However, it’s easy to feel decision fatigue when you’re presented with so many options for buying sex toys online. You start to feel like you opened the Cheesecake Factory menu, and finding what you really want becomes a difficult task in and of itself. There are the OGs of the sex toy shop world, like Good Vibrations and Adam & Eve, along with a bevy of trendy direct-to-consumer brands like Unbound, Dame, Maude, and luxury toy brands like Lelo, whose products you may mistake for modern art. As a shock to literally no one, the ’zon also wants a piece of the pie and offers a variety of Amazon sex toys—often with two-day Prime shipping. The most recent development? You can now find sex toys carried by beauty and fashion standbys, such as Sephora, Nordstrom, and Free People, all in the name of sexual health.
So where to start? Behold the ultimate list of the best sex toy sites and brands we've shopped, vetted, and curated just for you.
Lelo
Lelo is undoubtedly one of the best sex toy websites out there. The award-winning luxury sex toy retailer is where you want to go if you’re ready to invest in a well-designed, high-tech, and powerful toy that, yes, costs a pretty penny (luckily, the Sweden-based shop has sales from time to time). But with luxury products comes a curated shopping experience: Along with every single toy, Lelo provides illustrated instructions on how to use it if you’re in need of some pointers. The Soraya and Smart Wand are two of the brand’s best sellers, and one Glamour writer named the Lelo Sona Cruise as the best vibrator they've ever used.
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Amazon
These days you can order just about anything on Amazon—and get two-day free shipping with a Prime membership—so the convenience is hard to deny. You can stock up on household goods like toilet paper and shampoo and add a vibrator to the same cart by barely lifting a finger. Amazon While there's a huge selection of Amazon sex toys to shop from, it’s important to pay close attention to your choice, since it’s possible to buy a counterfeit product from an unofficial third-party retailer. (We always recommend doing a thorough read-through of the product reviews.) Keep an eye out for coupons for even better deals.
Nordstrom
That’s right—amazingly, you can pick up high-quality sex toys at the same place where you buy your jeans. Nordstrom’s wide-ranging selection includes classics from Dame, Lora DiCarlo, Maude, and Crave, making it just the right place to throw some of the best lubricants for women or a dependable (and relatively inexpensive) vibrator into your cart. And a lot of happy customers have backed up the retailer's selection. “The results were amazing, and the sensation that occurred was out of this world, lots of fun to be had by all,” one reviewer says of the Dame Kip Vibrator.
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Lovehoney
Unlike most retailers, which generally don’t allow returns (understandably), Lovehoney lets customers return a toy within 60 days. Plus, its customer service is notoriously amazing, with experts available to help choose which products are right for you or to just solve any shipping issues. You can depend on Lovehoney to carry all the classics like the Magic Wand vibrator and Fifty Shades of Grey line, as well as an in-house Lovehoney lineup of toys. The retailer also features deals of the day, with toys up to 50% off, as well as a 20% student discount.
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Target
Ever since Target came through with pretty lingerie and celebrity fragrances, we've stopped being surprised at the sheer breadth of products available at the big bull’s-eye—until we came across its assortment of adult toys. You can find relatively affordable vibes from PlusOne alongside the Lelo Dot, which one Glamour writer called a top pick for those who struggle with orgasms, want to have more, or generally want something very powerful. Target offers all the perks of a big-box store too, such as free shipping with orders over $35 (or for RedCard holders) and free returns…although why would you?
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Free People
With a surprisingly extensive selection of sex toys, Free People encourages its shoppers to think of sex toys as a means of self-care. (We can get behind that.) Most options are surprisingly affordable—with vibrators starting at just $14—making it a great place to buy sex toys for beginners online. Free People also offers a guide on how to find the best vibrator for you based on your needs.
