Adam & Eve
Adam & Eve is a privately held U.S. adult products retailer founded in 1971, selling sexual wellness products through its adameve.com e-commerce platform, retail stores, franchises, and an affiliate network serving women, men, couples, and LGBTQ+ consumers.
- Company typePrivate
- Founded1971
- HeadquartersHillsborough, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Adam & Eve does
Adam & Eve's go-to-market is consumer-direct retail: product sales generate the majority of revenue through one-time e-commerce and in-store transactions, augmented by affiliate referral commissions, franchise fees/royalties, and survey-based thought leadership that drives earned media. Differentiation rests on 50+ years of brand equity, discreet billing and shipping, a 90-day satisfaction guarantee, free standard shipping on orders $69+, and an extensive sex-education content library supported by resident AASECT-certified sex therapist Dr. Jenni Skyler, PhD. Customer segments include women, men, couples, and the LGBTQ+ community, with active social media presence across Instagram, Facebook, Twitter, YouTube, TikTok, and Pinterest. Technology stack is conventional e-commerce (catalog, accounts, order tracking, affiliate feeds) with the notable addition of app-connected smart products from third-party brands; no proprietary AI/ML capabilities, public API, or mobile app are operated by Adam & Eve itself.
Adam & Eve firmographics
Firmographics- Name
- Adam & Eve
- Legal name
- PHE, Inc.
- Website
- https://adameve.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Adam & Eve is a privately held U.S. adult products retailer founded in 1971, selling sexual wellness products through its adameve.com e-commerce platform, retail stores, franchises, and an affiliate network serving women, men, couples, and LGBTQ+ consumers.
- Ownership category
- akta.pro rank
Adam & Eve industry classification
Industry- Product category
- Adult Products Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sexual Wellness & Intimacy Products DTC (CRAFACAM)
- akta.pro secondary industries
- Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Panties & Briefs (CRAAAIAB)
Keywords
Where Adam & Eve is headquartered
LocationHeadquarters
- HQ city
- Hillsborough
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Adam & Eve business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Direct retail sales of adult toys, lingerie, lubricants, and sexual wellness products through adameve.com. Products sold at various price points from budget ($5) to premium ($400+).
- Physical Retail Store Sales: Sales through company-owned retail locations across the United States, offering in-store shopping experience and immediate product availability.
- Affiliate Marketing Program: Commission-based program where affiliates earn up to 30% on sales referred through their websites. Partners access data feed of 4,000+ products and promotional tools through Pepperjam network.
- Franchise Revenue: Revenue from franchise opportunities allowing entrepreneurs to own Adam & Eve retail locations under the brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget toys under $20 |
| Unit Pricing | Pay-as-you-go | Mid-range products $20-$70 |
| Unit Pricing | Pay-as-you-go | Premium/app-enabled products $70+ |
| Unit Pricing | Pay-as-you-go | Mystery Box/Clearance products |
| Transaction based/ take rate | Pay-as-you-go | Affiliate Commission Structure |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Adam & Eve product offering
Product offeringCore offering
Adam & Eve is a multi-category retailer selling adult sexual wellness products including vibrators, dildos, lingerie, lubricants, male masturbators, bondage gear, and condoms through its e-commerce site adameve.com and a network of physical retail stores across the United States. The company maintains a catalog of 4,000+ products spanning proprietary Adam & Eve branded lines and third-party brands such as We-Vibe, Lovense, Fleshlight, and Satisfyer. It also operates an affiliate program and franchise opportunities for retail locations.
Product overview
Adam & Eve is a multi-category adult products retailer offering a comprehensive portfolio of sexual wellness products. The core offering spans vibrators (including rabbit, G-spot, wand, and app-controlled variants), dildos in various materials, anal toys, bondage/BDSM gear, couples' toys, male masturbators, lingerie, lubes, and bath/body products. The company operates as a platform retailer selling both proprietary Adam & Eve branded products alongside third-party brands including We-Vibe, Lovense, Fleshlight, Doc Johnson, and others. Key differentiators include an affiliate program with over 4,000 products, a sex therapist advisory (Dr. Jenni Skyler), and educational content through guides and articles.
Differentiator
Problem solved
Functional benefit
Products and services
- Vibrators Wide variety of vibrators including rabbit vibes, G-Spot vibrators, wand massagers, bullet vibrators, and app-controlled options from third-party brands and Adam & Eve's private-label line.
- Dildos Dildos in various shapes, sizes, colors, and materials including realistic, glass, and vibrating options from brands like Doc Johnson and Cal Exotics.
