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The world’s most popular sex toys

Last year (finally!), {sexual pleasure and wellness} products began to infiltrate the health and beauty space and fast became daily care necessities. Since then, global lockdowns sent sales of sex toysskyrocketing and the buzz around sexual wellness doesn’t seem to be going anywhere... Searches for the three most popular sex toys are up by an average of 42% compared to 2020. But what is each country’s favourite sex toy? Cult Beauty set out to discover which are the most searched for sex toys around the world...

Global findings: The top five most popular sex toys:1. Butt plugs (5,686,400 global searches)

Butt plugs are cone-shaped toys which are designed to stimulate the many nerve endings found in the anus. First-time butt plug users should always use a water-based lubricant like Coco de Mer Radiant Bloom Anal Lubricant.

2. Strap ons (2,930,750 global searches)

Strap on toys usually come in two parts: a dildo and a harness via which the user can ‘wear’ the dildo. They can be worn by both people with penises and people with vaginas to allow them to experience penetrating a partner in a new way.

3. Chastity belts (1,959,270 global searches)

A chastity belt is an item of clothing which covers the wearer’s genitals. Most chastity belts are lockable and are used to tease one’s sexual partner by preventing genital stimulation.

4. Anal beads (1,758,150 global searches)

Anal beads are usually made up of a string of spheres (although they can be oval or pill-shaped). These are inserted into the anus to stimulate the anal sphincter muscles. Anal beads should always be properly cleaned after use using soap and water or a specially designed toy cleaner like Coco de Mer Toy Cleaner.

5. Nipple clamps (1,167,300 global searches)

Nipple clamps are peg-shaped, adjustable instruments which stimulate the nipples through pinching. Both male and female nipples are full of nerve endings which makes them particularly sensitive.

6. Butt plugs are in every country’s top three  

Butt plugs were among the most searched for in every country we analysed and they came out on top in 13 of the 18 countries we studied.

7. Interest in clit suction toys increased the most

Also called ‘air pressure toys’, ‘clitoral stimulators’ or ‘suction vibes’, the clit sucker is a piece of sex tech which uses pulsing waves of air to stimulate the clitoris. Across the countries surveyed, demand for clit suction toys increased by an average of 80% between 2020 and 2021.

Cult Beauty’s best sellers

Cult Beauty stock a range of sex tech from women-owned, female-focused brands like LELO, Smile Makers and Dame. Delivered in discreet packaging and with 10% of profits donated to the Lady Garden Foundation, we’ve been on a mission to close the ‘pleasure gap’ since 2019. We analysed our internal search and sales data to find out which products from the Cult Beauty sexual pleasure and wellness range are most popular...

1. Naked Grapefruit First Base

Around 1 in 4 women can’t reach orgasm from vaginal intercourse alone. This is where the clitoris and its astounding 8,000 nerve endings comes in.

Designed to be a celebration of female sexuality, masturbation and the clitoris, Naked Grapefruit’s ultra-powerful, purple-toned bullet vibrator is made from smooth, body-safe silicone. With an angled head for targeted stimulation and seven intensity settings, the First Base vibrator takes you all the way from a respectable buzz to an earth-shattering quake. It can even be used in the shower!

2. Elvie Pelvic Floor Trainer

A woman’s pelvic floor muscles are responsible for more than just bladder control. Training your pelvic floor muscles can increase vaginal lubrication and sexual arousal. Practicing regular pelvic floor exercises can even help you reach orgasm.

The Elvie Pelvic Floor Trainer is an award-winning Kegel trainer which combines cutting-edge technology, comfortable wear and real-time feedback. The device is placed inside the vagina and connects to a phone app which guides you through a series of fun five-minute workouts.

3. LELO PicoBong ZIZO

The G-spot or Gräfenberg spot is an erogenous area around an inch or so inside the vaginal opening. Part of the clitoral network, stimulating the G-spot can lead to intense sexual pleasure.

The LELO BicoBong ZIZO is a gorgeous turquoise coloured vibrator with a curved shaft. Designed to be almost silent, this vibrator is the perfect choice if you’re looking for something discreet. But this sex toy doesn’t compromise on power either. With 12 modes, the ZIZO delivers maximum pleasure, every time.

4. DeoDoc Intimate Lubricant Drops

Lubrication or ‘lubes’ are liquids or gels used to reduce friction during intercourse and masturbation. More than 30% of people with vaginas suffer from natural dryness even when they’re turned on so lube can be used to increase both comfort and pleasure.

Developed in collaboration with an expert gynaecologist, DeoDoc strive to destigmatise sexual pleasure and feminine hygiene. The DeoDoc Intimate Lubricant Drops are hypoallergenic and dermatologically tested to ensure they enhance intimacy without disrupting the vagina’s delicate pH balance.

5. Dame Aer – Lavender

Designed to simulate the flutter of a tongue and the suction of a mouth, clitoral stimulators use pulses of air rather than vibrations to mimic oral stimulation.

Founded by women, for women, Dame aim to reduce the ‘orgasm chasm’ and make female sexual pleasure a priority. The Dame Aer is a medical grade silicone toy with five patterns and levels to play with. Its silicone mouth caresses the clitoris and uses pulses of air to take you on a one-way trip to ecstasy.

6. Dame Eva II

Wearable sex tech is designed to be hands-free. Perfect for enhancing partnered sex, as well as solo sessions!

The Dame Eva II is constructed from medical grade silicone and comes with its own sleek yet discreet charging case. The vibrator features two wings which tuck under your labia to allow for hands-free clitoral stimulation during foreplay, oral, penetrative sex, and solo play.

7. LELO SILA Sonic Massager

We’re only just beginning to understand the anatomy of the clitoris. We now know that, behind the protruding nub found on the vulva known as the glans clitoris, the clitoris extends extensively behind the labia minora.

LELO’s SILA Sonic Massager is a suction vibrator with a mouth that wraps around the clitoris to deliver deep, intense orgasmic sensation. Made from extra-soft, lilac silicone, the SILO’s wide mouth helps to spread vibrations across the whole clitoris, allowing you to build-up to an extraordinary orgasm.


Cult Beauty analysed Google search data from 18 countries* around the world. We compared searches for 19 of the most popular sex toys from butt plugs and clit suction toys to nipple clamps and strap ons.

We wanted to see how demand for each toy changed between 2020 and 2021, as well as what was most popular in each country. For both years, we averaged search volumes from the 9 months between January and September.

*England, Scotland, Wales, Ireland, Canada, USA, Brazil, France, Spain, Italy, Germany, Norway, UAE, South Africa, India, Singapore, Australia and New Zealand.

Are you ready to put your sexual pleasure first? Check out our latest Sex Tech products...

Cult Beauty
Cult Beauty Writer and expert

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