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How to Navigate a Market Full of Private Label Sex Toys

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Adriana

Feb 10, 2025

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A man looks at two sex toys at the same time in his two hands.
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A Declining Industry?

After years of large manufacturers–CalExotics, Doc Johnson, and Pipedream, to name a few–dominating the market, a few premium companies entered the scene to put higher-quality toys on the shelves and in our drawers, The general quality of sex toys shot up, forcing big companies to follow suit. But now we seem to be seeing an opposite trend, with quality dropping as no-name brands have exploded. While there are multiple reasons for this, private-label brands certainly play a role.

What Are Private Label Sex Toys?

When something is white label, the manufacturer–usually Chinese–is different from the brand selling it. Manufacturers offer white label services, where they make generic products for multiple sellers, or similar private label services, where they make specific brands for other companies. The manufacturer customizes the product packaging and even the product itself with either a generic label or a company’s logo and branding. Those companies are responsible for marketing and selling products, whether in a physical store, website, or a marketplace like Amazon.

White-labeling and private labeling aren’t unique to sex toys. In fact, you can find white-label products and services in almost every industry, from clothing to web design. Private labeling is usually more common with physical products, while you’re more likely to see white-labeled services or software. Consumers don’t always realize or think a lot about these practices, but we see them often. For example, Walmart’s Great Value brand consists of many privately labeled products. This is why you might see another store brand offering what you know is the same products under a different label.

However, these practices have become more obvious online. When you see a product listing with multiple keywords in the title, it’s often a white-labeled or private-labeled product. These vendors get goods directly from the manufacturer, and many make little effort at branding at all. Sometimes, the brand has the item drop shipped directly from the manufacturer to you without ever dealing with the item. That’s part of the reason why you might get a dildo in a clear plastic bag with no label, instructions, or storage pouch included.

I’ve become completely frustrated with these practices. The overuse of keywords often isn’t helpful, and white labeling and drop shipping mean that marketplaces are full of identical or nearly identical, low-quality goods. And that’s assuming the product photos are even accurate, which isn’t always the case. I hate that this is happening to sex toys, too. But it’s not just limited to Amazon and similar marketplaces; even standalone stores do the same thing!

I have personally struggled as brands have reached out to have me review, only for a low-quality product to land at my doorstep. I almost always regret trying these toys, which you can tell from my reviews. One thing I commonly notice is that vibrators will look nice but will be so laughably weak or buzzy that they shouldn’t even have made it off the assembly line. There’s a noticeable difference in quality with many of these items.

But these sex toys often seem to be affordable, especially when compared to luxury companies. What isn’t always obvious is that companies can pay for private labeling and then charge much more for products than they’re worth, even if they’re cheaper than luxury brands. Finances are tight for many of us, but buying cheap products that are cheaply made isn’t always the good answer. Most of us have realized that trying to save money can be a mistake when the quality isn’t there.

Signs of a Private and White-Label Toy

It can be challenging to tell a new brand from a white label or private label brand, especially because it’s easier and cheaper than ever to make attractive toys. So I’m here with some tips to hopefully help you spot white-label and private-label sex toys if you want to avoid them or simply be a smarter shopper.

1. Product headlines describe, not name.

They’re stuffed full of keywords, and there may be no product name at all. Or the product name might be overshadowed by the keywords. And those keywords may not be accurate.

In contrast, actual brands name their products. Vixen’s Mustang isn’t just a realistic silicone G-spot dildo. And Njoy doesn’t make nameless stainless steel plugs. When you buy a Pure Plug, you know who makes it and what to expect regarding quality.

2. There’s no cohesive branding.

You can almost immediately tell a Lelo toy apart from every other toy on the market. The same is also true for newer brands such as Dame. From the website to the packaging to the buttons on the product, these brands work hard to create a unified appearance.

This often isn’t the case with private-label or white-label sex toys. They simply don’t look like they’re carefully designed for a specific brand. And it’s because they’re not. The best you will see is matching packaging, and that may not always be the case. So if a brand seems to make a lot of mismatched toys, and not just toys in different distinct lines, they may be white labeled.

Take note of product photos, too, which may also not match. The brands we know and love take product photography seriously to produce uniform and attractive shots. Packaging frequently features in these photos, while white-label products often avoid showing packaging and may appear to come from different sources or photoshoots with little care to make them cohesive.

