Smile Makers

Smile Makers is a global sexual wellness brand that was the first of the category focusing solely on a mainstream distribution for products like vibrators, personal lubricants and more.
Founded in 2011, the company has gained recognition for its commitment to normalising the perception of female sexuality by designing colourful products and partnering with high profile retailers such as Sephora, Urban Outfitters, Ulta, Bloomingdale’s, Saks Fifth Avenue, Goop and more.
==History==
Smile Makers was founded in 2011 with a vision “to create products that remove the stigma around the act of buying a vibrator”. The brand wanted to reframe vibrators as wellness products and destigmatise the topic of female sexuality.
Two years after its launch, the brand was retailed in mainstream environment in Europe, Asia and North America.
The brand initially introduced a line of four vibrators called the Fireman, the Frenchman, the Tennis Coach and the Millionaire. These names were based on a survey the brand led around the world about female fantasies. In 2021, the brand updated these names to gender neutral versions, acting on feedback received from consumers. The shape of each vibrator was inspired by these fantasies: for example, the Millionaire’s shape was inspired by a cigar, the Fireman’s by a flame, etc.
In 2015, Smile Makers established a presence in the Asian market by securing a partnership with the renowned retailer, Watsons Singapore. This marked a significant milestone in the brand's expansion efforts. Additionally, Smile Makers expanded its reach to Australia and forged partnerships with entities in the United States, including Free People, Goop, and Urban Outfitters. Notably, the product line, including The Tennis Pro model, garnered widespread recognition and made a notable appearance on the popular television show, "Jimmy Kimmel Live!".
In 2021, Smile Makers was the first vibrator brand launch by the beauty retailer Sephora anywhere in the world, launching in retail in 2022 in about 40 stores and expanding this partnership from Europe to Australia, New Zealand and the US in 2023.
==Global presence==
Smile Makers has distribution in over 50 markets and a global eshop.
==Social advocacy==
The brand works with sexual health experts, educators, and influencers to promote comprehensive sexual education.
It has launched its own sex education program called Vulva Talks that comprises a free online course as well as partnerships with student associations and other organisations starting in 2015.
==Notable collaborations==
In 2017, the brand worked with photograph Marco Alberti to create The O Project. The O Project is a series of photographs taken by Marcos Alberti, the Brazilian photographer who was behind the 3 Glasses project in 2016. This time, Alberti has worked with Smile Makers to create a series of photos of women before, during and after they climax through self-pleasure. This garnered media attention and applauds from all around the world for its bold yet sensitive and respectful depiction of female pleasure.
In 2021, Smile Makers worked with Edie Parker’s sister brand Flower by Edie Parker to co-create a time-limited edition of The Firefighter’s packaging to celebrate Flower’s launch of a CBD infused lubricant.
In 2022, Smile Makers partnered with skincare Ole Henriksen to create a time-limited bundle combining The French Lover vibrating tongue with Ole’s new body balm.
In 2023, Smile Makers launched The Whisperer, the first vibrator created with mothers and for mothers. The toy was the brainchild of Smile Makers and Mumsnet, UK’s first parenting online platform.
Category:Sexual health
Category:Companies of the United States
Category:Companies established in 2011