Gone are the days of shamefully hiding sex toys under the bed and avoiding any and all mentions of pleasure: new Aussie sex-toy shop Normal is all about breaking taboos and empowering women to explore their sexuality.

“This is a form of self-care, empowerment and a form of pleasure you should have access to. We’re trying to tell women, ‘Your pleasure is important, and it’s something you should never feel embarrassed about’,” founder Lucy Wark told Broadsheet earlier this year. “There’s something quite powerful to feeling like that’s a side of your life that gives you confidence and strength rather than a source of insecurity.”

Sex toys are a great tool for empowerment in that regard, but Normal acknowledges that no toy can suit everyone’s needs. For those old, broken or otherwise unsatisfactory toys, the brand has introduced a buyback scheme to properly dispose of them. It’s entirely free, open to any brands, and you get a cheeky discount on your Normal purchase.

Email Normal’s customer support team and it’ll send over a discreet, postage-paid, returnable satchel. Bid your retired toys farewell, seal them up in the satchel and drop it off at any post box – easy as. Once the warehouse receives the toy, you’ll get $20 store credit.

The company is working with a specialist recycling firm to ensure each toy is broken down properly and the parts are either recycled or disposed of sustainably, from the silicone and e-waste down to the mechanical parts.

As for your new toy, you can browse and choose from Normal’s range directly, but if you’re unsure what you’re looking for, there’s a quiz on its website to help you find what you need.

There are six toys so far, with two clear bestsellers. Charlie is a classic wand vibrator with nine modes that’s suited for both solo use and couple play, while Quinn is a relatively newer invention that stimulates the clitoris using pulses of air pressure to mimic oral sex.

Billie, a soft and flexible palm vibrator, is the latest addition. There’s also Piper, which stimulates both inside and out; a bullet vibrator called Frankie; Darcy, billed as a good gateway into the world of internal toys; and Flynn, a cock ring for men that can be used during sex with a partner.

And if you think you’ve made the wrong choice, there’s no need to order another buyback envelope – Normal’s 100-night stand policy means you can easily get a full refund (and potentially try something else).

Plus, Broadsheet readers get a bonus discount: use the code BROADSHEET20 at checkout for 20 per cent off. (Unfortunately the two discounts can’t be combined.)

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