Humour, influencer-led storytelling driving growth for personal wellness industry

Personal wellness has evolved dramatically over the past decade, with brands and consumers alike driving a more open and informed conversation around self-care. What was once considered a niche market has now become a booming industry, with products and services catering to various aspects of well-being, from skincare and nutrition to mental and sexual health. This shift has been fueled by increasing awareness, changing societal norms, and digital platforms making personal wellness more accessible and less stigmatized.

A key driver of this evolution is the new-age consumer – one who prioritizes well-being, demands quality, and actively seeks out products backed by research. Gone are the days when personal care was limited to basic hygiene. Today, it encompasses everything – from holistic wellness routines to sexual wellness, with consumers expecting transparency, authenticity, and innovation from brands.

Sexual wellness, in particular, has undergone a radical transformation. For years, topics like feminine hygiene and sexual pleasure were cloaked in secrecy, spoken about in hushed tones, and avoided in mainstream advertising. Sanitary pad ads depicted blue liquid instead of red to represent menstrual blood, and condom commercials were confined to late-night television slots, emphasizing safety but never pleasure. But the landscape has changed.

Today, conversations around sexual wellness are taking center stage, not just in personal discussions, but in mainstream media and marketing. Digital advertising, influencer collaborations, and innovative brand campaigns have propelled sexual wellness into the spotlight, making it a legitimate and growing segment within the personal wellness industry.

“Consumers are now more discerning – they aren’t just looking for any vibrating toy, but something tailored to their preferences. They seek quality, variety, and innovation,” says Arjun Siva, Business Head at Love Depot, India’s first sexual wellness superstore. “We cater to this evolved demand with a wide range across price points, ensuring every customer finds something suited to their desires – whether they’re exploring new sensations or seeking specific kinks.”

Advertising restrictions, however, continue to pose challenges. While brands have gained more freedom in showcasing their products, platforms still scrutinize content, dictating how products are named, displayed, and advertised. “There’s a misconception that advertising restrictions have eased. Platforms still scrutinize content – whether it’s how products are named (massagers versus vibrators), how they’re visually represented, or even their screen time in ads,” Siva explains. “Love Depot navigates this carefully while using storytelling, humour, and influencer collaborations to create engaging yet compliant content.”

Humour has played a crucial role in normalizing discussions around pleasure. “Love Depot has used relatable analogies – like likening pleasure to the release of pressure in a cooker – and showcased sex toys as prizes in carnival ring toss games,” says Siva. “Our user-generated content also leans into humour, making these conversations engaging and stigma-free.”

Influencer marketing has been instrumental in breaking taboos and building consumer trust. Sex educators, lifestyle influencers, and comedians have become the new face of sexual wellness brands, driving conversations in ways traditional ads never could. “Influencers have been game-changers in destigmatizing the category and lending credibility,” says Siva. “Love Depot collaborates with sex educators who provide trusted insights, as well as lifestyle and comedy creators who seamlessly integrate our products into lighthearted content.”

Rajat Jadhav, Co-Founder and CEO, Bold Care, echoes this sentiment. “The consumer today is more informed, aware, and particular about their choices and products. When it comes to personal wellness, the scrutiny is a lot more due to its long-term efficacy. Sexual wellness is still a sensitive subject for most men, but we are seeing them explore science-backed, verified solutions to tackle concerns,” he says.

Unlike the past, when men resorted to hushed purchases of Unani and Japani products, they now actively seek evidence-based solutions. “At Bold Care, we take this consumer feedback very seriously. Our fundamental formulations have a blend of Ayurvedic and scientific ingredients, which we always keep testing and optimizing for maximum efficacy,” Jadhav adds.

Bold Care has embraced unconventional marketing strategies to reach its audience. “We have experimented quite a bit with our formats – we don’t just rely on social media alone. We focus on mascots, collaborating with comedians like Samay Raina and Vivek Smatani for sponsorships of their comedy shows,” Jadhav explains. Their #Sextember campaign, a 30-day masterclass on sexual health awareness, also helped educate consumers.

Humour and relatability have been key to Bold Care’s brand communication. “In a social environment like ours, it’s important to tackle the issue tastefully and sensitively. We believe we’ve cracked the code by adding an element of satire to our conversations and brand messaging,” Jadhav says. “We try to find day-to-day instances where we can add a punny touchpoint with the consumer and help bring sexual health to the top of their mind.”

MyMuse, another prominent player in the space, has approached the shift with a research-driven strategy. “Consumer perceptions around personal wellness products have evolved significantly, with conversations about intimacy becoming more open than ever,” says Anushka Gupta, Co-Founder of MyMuse. “‘Laid in India’, a first-of-its-kind research report by MyMuse, explores this shift in attitudes, highlighting key insights into how Indians approach pleasure and wellness today.”

According to the report, 78% of Indians now discuss sex toys with their friends, and 48% of respondents report using one, signaling a clear move toward embracing pleasure as a vital part of self-care. “We’ve adapted to this cultural evolution by creating beautifully designed, body-safe, and easy-to-use intimate wellness products. More than just products, we’re driving a movement – through education, conversation, and stigma-free access to self-care essentials,” Gupta explains.

While advertising guidelines remain strict, MyMuse has leaned into alternative engagement strategies. “Our ‘Laid in India’ report is a prime example, using data-driven insights to spark conversations around intimacy and wellness,” Gupta says. “Our Musings blog is another avenue where we create educational, stigma-free content that resonates with our community.”

Peppy, co-founded by content creator Bhuvan Bam, has positioned itself as a brand that makes sexual wellness fun, engaging, and accessible. “Humour isn’t just important for Peppy – it is the foundation of how we break taboos and start real conversations,” says Devansh Agarwal, CEO & Co-Founder, Peppy. “With Bhuvan Bam as our co-founder, humour is naturally embedded in our brand. His ability to connect with diverse Indian audiences through bold, unfiltered comedy allows Peppy to approach intimacy with confidence and relatability.”

Influencer marketing has also played a crucial role in Peppy’s strategy. “Instead of relying on traditional ads (which get flagged), we work with bold, confident creators who normalize these discussions,” Agarwal says. “And of course, having Bhuvan Bam as a co-founder takes this to another level. His influence isn’t just about reach – it’s about trust, relatability, and cultural impact.”

With sexual wellness becoming a recognized segment within the personal care industry, the question arises – will India see dedicated retail spaces for these products, like in the West? “With shifting attitudes, dedicated retail spaces for sexual wellness in India seem inevitable,” says Siva. “While Love Depot is open to exploring this in the future, our current focus remains on scaling digitally and through existing retail touchpoints.”

Jadhav believes the shift will take time. “Right now, we see quick commerce as a more appropriate channel for Indians to shop for sexual wellness, offering privacy and convenience,” he says. “That said, we’ve already taken steps into retail, with a presence in Guardian pharmacies and in-person pop-ups to test consumer engagement.”

The personal wellness industry, particularly the sexual wellness segment, is poised for massive growth. As brands continue to push boundaries, adopt innovative marketing strategies, and leverage influencer-led storytelling, the conversation around intimacy is becoming more mainstream than ever before. What was once whispered about is now openly discussed, and the industry is only set to grow further as stigma continues to fade.

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