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Good Vibrations
Good Vibes was founded by sex educator Joani Blank back in 1977, with its first store located in San Francisco. Hers was the first sex toy shop that put sex education and women’s pleasure front and center (in a large, scalable way), and the brand’s mission is to empower folks to freely embrace their sexuality. It was also one of the first shops to prioritize body-safe materials like silicone in its toys. Good Vibrations is still considered one of the most trustworthy sex toy retailers, with a plethora of toys to choose from, at all different price points.
Babeland
If Babeland’s shopping experience seems awfully familiar, it’s because it was acquired by Good Vibes in 2017. The Seattle-based retailer’s mission is to empower women to explore their sexuality. Similar to Good Vibes, Babeland refuses to sell subpar toys, remains vigilant about materials, and carries a huge selection of toys all in one place. Babeland also offers free discreet shipping on all order over $69 and curbside pickup at its New York and Seattle locations.
Dame
Come for the fun graphics; stay for the orgasm-making toys. Founded by sexologist Alexandra Fine and Janet Lieberman, an engineer, Dame Products’ ultimate mission is to close the pleasure gap by creating accessible and inclusive sex toys, as well as spreading the word about sexual wellness. If you follow the brand on Instagram, then you probably already know it regularly posts sex-positive illustrations and mantras like this definition of sexuality. Its best-selling toy is the Eva, a hands-free clitoral vibrator you can use solo or with a partner. Brownie points for convenience and a cute design. One Glamour writer also approves of the Dame Dip for switching between clitoral and vaginal stimulation.
We-Vibe
Founded by Canadian couple Bruce and Melody Murison, We-Vibe is another luxury toy brand that specializes in sex toys for couples, although it does sell toys for solo sex too. What makes We-Vibe special is its We-Connect app, which pairs with all of its toys. The app gives people the ability to control their toys wirelessly with their phone, and from afar. If you’re looking for a vibrator to use with a long-distance partner, We-Vibe gives you the opportunity to connect, even if you’re states or countries away from each other.
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Unbound
Unbound started as a small sex tech start-up in an NYC apartment and has grown into one of the most popular modern sexual wellness retailers. Polly Rodriguez founded the company because she believed female sexuality was underserved by the sex toy industry. And it’s true: 10 years ago (probably five years ago, even), when people went searching for sex toys, they often found that the products were designed for male pleasure and solely hetero sex in mind. A lot of dildos on the market were super phallic and veiny, and the only purpose of a vibrator was packaged as a way to offer foreplay before penetrative sex. Not anymore. Brands like Unbound give folks fun and brightly designed toys that are created for pleasure, whether you’re having partnered sex, enjoy masturbating on your own, or both.
Maude
Maude (which counts Dakota Johnson as an investor) is in the business of intimacy. Its two sole sex toys are the bullet vibrator, simply called Vibe, and its palm-size mini vibe called Drop. While these products are loved for their sleek design and efficacy, Maude customers tend to come back for mood setters, like its popular burn candle, which you can light and enjoy, and then pour directly onto your partner’s skin for a warm and sensual massage (since the wax is made with jojoba oil, it isn’t able to get superhot). Maude was founded by former Everlane employee Éva Goicochea, who wanted to counterbalance some of the raunchy, porn-influenced imagery associated with sex toys. When you visit its website, it might not even dawn on you that it sells sex toys, since Maude purposely avoids explicit content so that their customers don’t feel intimidated. The branding is also totally gender- and age-inclusive.
Adam & Eve
When you think of a traditional brick-and-mortar sex toy shop, you might think first of Adam & Eve, one of the most popular sex toy retailers in the world. It was founded by Dr. Timothy Black and Phil Harvey in 1970, and began as a small shop in North Carolina that sold condoms and lube. As its business model expanded (pivoting to mail-order catalogs), Adam & Eve eventually migrated online, selling everything from anal toys and cock rings to clitoral and rabbit vibes, all with discreet shipping. (You can also find a number of BDSM-minded offerings to satisfy kinks, such as nipple clamps.) The retailer carries a wide selection of toys and brands and, to our delight, has a 100% satisfaction guaranteed policy, meaning if you don’t like it, you can totally return it.
