Sex toys don't really need special introductions or endorsements in this day and age. After all, they've been properly normalized and most people already own some kinky gadget or another.

With this boom, however, comes a huge competition among sex toy makers. Companies are working really hard to distinguish themselves from other brands. Spectacular designs and innovation are obviously important but what does it take to go that extra mile?

The answer's simple - celebrity endorsements.

We're all curious about the lifestyles of the rich and the famous. And when it comes to their sex lives, that curiosity goes to another level.

Sex toy makers have partnered up with some of today's biggest celebs to normalize and popularize toys even further. And these aren't just guys and girls who are famous in the adult entertainment industry. Actors, musicians and influencers are all focusing on adult toy endorsements in an attempt to get their audiences curious and willing to spend some cash.

Celebrities Who Have Openly Endorsed Sex Toys

There are so many names in the list that limiting it down to just a few celeb endorsements would be difficult.

In the end of 2020, Vogue announced that Cara Delevigne would be partnering up with quite a popular sex toy brand as their creative adviser and co-owner. This decision made her the third popular female to announce such a partnership in a fairly short period of time. Previously, Dakota Johnson and Lily Allen came forward with similar collaborations.

This is the next level of endorsement. Previously, numerous celebrities announced their sex toy use openly without going into brand details. Rihanna, Lady Gaga, Eva Longoria and Beyonce are four of the A-list celebs who have previously made sex-positive statements that involved the use of adult toys.

And the range of products that have seen celeb endorsement is oh so large! From traditional vibrators and clitoral stimulators to the almighty thrusting dildo - nothing is off-limits when it comes to sex positivity.

How Did We Get Here?

We did go on a lengthy journey to live in a world that openly embraces female masturbation today.

Needless to say, society hasn't always been this open and liberal. Just a few decades ago, celebs would have never considered talking openly about their sexuality or explaining in detail what toys they use to masturbate.

Only a few decades ago, in 1953, a survey found out that only 62 percent of women masturbated. Needless to say, the figures were probably different but many respondents were obviously uncomfortable answering such private questions honestly.

Fast forward to 2018 and 76 percent of women admit to pleasuring themselves. That's a significant increase and it does reveal a lot of important information about how society is changing.

New technologies, social and political shifts have all helped for the death of various taboos. Masturbation, menopause and menstruation finally started getting normalized. These shifts have allowed numerous women from all parts of the world to start owning their sexuality. And while we still have a really long way to go, a new reality is already a fact.

Sex toy makers have had to keep up with these changes. Many of them went on a mission to rebrand themselves. The partnership between one such company and Cara Delevigne is an obvious example. Having a popular queer woman onboard is an essential to further break down taboos and craft an image that a youthful generation of consumers would enjoy.

Influencers: The New Celebrities

It isn't just A-list celebrities endorsing sex toys anymore. In today's dynamic world, we've seen the birth of a new celeb category.

Influencers (be it YouTubers or Instagram celebrities) have reshaped entire industries. The world of cosmetics is one prominent example. Sex toys provide another niche that has benefited immensely from influencer endorsements.

Social media make it really easy to promote just about anything to a large, receptive audience that idolizes the respective personality. Hence, mainstream celeb status isn't as important as following.

Personalities like YouTuber Trisha Paytas are the new trend-setters. Not surprisingly, their net worth has been affected by this status. Paytas is currently worth over four million dollars and through the years, she has endorsed sex toys, lingerie and other erotic items numerous times.

Having sex toys being flaunted and even tested out on channels like YouTube further normalizes their use. The fact that fans benefit from discount codes and coupons in the aftermath of the celebrity endorsement is an added bonus that the industry relies on to expand its clientele.

The Commodification of Sex

It's easy for celebrities to join the sex positive movement today. We have gone beyond the original struggles for sexual liberation. Women have the freedom to express themselves and their sexuality in any way deemed appropriate. The same applies to queer and other marginalized communities.

This brand new world we're living in makes it easy for celebs to hop on board and commodify sex through their partnerships with adult toy brands. And while some may be turned off by this level of capitalism, others view that as something exceptionally good.

We've spent many centuries not talking about female pleasure. This is the reason why many people still don't know what they're doing in bed. The orgasm gap is a real thing and it affects many women in a partnered relationship.

The fact that celebrities are talking about female pleasure is increasing awareness and normalizing female orgasms even further. Still, we should always question the motivation or certain people or try to determine if they're the best choice for certain types of representation.

As of now, one thing is certain - sex sells (literally!). Many celebs are joining forces with prominent adult toy makers to create entire lines and even new product varieties. All of this is good news for pleasure seekers. Market pressures will bring down prices, increase diversity and make sex toys more readily available. All of these are excellent news for people committed to exploring their sexualities and finding new forms of pleasure.