Sex toys are the most exciting appliance you will ever shop for. Their sales popped off big time during the pandemic, and the demand for them is expected to grow at an eight percent rate for the next seven years. But why are so many adult toys getting snapped up lately? The multi-billion-dollar industry’s success is undoubtedly linked to the increasing popularity of online retailers, since it’s so much more discreet to “add to cart” at an online sex shop. "You can get into all the nitty gritty details of what you're looking for without anyone watching your shop," explains certified sex therapist Indigo Stray Conger. Whether you're looking for little bullets, a new vibrator, penis rings, rabbit vibrators or quiet toys that are especially good for travel, here's where to buy sex toys online. (Bonus—if you need something stat, there are fast shipping options from retailers like Amazon, who deliver in as little as one to two business days.)
The 22 Best Places to (Discreetly) Buy Sex Toys Online in 2023
Sites for browsing, buying and learning a lot
PureWow editors select every item that appears on this page, and the company may earn compensation through affiliate links within the story. All prices are accurate upon date of publish. You can learn more about the affiliate process here.
Meet the Experts
- Dr. Kate Balestrieri is a Licensed Psychologist, Certified Sex Therapist, Certified Sex Addiction Therapist, PACT Therapist and Founder of Modern Intimacy, a group therapy practice in Los Angeles, Miami, NYC, Denver, Minneapolis and Chicago. She is the host of the Get Naked with Dr. Kate podcast. Subscribe to her newsletter at modernintimacy.com, or follow her on TikTok and Instagram @drkatebalestrieri.
- Indigo Stray Conger is a licensed marriage and family therapist and certified sex therapist with Mile High Psychotherapy and ThatSexQuiz.com.
- Nikki Balles is corporate director of PR and communications at Spencer's.
How We Chose the Best Places to Buy Sex Toys Online
To vet our choices, we interviewed sex therapists and company reps and studied the biggest sellers in the market. Then we pored over reviews from users, watched Youtube reviewers go over the finer points of their favorite toys and drew on our own experience of sampling scores of toys. We were looking for many attributes, from a wide variety of products made with quality materials to gender-inclusivity. Ease of navigating sites came into play, since we're sensitive to how overwhelming an encyclopedic array of choices can be. And we called out, for better and worse, companies that maintained a strong educational component on their sites—beyond just instructions on how to use the gizmos, we looked for holistic explorations of sexual wellness through a lens of acceptance, curiosity and when appropriate, humor. Lastly, on toys that were sold on sites that gave them star ratings, we sought out toys with a majority of four-star or higher ratings—shout out to Lovehoney and Lelo for being real crowd pleasers.
With that, we’ve gathered the 22 most user-friendly places to buy sex toys online—and pulled out a few faves up top. Happy shopping!
Want to know which buzzy products are *really* worth buying? Sign up for our shopping newsletter to uncover our favorite finds.
Best Overall
1. Lovehoney
What We Like
- 100-day free returns
- deals page
- educational blog posts
What We Don't Like
- under $50 purchases pay $7 shipping
- massive selection can be overwhelming
Lovehoney
We appreciate this sex toys online superstore for its wide selection and reasonable prices on everything from the usual suspects (vibrators, dildos, etc.) to more wide-ranging sexual health offerings, from both its own Lovehoney brand and top sexual wellness makers. The Lovehoney Desire Bullet ($70) pictured above is "little but delivers a mighty orgasm, different speeds/vibration strength to choose from and a few wave patterns," writes one reviewer, "but I prefer the continuous vibration. It is easy to clean and comes in a small carry case and charging cable." This cornucopia of adult toys is easy to navigate, with sections on sex toys, vibrators, male toys, dildos, lingerie, bondage, lubes & essentials, sexual wellness (including menopause solutions), best sellers and deals—and there's even a section on sex ed, including free webinars. What's more, the site offers a 20 percent student discount, and has fun collabs with favorite brands like Womanizer and affordable Gen Z brand Romp.