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Sephora
If you don't know, now you know: You can absolutely stock up on skincare and sex toys with one seamless checkout experience. Beauty behemoth Sephora is now selling vibrators, lubes, toy cleaner, and other sexual wellness products alongside the usual makeup and fragrance, allowing for a more discreet shopping experience, if that's your thing. To kick things off, the retailer recently partnered with two women-founded brands, Dame and Maude; the edited selection feels both approachable and less intimidating for those dabbling in sex toys for the first time.
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Womanizer
Womanizer specializes in clit-suction vibrators, which have skyrocketed in popularity in the past few years. With dating and hooking up off the table for many people during the pandemic, naturally, masturbation was a safer alternative. Folks heard through the grapevine that the Womanizer felt like oral sex for people with a vulva, and it instantly became one of the most sought-after toys. If you're even more curious to know why the brand has everyone obsessed with its sex toys, we wrote about everything you need to know about Womanizer too.
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Sweet Vibes
At first glance, you might mistake Sweet Vibes’ online experience as a candy shop. Bubblegum pinks and baby blues initially mask that this is, indeed, an online sex toy store, and its Instagram page is coated in just as much sugar. Its clitoral suction toy is called Girl’s Best Friend, while its dual vibrator is cheekily called TuLips. The playful branding is part of the company’s goal to market sex toys as being integral to one’s self-care routine. You’ll also notice Sweet Vibes’ pricing is extremely reasonable (most toys fall under $50). Its explanation? “It doesn’t actually cost an arm and a leg to create a great vibrator using quality materials,” and the brand follows up by stating it forgoes expenses like influencer photo shoots so it doesn't have to pass the cost on to customers.
Etsy
Yes, the marketplace where you buy your personalized jewelry and hand-knit balaclavas also sells sex toys. A large portion of the toy selection is handmade or sold by smaller companies, so it’s definitely up to the customer to do their research and ensure the toys are made with body-safe materials. You’ll find some gems, though—especially in the realm of BDSM and fetish play.
Revolve
It’s easy to miss the toys among Revolve’s festival-ready clothes, but it’s worth taking a closer look. Highlights include couples vibrators from Hims & Hers and even BDSM-ready sex whips. One of Revolve's top-rated sex toys is Smile Makers' The Firefighter, which one customer gave five-stars for its ability to “hit all points.”
Wet for Her
Alice Derock founded Wet for Her in 2009 after experiencing disappointment with the lack of inclusivity offered by popular sex toy retailers. Derock, who identifies as a lesbian, wanted to see more toys that weren’t geared just toward hetero couples (think veiny, penis-shaped dildos). The first collection consisted of sex toys for lesbians (like the Two Finger Extender, which was modeled after the stroking, come-hither motion of two fingers massaging the G-spot and clit). Wet for Her primarily sells dildos and strap-on dildo harnesses, but it does also offer a bunch of bullet and finger vibrators along with a nice selection of lubes.
Goop
Of course, Gwyneth Paltrow’s wellness empire includes plenty of top-shelf sex toys—she sold a vagina-scented candle, after all. It’s not all woo-woo, though. In fact, Goop is a gold mine for playful vibrators, pain-relieving products, and all-in-one sexual wellness kits. You might be blown away by the results. Orders typically take up to two days to process and ship, and sex toys cannot be returned.
Organic Loven
Organic Loven, founded by erotic educator Taylor Sparks, carries a wide array of eco-friendly and artisanal sex toys and goods, like We-Vibe toys and vegan condoms. It even offers erotic seminars from Sparks, and erotic-themed getaways and cruises. Organic Loven is different from other sex toy retailers in that it focuses on the experience just as much as the products. For those who want to learn more about their sexuality or the act of sex, Organic Loven also sells a variety of sex-positive literature.
