The category finally has permission. No one has built the house.
The $75+ premium tier of US sexual wellness has no design-led house. We're building it — DTC-first, creator-led, zero paid social.
For the first time, the category has permission.
Editorial, retail, cultural and consumer — four doors that stayed shut for a decade all opened between 2020 and 2025. The window is open now, and it won't stay novel for long.
The timing is not accidental — it's the whole argument. The proof the door is open is that everyone's walking through it. The opportunity: no one has furnished the room.
A $1.35B tier with no design-led house.
Maude is clinical. Dame is millennial. Lelo is Euro-luxe without a point of view. None are the Aesop of this category — none own the upper-right quadrant. Global device market: $35–37B.
Up to 84% product GM. Factory-quote basis, not modelled.
These are prices we've already been quoted — tooling and unit cost — not a target margin.
All-3-SKU tooling: $22,055 (one quote) — 80% under the old $200K model. Blended GM 81% → 69% Y1→Y5 as mix broadens.
Breakeven month 14. Cash trough inside the raise.
- The Y1 cash path: $650K raise → M8 trough $318K → $474K by end of Y1. The trough holds inside the raise; $332K stays as operating cushion.
- Trough validated, not asserted — modelled on real reorder mechanics: 75–90-day lead times, 60-day safety stock, 30–40% PO deposits.
- Y4+ compounds on own-brand apothecary formulation + international — modelled separately, not assumed in this raise.
Stated on the fully-loaded basis — after high-risk processing, returns & warranty, and fulfillment. The operating model lands Y1 at −$6K before those costs; −$36K loaded. We'd rather show you the truer, smaller number.
Don't take our word. Move the levers.
The operating cash model — drag the raise, shift a launch month, reprice a SKU; breakeven, the cash trough and 5-year EBITDA recompute live. It runs the operating basis; the fully-loaded headline is in Financials above. Full model in the data room.
16M lined up for launch. 262M mapped, none for sale.
Meta bans arousal advertising — so the entire category is locked out of the channel every other DTC brand depends on. That's not our problem. It's our moat. We can't buy distribution, so we built it.
& scored, in-house
is locked out of paid
Earned, not paid — reach across 189 mapped creators, not guaranteed impressions; the engine maps, scores and seeds, and no incumbent can outspend a gifted relationship. Y3 retail credential in sight: MoMA Design Store · SSENSE · Dover Street Market.
Every hard question this category raises — already answered.
Primary path and fallback for each. We'd rather you read these from us than discover them later.
$650K. $7.5M cap. 14 months. Three drops inside it.
$7.5M cap · 20% discount · MFN · no pro-rata. Fourteen months of runway, three product drops, breakeven by month 14. Each line is sized to its share — click for the detail.
What the position underwrites.
The comps aren't mass-market hardware — they're design houses acquired for their position.
These are the pattern, not a promise. Not Lovehoney mass; not Lora DiCarlo (retail-dependent, died 2022).