Fast Facts
- Packaging: plain brown box
- Price Range: from $10 travel-sized lubes to a $199 24-piece advent calendar
- Standout Toys: Desire Rechargeable Bullet Vibrator ($70); Lovehoney Jessica Rabbit 10 Function Rabbit Vibrator ($40)
Best Variety
2. PinkCherry
What We Like
- wide selection of toys
- robust sale offerings
- gender expression inclusivity
What We Don't Like
- free shipping only after $59 order
- returns not accepted
- defective items replaced only in first 30 days
PinkCherry
This online shop, which sells multiple top brands including We-Vibe and Satisfyer, understands that not everyone knows a lot about sex toys. They've made it easy to browse with lots of variety in sections on vibrators, dildos and anal sex toys, as well as a vertical dedicated to gender expression and affirmation. PinkCherry has great deals on its sale page, including a number of its own brand offerings, from a $2 vibrator designed to fit on your tongue to a high-powered and high-design Le Wand vibrator ($200; $119). Site-wide, there's a wide variety of choices, including 384 sexual lubricants and lotions to choose from. As one reviewer writes about the Pinkcherry Mild to Wild Jeweled Anal Trainer Kit ($36; $18), it "does the trick and doesn’t feel uncomfortable at all. Definitely spices things up while looking cute too!”
Fast Facts
- Packaging: plain brown box
- Price Range: from a $4 keychain wand to a $1,400 unicorn-theme sex machine
- Standout Toys: Pinkcherry Hide My Vibe Bullet (
$30; $15); Pinkcherry Mild to Wild Jeweled Anal Trainer Kit ($36; $18)
Shop the Toys
Best Affordable
3. PlusOne
What We Like
- waterproof
- inclusive designs
- high-end designs
What We Don't Like
- magnetic charging cable can dislodge accidentally
- site lacks dedicated sex ed section
PlusOne
In the first year after it launched in 2018, the New York Times reported that this brand accounted for 26 percent of the sexual massager market. Why has this brand zoomed into such high demand? It's because the happy-hued adult toys are sold in Walmart, are easy to use and on average cost around $30. Yet the quality is still there—medical-grade silicone, water-resistant chassis and magnetic recharging cords. "Best vibe I've ever had!" writes one reviewer about the brand's PlusOne Dual Massager ($32). "The dual vibrators are an A design (one in the main part and one in the 'rabbit'). The main part of it, boy can it reach places! Hitting two spots at the same time is a *chef kiss*. Recharging it via USB is wonderful, no running out of power and finding out you don't have any fresh batteries (what a huge disappointment that is). The whole thing feels a bit floppy but that extra give helps you find those sweet spots. Its price? Absolutely worth the $30. Go buy one and treat yourself!"
Fast Facts
- Packaging: shipped in anonymous brown box, products come in brightly patterned sealed boxes
- Price Range: from a $15 travel bullet to a $50 dual massager
- Standout Toys: PlusOne 2-in-1 grinder ($35); PlusOne Vibrating Ring ($20)
Best Luxury
4. Lelo
What We Like
- queer picks selection
- one-year warranty with registration
- travel lock functionality
What We Don't Like
- 14-day return window on unopened products
- pricey
Lelo
At first glance, Lelo's web site looks like an edgy fashion site or an art photography slideshow, full of model types lounging next to small sculptures. But look closer—those sculptures are actually highly engineered adult toys including vibrators, massagers and plugs. Besides being pretty to look at, this bright collection of silicone-and-ABS plastic toys has a hidden selling point: innovative tech. For example, the Lelo Enigma ($199) is a three-motor flexible silicone massager that has 8 settings and uses sonic waves. The Enigma is designed to stimulate visible and internal clitoral areas, as well as the G-spot, all easily manipulated using an ergonomic handle. “Always makes smile. Love [the Lelo Enigma]," writes one reviewer. "Leaves me breathless!” Another fan favorite is the Lelo Sila ($169; $118), a “sonic clitoral massager” that uses a humming vibration to create a wider area of stimulation than other clitoral stimulators. (It's devised to make a slower, stronger build to climax.) This site also gets high marks for its “how to use” drawings, while the sex-fantasy video montages are entertaining. And did we mention, all the toys are waterproof?
