This week David Jones announced a new beauty and lifestyle addition to its online store: a carefully considered sexual wellness category – and it’s a lot sexier than it sounds.

The new section includes premium vibrators, suction devices, breast oils, silk eye masks and lubricant that’s made with native Australian ingredients. In fact, it stocks a lot of brands we’ve featured on Broadsheet before, such as Melbourne-based Figr, Normal and Sydney-based lube and condom specialitsts Frenchie.

The new category is available online now, with additional brands, such as Vush – the Instagram-famous brand that’s received endorsements from Cardi B and Abbie Chatfield for its clitoral stimulators – to come.

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“The rapid growth of the sexual wellness industry over the past few years, particularly since the Covid-19 lockdown, has resulted in a growing demand for personal pleasure products from within the beauty and self-care space,” says David Jones category manager of beauty, Ben James Mitchell, in a statement.

Mitchell’s team selected brands for accessible, inclusive and sustainable products and designs. Frenchie, for example, creates water-based aloe vera lubricants, hypoallergenic biodegradable bamboo wipes and 100 per cent natural rubber latex condoms. Elvie, founded by an internationally recognised women’s health expert, is all about building pelvic floor strength in a fun, pleasurable way. And Figr’s water-based lube is made with finger lime and strawberry gum extracts sourced in Byron Bay.

DJs says it sees sexual pleasure as a vital part of self-care, wellness and beauty rituals. Australian sex coach Georgia Grace, the ambassador for David Jones’s new category, says it means more people will have access to modern, elegant and body-positive sex products.

“I love that more people will have access to these incredible products, allowing them to reach a whole new audience who may never have had the opportunity to engage with such discussions,” she says in a statement.

davidjones.com/edit/sexual-wellness