Why Millennials and Gen Z Are Buying More Sex Toys Than Ever — And Why That’s a Good Thing

Why Millennials and Gen Z Are Buying More Sex Toys Than Ever — And Why That’s a Good Thing

Let’s talk about the rise of vibrators, strokers, plugs, and more—because Millennials and Gen Z are getting serious about their self-care.

But don’t picture it like your grandma’s hush-hush “back massager” hidden in a sock drawer. Today’s sex toys are high-tech, body-safe, beautifully designed, and—most importantly—normalized. These younger generations are swiping right on a more open and inclusive view of sexuality, and the adult toy industry is thriving because of it.

So, why the surge? Is it TikTok? Therapy? The pandemic? Or just the rise of people saying “yes” to better orgasms?

Spoiler: it’s all of the above.

Sex Toys: From Taboo to Totally Normal

It wasn’t long ago that buying a vibrator felt like a secret spy mission. But now, brands like Dame, LELO, and b-Vibe are showing up in mainstream media, wellness blogs, and even on the shelves of Target.

According to a 2022 report from Statista, the global sex toy market is expected to hit $62.3 billion by 2030, growing at a rate of over 8% annually. The biggest driver? Young adults aged 18–35.

“Millennials and Gen Z are approaching sexuality with curiosity and openness,” says sex therapist Dr. Nicole Prause. “They’re not ashamed of exploring pleasure—they see it as part of their wellness routine.”

The Numbers Don’t Lie: Young People Love Their Toys

Let’s break it down:

  • A 2021 Lovehoney report found that 78% of Millennials and 82% of Gen Z believe sex toys are a healthy part of relationships.

  • Sales of male sex toys jumped more than 80% from 2020 to 2023, according to SexTech Guide.

  • TikTok videos under hashtags like #sextok, #selfpleasure, and #vibratorreview have billions of views, proving this is a generation that’s talking—and buying.

Even celebrities are getting in on the vibe (pun intended). Actress and entrepreneur Dakota Johnson is the co-creative director of Maude, a modern sexual wellness brand. Lizzo even did a campaign with Pleasure Chest. These partnerships are smashing the idea that pleasure is taboo.

So Why the Shift?

Here’s why Millennials and Gen Z are breaking the stigma and stocking their nightstands:

1. Sex Positivity and Inclusivity

Younger generations are rejecting shame-based narratives around sex. They prioritize consent, communication, and comfort. Sex toys are no longer just for women or couples—they’re for everyone, including LGBTQ+ folks, disabled individuals, and solo explorers.

2. The Wellness Revolution

Pleasure is self-care now. Vibrators are mentioned in the same breath as bath bombs and skincare routines.

“Sexual pleasure is part of holistic health,” says Dr. Laurie Mintz, author of Becoming Cliterate. “Orgasms reduce stress, help with sleep, and improve mood—why wouldn’t you use tools to enhance that?”

3. Pandemic-Fueled Exploration

Let’s be honest: quarantine was weird. But it also gave people time to explore their bodies without pressure. A 2020 report from Bloomberg showed that adult toy sales skyrocketed during lockdowns, with some online retailers seeing 300% increases in traffic.

More Than Just Buzz: A Tech Boom in Pleasure

Today’s sex toys are sleek, silent, waterproof, and even app-controlled. Gen Z, the most digital-savvy generation yet, expects their pleasure tools to be as techy as their iPhones.

Brands are listening:

  • We-Vibe offers toys that sync with your partner’s phone—even if they’re on another continent.

  • Lora DiCarlo, backed by robotics engineers, has designed toys that mimic human motion.

  • OhMiBod syncs your toy to the beat of your playlist. Yes, that’s a real thing.

The Takeaway: Shame Is Out, Orgasms Are In

Millennials and Gen Z aren’t just buying more sex toys—they’re helping rewrite the narrative around sex, wellness, and pleasure. They’re ditching shame, embracing self-discovery, and investing in their own joy. And frankly? We love to see it.

So whether it’s your first bullet vibrator or your fifth high-tech stroker, remember this: pleasure is healthy, normal, and worth celebrating.

And hey, if your sex toy has better Bluetooth than your headphones, we’re not judging.

Sources & Further Reading