Sexual wellness is defined as a blend of not only a physical and mental state but also social well-being that has a connection with sexuality. Growing awareness of sexual wellness inspires a positive and respectful approach involving sexuality and sexual relationships. Sexual Wellness is intended to care for sexual health, self-care, and sexual communication with you and your partner/s.
The sexual wellness market will be increased to USD 17.14 billion by 2029, and is expected to undergo a CAGR of 6.57% from 2022 to 2029. This segment is expecting high demand due to growing online sales distribution channels.
Product types are sex toys, condoms, female contraceptives, feminine wash, lubricants, performance enhancers, pregnancy testing products, videos, media, online marketplaces, and community-related services where users are able to ask for and share their experiences. There is also a growing demand for both shared and solo sex toys among end-users. However, with only 25% of products and services for women, the sexual wellness market is still showing a large gender gap.
Japan is highly advanced when it comes to sexual wellness products in terms of both technology and experiences in the global sexual wellness market.
As the pandemic forced people to communicate through non-contact and remote means, there was also an increase in awareness and understanding of "sex tech," the use of technology to support sexual desire and sexual wellness globally as well as in Japan.
There is a growing movement to empower women's sexual wellness in Japan, which was previously considered taboo. For instance, the sex-tech brand "Lovesense" - well known in Europe and the United States - is now expanding to the Japanese market. A femtech pop-up store that includes self-pleasure items has also opened on the first floor of a well-known department store in Shinjuku, the busiest train station in the world.
Based in Kobe, Hyogo Prefecture, Unwind has a sexual wellness brand called mahoro. With the hope that people can enjoy a sexual life unaffected by intercourse pain, mahoro is Unwind's flagship lineup of CBD-based lubricants.
Founded by Kanon Hashimoto, a sex therapist, Unwind also provides multiple services to solve issues related to families, partnerships, and couples.
fermata inc. has an important role in not only the sexual wellness industry but also in the normalizing of femtech in Japan. They offer a multi-faceted platform that provides product distribution, localization support, and B2B consulting. Since its founding in 2019, fermata has built partnerships with international femtech hubs and established a network of a great number of companies worldwide with the aim to improve women's quality of life. Their mission is to "turn taboos into triumphs", making femtech widely accessible and accepted.
iroha was founded in 2005 in Tokyo. Operated by TENGA Corporation, the company focuses on fashionable and stylish self-pleasure items based on the concept of "changing sex into something that everyone can enjoy”, and also women's "comfort" so that they offer self-pleasure items, and body care products for feminine washes.
nopole Inc. makes sexual aids for traditionally-overlooked groups such as lesbian couples and trans women. nopole ZERO was produced in 2021, which is an unprecedented 10cm diameter spherical vibrator for two people. This was the result of the first ever crowdfunding for a sex toy in Japan, which raised over $60,859 from 670 supporters.
prosthesisman.Stp.Japan develops a prosthetic penis made of medical grade silicone for trans men, to assist with body-image problems and loss of confidence due to their inability to perform intercourse. Their products are sold internationally, including China, Hong Kong, Taiwan, France, Spain, USA, Canada, Mexico and Australia.
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