As we head into the new year, a look at what The Business of Beauty has its eye on.

While legacy players such as Trojan and Durex have dominated the male sexual wellness category for decades, new age brands are banking on expanding notions of masculinity, product innovation and approachable storytelling to capture the male-identifying consumer.

BoF’s Imran Amed sits down with Priya Rao, executive editor of The Business of Beauty, to go inside the findings of our new report ‘The State of Fashion: Beauty.’

The Soho boutique is probably the first sex toy shop with a shrine to Wayne Gretzky, but it’s not alone in its pursuit of using vibrators and lube to lure shoppers into stores.

Christina Aguilera is the co-founder and chief brand advisor of Playground, a line that specialises in sexual wellness – a space that’s emerging as the next frontier for celebrity branding.

Overtly sexual marketing has long been a selling point in beauty, but the makeup artist is pushing boundaries with a new collection of lip colours in anatomically correct tubes.