Gone are the days of going to a kinda-sketchy strip mall to purchase a new vibrator. In 2025, the best sex toy websites make it easy-peasy to explore best-in-class vibes, dildos, and more from the comfort of your couch. Whether you’re buying your first vibrator or adding to an expansive collection, every shop has its niche; whether you’re looking for toys that don’t break the bank, splurge-worthy sexiness, or a surprisingly aesthetic gadget, there’s plenty to pick from. Kinksters and proud members of the vanilla club, rejoice, it’s a wild, shoppable world out there—have fun exploring!
Our Top Picks
Frequently Asked Questions
Best Overall: LELO
Why we love it: Think of a sex toy from LELO as an investment in your self-care routine—potentially as an element even more important than your favorite cleanser (gasp). The luxury retailer based out of Sweden features a wide variety of vibrators, including G-spot goodies, clit-connoisseurs, rabbit vibrators, and more. It also makes toys designed to be used by couples and those with penises. LELO only releases one or two new products a year, meaning the team spends lots of time tailoring its high-end toys to be incredibly effective and boast a long battery life. LELO also has its own production facility, which ensures products are made with truly body-safe materials.
The Enigma Double Sonic is a LELO toy that’s truly unique. While plenty of toys stimulate the G-spot, this one also gets at your A-spot, a hard-to-reach, underrated erogenous zone. Additionally, it evokes toe-curling pleasure via clitoral suction. This toy can also be controlled with the LELO app, which allows you to unlock two exclusive modes: Finish Me Off mode and Out of Control mode. If you’re a person who likes a lot of stimulation when you’re getting down, this is a toy worth investing in—trust.
Most Affordable: PinkCherry
Why we love it: If you’re interested in trying new sex toys but don’t want to drop a ton of money, head to PinkCherry. It has an impressive variety of sex toys, and it’s not uncommon to see vibrators and toys available for less than $5—yes, seriously. Plus, your order ships in a discreet brown box with a return label that just says “Customer Service” so you don’t feel awkward about your neighbors seeing it on your stoop.
Why complicate things? The Maia Jessi Rechargeable Mini Bullet Vibe has 10 settings and patterns to explore, all of which are controlled with a single easy-to-use button. The slim design is travel-friendly and makes the toy easy to maneuver between bodies during partnered sex. But don’t underestimate it just because of the petite size: This toy is plenty powerful, according to dozens of reviews.
Widest Range: Lovehoney
Why we love it: As one of the most popular multi-retailers for online sex toy shopping, Lovehoney carries a massive variety of vibrators, dildos, lubes, and more to strike your various fancies. The retailer also offers its own line of toys with talents comparable to pricey picks but at a lower price. Plus, Lovehoney has frequent sales of up to 90% off.
Lovehoney’s very own sex toys are well worth digging into. Case in point? The internet-famous Rose Clitoral Suction Stimulator. This cutie is equipped with 10 air intensity levels as well as a travel lock, so it doesn’t accidentally turn on in your tote. It’s become so popular that Lovehoney now offers 2-in-1 variations of the famous rose, including a G-spot vibrator and an egg vibrator.
Best for Couples: We-Vibe
Why we love it: We-Vibe’s website features some of the best in sex tech. Many of the brand’s toys can be controlled via a Bluetooth app, perfect for long-distance lovers. We-Vibe even offers a few wearable vibrators, so put one on and let your partner be in control if you’re feeling daring. Of course, if you’re looking for a vibrator for solo self-care, there are still plenty of options worth exploring, such as the We-Vibe Nova 2.
The We-Vibe Chorus is one of our favorite luxury sex toys. This wearable device can be used during solo sessions or partnered sex, as well as in conjunction with a strap-on dildo. The wireless remote control is activated by a simple squeeze, so you can shuffle through three intensity and seven vibration modes easily without distracting from the mission at hand.
Best for Minimalists: Maude
Why we love it: If you’re not about the candy-colored sex toys with raunchy names, Maude might be for you. The minimalist toys, lubes, and massage candles from the Allure editor-approved brand have an undeniably elegant feel to them. You’ll find a curated selection of vibrators meant to be used internally or externally, depending on your preferences. But don’t be fooled by the understated branding—these toys are powerful.
If you’re just starting to build out your collection, you simply can’t go wrong with the straightforwardly named Vibe, which is one of our favorite sex toys for beginners. This sleek device features just one button, which allows you to switch between three speeds, as well as a USB cable for recharging.
