The Rise of Sexual Wellness in Mainstream Culture
Sexual wellness has become a significant part of mainstream conversations, with both men and women increasingly turning to medical aesthetics to enhance their sexual well-being. As this trend grows, research is intensifying on the motivations behind these treatments and their effectiveness. The market is evolving, becoming more diverse, personalized, and accessible to a broader audience.
Market Growth
The global sexual wellness market was valued at $37.19 billion in 2023, according to Statista. A report from WGSN, titled “Key Trend 2024: The Beauty of Sex,” highlights how major retailers are driving global growth by stocking sexual wellness products. Online retailers like Lovehoney are even venturing into the metaverse to reach more consumers. The U.S., U.K., and EU remain key markets, but the Asia-Pacific region is showing strong growth, with emerging consumer bases in Africa and Latin America.
While women are still the primary consumers of sexual wellness products, the industry is also gaining traction among men. Younger millennials and Gen Z are key drivers of the market, with increasing interest from older generations as well. Products that support both mental and physical well-being are expected to be in high demand, with the concept of sex and pleasure being integrated into everyday self-care routines.
Interestingly, despite the growing acceptance of sexual wellness, there is a noticeable shift among Gen Z from sex positivity to sex sensitivity. This generation reportedly engages in less physical sex than previous generations, with a greater emphasis on meaningful connections. Brands can appeal to Gen Z by promoting products that encourage intimacy and facilitate open, safe conversations between partners.
Vaginal Health
According to McKinsey & Company’s Future of Wellness survey, there is continued engagement with products across the women’s health space, including those for menstrual and intimate care, fertility support, pregnancy, and menopause. In 2023, consumers spent the most on menopause and pregnancy-related products within the sexual health category. Digital tools are also becoming more prevalent in women’s health, with menopause being a particularly overlooked market segment.
The average age for menopause in the U.S. is 51, but this can vary widely. For women experiencing menopause, options like the “Menopause Makeover” are available to address physical changes, such as increased midsection fat. This makeover, designed by Dr. Suzanne A. Trott in Beverly Hills, CA, uses liposculpture to create a leaner, more youthful waistline.
Similarly, the “Mommy Makeover,” which helps restore the appearance of the abdomen and breasts post-childbirth, remains popular. This series of procedures can include liposuction and intimate rejuvenation, though it often involves significant surgery and recovery time. Dr. Darren Smith offers a “Modern Mommy Makeover” with minimally invasive approaches to minimize discomfort and recovery time.
Ina Labs, founded by obstetrician-gynecologist Dr. Beri Ridgeway and cosmetics formulator Susan Goldsberry, focuses on everyday vaginal health. Their products are designed for mature women who need gentle, effective care for the vulva. Issues like vaginal dryness, which often occur during menopause due to reduced estrogen levels, can lead to painful sex and general irritation. Ina Labs offers a range of products, including cleansers, balms, and hydrating serums, to address these concerns.
Prostate Cancer and Men’s Sexual Health
A February 2024 study published in the journal Cancer found that a plant-based diet can improve urinary health, hormonal balance, and overall quality of life for prostate cancer survivors. The study linked higher consumption of plant-based foods to better sexual health, fewer urinary issues, and improved vitality, regardless of demographic or lifestyle factors.
Prostate cancer is one of the most common and deadly cancers among American men. The ongoing Health Professionals Follow-Up Study, sponsored by Harvard Chan School, has been investigating the effects of nutrition on prostate cancer risks since 1986. Early findings suggest that a plant-based diet not only reduces the risk of developing prostate cancer but also improves outcomes for survivors.
Penile Enhancements
Penile girth augmentation is becoming an increasingly popular option for men seeking to enhance their sexual experience. A 2022 study in the Aesthetic Surgery Journal found that self-confidence is the most common motivation behind these procedures. Other reasons include improving sexual function, addressing insecurities, and correcting medical issues. The procedure involves injecting hyaluronic acid dermal fillers into the penis to increase its width and slightly lengthen it. Recovery is typically quick, with most men able to resume sexual activity within a week.
Penile implants are another option for men with erectile dysfunction (ED) or Peyronie’s disease. These implants, which can be either semirigid or inflatable, are placed inside the penis to help men achieve an erection. Popular options include the Titan inflatable penile implant, made from a strong material called Bioflex, and the Genesis malleable implant, which consists of flexible rods inserted into the penis shaft.4o
