the final frontier of wellness.
maude has landed at Ulta, bringing intimacy into the everyday.
For a category that has historically been kept behind closed doors, sexual wellness is having a very public moment. It is showing up in wellness conversations, beauty routines, and increasingly, the places people already shop for everyday care.
The numbers back it up. In McKinsey’s 2024 Future of Wellness survey, 49% of Gen Z and millennial respondents said sexual health was a very important area of wellness, compared with 36% of respondents overall. In the US, 87% of consumers said they had spent the same or more on sexual-health products than they had the previous year.
wellness, but make it personal.
The definition of wellness has expanded considerably. Sleep, hormones, mental health, skin, stress, recovery, relationships: they all have a place in the conversation now. Sexual health is increasingly being treated with the same everyday practicality.
That shift is especially visible among younger consumers. McKinsey found that Gen Z and millennials place significantly more importance on sexual health than older generations, alongside skin and hair care.
It is less about making sex a wellness trend and more about recognizing that intimacy is part of being well. Feeling comfortable in your body, understanding it, caring for it, and having products that support that experience all count.
from private to discoverable.
Retail is helping move the category along. Sexual wellness products are increasingly being introduced alongside beauty, personal care, and other wellness products, making them easier to discover without requiring a special trip to a specialty shop.
That matters. When something is easier to find, it becomes easier to consider. When it sits beside the products already in the routine, it starts to feel less like a category apart and more like another way to care for yourself.
And perhaps that is where sexual wellness is headed: not toward being louder, but toward being more ordinary.
maude is now available at Ulta Beauty, bringing modern intimate care into the everyday beauty and wellness routine.
