Feel empowered to share her fantasies, desires and worries with her partner (and herself) and feel equipped to express herself this way.

Understand her body and how it can affect her sexual pleasure - from her anatomy and hormones to her mind.

Be able understand and embrace the stages of her life, and how they affect her sexual pleasure. In understanding and appreciating them, she will be able to communicate her needs with others.

Feel confident in herself and feel empowered to talk about her sexual pleasure without fear of judgement. This openness helps to break down taboos for the other women in our lives.

Feel free to explore her own body using whatever tools or techniques she chooses.

Have the freedom to see herself as a sexual being with legitimate needs, regardless of age, race, sexuality, body shape, relationship status or life stage

Educate women about their own sexual pleasure

We will share our expertise on the female body and how to enjoy it – from your clitoris and your nipples to your mind. This will link physical pleasure to psychological wellbeing and explore the relationship between the two.

Educate men about female sexual pleasure

Men often don’t know enough about pleasing a woman sexually. We will show men the techniques and tools they can use to give their partner an orgasm. We will also provide expert guidance to help women have conversations with men and share their wants and needs.

Invest in sex toy innovation

We will continue to work with the leading sex toy innovators to provide the best products in the business, gathering feedback from customers to shape our production and buying strategies.

Support the female quest to own their sexuality, helping them feel sexy and confident in their bodies regardless of age, race, sexuality or relationship status.

We will reflect a range of body types in our imagery, showing real women of many shapes, sizes and ethnicities. We will write our guidance in an inclusive way and maintain focus on female pleasure. We will encourage women to explore their desires and fantasies, allowing them to have open and honest conversations about what they want in the bedroom and beyond.

Commit to giving out 1,734 sex toys each year in an effort to bridge the gap between female and male orgasms

By encouraging the exploration of sex toy use, we aim to help women find the best ways to have a satisfying sex life, whether alone or with a partner.