Boots sells Lovehoney products in new sexual pleasure 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.

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.com

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.