My Secret Luxury

What My Secret Luxury does

My Secret Luxury is a privately held, direct-to-consumer e-commerce retailer specializing in sexual wellness and intimate lifestyle products. Founded in 2013 by Stacy Rybchin, who continues to lead the company as Founder & CEO, the business operates as a single online storefront selling curated sex toys, vibrators, dildos, lubricants, bondage gear, anal toys, LGBTQ-focused products, sexual wellness items, and accessories across both internally manufactured brands and third-party brands. The platform is built on a standard e-commerce stack (consistent with WordPress/WooCommerce based on the wp-content asset paths) with no proprietary technology, integrations, or APIs disclosed. There are no mobile apps, developer platforms, or AI/ML features documented.

The company segments its customer base into four primary personas — Women, Men, Couples, and LGBTQ+ customers — addressing pain points around sexual satisfaction, exploration, privacy, and inclusive product selection. Pricing is unit-based pay-as-you-go, with products listed from approximately $14.99 to $229.99; US domestic shipping is free over $100, with paid international shipping handling worldwide fulfillment. Discreet billing and packaging are central to the customer experience. Customer claims include 25,000+ loyal customers, 100,000+ premium products sold, and 13 years of operating history.

The go-to-market is a pure DTC e-commerce motion targeting individual consumers via SEO/organic search, email marketing, content/blog and educational guides, and a post-sale loyalty program (Passion Play). Revenue is not publicly disclosed, no funding rounds have been raised, and there are no announced partnerships, acquisitions, awards, patents, or regulatory actions. The business is registered in Wyoming (Sheridan HQ listed at 1309 Coffeen Avenue) though the website references Norwalk; the company operates with 11-50 employees and ships globally from the US.

Name

My Secret Luxury

Legal name

My Secret Luxury

Website

https://MySecretLuxury.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

My Secret Luxury is a privately held, direct-to-consumer e-commerce retailer founded in 2013 that sells curated sex toys, intimate wellness products, and accessories to women, men, couples, and LGBTQ+ consumers worldwide through its own online storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Norwalk

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct retail sales of sex toys, intimacy products, lubricants, bondage gear, and accessories. Customers purchase products one-time at listed prices with optional shipping fees. The company acts as an e-commerce retailer selling curated products from various manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

My Secret Luxury is a direct-to-consumer online retailer that curates and sells premium sex toys, intimacy products, lubricants, bondage/BDSM gear, and sexual wellness accessories sourced from various manufacturers. The company operates a single online storefront with worldwide shipping, discreet billing and packaging, and a loyalty program, serving individual consumers and couples for personal pleasure and intimate product purchases.

Product overview

My Secret Luxury is an e-commerce retailer offering a curated selection of sex toys and intimacy essentials. The company operates a single-platform online store featuring products across multiple categories: sex toys for men (masturbators, prostate massagers, cock rings, VR toys), sex toys for women (vibrators, dildos, anal toys), sex toys for couples (bondage gear, couples vibrators, sex furniture, swings), vibrators (various types including Bluetooth, remote-controlled, suction, wearable), dildos (glass, metal, silicone, realistic), lubes and oils, bondage and BDSM gear, anal toys, LGBTQ-focused products, sexual wellness items, and accessories. The platform serves individual consumers and couples seeking premium intimate products with a focus on sexual satisfaction and pleasure enhancement.

Differentiator

Problem solved

Functional benefit

Products and services

• Sex Toys for Men

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Pure Romance: Pure Romance operates the same hybrid in-home party plus e-commerce model for adult intimacy products, making it the closest business-model peer to My Secret Luxury. Both target women-led party hosts and ship direct to consumer across a similar product assortment.
• Lovehoney: Lovehoney is one of the largest global online adult retailers, carrying a comparable product breadth (vibrators, dildos, bondage, couples) and competing directly for organic search traffic and direct-to-consumer sales worldwide.
• Adam & Eve: Adam & Eve is a long-established US-based online adult retailer with a broad catalog spanning sex toys, lingerie, and accessories. It competes directly for the same US DTC customer base and search keywords.
• PinkCherry: PinkCherry is an online-first adult retailer carrying vibrators, dildos, lingerie, and bondage gear with comparable SKU breadth and a similar premium-curation positioning. It is a direct online competitor for organic traffic and basket share.
• Babeland: Babeland operates both brick-and-mortar stores and an e-commerce site selling vibrators, dildos, and couples' products with a curated, education-forward positioning similar to My Secret Luxury's premium approach.
• Good Vibrations: Good Vibrations is a legacy US adult retailer combining retail stores with an e-commerce site focused on sex-positive education and curated product selection, overlapping directly with My Secret Luxury's value proposition.

Broad incumbents

• LELO: LELO is a premium global intimate-wellness brand with a direct-to-consumer site and broad retail distribution. While primarily a manufacturer, its DTC channel competes for the same premium-curation customer and category mindshare.

Emerging players

• Dame Products: Dame is a DTC intimate-wellness brand designing and selling its own vibrators and pelvic-health products online. It is an emerging player overlapping in the women's vibrator and sexual-wellness category where My Secret Luxury competes.
• Honey Birdette: Honey Birdette sells premium lingerie and intimacy accessories through a DTC-plus-boutique model with a luxury positioning. It overlaps with My Secret Luxury's premium "luxury intimacy" framing in select categories.
• Stockroom: Stockroom is a long-running online retailer specializing in BDSM, bondage, and fetish gear. It overlaps meaningfully with My Secret Luxury's bondage product category and competes for the same couples/BDSM-oriented buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks3 records

Key highlights7 records

Customer concentration

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&A

Investments

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

Frequently asked questions about My Secret Luxury