Fast Facts
- Packaging: plain cardboard box
- Price Range: from a $39 tassel/leash collar to a $15,000 24K vibrator
- Standout Toys: Lelo Enigma ($199); Lelo Sila (
$169; $118)
Shop the Toys
Best Product Range
5. Adam & Eve
What We Like
- returns within 90 days of purchase
- strong education component
- thousands of choices
What We Don't LIke
- free shipping only above $59 orders
- products could be photographed better
We're fans of the encyclopedic nature of this online superstore, along with its strong educational elements. Not only does the site have a handy drop-down glossary menu that explains how some of the less intuitive items are meant to be used, but Adam & Eve has its own resident sex expert, Dr. Jenni, who runs a clinical sex therapy practice in Colorado and among other activities posts a series of Youtube videos named "Savvy Sex in 60 Seconds." The site also has a clever “vibrator wizard,” quiz that helps pin down which device is right for you. And the reviews reveal a discerning customer, for example with this All-American Dong ($35) review: “it has a great suction base and sticks well to different types of surfaces," writes one user, "but may come off if you’re having way too much fun with it. Very nice fit inside, especially with the curve and fun to use with or without your significant other.” From that harness-compatible dildo to a vibrating penis ring that also acts as a handheld vibrator when no penises are around, Adam & Eve has what you’re looking for.
Fast Facts
- Packaging: plain brown box/flex envelope with nondescript return address
- Price Range: from a $5 mini nipple suckers to a $1,750 sex machine
- Standout Toys: All-American Dong ($33); Verge by We-Vibe Vibrating Ring ($119)
Shop the Toys
Best Female-Founded Company
What We Like
- 60-day returns for store credit
- toys are quiet
- female-founded
What We Don't Like
- no dual-motor models
- limited selection of toys as yet with no anal or ring designs
Dame
This female-founded website has the aesthetic appeal and sexual promise of a weekend at a hipster hotel by the beach. Dame designs and makes attractive and inventive sex toys. Available in colors like quartz, lavender, jade and navy, you’ll be tempted to leave them on your bedside table rather than hide them away when you’re not using them. The hero product of the collection is the Eva Couples Vibrator ($135), a small, hands-free vibrator that has retractable arms that tuck inside your outer labia and hold the vibrating part against the clitoris during penetrative sex. There's the Arc G-Spot Vibrator ($115), a G-spot vibrator with five intensity levels that one reviewer swears by, sharing: "I've always struggled to feel internal pleasure and tend to rush my solo orgasms by just shoving a vibe on my clit and calling at a day. [But} this toy has been helping me [form] a more mindful connection with my body and my pleasure and actually explore what feels good both internally and externally." And there’s no risk—the brand promises t and discreet billing and shipping.
Fast Facts
- Packaging: discreet plain brown box
- Price Range: from a $35 basic vibrator to a
$320; $282 three-toy set with lube - Standout Toys: Eva Couples Vibrator ($140); Arc G-Spot Vibrator ($99)
Best Minimalist Designs
7. Maude
What We Like
- female-owned
- toys come with canvas cases
- site's blog stresses inclusivity, history and intelligence
What We Don't Like
- limited color range
- hidden charging ports can be a challenge to locate
Maude
Minimalists swear by this site’s core collection of vibrators and associated products. The elegant flutter-tip Vibe ($49) has three super-quiet speeds, is made of platinum-grade silicone and charges through a near-invisible slot in its side. And the new five-speed Band ($52), a c-ring made of super-stretchy silicone for shared enjoyment, gets high marks for its comfort. "I’m not sure if 'soft' is the right word for this," one reviewer writes. "But it’s literally so soft!! We absolutely love the texture of it and it’s very comfortable for my husband. We 100 percent recommend and also love that it has so many speeds!!" While it's notable that actor Dakota Johnson signed on as the brand's co-creative director, we're more interested in the brand's founder, Eva Goicochea, who Forbes notes is one of only 90 women to have raised more than $1 million in VC funding. Interestingly, Maude also makes sets of Couples Libido Gummies ($85) that seek to aid in blood flow to the genitals; it's all part of Maude's stated mission of centering sexual wellness firmly in the wellness arena.
Fast Facts
- Packaging: shipped in plain brown paper when you choose "discreet shipping" option at checkout
- Price Range: from a $30 small non-vibrating plug to a $120 two-vibrator set
- Standout Toys: Spot ($79); Vibe ($49)
Best Collectible
8. Goop
What We Like
- sleek, Goop-branded toys
- one-year warranty
- new @goopsex content
What We Don't Like
- site doesn't have reviews
- final sale & non-returnable
Goop sex toys—indeed their whole sexual wellness edit—is all about getting the job done, stylishly. The Double-Sided Wand Vibrator ($98) "is a dependable way to relax, with the ball's deep rumbly pulsations—there are eight settings on the one end alone—getting right where it needs to, even with my short arms," says one user we spoke with. And apart from the handful of Goop-branded toys, the site sells other sleek and gift-worthy finds, like the Crave Vesper 2 vibe ($98) that doubles as a statement necklace.
