Smile Makers

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Smile Makers is a global sexual wellness brand that was the first of the category focusing solely on a mainstream distribution[1] for products like vibrators, personal lubricants and more.

Founded in 2011, the company has gained recognition for its commitment to normalising the perception of female sexuality[2] by designing colourful products[3] and partnering with high profile retailers such as Sephora[4], Urban Outfitters[5], Ulta[6], Bloomingdale’s[7], Saks Fifth Avenue[8], Goop[9] and more.

History

Smile Makers was founded in 2011 with a vision “to create products that remove the stigma around the act of buying a vibrator”[10]. The brand wanted to reframe vibrators as wellness products and destigmatise the topic of female sexuality.

Two years after its launch, the brand was retailed in mainstream environment in Europe, Asia and North America.

The brand initially introduced a line of four vibrators called the Fireman, the Frenchman, the Tennis Coach and the Millionaire.[11] These names were based on a survey the brand led around the world about female fantasies. In 2021, the brand updated these names to gender neutral versions, acting on feedback received from consumers[12]. The shape of each vibrator was inspired by these fantasies: for example, the Millionaire’s shape was inspired by a cigar, the Fireman’s by a flame, etc.

In 2015, Smile Makers established a presence in the Asian market by securing a partnership with the renowned retailer, Watsons Singapore[13]. This marked a significant milestone in the brand's expansion efforts. Additionally, Smile Makers expanded its reach to Australia[14] and forged partnerships with entities in the United States, including Free People[15], Goop[16], and Urban Outfitters.[17] Notably, the product line, including The Tennis Pro model, garnered widespread recognition and made a notable appearance on the popular television show, "Jimmy Kimmel Live!"[18].

In 2021, Smile Makers was the first vibrator brand launch by the beauty retailer Sephora[19] anywhere in the world, launching in retail in 2022 in about 40 stores[20] and expanding this partnership from Europe to Australia,[21] New Zealand and the US in 2023.[22]

Global presence

Smile Makers has distribution in over 50 markets and a global eshop.

Social advocacy

The brand works with sexual health experts, educators, and influencers to promote comprehensive sexual education.

It has launched its own sex education program called Vulva Talks[23] that comprises a free online course[24] as well as partnerships with student associations and other organisations starting in 2015.[25]

Notable collaborations

In 2017, the brand worked with photograph Marco Alberti to create The O Project[26]. The O Project is a series of photographs taken by Marcos Alberti, the Brazilian photographer who was behind the 3 Glasses project in 2016. This time, Alberti has worked with Smile Makers to create a series of photos of women before, during and after they climax through self-pleasure. This garnered media attention[27] and applauds from all around the world for its bold yet sensitive and respectful depiction of female pleasure[28].

In 2021, Smile Makers worked with Edie Parker’s sister brand Flower by Edie Parker[29] to co-create a time-limited edition of The Firefighter’s packaging to celebrate Flower’s launch of a CBD infused lubricant.

In 2022, Smile Makers partnered with skincare Ole Henriksen[30] to create a time-limited bundle combining The French Lover vibrating tongue with Ole’s new body balm.

In 2023, Smile Makers launched The Whisperer, the first vibrator created with mothers and for mothers. The toy was the brainchild of Smile Makers and Mumsnet[31], UK’s first parenting online platform.

