About this project
Umgum helped a new sexual wellness brand in the US with validation and market research. The project spanned a year and included an extensive competitor analysis, including investor and investment details, market trends and founder bios.
Based on the findings, several sexual health brands have been founded across the US, UK, Canada and Australia. The majority of the brands included in this research are led and run by women for women and serve to disrupt and innovate the existing male-dominated and male-focused sexual health options.
With a compound annual growth rate of 7.6%, the sexual wellness market is poised to hit $64.3 billion globally by 2031, according to Straits Research, and it’s piquing investors’ interest.
Fashion, beauty and retail brands including Ulta Beauty and Sephora are planting their flags in this growing space. Their go-to-market strategies have centered around glossy editorial spreads and Instagram content, taking a page straight out of the beauty marketing playbook. New players are emerging too, like Lelo, the so-called “Apple of sex toys,” which targets Gen Z with vibrators and condoms, mainly via TikTok.
The STI day-after pill is only available from a few online retailers and for men only. There was also only one sexual health marketplace identified which lends more investigation. This could be a profitable business opportunity via referrals, sponsorships and affiliate marketing and a great way to educate and further the movement without developing and funding products.
Overall, the brands in this research displayed innovative designs focusing on natural ingredients alongside fun and playful educational campaigns. Subscriptions are available with only one of the brands offering the STI day after pill. Looking at sexual health travel trends, the next five years show an increase across the board and for LGBTQ+ sexual health and wellness retreats.
Looking at the existing trends, positioning the BFD brand for the LGBTQ+ market with a strong brand story (why founded) with your goal to reduce disease and death as a female founder—this could be a good way to break into the market and differentiate yourself against the competition.