Six Sexual Wellness Launches To Make Your Valentine’s Day Sizzle

While many beauty and wellness brands are recovering from the busy holiday shopping season, sex- and intimacy-focused brands are prepping for their Super Bowl on Feb. 14—and the launches they’re showcasing for it are as inventive as ever. Below, we’ve rounded up six product releases we have our eyes on for Valentine’s Day and every day after.

Asset Hole Serum: Beauty Independent first clocked the butt care trend back in 2018 and has covered the development of the space as brands like Bawdy Beauty and Future Method normalize ass care conversations. Popular personal care brand Megababe is getting behind the space with Bidet Bar, a butt cleansing soap that’s safe for vulvas, too.

Asset is the latest booty brand on our radar. It’s launched with $56 Hole Serum, a daily serum designed to “soothe anal irritation and improve overall butthole skin health and appearance.” Hole Serum is infused with allantoin to help reduce irritation, bisabolol and turmeric to soothe and even skin tone, and ceramides to strengthen the skin barrier. It’s available via direct-to-consumer distribution on Asset’s e-commerce website. 

Coconu’s Connect Card Game, $29.99, has playful sexual content to encourage players to connect on a deep level. 

Coconu Connect Card Game: Connection-forging question-and-answer card game We’re Not Really Strangers’ launch in 2018 was prescient. Two years later, the world plunged into a pandemic and accompanying lockdowns spurred a loneliness epidemic that would make the ache for connections acute. A number of Q&A card games have launched since—some for friends, some for lovers, some for both—to assist people with getting to know each other by asking thoughtful and occasionally provocative questions that stoke discussion much more than the trite, “How was your day?”

Sexual wellness brand Coconu has launched $29.99 Connect Card Game in response to its customers’ interest in tools that go “beyond lubrication,” according to Coconu president Sarah Belzer. She says, “We’ve always been passionate about fostering genuine connections. Our cards bring a playful element, encouraging couples to lighten the mood, try new experiences and connect on a deeper level. Introducing play can be transformative, making intimacy more enjoyable and less serious. It’s about creating moments that matter.” 

Foria Intimacy Massage Oil: Plant-based intimate wellness company Foria has been making stigma-busting pleasure and care products for a decade, starting with THC-infused products before moving to CBD-infused offerings and in recent years expanding to cannabinoid-free products that harness the power of other botanical ingredients. Foria has also strategically moved outside of sex-specific products to breast care, menopause and most recently body care.

The brand’s newest product is $32 Intimacy Massage Oil with organic olive, avocado, sweet almond, jojoba and castor oils for a silky feel, ylang-ylang and St. John’s wort. Beginning last week, customers were afforded early access to the product on Foria’s new app, and VIP customers could buy it online. It became available to all on Monday. 

“Physical touch is such an essential part of forging intimacy and connection with your partners, and our aim with launching Massage Oil is to encourage folks to incorporate the practice into their sex lives, but also into everyday moments,” says Foria chief education officer Kiana Reeves. “By introducing couples to additional ways to explore touch, we hope that folks discover increased arousal and pleasure in and out of the bedroom.” 

Epiphany Clit Arousal Serum: Epiphany founder Kelly Pigeon spent nearly a decade in marketing at Johnson & Johnson, giving her a front-row seat to see how a huge conglomerate constructs a product portfolio. “The largest investments go into the largest categories and sub-categories,” she says. “Many companies that offer lube or sex toys also offer a clit arousal serum, but it’s a total afterthought in terms of effort to formulate it well, market it or distribute it…This approach can sometimes miss huge opportunities.”

Epiphany has made its debut with a single $30 product, Clit Arousal Serum. Because clitoral stimulation is generally the most reliable route to orgasm for women, either alone or with penetration, Clit Arousal Serum is made to stimulate that part of the body. It took a year and 25 different iterations to bring it to market. The serum, which has menthol derivatives, is meant to provide a subtle warming sensation to ignite sexual desire. 

“We tried borrowing active ingredients from lip plumpers to replicate how they feel orally. Will that feel nice on your ‘other’ lips? Turns out, it feels horrible on the other lips! We scrapped that idea quickly,” says Pigeon. “We also considered borrowing from sports medicine by using ingredients that pull blood flow to the surface, which also turned out to be far too potent even in tiny proportions. Eventually, we narrowed down to some really gentle sensations that our testers universally loved.”

Hello Cake Cloud Stroker: Sky Travel dubbed the third Monday in January Blue Monday, denoting the saddest day of the year. While that declaration may be dubious, it’s not a stretch to think people in the Northern Hemisphere aren’t cheerful on a Monday in January. To bring people pleasure during the gloomy time, Hello Cake is celebrating the holiday by partnering with delivery startup Gopuff on limited-edition $22.99 sex toy Cloud Stroker.

The cloud-shaped toy is fashioned with two openings for double the fun, each with a unique ribbed texture for enhanced penis play. It launched exclusively on Gopuff last week. The delivery service carries Hello Cake’s other products. According to the brand, Cloud Stroker is the perfect product for Blue Monday because “masturbation releases dopamine (the happiness hormone) and oxytocin (the love hormone), which are associated with stress reduction and relaxation, positively affecting your mood and physical health.” Hello Cake created an entertaining promotional video with a faux meteorologist to announce Cloud Stroker’s launch. 

Period cup maker Nixit has launched vegan condoms. Priced at $4 for a 3-pack, $13 for a 12-pack or $23 for a 24-pack, they’re available exclusively at Whole Foods.

Nixit Condoms. Period care company Nixit is pushing further into sexual wellness. Known for its period cups sold at Whole Foods stores, the brand made its first foray into sex care in 2022 with the launch of a water-based personal lubricant. Now, it’s rolled out ultra-thin, vegan, vagina-friendly condoms lubricated with pure silicone oil. They retail at $4 for a 3-pack, $13 for a 12-pack or $23 for a 24-pack and will be available in stores exclusively at United States at Whole Foods locations until April.

Like the brand’s lubricant, Nixit’s condoms are housed in bright, modern packaging that founder Rachael Newton says “sparks joy during intimate moments and encourages people to buy them proudly.” She adds, “We’re changing the narrative around buying and carrying condoms, breaking the idea that men are responsible while others are promiscuous when doing so. In the same way that we are destigmatizing period products, the stigma around condoms is counterproductive.”