Mums launch a $39.99 sex toy that blends in with your skincare products on a shelf: Vacation Vibes

Three mums and best friends have released their own sleek and secure sex toy for just $39.99 after discovering exactly what women want in the bedroom.

Anthea Hawkins, 48, Emma Haworth, 47, and Julia Marget, 38, who lives in Melbourne, were the creators of Happy Collective in 2020, a sexual wellness website that specialises in skin and beauty products.

They landed an exclusive opportunity to distribute the Smile Maker range of vibrators on their website and hoped to become the pioneers of female sexuality.

Now they’ve taken things one step further by creating their own line of vibrators under the brand name Vacation Vibes, with each sex toy set to mirror an exotic location around the world.

Their first product is called The Amalfi, a USB-charged vibrator with five speed settings that women can play with for up to an hour before it will need a full charge once again. 

‘Vacation Vibes is a brand and a business that is founded on the idea of escapism and love of travel,’ Julia told FEMAIL.

‘We wanted to capture that feeling you get when you pack a suitcase, jump on a plane, and relax. Our goal was to ensure that our first product be approachable, eliminating barriers for first time users – such as price, where it’s sold and what it looks like. 

The Amalfi can be purchased on their Happy Collective website and shipping is free within Australia.

The sex-toy category, that was shaped in the 80s and 90s by Playboy, Penthouse spreads, bondage and extreme fetishes is now antiquated according to the ladies.

‘Pleasure post the pandemic is a vital part of the total wellness picture. It doesn’t belong in seedy, back shelves or in secret. All women should feel comfortable in this space,’ Julia said.

‘Vacation Vibes is a brand and a business that is founded on the idea of escapism and love of travel,’ Julia told FEMAIL

‘The significant evolution and public acceptance of female pleasure and pleasure devices over the past two and half years, triggered us to be part of the category and the conversation.’

‘Price point is also key. This premium product is priced at $39.95. We are approachable, digestible and fashion forward. We are not in your face.

The vibrator, which could be mistaken for the bottle of a skincare product in your bathroom drawer, is not made to stand out with its serene blue colouring.    

‘We launched last month and it would seem that women (and some men!) are loving tapping into that vacation vibe at home,’ Julia said.

‘We think the fact we are three mums, who work and have the daily juggle like many others, is part of why our brand is having so much success in its mission to normalise female sexuality.’

The vibrator, which could be mistaken for the bottle of a skincare product in your bathroom drawer, is not made to stand out with its serene blue colouring

Globally the sex toy market is predicted to be valued at $56 billion by 2026. 

The group of mums are preparing to launch their next toy, The Miami, soon to join the extremely popular Amalfi.

For other women wanting to enter the popular beauty space, the mothers claim knowing your market and having a firm view on your distribution plan is the way forward pre-launch. 

‘Build a brand that is different but digestible with a strong tone of voice. A brand is more than packaging, a brand is about creating content and a reason for someone to choose you,’ Julia said.

‘Beauty and wellness categories are overwhelmed with choice yet brand preference is strong. Why is this? Because you are filling a need. Find that desire and tap into it!’