6 celebrity-backed sex toy stores and brands to shop for Valentine’s Day

Celebrities sure know how to cause a buzz.

From Cardi B cradling a vibrating wand in her “Up” video to Madonna rocking “pleasure jewelry” on Instagram, many stars aren’t shy about showing off their sex toys outside of the bedroom.

After all, who could forget Miley Cyrus’ dildo decor, that infamous “RHONY” “vibrator in the chicken” scene or the time Katie Thurston, er, stimulated conversation with her buzzy “Bachelor” introduction?

And when it comes to adult toys, plenty of celebs aren’t just playing around; just as famous folks have put their stamp on countless beauty and skincare lines, several stars have marketed gadgets of their own in recent years – from Cara Delevingne to Dakota Johnson.

A buzzy history

Gwyneth Paltrow
Gwyneth Paltrow’s Goop is among the celeb-backed brands selling adult toys. Getty Images

So why are so many stars are backing brands that sell sex toys? Hallie Lieberman, the author of “Buzz: A Stimulating History of the Sex Toy,” tells Page Six Style that “unlike a beauty brand or fragrance, sex toys catch attention and allow for a larger conversation about important issues.”

“It’s a way to use capitalism to bring about social change,” she adds. “For example, Dakota Johnson … isn’t just promoting vibrators — she’s narrating the new documentary about sex pioneer Shere Hite.”

And while she credits Gwyneth Paltrow — who dropped Goop’s first self-branded vibrator in 2020 — with helping to normalize “the idea of a celeb-backed sex toy,” the connection between Hollywood and pleasure products predates Goop.

“In the early 1900s, vibrators were advertised as health and wellness devices and celebrities promoted them, including the star of Alfred Hitchcock’s ‘Lifeboat,’’ she explains, noting that these days, adult toys are “both more and less openly discussed.”

Below, we’ve broken down all the adult brands that have earned a coveted celebrity stamp of approval:

Dakota Johnson and Maude Founder, Éva Goicoche
Dakota Johnson and Maude founder Éva Goicoche teamed up in 2020. Maude

“Fifty Shades of Gray” star Dakota Johnson doesn’t shy away from sex toys off-screen, either. She became an investor and co-creative director for sexual wellness brand Maude in 2020 and has since plugged products including the brand’s butt plug, the Cone — which just might have been a sexy surprise for those on her holiday gifting list.

“Oh, this is going in everybody’s stocking. Are you kidding?” she quipped to InStyle prior to the 2021 holiday season. “It’s the perfect stocking stuffer. You think your uncle hasn’t wanted a butt plug his entire life? You’re lying.”

Johnson also lets her toys do double duty as skincare tools, as she told the outlet the palm-sized Drop vibrator ($49) “does amazing things for your face.”

The Maude Drop Vibrator

Maude Drop Vibrator

Gwyneth Paltrow
Gwyneth Paltrow’s Goop frequently features adult toys in its famed gift guides. Getty Images for goop

Following the debut of that infamous vagina-themed votive, Gwyneth Paltrow’s Goop brand introduced its own sex toy in 2020. The lifestyle label has hardly toned things down since; its 2024 Valentine’s Day gift guide features everything from “sex gems” to vibrators — including the Crave Tease Vibrator Ring and Kiki de Montparnasse Gold Wand.

The Goop vibratir

Goop Wellness Double-Sided Wand Vibrator

Madonna’s shared snaps wearing the Crave necklace. Madonna / Instagram

Stars like Madonna are ditching diamonds for Crave’s Vesper vibrating necklaces, a favorite of former “RHONY” star Carole Radziwell’s.

Gwyneth Paltrow even lent the brand her stamp of approval in 2023, granting it a spot on Goop’s famously steamy gift guide. 

Crave Tease Vibrator Ring

Crave Tease Vibrator Ring

A vibrator necklace

Crave Vesper Vibrator Necklace in 24k Gold

Christina Aguilera
Aguilera teamed up with Catherine Magee, Playground’s co-founder and CEO, in 2023. Playground

From singing “Dirrty” to teaming up with a brand marketing “clean” personal lubricants. In 2023, Christina Aguilera became the co-founder and chief wellness advisor for Playground, which currently sells four products billed as plant-based and vegan.

“Even when I was 21, lube was just part of the conversation,” the pop star told Cosmopolitan. “As early as that was for me in my career, I’ve always loved talking about sex.”

Aguilera dubbed Playground’s Date Night formula her “favorite” in an interview with Hypebae, while telling Allure her go-to vibrators are from Lelo.

A pink Playground Date Night bottle

Playground Date Night Lubricant

Demi Lovato with a yellow vibrator
Demi Lovato partnered with Bellesa in 2022. Instagram

Forget “Cool for the Summer” — Demi Lovato heated up the fall in 2022 by partnering with Bellesa on the the Demi Wand, a colorful, compact vibrator that comes in a discrete clamshell charging case.

The brand’s wares also come approved by Leah McSweeney — who once told Page Six Style she planned to stuff stockings with Bellesa vibrators — and Cardi B, who once handed out a version of the brand’s Aurora vibrator as a birthday party favor.

A pink vibrator

Aurora Soft-Touch by Bellesa Vibrator

Carbi B poses with a vibrator in her 'Up' music video.
Carbi B posed with a vibrator in her “Up” music video. YouTube

While the lyrics just might speak for themselves in Cardi B’s “WAP” video, her “Up” visuals included a risqué cameo from Vush’s Majesty 2 vibrator, which she cradled onscreen.

A Vush vibrator

Vush Majesty 2 Vibrator