Today’s sexual wellness landscape looks drastically different from 20 years ago. Because of significant societal upheavals, like improved sex education, the increased acceptance of alternative forms of self-care, such as meditation and yoga, and the rise of social media that has allowed these conversations to perpetuate, the concept of sexual pleasure as a basic, physiological need seems almost run-of-the-mill. Almost.
For female sexual wellness, brands like Smile Makers still have their work cut out for them. Part of Singapore-based Ramblin’ Brands, Smile Makers has been developing and selling stylish, high-quality vibrators since 2013, and is one of the industry’s pioneers that saw the importance of selling such products in mainstream retail stores like Watsons, Guardian, and Isetan from as early as 2014.
Surprisingly, it took 10 years to convince Sephora to carry Smile Makers in its European stores. “It was a long time coming,” says Cécile Gasnault, brand and e-commerce director of Ramblin’ Brands. “What I’ve learned is that all countries are conservative in their own way. Some people might assume Malaysia, being a very religious country, would be more conservative than, say, France, but we’ve had a longer presence in Malaysia.”
Smile Makers’ growth has been slow but steady, primarily because of restrictions traditional online marketing channels place on promoting anything overtly sexual.
Gasnault’s battle with advertising is also ongoing. While she understands why big platforms like Meta and TikTok need to censor sex-positive content to protect minors, she bristles at how their approaches have been anything but nuanced.
“I’ve seen campaigns from Durex that talk about masturbation or ads for erectile dysfunction drugs. But, they won’t let us run any for lubricants to help vaginal dryness. They all address sexual dysfunction, but there are double standards that favour men. Let’s be honest here—sex is everywhere on those platforms.”
We need more conversations. Customers often ask Gasnault why they cannot experience orgasms with their partners. “There is this notion that all sex is centred around partnered, penetrative sex, and achieving an orgasm. What we want to do is to offer people a broader take on sex.”
Gasnault’s own observations have been telling. Initially, penetration-oriented products were the brand’s best-selling products. As a result of its online quiz to help customers choose the right vibrator, externally stimulating products became a new favourite.
Smile Makers has expanded beyond vibrators to include scented massage oils, candles, and condoms in the past few years.
While greater awareness brings fiercer competition, Gasnault is not worried. Rather, it was encouraging to see new brands specialising in sexual wellness for women with menopause, the less abled, and others. However, newer technologies like AI and different types of mechanical stimulation may affect future products.
“I am interested to see how this all develops, though I am not sure how willing people will be to spend hundreds of dollars on an AI-based vibrator, and there will also be concerns about data security. We will be cautious with things that get a lot of fast hype.”
Photography: Mun Kong
Art Direction & Styling: Chia Wei Choong
Hair: Aung Apichai, using Kevin.Murphy
Makeup: Keith Bryant Lee, using Shiseido
Photography Assistant: Alfred Phang