Fast Facts
- Packaging: plain Goop box
- Price Range: from a $25 lube to a $1,249 24K-gold dildo
- Standout Toys: Crave Vesper 2 ($98); Double-Sided Wand Vibrator ($98)
Best Vulva-Owner Specific Shop
9. Smile Makers
What We Like
- delightful rainbow colors
- 30 percent credit on another toy if you're not pleased after opening the box
- 30 day money-back returns on unopened items
What We Don't Like
- $10 shipping fees on orders under $70
- best-sellers may be out of stock
Smile Makers
This single-brand online store is like a mashup of Pinterest and a sex manual. Here, the graphics and text really enhance the understanding of and appreciation for each of the adult toys. Take the Tennis Pro ($60) for example. It's a four-speed “ergonomic G-spot vibrator” that has a flexible neck and an angled tennis ball-shaped head that you use to massage your clitoris before insertion to stimulate your G-spot. You’ll learn this by watching a short animated video that’s remarkably non-cringey, as well as reading accompanying text about how “the G-spot is actually a zone on the vagina’s front wall where it comes in contact with the internal structure of the clitoris.” Or, as one reviewer put it: “Loooove [the Tennis Pro], exceeded expectations. Easy to use, great quality, love the color, all the modes are just great and enough and for stimulation.” Also worth checking out: the Ballerina ($89) a palm-shaped vulva stimulator that's basically an extension of your hand, if your hand was made of squishy silicone gel and never cramped and had 6 speeds and 6 pulsation modes. Finally, there's the new Whisperer ($40), a bullet vibrator that was designed for (but not limited to) new moms seeking to resume sexual activity after giving birth.
Fast Facts
- Packaging: discreet shipping, no brand name on outside of shipping box
- Price Range: from a $40 lipstick vibrator to a $140 dual toys + lube set
- Standout Toys: The Neighbor vibrating plug ($40); the Ballerina ($89)
Fastest Delivery
10. Amazon
What We Like
- next-day Prime delivery
- thousands of items
- free returns
What We Don't Like
- zero sex ed content
- should vet brand authenticity
Not only is an Amazon delivery discreet—Nothing to see here, neighbor! Just the usual plain brown Amazon box on our doormat!—but also the selection of toys, lubes and accessories is wide and deep on the site. Here, you can find an array of prices, toy types and get everything you order in just a couple days (or sooner for Prime members). You can skim through the different stores available on Amazon to see which one has the right saucy toys that are up your alley and even narrow down your choices based on the number of 5-star reviews. For starters, there's this Intimate Rose Pelvic Wand ($35) that has over 2,100 5-star ratings and is great for rectal and genital stimulation (not to be confused with the TikTok sensation Rose Vibrator, also fantastic). Here's what one reviewer wrote: “The Rose Vibrator toy is unbelievable! Great gift for all your girlfriends too. Gets the job done for sure. Would highly recommend, it will be the best rose you ever got.” While Amazon has great sales, be sure to double-check seller reviews if a brand you're after is at an impossibly low price—an unscrupulous seller might be trying to pass off a copy of the item you want.
Fast Facts
- Packaging: plain brown Amazon boxes
- Price Range: from a $1 nipple clamp to a $1,699 sex doll
- Standout Toys: Rose Vibrator (
$24; $18); Alovegarden Clitoral G-Spot Vibrator ($29;$20)
Best Luxury Gift Edit
What We Like
- trusted retailer selling luxe brands
- use code FREESHIP for free shipping over $100
What We Don't Like
- lubes aren't grouped with toys
- some items not eligible for return
Curation is the name of the game when shopping at Saks, and in addition to men's and women's fashion and home picks you can count on for quality, now Saks sells sex toys. And not just a couple vibes thrown into the retail mix as an afterthought—there are dozens of the most-loved toys from brands like Dame, Lelo, Smile Makers, Maude and more right at Saks Fifth Avenue. Many of these elevated sex toy brands in sleek individual packaging, making them suitable for gifting. We love this Vush Nexxt Generation Myth Personal Massager ($80), especially designed for you if G-spot stimulation is your happy place. Make sure to add this personal lube to your cart, too—it's made specifically for silicone sex toys and condoms.
