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?

While male masturbation is accepted in wider culture, there are still stigmas associated with female pleasure. Hoping to smash the stereotype is Vush, whose ‘I Come First’ campaign encourages women to masturbate for a month and carves out a space where they can prioritise their sexual needs.

Nearly 60 years have passed since the sexual revolution of the 1960s in the United States, and yet the stigma and silence surrounding women’s sexual pleasure persists. Pioneering discreet and design-forward intimate enjoyment, Dame Products is working to eliminate the ‘pleasure gap’.

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.