beauty / Sexual Wellness

In June, BoF will honour six entrepreneurs shaping the future of the beauty industry at the third edition of The Business of Beauty Global Forum 2025. Apply for your chance to join us.

As Sephora and Amazon encroach on its territory and draw younger shoppers, Ulta Beauty’s investor day covered strategies to enhance physical stores and keep Gen-Z and Gen Alpha’s attention.

The niche brand, founded by former fashion buyer Yasmin Sewell, has closed its second round of funding with Manzanita Capital and Estée Lauder’s corporate venture capital arm also participating.

Sex wellness company Hello Cake is tackling the oft-neglected category of female sexual health, hoping to position itself as a leader in the pleasure category.

Male wellness products have long been centred around muscle building, endurance and other athletic pursuits. Now, brands and consumers are switching their focus to virility, fertility and sexual peak performance.

The sports-themed sex shop has laid off staff and is managing unsold inventory, but founder Justin Kerzner says sexual wellness has a future in physical retail.

As we head into the new year, a look at what The Business of Beauty has its eye on.

While legacy players such as Trojan and Durex have dominated the male sexual wellness category for decades, new age brands are banking on expanding notions of masculinity, product innovation and approachable storytelling to capture the male-identifying consumer.