Fast Facts
- Packaging: discreet
- Price Range: from a $35 mini-vibe to a $259 dual-action vibrator
- Standout Toys: Lelo Sona 2 ($149); Vush Nexxt Generation Myth Personal Massager ($80)
Best Imports
12. Anthropologie
What We Like:
- female-owned brands
- free shipping over with free AnthroPerks signup
- edit includes lubes, wipes and supplements
What We Don't Like:
- popular items might be on backorder
- items descriptions don't include visual details
Sexual wellness can be found just a click away from flouncy dresses and eclectic décor at this online boutique, where brands like Dame and Smile Makers mingle with smaller brands such as Le Wand, started by a sex educator. We're fans of the convenience as well as the sleek, minimalist aesthetic of many of their products. A good example is Le Wand Baton Vibrator ($100), which has six speeds, 15 patterns, a flexible tip and like most of Anthro's selection, is USB rechargeable. This Le Wand vibrator "is compact and has a good range of patterns/intensities. Easy to charge. Shower-friendly but not waterproof," one reviewer wrote. Anthropologie also carries London-based Coco de Mer, toys that come with elegant leatherette zip cases. With recurring sales, one of these toys is a necessary add-on to your next Anthro haul.
Fast Facts
- Packaging: discreet
- Price Range: from a $20 bullet vibrator to a $195 palm vibe with case
- Standout Toys: Le Wand Baton Vibrator ($100); Coco de Mer Seed Vibrator ($195)
Best Novelty Gifts
13. Spencer's
What We Like
- more than a dozen well-known brands
- many products under $20
What We Don't Like
- no returns on intimate products
- lingerie selection is not elevated
Spencer's
This shopping mall staple store has a thriving online business in gifts including adult toys. The easy-to-navigate site includes verticals for the expected categories such as vibrators and bondage gear, as well as more unusual fare like blue raspberry throat spray for oral sex and female arousal gummies. While novelty gifts such as a glitter dildo or feline-shaped lipstick vibrator might get laughs at the bachlorette party, they also mean business. One reviewer said the Pussy Power Bullet ($25) is "the only thing keeping my marriage alive!! 10/10 would recommend, definitely would vibe again.” Spencer’s even offers various dance pole kits so you can choose the one that best fits your budget (and bedroom ceiling height). In the site’s well-priced offerings, you’re definitely going to find something that will get the job done, and newcomers to the world of sex toys can learn the basics or finer points of whatever sexual pursuit they're after, thanks to the site’s well-written blog.
Fast Facts
- Packaging: discreet
- Price Range: from a $7 tongue vibrator to a $250 designer rabbit
- Standout Toys: Pussy Power Bullet ($25); Bling Bang Waterproof Wand ($23)
Best Sets Under $100
14. Unbound
What We Like
- female founded
- 90 day returns
- year warranty
What We Don't Like
- you pay for shipping on orders under $69
Unbound
This shop makes brightly-hued toys that are waterproof, USB-rechargeable and great for gifting. We're stanning the Unbound Bender, a 7.5-inch flexible toy that has ten vibration speeds. "The second vibrator I’ve ever gotten (the first one was a cheap $20 drugstore one that was hard and didn’t feel good and made me numb," says one reviewer. "What piqued my interest in ordering was seeing Unbound's videos on TikTok—it takes a second to figure out what feels nice but it is so versatile and is a nice size, doesn’t get uncomfortable after using it for a while and is super easy to clean." Also on offer is the Erotic Escape Set ($90; $65), which has a three-inch tall Pep vibrator, a three-ounce jelly lube, a tote bag and a 30-day pass to an app called Dipsea that has short, sexy stories and intimate guided sessions.