Best for Review-Readers: Amazon
Why we love it: You buy practically everything else from Amazon, so why not sex toys? The best part about buying sex toys from the massive online retailer (besides two-day Prime shipping, of course) is the oft low-price points and piles upon piles of plenty of reviews to peruse before you buy—not always the case on other sites. That said, if you’re going to buy sex toys on Amazon, we’d recommend sticking with legit-looking brands to ensure that they’re the real deal and body-safe.
A wand is an approachable first sex toy, and for good reason. The Ava Viiv Vibrator is currently a #1 best seller in the clitoral vibrators category on Amazon and has nearly 26,000 five-star ratings. It’s reliable, keeps things interesting with 20 patterns and 8 speeds, and has a battery life upwards of two hours for plenty of fun. All of that for less than $25? Yes, please.
Most Discreet: Nordstrom
Why we love it: When you think of sex toy-shopping, Nordstrom probably isn’t the place you think of, but, in keeping with the retailer’s bountiful luxury offerings, its sexual wellness section is pretty dang solid. As you shop for your next designer bag or a high-quality pair of shoes, peruse the retailer’s souped-up sex toy aisle to find brands like Crave, Foria, and Dame. Along with buzzy sex toys, Nordstrom is also packed with essentials like massage oils, personal lubricants, and arousal gels.
Your lube setup could probably be sexier, so step it up with Pulse’s innovative dispenser. It may look like a futuristic hand sanitizer machine, but it’s very much for your nethers—perfectly warmed up for maximum pleasure. This set comes with the brand’s unscented massage oil pods, but you can also buy packs of Pulse’s water- or aloe-based personal lubricants.
Best for Beginners: Dame
Why we love it: Dame, which advertises its products as “researched, developed, and designed by women,” offers a wide variety of sex toys ranging from beginner-friendly to more adventurous. Each product page includes detailed information on the quietness, intensity, and vibration (e.g., “buzzy” versus “rumbly”) of each toy—especially useful for first-time buyers who might need some extra guidance. That said, if you’re by no means a novice, you’ll still find plenty to enjoy like the Eva, a hands-free vibrator that stimulates the clit, and the Pom, a small, flexible vibrator that can be used on the clit, nipples, or wherever else you find sexy.
While many sex toys are designed to be used on a specific body part, Dame’s Pom is designed to be used all over. It’s a flexible vibrator that can be used to stimulate any external body part. Use the fin at the top to stimulate the clit, rub it against your nipples, or wrap it snugly around the penis—the only limit is your imagination. While it’s great for solo pleasure, we’d be remiss if we didn’t point out that the low profile and versatility also make it a great addition to partnered sex.
Best Aesthetics: Unbound
Why we love it: Unbound manages to make sexual wellness products incredibly approachable, aesthetic, and delightfully kinky. On its website, you’ll find toys like wands, glass dildos, anal toys, and thrusting vibrators alongside products like skin-friendly bondage tape, high-fashion handcuffs and a double-ended paddle. While you’re waiting for your order to arrive, be sure to check out Unbound Magazine, which has tons of interesting features on topics ranging from endometriosis to getting your sex toys through TSA.
Let’s start by saying Clutch has 120 (yes, you read that right) setting combinations between its independently functioning internal and external arms. This dual-stimulation vibrator is unlike any other toy we’ve experienced—you don’t need to choose between thrusting and rumbly sensations because this does it all. Essentially, this thing mimics the sensation of penetrative sex and provides external stimulation on the clit or anywhere else you’d like it (the external arm is adjustable for this purpose).
Frequently Asked Questions
How we test and review products
When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We are particularly discerning when writing about sex toys. This is because of the increased risks that accompany sex toys.
Each device must be approved by a senior member of our team prior to appearing in Allure. Additionally, our editorial team consults sexual wellness experts about the science behind product claims and independently reviews any studies cited by brands. Testers consider performance across four primary categories: efficacy, safety (including ease of use), research and the science behind specific claims, as well as product value. To learn more information on what’s involved in our reporting, check out our complete reviews process and methodology page.
Our staff and testers
A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.
After all, can we really say a skin-care product is the “best” for people over 50 if the only testers we’ve solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it’s never been tested on curls? We’re proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.
Want to browse for more sexual wellness goodies? Say no more:
Now, watch some BTS clips of Nicole Kidman’s Allure cover shoot:
Shop all of our latest obsessions in one place! And don’t forget to follow Allure on Instagram, Twitter, and TikTok—or subscribe to our newsletter to stay up to date on all things beauty.