, educational content, and a safe environment to nurture women’s sexual wellbeing. How is this approach helping to reshape the women’s health scene?

Cake’s eye-catching, budget-friendly products and relatable messaging have made it one of America’s fastest-growing sexual wellness brands. With a wide range of products inspired by real-life experiences, it has struck a chord with consumers to pave the way for a new future of sex in the US.