Fast Facts
- Packaging: Non-branded brown boxes
- Price Range: from a $13 silicone c-ring to a $98 two-motor rabbit
- Standout Toys: Booty Basics Plug + Jelly (
$43;$32); Unbound Bender ($71)
Best Educational Resource
15. Babeland
What We Like
- female-founded and owned
- deep sale section
- e-gift cards available
What We Don't Like
- store credit expires after a year
- no returns on opened boxes
Magic Wand
Founded in 1993 in response to the lack of woman-friendly sex toy shops in Seattle, this female-founded online retailer now has multiple brick-and-mortar locations. We like that it has multiple new brands as well as the classics such Magic Wand. "The Magic Wand Plus finds the perfect middle ground between the Magic Wand Rechargeable and the Classic Magic Wand," writes one reviewer. "While still needing to be plugged in to function, the Magic Wand Plus now has four speeds and a silicone head as opposed to the two speeds and vinyl head of the original. The Plus retains the quiet motor of the Rechargeable and is only ~$30 more than the classic, bringing it to a powerhouse of a vibe under $100." Babeland maintains a thriving online hub that's got thoughtful, informative posts on topics including gentle sex toys, app-controlled toys and "Rimming 101." You'll be inspired to experiment in the bedroom by treating yourself and your partner to a couples' toy like a strap-on set or a harness.
Fast Facts
- Packaging: discreet
- Price Range: from a $5 waterproof vibrator to a $1,750 Bluetooth-enabled saddle
- Standout Toys: Magic Wand Plus ($89); Good Vibes Toys Echo Silicone Rechargeable Vibrator ($55)
Best Wellness Edit
16. Sephora
What We Like
- free shipping with free account
- top-quality topical and mechanical items
What We Don't Like
- sexual wellness products can't be returned
- warranties vary by brand
Sephora's varied sex toys, lubes and intimate accessories makes us appreciate just how far sexual wellness has moved into the mainstream. Case in point: The fact that you can now buy a cute bubblegum-pink toy called the The Firefighter ($60) at the same time as a tube of statement lipstick and ingrown hair remover. In addition to Smile Makers (the company behind that pink vibrator), Sephora also carries hyaluronic acid-laced lube from Nécessaire ($25) and even a pink pepper- and lemon-scented Maude massage candle ($30). And since this is a beauty/personal care retailer, your deliveries will come in sleek packaging that doesn't scream “sex toys inside!”
Fast Facts
- Packaging: usual Sephora packaging
- Price Range: from a $19 pH-balancing wash to a $129 Matisse-inspired dual-motor vibrator
- Standout Toys: Smile Makers The Billionaire Beginner's Vibrator ($60); Goop Viva la Vulva Vibrator ($98)
Best Novelty Selection
17. Urban Outfitters
What WeLike
- well-curated gifts
- sexual health supplements are part of the offerings
- inexpensive UO brand exclusives
What We Don't Like
- narrow selection
- sex toys not returnable
- $75 minimum for free shipping
Nobody will suspect a thing when you get your Urban Outfitters package in the mail. Grab yourself a pair of jeans while you shop for some top-of-the-line vibrators, like this highly-rated Cake So-Low Stroker ($24) or novelty items including a vibrator that's printed to look like marble.
Fast Facts
- Packaging: standard Urban Outfitters packaging
- Price Range: from a $20 mini-bullet to a $199 warming lube dispenser
- Standout Toys: Liberator Heart Wedge Pillow ($110); Satisfyer Cutie Heart Vibrator ($50); Désirables' Dalia Signature porcelain massager ($140)
Best Nonbinary Edit
18. Lovers
What We Like
- unique toy edit
- entertaining and educational blog
What We Don't Like
- complicated warranty policy
- $69 minimum for free shipping
While many online erotic purveyors are stuck organizing their sites in binary “men” and “women” categories, Lovers cuts to the pansexual chase with verticals named “Sex Toys,” “Vibrators,” etc. Under “Pulsators,” you’ll find the Womanizer Premium 2.0 ($209) which is designed to stimulate every clitoral nerve ending. It has 14 intensity levels, an autopilot mode and is waterproof. (“This is the second time I've bought [the Womanizer Premium 2.0] toy," writes one reviewer, "and it is WORTH EVERY PENNY. It is the absolute best, and I recommend it to everyone!”) High-energy types will appreciate the Jack Rabbit Signature Heated Thruster ($119), also submersible and waterproof. This toy is a type of vibrator called a thruster; this one pumps outward in three speeds, and takes just four minutes for the shaft to warm up to a pleasant temperature.
