Recent reports highlight that people around the world, from post-pandemic millennials to Gen Z navigating a so-called sex recession, are having less sex. Trends like TikTok’s 4B movement have brought this into focus, but the emphasis often remains on partnered interactions. This overlooks an essential component of sexual wellness: self-pleasure.
Self-pleasure is gaining recognition as an integral part of sexual wellness, redefining intimacy as deeply personal. It’s about reclaiming time, energy, and agency, shifting the focus from performing for others to fostering self-connection and self-care. By normalising solo experiences, self-pleasure celebrates individual autonomy and the process of self-discovery.
This shift isn’t just a trend among younger generations. A 2024 Kinsey survey found that 46% of women over 60 view masturbation as an excellent way to stay sexually active. This statistic underscores the growing understanding that sexual wellness transcends age and partnership status. Beyond its immediate pleasures, self-pleasure offers numerous physical and mental health benefits, cementing its role as a cornerstone of overall wellness.
Samantha Marshall, Head of Brand at Smile Makers, highlights the importance of this transformation:
“Our sex life doesn’t start or stop with a partner—it starts with ourselves. Are we in a world that prioritises self-pleasure as much as partnered sex? I hope so. After years of making vibes and lube accessible in mainstream retail, where it’s less intimidating, we’ve learned that 63% of women who haven’t bought a vibrator would prefer to do so in a beauty store rather than a sex shop. Self-pleasure is becoming mundane—and that’s exactly how it should be!”
The normalisation of self-pleasure represents a cultural milestone. By moving away from the secrecy and shame once associated with solo intimacy, society is embracing it as an everyday wellness practice. Smile Makers’ Vibes of the Week Collection, which we love, is an excellent example of this shift, demonstrating how sexual wellness can seamlessly integrate into one’s routine, with no one-size-fits-all approach.
The narrative that partnered sex—or its absence—is the pinnacle of sexual wellness is becoming outdated. Self-pleasure, with its focus on self-care, empowerment, and health, is leading a quiet revolution. By throwing away other people’s opinions on societies negative thoughts on self-pleasure, individuals of all ages are redefining what intimacy means and creating a more inclusive and accessible view of sexual wellness.
A Curated Lifestyle Magazine Focused on Art, Creativity, Fashion, Books, Interiors, Mindfulness, Travel & Sustainability.