- Anal Sex Toys Anal products including butt plugs, anal beads, anal training kits, and anal dildos for all experience levels.
- Bondage Toys High-quality bondage and BDSM gear including restraints, bondage kits, fetish wear, whips, and sex kits.
- Couples' Toys Sex toys designed for couples including sex furniture, swings, penis rings, vibrators, strap-ons, and adult games for shared intimate experiences.
- Masturbators Male sex toys including pocket pussies, strokers, Fleshlight products, and male masturbators.
- Strap-Ons Harness strap-ons and strapless options for pegging, penetration without a penis, or double penetration.
- Lingerie Women's intimate apparel including lingerie sets, fetish wear, role-play costumes, baby dolls, teddies, corsets, and bridal lingerie.
- Lubricants and Sexual Wellness Sexual wellness products including water-based, silicone-based, and anal lubricants, warming lubes, flavored lubes, and sexual enhancement supplements.
- Condoms Condoms and protective products for safe sex, tracing back to Adam & Eve's 1971 founding product line.
- Bath and Body Sensual products including toy cleaners, massage candles, romance kits, bath products, and organic and hemp-based items.
- Adam & Eve Brand Products Adam & Eve's proprietary line of adult toys and sexual wellness products including vibrators, dildos, bondage gear, and lubes sold under the company's own brand.
- Illumination Series World's first RGB LED-enhanced adult toy product line from Paradise Pleasure Products featuring Wand, Rabbit, Plug, and Bullet with customizable LED colors, intensity controls, and app connectivity. Waterproof to IPX7 standard, priced $70-$130, available through Adam & Eve retail stores and online.
- Affiliate Marketing Program Commission-based program where affiliates earn up to 30% on sales referred through their websites; partners access a data feed of 4,000+ products and promotional tools through the Pepperjam network.
- Adam & Eve Franchise Program Franchise opportunities allowing entrepreneurs to own Adam & Eve retail locations under the brand.
Quantifiable outcome
- 63% of surveyed respondents feel at least somewhat confident in their sexual skills (survey finding)
- +1 more outcomes
Companies that use Adam & Eve
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Adam & Eve technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Adam & Eve partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, core and minor.
- Paradise Pleasure ProductsflagshipAdam & Eve exclusively launched the world's first RGB LED-enhanced adult toy product line - Illumination Series from Paradise Pleasure Products. The line features four products (Wand, Rabbit, Plug, and Bullet) with customizable LED colors, intensity controls, and app connectivity. Products are waterproof to IPX7 standard, priced between $70 and $130, available at Adam & Eve retail stores and online. Chris Von Huben, President and CEO of Paradise, expressed excitement about partnering with Adam & Eve to bring the new Body Illumination experience to market.
- We-VibecoreWe-Vibe products are sold through Adam & Eve's e-commerce and retail channels, including app-enabled vibrators like We-Vibe Moxie+ ($119.20) and We-Vibe Sync O Couples Vibrator ($139.00).
- LovensecoreLovense products including the Lush Bluetooth Anal Vibrator ($139.00) and Ferri Bluetooth Panty Vibrator ($119.99) are sold through Adam & Eve channels.
- SatisfyercoreSatisfyer products including the Pro 2 Gen 3 Liquid Air Clitoral Stimulator ($79.99) are sold through Adam & Eve channels.
- FleshlightcoreFleshlight male masturbators and products are sold through Adam & Eve's product catalog, with dedicated branded landing pages.
- OhMiBodcoreOhMiBod products including the Club Vibe 2.Oh! ($69.99) are sold through Adam & Eve's e-commerce and retail channels.
- LiberatorcoreLiberator sex furniture and positioning aids are sold through Adam & Eve as part of their couples products offering.
- Clone-A-WillycoreClone-A-Willy DIY dildo casting kits are best-sellers on Adam & Eve, with the Light Skin Tone Kit at $39.99 and Neon Purple Kit at reduced prices.
- Doc JohnsoncoreDoc Johnson products including dildos and other adult toys are sold through Adam & Eve's extensive product catalog.
- KindraminorKindra sexual wellness products are carried by Adam & Eve, featured with dedicated brand promotional banners on the website.
- ForiaminorForia sexual wellness products are sold through Adam & Eve's e-commerce platform.
- DameminorDame Products including the Dame Lay Panty Vibe ($79.00) are sold through Adam & Eve.
- CraveminorCrave luxury vibrators including the Classic Pleasure Set Vesper & Icon Cuffs ($140.00) are sold through Adam & Eve.