Fast Facts
- Packaging: unmarked boxes
- Price Range: from a $6 c-ring to a $299 multi-toy kit for long distance couples
- Standout Toys: Womanizer Premium 2.0 ($209); Jack Rabbit Signature Heated Thruster ($119)
Shop the Toys
Best Industry Authority
19. Good Vibrations
What We Like
- helpful intro section for toy newbies
- eGift card option
What We Don't Like
- free shipping requires $85 purchase
- all sales are final
In business since 1977 when sex educator Joani Blank launched the enterprise as a San Francisco boutique that distinguished itself from sex shops of the day by focusing on women's pleasure and sex education. That's still the guiding principle of the outfit; today it runs 10 retail shops and sells a robust selection of sex toys online, provides educational resources including IRL workshops and supports activism. It's the kind of online space where you show up to shop and stay to learn—for example, who knew that October is Menopause Awareness Month and that the condition impacts so much of a woman's life including sexual wellness. One best seller is the Happy Rabbit Realistic Slim Vibrator ($90). "This is overall a really great, easy-to-use toy with a nice variety of intensities," writes one reviewer. "It's perfect for folks who want firmness with a little flexibility, a medium girth and both clit and G-spot vibration and stimulation!" If you're shopping for yourself and your partner, we suggest the Companion Wearable Remote Vibrator ($149). This toy is sure to add spice to your sex life whether you're discretely wearing it to dinner or during foreplay. The site also has a how-to page featuring advice on topics from Sexologist Dr. Carol Queen.
Fast Facts
- Packaging: discreet
- Price Range: from a $5 bullet vibrator to a $280 24K vibrator
- Standout Toys: Happy Rabbit Realistic Slim Vibrator ($90); Companion Wearable Remote Vibrator ($150)
Best Eco-Conscious Selection
20. Bloomi
What We Like
- free shipping over $25
- also available at Target
- well-priced
What We Don't Like
- narrow 14 day complaint window
- narrow range of products
Sexual wellness can be sustainable, too. Bloomi features plant-based products from toys to lubes to oils and more, and its site is a calm and cool drink of water after the usual sex toy shop parade of wild designs and mad colors. There is only a core collection of toys (all in the brand's signature soothing cornflower blue) available on the site; the brand is best known for its well-crafted formulas of arousal oils, lubes and washes. Still, the simple design of the toys is elegant and they get the job done, for example the best-selling, three-speed Massage Clitoral and Body Vibrator ($40). “I LOVE the Massage Clitoral and Body Vibrator so much," writes one reviewer. "It is soft and super-nice. The size is perfect because it’s not too big or too small but just right."
Fast Facts
- Packaging: discreet
- Price Range: from a $12 water-based lube to a $112 three-toy bundle
- Standout Toys: Massage Clitoral and Body Vibrator ($40); Bloomi Luxe Arousal Oil ($45)
Most Giftable Toys
21. Zalo USA
What We Like
- gorgeous designs
- giftable packaging
- one-year warranty
What We Don't Like
- blog is scanty
- 10 percent restock fee on returned, unopened items
Zalo's adult toys get high marks for power as well as design—the company's cheeky motto is "Is it just us, or have you noticed sex toys aren't very... pretty?" So they company has come out with dozens of toys that are not only effective, they're little works of art in vibrant silicone jewel tones of regal purple, rich teal and sweet pastel pink. And they come boxed in glam packages that seem more like luxury perfume than a sex toy. Add to that customized features on many toys, like the two sets of nipple clip covers that come with the Nave Vibrating Nipple Clamps ($109) and you've got a winner gift that will really make that anniversary dinner something to remember.
