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. Maude“Fifty Shades of Gray” star Dakota Johnson doesn’t shy away from sex toys offscreen, either. MaudeGwyneth Paltrow’s Goop frequently features adult toys in its famed gift guides. StripesNaomi Watts founded her holistic, pro-aging beauty and wellness brand in 2024. Getty ImagesSo why are so many stars are backing brands that sell sex toys?