Sex Sells, But How Well? The Viability Of Venture-Backed Sex

In a matter of days, a trio of lubricants—including one called “Tush Cush”—will appear on the shelves at thousands of Walmart stores nationwide. Walmart has been carrying products, including vibrators, designed to enhance sexual pleasure and upgrade the staid “family planning aisle” for a few years now. These new products, however, are a horse of a different color: they’re designed and distributed by a Los Angeles-based, formerly direct-to-consumer-only company called Cake, which is about to announce that it has raised nearly $6 million in total seed funding, the most ever for a company in its category.

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