Fast Facts
- Packaging: generic, nondescript
- Price Range: from a $89 penetrative rose vibrator to an 11.9-inch vibrating thruster for $199
- Standout Toys: Nave Vibrating Nipple Clamps ($109); Desire Pre-Heating Thruster ($139)
Shop the Toys
Best Flexible Toys
22. Wild Flower
What We Like
- playful explainer videos
- wide variety of nonbinary toys
- gift cards are available
What We Don't Like
- all sales are final
- must contact manufacturer for warranty over 30 days
Wild Flower
We love Wild Flower because of its inclusive, for-everyone products. The brand started with the mission of challenging societal norms when it comes to sex and masturbation and celebrating the differences in everyone's pleasure preferences, innovating toy design to serve people of varying gender identities. For example, here's what one toy newbie says about a best-selling toy, the Romp Wave Flexible Vibrator ($30). “I’ve never experimented with a vibrator and was a little hesitant at first, but omg when I tell you it is one of the best purchases I’ve ever made, I mean it," they write. "The size and shape make it really easy to use and the different modes are all really good and intriguing.” With six vibration modes, four patterns, quiet operation and a waterproof build, we get the appeal.
Fast Facts
- Packaging: discreet
- Price Range: from a $26 pink dildo to a $169 thrusting machine
- Standout Toys: Enby 2 ($75); Romp Wave Flexible Vibrator ($30)
What to Consider When Shopping for Sex Toys
"You don’t have to get products that other people like, just because someone else doing it," says Balestrieri. "Pleasure is about play, talk about what is interesting to you with people you trust—don’t forget and be open to what other people suggest."
"Some newbies want to jump right in and want to experience all the bells and whistles, and some newbies want to start more gradually, like one part of the body stimulated, a cock ring or a static butt plug or a clitoral stimulator.
"Start small in terms of sensation, size and technical abilities," she says. "It’s easier to start small versus something more complex and overwhelming."
What Are the Different Types of Sex Toys?
While different retailers separate their offerings into numerous categories, a general rule of thumb, according to Conger, is the following:
- Dildos: Come in many phallic shapes and sizes and can be used with or without a harness for vaginal or anal penetration.
- Vibrators: These can come in the form of personal massagers/magic wands, classic dildo shaped vibrators, g-spot vibrators, egg-shaped vibrators or rabbits.
- Anal toys: Examples include butt plugs and anal beads, used for anal pleasure. Remember that anything used for anal play needs to have a wide base for safety purposes.
- Sleeves/Fleshlights: male masturbation toys featuring an artificial textured vagina or artificial textured anus with powerful suction, primarily used for solo pleasure
- C-Rings: with or without vibration, these can assist in male stamina as well as pleasure during sex for both partners.
- Impact Play Implements: floggers, paddles
- Sex Swings/Harnesses: these are devices that lift one partner while another partner can move around the person in the swing or harness
- Restraints: handcuffs, arm and leg ties, blindfolds and other devices that are used in bondage play
What is the Best Material for a Sex Toy?
"For sex toys that are either mechanical or non-mechanical and used for direct genital stimulation, medical grade silicone is typically the best material to use," says Conger. "Most users prefer their sex toys to have a little softness and give, like flesh, which makes silicone optimal. If you prefer something very hard you can use glass toys. Never use plastics or metal, as these can be toxic and dangerous for use. Never use silicone-based lubes with your silicone toys, as it will break down the material." Stop using a toy if it's breaking down: "The silicone could shed and possibly break off and cause irritation," says Balestrieri.
How Much Does an Average Sex Toy Cost?
The cost of sex toys varies greatly, depending on what you are looking for. "Expect to spend a bare minimum of $60 for a high quality item," Conger says."You should be able to purchase just about anything for under $300, unless you are looking for designer toys that can go for much higher prices based on material and designer." But don't let price be a barrier to experimentation, cautions Balestrieri. "There’s so much diversity, some brands are more economically accessible or others may not be as elaborate designs," she says, "but they might do the trick nicely for people who might know what they like."
What's Are the Benefits to Shopping for a Sex Toy Online Versus in a Boutique?
“When a guest shops online, they can browse the entire selection of a store from their phone or laptop whenever they want, while taking the time to check out reviews,” Balles says. And for newbies wondering where to buy sex toys, shopping online affords them the opportunity to explore bestselling products and their potential uses in a leisurely manner (from the comforts of your home, so no one can see you blush).
How to Clean Sex Toys
According to Healthline, you should be cleaning your toys after each use. Their handy chart details how to clean and store toys based on their porosity. Whether they are porous or non-porous, all toys can be cleaned with soap and water or a cleaner and then air dried. The article additionally notes that for non-vibrating silicone toys, you can take it a step further and boil the items in water for three minutes to complete the sanitization process. However, note that you should spot clean things like leather harnesses and BDSM equipment.