Why more women are talking about sex lately, and what they're buying

• Sexual wellness products are becoming more mainstream and are now discussed alongside topics like stress management and mental health.
• Smile Makers Collection, a brand known for body-safe vibrators, is now sold at major retailers like Sephora and Ulta.
• The brand is offering a 25% discount on orders of $120 or more for Masturbation May.

There was a time when sexual wellness products lived almost entirely out of sight, reserved only for the shadows behind specialty shop counters or discussed in whispers online. In 2026, self-pleasure is entering the mainstream chat alongside wellness, recovery, sleep, stress management and mental health.

For Masturbation May this month, the spotlight has never been brighter on sexual health and brands like Lovehoney, We-Vibe and Smile Makers Collection are basking in it.

Founded in 2012, the intimate wellness company Smile Makers Collection has built its reputation around creating body-safe vibrators designed specifically with female anatomy and everyday wellness in mind. Today, its products can be found at major retailers including Sephora, Ulta, Anthropologie and Free People.

This May, the brand is offering one of its biggest promotions yet: USA TODAY Shopping readers can save 25% on orders of $120 or more, plus receive free discreet delivery. Below, meet the top products to shop now and learn more about Smile Makers Collection.

The beginner-friendly vibrator bundle that’s getting attention this May

Among the biggest deals in the promotion is the brand’s Vibes of the Week bundle, a seven-piece collection designed to introduce shoppers to different types of pleasure and stimulation styles.

Vibes of the Week bundle

This kit includes beginner-friendly options for internal, external and anal stimulation, making it particularly appealing for shoppers who may be curious about sexual wellness products but unsure where to start.

The bundle is already discounted from $375.30 to $260.95, and the additional 25% promotion drops the total to roughly $195.71 before tax—nearly $180 off the original combined retail price. Save nearly 50% today

The best-selling rabbit vibrator designed for more intentional pleasure

Another standout from the promotion is The Artist, the brand’s best-selling dual rabbit vibrator.

Unlike many traditional rabbit-style designs that prioritize intensity above all else, The Artist focuses more on balance and customization. It features two independent motors with equal power, allowing users to tailor internal and external stimulation separately rather than relying on a single vibration pattern.

The Artist

The ergonomic shape and layered stimulation are designed to encourage slower, more intentional experiences instead of overly aggressive intensity—something that has helped make rabbit vibrators increasingly popular among shoppers seeking more customizable pleasure.

The Artist is also USB rechargeable and made from 100% body-safe silicone. Save 25% on The Artist

Why The Ballerina has become customer-favorite

For shoppers seeking something smaller and less intimidating, The Ballerina has become one of the brand’s most recognizable products.

The palm-sized external vibrator is designed to rest naturally against the vulva, with an ultra-soft silicone texture that shoppers frequently describe as surprisingly plush and comfortable. Plus, it is under $100!

The Ballerina

The compact shape of The Ballerina makes it particularly approachable for beginners or anyone exploring vibrators for the first time.

Like the rest of the collection, The Ballerina is rechargeable, discreet and made entirely from body-safe materials. Shop The Ballerina at Smile Makers Collection

The wellness industry is finally talking openly about sexual health

Conversations around sexual wellbeing have steadily become more normalized, especially as wellness experts continue connecting self-pleasure with benefits like stress reduction, improved sleep, body awareness and pelvic floor engagement.

For many shoppers, that means intimate wellness products are increasingly being approached less like taboo purchases and more like other forms of self-care.

Smile Makers Collection has leaned heavily into that philosophy. Rather than creating products designed to shock or feel overly clinical, the company focuses on ergonomic, approachable designs and premium materials intended to make sexual wellness feel accessible and stigma-free.

One standout detail shoppers often notice is the texture of the products themselves. The brand uses cryogenically polished body-safe silicone imported from Japan, creating an ultra-smooth finish that feels noticeably softer and more refined than many mass-market alternatives.

What to know about the Masturbation Month sale at Smile Makers Collection

Throughout May, shoppers can receive:

• 25% off orders of $120 or more
• Free discreet delivery
• Additional savings on already discounted bundles

The promotion applies across many of the brand’s best-selling products and pleasure kits, including The Artist and the Vibes of the Week bundle.

What products are included in the Smile Makers Collection sale?

The Masturbation Month sale includes best-selling products like The Artist and discounted bundles including the Vibes of the Week collection.

USA TODAY Shopping will be covering all the best deals and drops so be sure to sign up for text alerts, check us out on Flipboard, follow us on TikTok, sign up for our newsletter and follow us on Instagram to stay updated!