Adam & Eve

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.

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

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

• Adult products retail
• Sexual wellness products
• Sex toys ecommerce
• Intimate apparel retail
• Sexual wellness education

Headquarters

HQ city

Hillsborough

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Infrastructure

Revenue model

1. 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+).
2. Physical Retail Store Sales: Sales through company-owned retail locations across the United States, offering in-store shopping experience and immediate product availability.
3. 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.
4. Franchise Revenue: Revenue from franchise opportunities allowing entrepreneurs to own Adam & Eve retail locations under the brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Paradise Pleasure ProductsflagshipChannel Partner/ Reseller/ Distributor · 3 February 2026Adam & 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-VibecoreChannel Partner/ Reseller/ DistributorWe-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).
• LovensecoreChannel Partner/ Reseller/ DistributorLovense products including the Lush Bluetooth Anal Vibrator ($139.00) and Ferri Bluetooth Panty Vibrator ($119.99) are sold through Adam & Eve channels.
• SatisfyercoreChannel Partner/ Reseller/ DistributorSatisfyer products including the Pro 2 Gen 3 Liquid Air Clitoral Stimulator ($79.99) are sold through Adam & Eve channels.
• FleshlightcoreChannel Partner/ Reseller/ DistributorFleshlight male masturbators and products are sold through Adam & Eve's product catalog, with dedicated branded landing pages.
• OhMiBodcoreChannel Partner/ Reseller/ DistributorOhMiBod products including the Club Vibe 2.Oh! ($69.99) are sold through Adam & Eve's e-commerce and retail channels.
• LiberatorcoreChannel Partner/ Reseller/ DistributorLiberator sex furniture and positioning aids are sold through Adam & Eve as part of their couples products offering.
• Clone-A-WillycoreChannel Partner/ Reseller/ DistributorClone-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 JohnsoncoreChannel Partner/ Reseller/ DistributorDoc Johnson products including dildos and other adult toys are sold through Adam & Eve's extensive product catalog.
• KindraminorChannel Partner/ Reseller/ DistributorKindra sexual wellness products are carried by Adam & Eve, featured with dedicated brand promotional banners on the website.
• ForiaminorChannel Partner/ Reseller/ DistributorForia sexual wellness products are sold through Adam & Eve's e-commerce platform.
• DameminorChannel Partner/ Reseller/ DistributorDame Products including the Dame Lay Panty Vibe ($79.00) are sold through Adam & Eve.
• CraveminorChannel Partner/ Reseller/ DistributorCrave luxury vibrators including the Classic Pleasure Set Vesper & Icon Cuffs ($140.00) are sold through Adam & Eve.
• Pepperjam/eBay Enterprise (Affiliate Network)coreChannel Partner/ Reseller/ DistributorAdam & 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

Direct 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

• Xx.com/adamandeve
• YouTubeyoutube.com/channel/UC-MSBjxmICQ2mtFEwrLBnsA
• Facebookfacebook.com/adamandeve
• Instagraminstagram.com/therealadamandeve
• TikToktiktok.com/@realadamandeve
• Pinterestpinterest.com/adamandevetoys
• LinkedInlinkedin.com/company/phe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adam & Eve