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.
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 and lubes of their own in recent years — from Gwyneth Paltrow to Dakota Johnson.
Below, your guide to all the brands that have earned coveted celebrity stamps of approval.
“Fifty Shades of Gray” star Dakota Johnson doesn’t shy away from sex toys offscreen, 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 steamy 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.”
The brand also started off 2026 on a steamy note, partnering with the new “Wuthering Heights” movie on a Come Undone Kit featuring a massage candle and body oil.
Maude Vibe
Following the debut of that infamous vagina-themed votive, Gwyneth Paltrow’s Goop introduced its own sex toy in 2020. The lifestyle label has hardly toned things down since; its 2026 Valentine’s Day gift guide featured everything from naughty dice to vibrators, including the Womanizer Next and the remote-controlled We-Vibe Chorus Pro.
Goop Double-Sided Wand Vibrator
Stars like Madonna are ditching diamonds for Crave’s Vesper vibrating necklaces, a favorite of former “RHONY” star Carole Radziwell’s.
Gwyneth Paltrow’s even lent the brand her stamp of approval, granting it a spot on several Goop’s famously steamy gift guides.
Crave Vesper 2 Vibrator Necklace
Naomi Watts founded her holistic, pro-aging beauty and wellness brand in 2024. And while Stripes also offers traditional skincare, the brand’s more intimate products — like its Oh My Glide Play Oil — have generated quite the buzz.
Kim Kardashian even borrowed the “Mulholland Drive” actress’ lube during their “All’s Fair” press tour, to help squeeze into a tight latex outfit. (“[It] had us all in hysterics and, I have to say, proved just how versatile it is,” Watts recently told Page Six Style.)
Stripes Oh My Glide Play Oil
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, whose products are plant-powered 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, and told Allure her go-to vibrators are from Lelo.
Playground Date Night Lubricant
While Lovehoney sells a plethora of adult toys, accessories and lingerie, its buzziest buys include the Womanizer Premium 2 — a rechargeable, waterproof toy that appeared in Katy Perry’s “Woman’s World” music video in 2024.
Womanizer Premium 2
Halle Berry entered the sexual wellness space in 2024, when her Respin brand partnered with Joylux on an intimacy gel infused with hyaluronic acid and aloe.
“When I realized that the product I needed wasn’t on the market, I decided to make it myself,” the actress said in a press release at the time, adding, “This product has changed my life.”
Respin x Joylux Let’s Spin Intimacy Gel
The buzzy history
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.”
Why Trust Page Six Style Shopping
This article was written by Hannah Southwick, Commerce Associate Editor for Page Six. Hannah spies deals on actually affordable celebrity-worn styles, puts celebrities’ brands to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.
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