- Pepperjam/eBay Enterprise (Affiliate Network)coreAdam & Eve partners with the Pepperjam/eBay Enterprise affiliate network to manage their affiliate program. Affiliates earn up to 30% commission on sales and access promotional tools and data feeds.
Scale indicators6 records
Recent moves1 record
Expansion highlights5 records
Adam & Eve competitors and assessment
Company assessmentDirect peers
- Lovehoney: Global direct-to-consumer adult retailer selling vibrators, lingerie, bondage gear, and sexual wellness products across 40+ countries. Closest direct competitor to Adam & Eve in catalog breadth, multi-channel distribution, and educational content.
- PinkCherry: Online adult retailer offering a wide assortment of vibrators, dildos, lingerie, and BDSM products with frequent promotional discounts. Comparable to Adam & Eve in catalog breadth, promotional intensity, and price-driven positioning.
- SheVibe: Online sexual wellness retailer focused on body-safe, female-friendly products with broad assortment and educational content. Directly comparable to Adam & Eve in DTC-led adult retail with strong content strategy.
- Babeland: Sex-positive adult retailer selling vibrators, dildos, lingerie, and accessories, with a strong emphasis on sex education and inclusive product selection. Comparable to Adam & Eve in retail-plus-content positioning and broad assortment.
- Honey Play Box: Subscription-driven and à la carte adult retailer offering vibrators, couples toys, and bondage gear at accessible price points. Comparable to Adam & Eve in DTC model, broad category coverage, and reliance on subscription/discount acquisition tactics.
Emerging players
- Dame Products: Direct-to-consumer women's sexual wellness brand selling vibrators and pelvic health products. Comparable as a competing sales channel and brand benchmark — Dame's products are also resold via Adam & Eve, illustrating both partnership and competitive overlap.
- LELO: Premium sexual wellness brand selling high-end vibrators, couples toys, and BDSM products. Comparable to Adam & Eve as both a premium-product supplier and a brand competing for the same end consumer.
- Unbound: Design-forward, female-founded sexual wellness brand selling vibrators and accessories DTC. Comparable to Adam & Eve as a competing channel for younger, brand-conscious consumers seeking premium positioning.
Broad incumbents
- Spencer's (Spencer Gifts / Spirit Halloween): Specialty retailer selling adult novelties, lingerie, and gag gifts through hundreds of mall-based stores. Comparable to Adam & Eve as a broad incumbent offering adult products at retail, but with a much wider novelty/gift assortment.
- CVS Health: National drugstore chain that stocks a baseline assortment of sexual wellness products (lubricants, condoms, vibrators) in-store and online. Comparable to Adam & Eve as a broad incumbent capturing mainstream sexual wellness purchases, though with a far narrower category assortment.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Adam & Eve social profiles
Digital presenceAdam & Eve financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adam & Eve leadership team
Management profileNumber of profiles
Profiles1 record
Adam & Eve funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adam & Eve M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adam & Eve
What does Adam & Eve do?
Adam & Eve is a multi-category retailer selling adult sexual wellness products including vibrators, dildos, lingerie, lubricants, male masturbators, bondage gear, and condoms through its e-commerce site adameve.com and a network of physical retail stores across the United States. The company maintains a catalog of 4,000+ products spanning proprietary Adam & Eve branded lines and third-party brands such as We-Vibe, Lovense, Fleshlight, and Satisfyer. It also operates an affiliate program and franchise opportunities for retail locations.
Is Adam & Eve a public or private company?
Adam & Eve is a private company. It is classified as unknown and is currently operating.
When was Adam & Eve founded?
Adam & Eve was founded in 1971. It employs 251 to 500 people.
Where is Adam & Eve based?
Adam & Eve is headquartered in Hillsborough, United States, in the North America region.
How does Adam & Eve make money?
Four revenue lines are on record. E-commerce Product Sales are the primary driver. The others are physical Retail Store Sales, affiliate Marketing Program and franchise Revenue.
Who are Adam & Eve's main competitors?
Direct peers on record are Lovehoney, PinkCherry, SheVibe, Babeland and Honey Play Box. Emerging players are Dame Products, LELO and Unbound. Broad incumbents are Spencer's (Spencer Gifts / Spirit Halloween) and CVS Health.
Does Adam & Eve have an API?
No public API is recorded for Adam & Eve.
What industry is Adam & Eve in?
Adam & Eve's product category is Adult Products Retail. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC, with a secondary code of CRADAMAH, Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests). Its NAICS code is 45811 and its SIC code is 2844.