The Glossy Wellness Industry Is Getting a Dose of Gen Z Realness

Well+Good spotlights Gen Z-centric sex-toy brands, like Cake, which is named after the dessert in honor of sex (like cake) being purely for pleasure. 

“There’s shame attached to both having sex and eating cake, and we wanted to pull that back and approach the brand in a factual, don’t-worry-about-it type of way,” says Cake’s co-founder and chief marketing officer Mitchell Orkis. “We use absurdly bright packaging to grab people’s attention and say, ‘Hey, it’s cool and fun to engage with this,’ and the messaging is as clear as possible in explaining how a toy is designed to make a certain part of the body feel good.”