The Good Trade editors endorse products we’ve personally researched, tested, and genuinely love. Learn more about our methodology and business model here.

We love using natural products, especially in the bedroom. These are our top picks for safe sex toys that are cute, discreet, and have other perks, too.

Even a decade ago, owning a pleasure device of any kind felt slightly shameful. It was a secret to be hidden away in our most private drawers, furtively used on lonely nights. This feeling was, in part, due to how sex toys were manufactured to be blatantly realistic and obnoxiously large. Let’s just say, before the ’90s, vibrators were not discreet—or cute.

As we continue to shift our cultural narratives surrounding sexuality, we’re seeing a ripple effect throughout the industries catering to our sexual desires. The sex toy industry has been expanding its approach to pleasure for people with vulvas, well beyond the classic dildo or vibrator model (though these are classic for a reason!). There have also been notable innovations for transgender and non-binary pleasure as well.

Why shop sex toys for women (made by women)?

We love the newer emphasis on wellness-based, versatile models by women designers who are modernizing the industry. They’re helping us to explore our sexuality and desires while also caring for our bodies. No room for shame in this new game, where education reigns and customization is endless. After all, there’s no one-size-fits-all approach to sexual pleasure. Below are some of the best sex toys for women—started mainly by women founders who are leading the industry into a new frontier of empowerment and liberation.

Our criteria:

Our editors have personally used and reviewed nontoxic and sustainable products for a decade. Yes, that includes lube and even toys. These are our top picks for natural lubes that are made of organic materials, safe to use, and have other benefits too. We regularly update this list with new finds that meet the below criteria.

  • NATURAL & ORGANIC | These toys are made with all-natural and skin-safe materials.
  • DISCREETNESS | Each of these brands creates toys that are fun, cute, and discreet enough that you don’t have to feel embarrassed keeping them in (or on!) your nightstand.
  • VERSATILE | Whether you’re looking for a solo vibrator or a toy to use with a partner, these brands are versatile and can be used in many ways!

If you’re looking for other sexual wellness products, check out our guide to vegan condoms and our favorite nontoxic lube brands!


Best Overall | Most Affordable | Best Introductory Toy


1. Dame

Budget friendly
Woman owned

Price | $30–$135

This fun sex toy brand was started by two female founders: One is a credentialed sexologist and the other is an established engineer. Alongside lubes and serums, Dame’s sex toys are sleek, sexy, and even a bit futuristic. The designs are truly a glimpse at how sex toys can be revolutionized, and they challenge our ideas on what these products should look like—take the bestselling Aer suction toy, for example. The founders continue to develop new and innovative products for all—while also closing the pleasure gap. Not sure where to start? Take the brand’s quiz to find the right toy for you!


2. Maude

Budget friendly
Recycled materials
Woman owned

Price | $30–$79

We appreciate the minimalist approach to this inclusive, affordable, and beautifully designed bedroom essentials brand, Maude. Its goal is to help modernize the pleasure industry by selling body-safe products that not only look cute on your nightstand but are also functional—like the “burn” candle that doubles as a massage oil or the vibrator that looks like a trendy art piece. Plus, you can grab a travel kit or bundle for double the pleasure and double the fun.


3. Smile Makers

Budget friendly

Price | $25–$129

Smile Makers is on a mission to bring sex (and vulvas!) out into the open. For nearly a decade, the team has tirelessly worked to create sensual products for vulva owners, thinking through female anatomy, ergonomic design, and the best in quality materials. (Along the way, Smile Makers also hosts pleasure-positive sex workshops and sex education programs—brava!) We love the team’s quiz to help you find your next sex toy, its playful language and product names, and largely affordable pricing.


4. Ohnut

Budget friendly
Woman owned

Price | $65–$50

This fascinating toy is a revolutionary device that offers relief to those who find penetrative sex uncomfortable. The brand was founded by a woman who experienced painful sex herself and went on a journey to alleviate the discomfort. During her research, she found that one in every 10 women experiences pain during sex. This inspired her to create the Ohnut ring, which customizes penetration depth. The product is BPA-, phthalate-, and latex-free, and made from FDA-approved body-safe material. Ohnut also offers a lube, sensory brush, and a “getting-to-know-you” mirror for even more intimate moments.


5. Je Joue

Budget friendly
Small business

Price | $12–$139

With an emphasis on being sex-positive, Je Joue sells toys (think beads, rings, and handcuffs) as well as vibrators that are “sophisticated and elegantly naughty.” The designers worked with gynecologists and midwives to help make sure its vibrators are beautiful and effective. The unique motors operate at an ultra-low frequency allowing the vibrations to travel more deeply through the body and access more internal pleasure points. So, simply put, they do the job right!


6. Tabu

Small business
Woman owned

Price | $95–$145

Tabu is not buying the idea that sexual health and pleasure is only for the young. Dedicated to sexual education and wellness at any age, their toys, lubes, and tools are made by a dedicated panel of medical experts, pelvic floor therapists, and gynecologists. Long term vaginal health benefits from attention and care and their thoughtfully designed vulva stimulator and heating wand offer gentle vibrations that stimulate and care for the soft tissues of the vulva and vagina through reproductive years and beyond.


7. Crave

BIPOC Owned
Woman owned

Price | $69–$179

Crave was founded by a female industrial designer who hoped to create sophisticated, appealing products in order to change the narrative around women’s pleasure. In fact, some are so elegant that it’s okay to have them in plain sight. We love the portability and sleekness of these devices, making them feel less like a secret to be hidden away. The “Vesper,” for instance, doubles as a necklace and a vibrator, and they also make a leather pair of handcuffs that double as a bold bracelet. From the boardroom to the bedroom, come as you are!


8. Unbound

Budget friendly
Woman owned

Price | $13–$98

This brand, Unbound, is fully women-led and run with an emphasis on creating a feminist space to explore and experience women’s sexuality. The products are safe, playful, and inclusive, and we love that you can filter by categories like “beginner,” “couple,” or “multispeed.” They also have a number of sensation toys and nipple or clit clamps if you want to explore pain safely. Our favorite unique design is the “Puff,” which uses a rhythmic sucking sensation and intensity for clitoral pleasure. The Puff is rechargeable, waterproof, and sent in discreet packaging. It’s no surprise that Unbound sex toys have thousands of five-star reviews.


9. Lioness

Woman owned

Price | $229

Liz Klinger, co-founder of Lioness with Anna Lee, saw a need for better sex toys after previously selling intimacy products at home parties. Enter the Lioness 2.0: a smart vibrator (yes, you read that right) built by and for women. Its award-winning technology uses built-in sensors and a mobile app to see your pleasure in real time—and then it’ll adapt to make your orgasms even more satisfying (with over 100 different intensities). It’s an absolute game-changer—and the last vibrator you’ll ever need.


Featured image from Smile Makers