It has been a little over four years since Fifty Shades of Grey was released in U.S. theaters. At the time, it felt a little groundbreaking to see kink and BDSM(that’s short for bondage, discipline and sadomasochism) on the big screen. Unfortunately yet unsurprisingly, it was a conventionally attractive cisgender heterosexual white couple, but there were restraints, blindfolding and spanking at a time when same-sex marriage wasn’t legal, not for another four months.

Where have we been? How has our cultural landscape surrounding sex and gender shifted? Where are we now? Where are we going? And most importantly, who else is along for the ride?

Enter LELO, a Swedish-gone-international brand for designer intimate lifestyle products launched in 2003. Remember 2003? Netflix still came in the mail. No one was Keeping Up With the Kardashians. George W. Bush was president. LELO was already hard at work creating great looking and feeling “personal massagers.” Otherwise known as vibrators.

It’s 2019. Need I say more? It’s a wild rumpus, but also it’s also The Women’s March, Me Too, Trans Lives Matter, Black Lives Matter and talk of a Green New Deal. There’s also been, thankfully, a cultural shift that destigmatizes sex in general. Never before has it been so easy to access information—and of course, inspiration—surrounding all types of sex. Once relegated to sketchy storefronts and underground (read: marginalized) communities, it appears that we’re not just accepting pleasure; we’re expecting pleasure. And, why wouldn’t we?

Of course, LELO is still making vibrators along with a host of other bedroom accessories, soy massage candles, and a stronger, thinner HEX condom inspired by nature’s honeycomb structure. Sign us up.

But they have also taken on a leadership role in beginning internal and external communication surrounding the language that surrounds sex toys and how they can lead a charge in degendering their offering. For example, a cock ring doesn’t need to be worn on a cock, necessarily. It could be held in a hand, or slid over a penetrative vibrator, or used in much the same way as a handheld vibrator. Also, it doesn’t necessarily need to be used by a man. It could be used by anyone with a penis. Or, if you’re creative enough, by anyone at all. At LELO, the TOR™ 2, once a “cock ring,” is now a “couple’s ring.” They have crafted video tutorials that show more than how to turn the product on and off; they show the breadth of possibilities of not who can use it, but where.

They are also thinking about representation. For LELO, social media is more than a chance to show off their sleek product offering. It’s a chance to speak to their values surrounding diversity. A scroll through the LELO universe brings us to a delightful mix of skin tones, two women embracing, and of course, in true 2019 fashion, butts of all shapes and sizes.

Speaking of sizes, isn’t it a little strange that sex toys are one size fits all? LELO is reengineering their toys to make sure that the most important pieces of their toys are sized to be inclusive of all sizes of anatomy.

LELO prides themselves on creating luxurious objects that look more at home on Egyptian cotton sheets or a walnut dresser than they do shoved to the shame corner of a nightstand drawer. The engineering process at LELO is truly innovative, as their in-house designers tend to design the products to be ergonomically superior, and less to be representative of any particular genitals. Amazingly, all the products are also manufactured in house, which leads to better working conditions and employee relationships. They’re focused on building lasting relationships with their customers as well, and their ten year warranty certainly doesn’t hurt. More than that, they have started a number of sexual education initiatives to bring their language and approach into schools.

While luxury and good, old-fashioned quality comes with a price (their 15 Year Anniversary Collection, which includes twelve pieces with 18-karat rose gold accents, will set you back $10,000), LELO is even being mindful of making their products accessible to a wider clientele with their newly adopted installment service.

LELO is on a mission to give everyone a little more pleasure, regardless of sexual orientation or identity, race, or age. They are paving the way when it comes to not only technological innovation of their toys, but their approach to inclusivity. Unfortunately, the past few years have taught us that inclusive can be an unfortunately rare trait. Inclusivity does more than allow people to be a part of something; true inclusivity tells people it’s okay to be a part of something. It says “we accept you the way you are.” Acceptance is liberating, and liberated people can liberate others.

Playboy is celebrating LELO for their commitment to living life according to the pursuit of pleasure, stumbling upon one-of-a-kind-quality and success along the way. We’re committed to creating a space where movements surrounding destigmatization can continue to flourish. We believe in the power of insatiable curiosity and insatiable drive as a means of creating the most satisfying reality. We’ve been doing it since 1953, and we’re still doing it today.

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