David Jones launches sexual wellness category so you can get your self-love on

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David Jones shop front
David Jones has launched a sexual wellness collection. Photo: AAP

Sex. We all do it, and sometimes you don’t even need another party to partake.

Long gone are the days where we need to go to an adult’s only store for sex toys, with the neon XXX blasting above us as we blush at the counter.


Everyone deserves a little bit of TLC between the sheets, and it shouldn’t be a mission to achieve that.

Just as contraceptives are sold at supermarkets, sex toys should be commonplace among department stores.

So, thank you, David Jones, for making that happen!

David Jones launches sexual wellness range

In celebration of all things self-love, David Jones has expanded its existing beauty and wellness departments to include ‘Sexual Wellness’. The range consists of sex toys, accessories and intimate skincare products.

Ben James Mitchell, David Jones Category Manager of Beauty, has this to say about the new launch: “The rapid growth of the sexual wellness industry over the past few years, particularly since the COVID-19 lockdown, has resulted in a growing demand for personal pleasure products from within the beauty and self-care space.”

The aim of this category being included within the wellbeing range is to help normalise sex and personal pleasure as being something normal and vital to self-care. It’s almost like we all do it!

Shop the range

David Jones has chosen to partner with leaders in the sexual wellness space to offer premium products by educational and innovative.

Frenchie Beret condoms from David Jones
The vegan, fragrance-free condoms are super easy to use and will not cause irritation or friction. Source: David Jones

Frenchie, Beret Condom, 3 pack $4.20

Frenchie is an Australian-founded sexual wellness brand that celebrates fun, safe sex.

All of their products are vegan and non-toxic, including these Beret Condoms infused with frictionless Hyaluronic Acid.

These condoms are designed with a unique buttercup design to make them even simpler to take on and off.

The Elvie trainer from David Jones
The Elvie trainer helps people suffering from pelvic issues regain control and confidence. Source: David Jones

Elvie Trainer, $299

The Elvie Trainer is a life-changing, award-winning innovative product that’s designed to help women who suffer from pelvic floor issues - which is one in three!

The palm-sized device is a Kegel trainer that takes you through a series of short workouts to help improve pelvis strength and control.

A whopping 98% of users reported improvements from regularly using their Elvie.

NORMAL Quinn vibrator from David Jones
NORMAL has a large range of hypoallergenic, simple to use vibrators. This Quinn model uses air and suction to pleasure the user. Source: David Jones

NORMAL Quinn vibrator, $214.50

NORMAL prides themselves on their easy-to-use, user-friendly range of sex toys.

The Australian-based company encourages personal pleasure.

The Quinn vibrator uses unique air pressure for a satisfying, targeted feel.

Available in-store and to come online will be products from VUSH, an inclusive vibrator favourite that’s been hoicked by social media influencer Abbie Chatfield, and FIGR, a premium lube range made from native Australian extracts.

What do people think?

Georgia Grace, Certified Australian Sex Coach and Campaign ambassador, had this to say about the new collection: “It is so exciting to see David Jones launching this sexual wellness range and playing a vital role in this current sexual revolution...allowing them to reach a whole new audience who may never have had the opportunity to engage with such discussions.”

Other social media comments commended David Jones on the launch, “This is fantastic DJ’s!” and “This is a great move for DJ’s!’

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