Boots has partnered up with several adult toy and sexual health retailers for the launch of its new sexual pleasure and wellbeing category.

The health and beauty retailer will stock Lovehoney and So Divine adult toys, massage oils and flavoured lubricants online and in a selection of bricks-and-mortar locations.

In a bid to “normalise sexual wellbeing” Boots will also be stocking a new range of vegan-friendly condoms by online condom subscription service Hanx and offering fertility support across 400 stores.

Purple Wicked Game Magic Wand

A So Devine vibrator

Ava Women – a device worn when you sleep that detects your fertile window – is available in stores, and Ferti-lily – a conception cup that helps increase your chances of getting pregnant – can be purchased online at

Boots marketing director Helen Normoyle said: “Our research shows that 80% of people believe that your sexual wellbeing can increase self-confidence, and nearly 60% of us believe it can improve general happiness.

“But we still don’t feel comfortable talking about female sexual pleasure and intimate health. So, we are using our own communications channels – to help normalise sexual wellbeing as a topic, as well giving customers an accessible way to find out more.”

Boots has also partnered with psychosexual and relationship therapist Kate Moyle who said it’s “encouraging to work with a major brand like Boots to facilitate change and give people the confidence to assert what makes them feel good”.

“Sex is such a central part of people’s lives and has been shown to benefit our physical and mental health, but we don’t seem able to talk about it yet,” she added.