MySecretCase

What MySecretCase does

MySecretCase S.r.l. is a Milan-based, privately held e-commerce company operating since 2014 in the Italian sexual wellness category, selling vibrators, clitoral suction devices, dildos, BDSM accessories, lubricants, lingerie, and adjacent feminine wellness products directly to consumers via its owned online storefront. The company retails both proprietary sub-brands (MySecret Panty, MySecretCase Coppetta, MySecretCards, Confetto Pornetto) and major third-party brands including Satisfyer (Air Pulse technology) and Lovense (app-controlled toys). Its product range spans entry-level items from €5.95 to premium products up to €169.95, with a 2-year warranty, 100% anonymous packaging, 24-48h delivery, and a Punti G loyalty program.

The business model is direct-to-consumer e-commerce layered on a community-led growth engine: MySecretCase operates an owned platform localized in Italian, German, English, and French, ships across Italy and at least eight other European countries, and runs an aggregated social audience of roughly 2.4 million followers across Instagram, TikTok, YouTube, Facebook, and Telegram, supplemented by an educational blog, online courses, and over 95,000 product reviews. Go-to-market combines product-led self-service (including a Toy Finder quiz), content-led acquisition via sex-positive educational content, and customer segments spanning individual women, couples, men, and BDSM/anal explorers. The company has no disclosed institutional capital, was recognized as a Top 20 most inclusive company in Italy in 2021, and remains founder-led by Norma Rossetti as Founder and CEO.

Name

MySecretCase

Legal name

MySecretCase S.r.l.

Website

https://mysecretcase.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

MySecretCase is a Milan-based D2C e-commerce retailer founded in 2014 selling sexual wellness products, vibrators, intimate apparel, and feminine care directly to Italian and European consumers via a community-led, multi-language online storefront with anonymous packaging.

Ownership category

akta.pro rank

Product category

Adult Wellness Products Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Adult wellness products
• Intimate accessories retail
• Sexual wellness ecommerce
• Pleasure products online
• Lingerie ecommerce

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: Core revenue from selling sex toys, vibrators, dildos, clitoral suction devices, lubricants, condoms, lingerie, and accessories directly to consumers via e-commerce platform. Products sold at various price points from entry-level to premium.
2. Gift Cards: Sale of gift cards (Buoni Regalo) for use on the platform.
3. Online Courses: Online courses section (Corsi Online) providing educational content on sexuality and pleasure.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

MySecretCase sells sexual wellness products, intimate accessories, lingerie, and adult lifestyle items through its own online store to Italian consumers. The catalog includes third-party brands such as Satisfyer, Lovense, and FLUYDA alongside proprietary sub-brands including MySecretCards, MySecret Panty, and Confetto Pornetto.

Product overview

MySecretCase is an Italian e-commerce platform selling sex toys and intimate wellness products. The product portfolio includes vibrators (classic, rabbit, G-spot, clitoral, multifunction, tongue, and tapping types), air pulse clitoral stimulators, dildos, wand massagers, egg vibrators (many with app/remote control), anal toys, BDSM and bondage accessories, intimate lubricants, condoms, sexy lingerie, feminine wellness products (menstrual cups, intimate cleansers, absorbent underwear), erotic games, and male masturbators. The platform also offers online educational courses. Products are sourced from both proprietary brands and third-party manufacturers including Satisfyer and Lovense. The company operates exclusively online with discrete shipping across Europe.

Differentiator

Problem solved

Functional benefit

Brands

• MySecretCards: Educational card game for couples covering sexual topics and experiences.
• MySecretCase Education
• MySecretCase Coppetta

Products and services

• Satisfyer products
• Lovense products
• FLUYDA products
• MySecretCards
• MySecret Panty
• Confetto Pornetto

Quantifiable outcome

• 60,000+ certified positive reviews
• +2 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• SatisfyercoreTechnology or IntegrationMajor third-party brand sold on the platform. Products include suction clitoral devices (Pro 2, Curvy, Pro Penguin, etc.), vibrators, and combined suction+vibration toys. The Air Pulse technology is a key product category.
• LovensecoreTechnology or IntegrationTechnology partner for app-controlled sex toys. Products include Lush 4 vibrating egg with remote control capability, demonstrating integration of Bluetooth/app connectivity in intimate products.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lovehoney: UK-headquartered global online retailer of sex toys, lingerie, and intimate wellness products. Direct peer: largest D2C player in the same category with broad assortment, multi-country storefronts, and similar educational/community content strategy.
• Amorelie: German D2C adult wellness retailer selling vibrators, lubricants, lingerie, and BDSM products. Direct peer: similar online-only model, content-driven marketing, and emphasis on destigmatization — a leading German-market analogue of MySecretCase.
• Easytoys: Netherlands-based online adult retailer with multi-country European storefronts. Direct peer: comparable breadth of assortment, e-commerce-only distribution, and European geographic footprint overlapping MySecretCase's shipping map.
• Ann Summers: UK lingerie and adult products retailer with both high-street stores and a large e-commerce channel. Direct peer in intimate apparel and sex toys, with comparable emphasis on female-friendly sex-positive branding.
• LELO: Swedish premium intimate products brand sold globally via own DTC site. Comparable in air-pulse/vibrator product technology and premium positioning; a brand-side peer rather than multi-brand retailer.

Broad incumbents

• Satisfyer: German brand-owner of the air-pulse pressure-wave technology that is a hero category on MySecretCase. Sold via MySecretCase and other retailers but increasingly building its own DTC channel — both a strategic partner and competitive threat.
• WOW Tech: German parent company of Womanizer, We-Vibe, and Arcwave — three of the premium intimate-tech brands distributed on MySecretCase. Comparable in air-pulse and app-controlled categories, with broader brand portfolio than MySecretCase's curated mix.

Emerging players

• Lovense: Technology-first brand specializing in Bluetooth/app-controlled sex toys (e.g., Lush 4 sold on MySecretCase). Comparable in connected-toy innovation, with a strong community and platform play in long-distance couple experiences.
• Fun Factory: German premium intimate product manufacturer with body-safe, design-led positioning. Comparable in mid-to-premium price segment and in body-safe certification messaging that MySecretCase emphasizes.

Regional players

• Pabo: Germany-based online adult retailer with broad assortment and discreet shipping. Comparable in D2C e-commerce model and multi-category intimate products, though focused on the German-speaking market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mysecretcase
• Facebookfacebook.com/MySecretCase
• Instagraminstagram.com/mysecretcase
• TikToktiktok.com/@mysecretcase
• Xx.com/mysecretcase
• LinkedInlinkedin.com/company/mysecretcase

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors4 records

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 MySecretCase