David Jones Has Launched a Sexual Wellness Category Featuring Devices and Intimate Skincare

In a major move for the sexual wellness industry, David Jones has entered the chat. The department store has this week launched a sexual wellness category, set to feature devices, accessories and intimate skincare.

Available to shop online from today (Thursday, October 28), the new category aims to continue the conversation of reframing sex, intimacy and personal pleasure as a vital form of self-care, wellness and beauty rituals.

“The rapid growth of the sexual wellness industry over the past few years, particularly since the COVID-19 lockdown, has resulted in a growing demand for personal pleasure products from within the beauty and self-care space,” says Ben James Mitchell, David Jones Category Manager.

Image: Frenchie

“Through this launch, we will be able to give our customers the ultimate wellness shopping experience and solidify David Jones as the number one retail destination for all things health and beauty.”

David Jones curated the category to include products from some of the best established and emerging brands in the sexual wellness space, each a leader in design, innovation and technology.

Among them are NORMAL, a Sydney-based start-up dedicated to pleasure education and personalising the virtual sex toy shopping experience; Frenchie, also founded in Australia, which creates products that are vegan and sustainable; and Elvie, a company focused on leading taboo-busting conversations about women’s health.


More brands including Vush and FIGR are due to join the portfolio over the coming weeks. All products in the Vush range are inclusive, empowering, high quality, fun-to-use and aesthetically beautiful. Meanwhile, FIGR was founded by two Melbourne women with a mission to normalise sexual wellness, by making shopping for intimacy tools as simple as mulling over massage oils.

“It is so exciting to see David Jones launching this sexual wellness range and playing a vital role in this current sexual revolution,” says Georgia Grace, Campaign Ambassador and Certified Australian Sex Coach.

“I love that more people will have access to these incredible products, allowing them to reach a whole new audience who may never have had the opportunity to engage with such discussions.”

You can shop David Jones’ sexual wellness range here.

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