Harry Styles has entered the sexual wellness market with a $51 double-ended vibrator and a $19 bottle of lubricant, prompting a significant reaction online. This represents a strategic move into a growing and underserved industry, contrasting with the oversaturated beauty, alcohol, and fashion markets. The sexual wellness industry, valued at $37 billion and growing steadily, allows celebrity trust to influence consumer engagement. Early adopters like Gwyneth Paltrow and Dakota Johnson have successfully integrated sexual wellness into their brands, showcasing the potential of this market for celebrity-led businesses.
The launch was bold, unexpected, and perfectly timed. The deeper story is what this move reveals about the future of celebrity-led businesses.
While the most profitable celebrity ventures have clustered around three categories-beauty, alcohol, and fashion, these markets are now oversaturated.
Sexual wellness is one of the last major consumer categories where celebrity trust truly moves the needle, with a global valuation of $37 billion.
Consumers may hesitate to buy intimate products from faceless corporations, but from a celebrity they admire, they’re far more likely to engage.
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