References

  1. ↑ Navlakha, Meera (2019-10-18). "How Asia's Booming Sex Wellness Industry Is Empowering Women". Vice. Retrieved 2023-09-21.
  2. ↑ Dazed (2021-03-15). "These fun, shame-free vibrators are for anyone with a vulva". Dazed. Retrieved 2023-09-21.
  3. ↑ "Smile Makers sex toys by Ramblin' Brands". Dezeen. 2012-12-17. Retrieved 2023-09-21.
  4. ↑ McCormack, Claire (2023-09-15). "Sephora US Launched Smile Makers' Sex Toys—And Seemingly Everyone Freaked Out". Beauty Independent. Retrieved 2023-09-21.
  5. ↑ "Intimate Care + Sexual Wellness". Urban Outfitters. Retrieved 2023-09-21.
  6. ↑ Nast, Condé (2022-09-07). "You Can Buy Sex Toys at Ulta Beauty Now". Allure. Retrieved 2023-09-21.
  7. ↑ Shoulberg, Warren. "Bloomingdales Opens New Sexual Wellness Shop". Forbes. Retrieved 2023-09-21.
  8. ↑ "Smile Makers | SaksFifthAvenue". www.saksfifthavenue.com. Retrieved 2023-09-21.
  9. ↑ "Smile Makers".
  10. ↑ Dazed (2021-03-15). "These fun, shame-free vibrators are for anyone with a vulva". Dazed. Retrieved 2023-09-21.
  11. ↑ "AdNews: Creative leaders launch sex toy range - AdNews". www.adnews.com.au. Retrieved 2023-09-21.
  12. ↑ "Enabling a Multi-National Commercial Destination in Space: The Port". dx.doi.org. 2022-01-03. doi:10.2514/6.2022-2465.vid. Retrieved 2023-09-21.
  13. ↑ Navlakha, Meera (2019-10-18). "How Asia's Booming Sex Wellness Industry Is Empowering Women". Vice. Retrieved 2023-09-21.
  14. ↑ "Cotton On's new sex toys sends shoppers into a spin: 'Thank you besties'". Yahoo Life. 2021-12-05. Retrieved 2023-09-21.
  15. ↑ "Smile Makers". Free People. Retrieved 2023-09-21.
  16. ↑ "Goop brand page".
  17. ↑ "Smile Makers". Urban Outfitters. Retrieved 2023-09-21.
  18. ↑ Gillibrand, Abigail (2019-10-03). "Gwyneth Paltrow drinks camel milk and plays with vibrator because why not?". Metro. Retrieved 2023-09-21.
  19. ↑ "Sephora propose une nouvelle offre consacrée au bien-être sexuel". L'ADN (in français). 2021-09-20. Retrieved 2023-09-21.
  20. ↑ McCormack, Claire (2023-09-15). "Sephora US Launched Smile Makers' Sex Toys—And Seemingly Everyone Freaked Out". Beauty Independent. Retrieved 2023-09-21.
  21. ↑ Anekboonyapirom, Vira (2023-04-12). "Sephora Welcomes Sexual Wellness Category Rolling Out With LELO & More". En Route. Retrieved 2023-09-21.
  22. ↑ McCormack, Claire (2023-09-15). "Sephora US Launched Smile Makers' Sex Toys—And Seemingly Everyone Freaked Out". Beauty Independent. Retrieved 2023-09-21.
  23. ↑ Forbes, Tiffany (2021-04-27). "Why it's time we shift the sex education focus in schools". Fashion Journal. Retrieved 2023-09-21.
  24. ↑ "Vulva Talks sex education". Smile Makers. Retrieved 2023-09-21.
  25. ↑ "In Conversation with Vulva Positive, Sexual Wellness Brand - Smile Makers". The Breakdown. 2021-03-12. Retrieved 2023-09-21.
  26. ↑ "THE O PROJECT". Marcos Alberti 2020. Retrieved 2023-09-21.
  27. ↑ Gil, Natalie. "This Photographer Captured How Women Look Before, During & After Orgasm". www.refinery29.com. Retrieved 2023-09-21.
  28. ↑ ""The O Project" Photo Series Shows Real Women Before, During, And After Orgasm". Bustle. 2017-10-19. Retrieved 2023-09-21.
  29. ↑ "Facebook". www.facebook.com. Retrieved 2023-09-21.
  30. ↑ Prance-Miles, Louise (2022-06-01). "Kendo-owned Olehenriksen announces body care partnership with sexual wellness brand Smile Makers". Global Cosmetics News. Retrieved 2023-09-21.
  31. ↑ "Smile Makers and Mumsnet launch sex toy for new mums". Mumsnet. Retrieved 2023-09-21.

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