Discovering pleasure with the coolest sex toys around
A practical and – ça va sans dire – sexy buyer's guide
Sexual freedom, gender freedom, freedom of expression. Freedom in the absolute sense. Guided by a concept of intimacy free from prejudice, the sex toy market continues to grow at pace. In this exploration of taboo-free pleasure, we begin with a book published by Odoya and written by Le Sex en rose, the duo of Morena Nerri and Ivano Messinese. Both have turned the right to pleasure and sex positivity into a philosophy for living, distilled into a neat volume that touches on history, society and culture. It seems like only yesterday that Sarah Jessica Parker (or rather Carrie Bradshaw) was blushing at the sight of a vibrator called the ‘rabbit’ in one of the most memorable episodes of Sex & the City.
Today, self-determined sexuality is no longer viewed as a transgression. Instead, awareness, communication and openness have replaced hasty judgements and old stigmas. Where sex shops were once seen as questionable spots visited by odd characters, they now enjoy a contemporary glow-up as stylish boutiques. Why not treat yourself to a handy guide to the coolest Italian and international sex toys of the moment? Here are our top picks.
Mysecretcase
MySecretCase has done more than most to reshape how we view sexuality. From the outset, the e-commerce brand stood out for its initiatives supporting diversity, inclusion and body positivity, treating sexuality as a cultural subject. Through pleasure education projects, sexual wellness workshops, social media panel events and genuine community engagement, MySecretCase has reached over one million monthly interactions on Instagram in the past year. Among its most talked-about launches is ‘Tommyland’, a limited-edition capsule collection created with Tommaso Zorzi. La Spada nella doccia, Aladild and Mulanal are just some of the playful designs celebrating open, light-hearted intimacy. The brand and the popular influencer also donate a portion of sales to organisations dedicated to HIV care, research and prevention.
Wovo Store
A salon of pleasure with a carefully curated layout, Wovo catches the eye with its warm, sensual aesthetic. Located on via Savona in Milan, this open-minded concept store champions sexual freedom free from gender constraints. Inside, you will find a refined selection of sex toys, butt plugs, lingerie and latex apparel fit for seasoned Mistresses, chosen even by Myss Keta for several public appearances. The atmosphere is warm and welcoming, the toys are tastefully displayed, and the knowledgeable team is on hand to understand each customer’s preferences and help match them with the right piece in shape and budget. Expert in-store advice is one of the shop’s greatest assets.
Lelo
The brand took its first steps in 2003 in Stockholm, sparked by a simple idea that would redefine an entire industry: ‘What if the objects we use in private were as beautiful as the design pieces on our shelves?‘. Today, the label has offices around the world, from Shanghai to San Jose. Highlights in its range include a sleek wand vibrator. Covered in velvety silicone, the Smart Wand acts as an elegant extension of the hand to caress every contour of the body. The Sona, on the other hand, is a bestselling sonic clitoral massager: discreet, quiet and ideal for those who value subtlety.
Pepemio
Pepemio is one of Italy’s best-known digital stores for adult products. It was the first Italian online distributor for leading names in the sector, including Pipedream, Fifty shades of grey, Fleshlight, Doc Johnson, Topco, Joy Division, Pjur, Tenga, Nanma, Intimateline, OVO and Calexotics. Founded in 2005, it holds several records in its category, from brand recognition and turnover to product variety. With its extensive catalogue, it caters to even the most niche requests. Across its varied sections you will find the latest adult novelties, lingerie and intimacy essentials. Shopping is backed by a customer support team available Monday to Friday from 9am to 6pm, ready to answer questions and help you choose.
Lovetoys by Silvia Picari
The Silvia Picari brand is the brainchild of its namesake designer, who draws inspiration from the art world and her own design training. Her Lovetoys combine Italian craftsmanship, fine materials and functionality to foster a sex-positive culture, taking a playful swipe at taboos through an unconventional design lens. Her motto sums up the philosophy: ‘It does not matter who you go with, but who you come with.’ Silvia’s designer dildos are modern sculptures meant to sit proudly on display, ergonomically crafted for all bodies, waterproof, washable and finished with certified non-toxic coatings. A fresh, genuinely innovative approach to intimate objects.
Lusty Age
Lusty Age delivers a seamless online shopping experience with a generous selection of adult novelties. From vibrating anal plugs and prostate massagers to pocket-sized vibrators with app controls, many of its compact toys can be operated remotely via handset or smartphone. It offers a versatile sensory experience thanks to customisable vibration modes and frequencies. The website caters well to women as well as men, who can browse dedicated sections and experiment with a broad variety of designs.
Womanizer
Womanizer (true to its name) is a flagship brand of the international WOW Tech group. With offices in Berlin, Ottawa and Hong Kong, the device is now sold in more than 60 countries. The story began in a southern Bavarian village in the Allgäu region, where Michael Lenke and his wife decided the sex toy market felt outdated and needed a fresh approach. A study caught the inventor’s eye showing that many women struggled to reach orgasm or had never experienced one because clitoral stimulation was so often overlooked. The couple’s work led to the launch of the original Womanizer, powered by patented Pleasure Air Technology for targeted, adjustable sensation without desensitisation.