3. Everything looks generic.

White-label sex toys also tend to look generic, lacking details such as Spareparts embroidered labels on the waistband or a stamp in the base of a dildo. The packaging and labels may also seem generic and less polished compared to established brands that invest in design. That’s because white-label sex toys have to be generic for the practice to work. This is also one reason you might see identical toys with different names from multiple brands.

4. There are no special touches.

Premium brands include everything from lube to storage pouches. Boxes may have a ribbon that makes it feel truly luxurious. Those touches extend to printed information, which is branded with company information. A white-label sex toy may have an equally generic manual lacking information. Don’t think you can look up the manual on the site, either. That’s the sort of perk that white-label brands tend to overlook.

How to Avoid Private Label Sex Toys

Perhaps the easiest way to avoid the regret that comes with disappointing sex toys is to do your research. Figure out whether the brand is the real deal. Look for a website and social media presence. Transparency about who the company is is always a plus, while a vague website might indicate a white or private label. Consider all those white-label brands on Amazon that have no social media presence. They may not even exist tomorrow!

It could be a good sign if other people are talking about the brand. You can look for company reviews on Google, Yelp, or BBB. But if you suddenly see many influencers talking about the same brand or product(s), take it with a grain of salt, especially if they’re overly positive. They’re being compensated somehow, and their loyalty may not be with their followers.

Use Reviews Wisely

When it comes to specific products, look for reviews and avoid things without them. Check multiple sites, and be careful on manufacturer sites and marketplaces that may not post all reviews. If there’s no review under three stars, you may not be getting the full picture, just like overly positive influencer “reviews” may not be telling the truth. Amazon vendors often switch product information so that reviews from an old product show up on different products, which doesn’t give you any information about the quality of what you’re looking for.

Video reviews can be helpful to better understand the size, function, and even noise level of a sex toy. In lieu of videos, original photos may paint a better picture than store photos. Experienced reviewers understand the industry and what makes a good sex toy stand out from a poor one. It’s also helpful to find reviewers who you know are honest and transparent, especially if they have tastes similar to yours.

Shop Smartly

Ultimately, you’ll find many reviews for some products and brands. Many people love the Pure Wand or Lelo’s Ella for G-spotting. We-Vibe is known for deep vibrations, and VixSkin is everyone's go-to for realistic dildos. However, these products come with a price tag that is not within everyone’s budget.

Savvy shoppers wait for sales. You’ll find the best sex toy sales on certain days, including Black Friday/Cyber Monday, Labor Day, Memorial Day, and Valentine’s Day. But you can still save when shopping at other times or holidays.

By combining a few tactics, you can save even more money, so you can avoid buying white-label sex toys.

  1. Coupons can be found in newsletters, on retail sites, and on coupon-sharing sites.
  2. Stackable coupons let you use more than one at a time and can lead to serious savings.
  3. Progressive sales mean you save a higher percentage the more you spend. For example, you could save 5% on $75 orders or 10% when you spend $150.
  4. Cashback sites like Rakuten and Honey can also add money back into your pocket after you buy a sex toy, even if you don’t immediately save with a coupon or sale.
  5. Loyalty programs award points for purchases and activities, such as writing reviews or sharing links, that you redeem for discounted or free sex toys.
When You Might Want to Buy a Private Lab

White labeling doesn’t have to be bad, of course. No one is out here trading firewood for wool anymore. We all know that a middleman has to be involved somehow, and we don’t mind if they profit a little. Manufacturers and grocery stores are a godsend, and their employees need to pay the bills, too. And who doesn’t like to save money and buy store brands?

Sometimes, white-label and private-label products will do the trick just as well as something from a known brand. Sometimes, you have no choice because of your limited budget. Everyone deserves pleasure. Buy what you can afford.

And if you’re unsure what you like, a cheaper toy, even if it’s white label, can help you avoid regret if you don’t like it. If you do, it’s a win.

But if you have the means, know what you want, and want something that will last, a sex toy from a vetter brand is usually a safer bet than one from a white-label brand.

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Adriana

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A freelance writer and sex educator, I have been blogging on Of Sex and Love since 2008! I've tried plenty of toys, so I know when something is worth the hype–and the cost! I look forward to talking about toys, including helping you find the right one for you (and potentially your partner[s]) and avoiding consumer mistakes.

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