From multi-sensory vibration devices and erotic lingerie to lotions and oils claiming to transport the user to seventh heaven, the market for sex accessories has become more feminine and even feminist over the years.

In doing so, it has expanded its market and is now reaping the benefits, enjoying a rapid expansion.

According to a study by PwC, the global market for sex-related products had reached approximately $19 billion in 2021 despite or because of the onset of the Covid-19 pandemic, with Americans the most voracious buyers with $4.4 billion.

By 2026, additional growth is anticipated to reach $27 billion.

The repositioning of the market towards "sexual well-being" with more whimsical and refined designs and discreet packaging has assisted in attracting women who would otherwise be turned off by products with more "hardcore" connotations.

Although the transition began in the 1970s when feminists sought to liberate women and their sexuality, it gained momentum around the turn of the century.

"I remember going to the big sex toys market wholesaler," said Ky Hoyle, who describes herself as the "founder and head girl" of Sh! Women's Erotic Emporium in East London.

"In the beginning, it was owned by porn barons," she told AFP.

"The same porn barons realized there was a whole market and came to us to ask us what can we do to be more female-friendly."

Manufacturers then began making their products more suitable for women, with pastels or more sober colors and less conspicuous packaging.

'Sex and the City'

Female sexuality gradually began getting more media attention, with hit television series such as "Sex and the City" widely credited with helping to bring "sex toys" out of the closet.

In one episode, Charlotte — the most buttoned-up of the show's four main characters — becomes obsessed with her vibrator.

Meanwhile, the worldwide success of "Fifty Shades of Grey," a big-screen adaptation of the best-selling erotic novel about a college graduate's sadomasochistic relationship with a billionaire, is also seen lifting many taboos.

The phenomenal interest in the film "actually provided a step change about the industry and made people more open about their desires," said Lucy Litwack, chief executive and owner of erotic lingerie brand Coco de Mer.

"We saw people come to our stores asking about… BDSM accessories or toys."

Coco de Mer sells handcuffs, martinets, ropes, and other restraints at eye-watering prices.

Elsewhere in Hollywood, star Gwyneth Paltrow has established herself as a pioneer in "sex wellness."

She sells items such as vibrators and rings for men, alongside oils and lubricants sold in golden bottles or with lyrical names such as "viva la vulva."

Paltrow is not the only one: other celebrities have put their name to sensual devices, such as the British singer Lily Allen.