Sex toy sales surge during the coronavirus pandemic, helped by Gwyneth Paltrow, Dakota Johnson, Cara Delevingne and other celebrities

Gwyneth Paltrow’s vagina obsession shows no bounds. After touting the benefits of jade eggs, regular vaginal steaming and scenting your home with a vagina-inspired candle, the controversial wellness guru recently unveiled her latest project – a vibrator from her wellness and lifestyle brand Goop.

She is not the only celebrity to jump on board the sex toy bandwagon. In the past year, the likes of model Cara Delevingne, actress Dakota Johnson and singer-songwriter Lily Allen have all developed or launched their own vibrators, bringing a topic once considered taboo into mainstream conversation.

So why is it that vibrators are now buzzing (pardon the pun)?

“It is impossible to deny the role the pandemic has played in the recent surge [of sex toy sales],” says Luka Matutinovic, chief marketing officer of Lelo, a Swedish company that develops intimate lifestyle products. “Sex and masturbation help us deal with the anxiety and uncertainty, and boost our immune systems and happiness levels.