LAS VEGAS — The doors to Altitude Intimates 2025 opened with a surge of energy as buyers, brands, and industry insiders gathered to explore the latest in lingerie, pleasure products, and sexual wellness.
The event boasted a diverse lineup of exhibitors, many of whom shared their creative retail strategies and talked about the latest trends driving the industry.
In the California Fantasies booth, Carmen Mortazavi was joined by Yoav Elani, founder of Israel-based Import Master. They discussed their partnership, which began with Elani distributing lube to pharmacies in his country. Now, the pleasure industry vets offer a range of pleasure products under the Toybox brand, featuring almost 40 items.
Elani shared insight on the brand’s success in Israel, where Toybox products are now stocked in 500 pharmacies.
“The business has boomed over the past two years,” Elani noted, highlighting the growing mainstream acceptance of intimate products.
California Fantasies’ Dariush Mortazavi noted that buyers at Altitude were not just browsing but placing orders on brand-new items, many of which won’t hit shelves for another 30 to 60 days.
“They’re already ready to commit,” he said.
Sportsheets showcased a mix of the company’s top 30 bestsellers alongside new additions, including the Velvet Noir line. Elyse Bonner of the Sportsheets marketing team teased the company’s upcoming release of wearable goods that blend fashion with function.
“Lace is big in lingerie, and we’re exploring ways to incorporate it into playwear,” she said. “Attendees are excited that we’re branching out into more stylized collections.”
Tapping into the social-media-trendy aphrodisiac chocolate market was Imagine Confections, a company with a background in candy-making, now offering Sex Chocolates tailored to the adult market.
“The markup is amazing,” said Cassie Evans, the brand’s sales manager, emphasizing the appeal for retailers. With wholesale pricing at $50 per display, she noted, each single-serving chocolate can be sold for between 50 cents and $1.25.
In the Bathmate booth, the Hydromax 6 pump was introduced, as well as a waterproof trimmer to complement the brand’s line of water-based penis pumps. Hydromax 6 was designed for intermediate users and is generating buzz for its confidence-boosting sizing.
Pettus from Bathmate also emphasized the durability of the company’s products, highlighting the brand’s use of Lexan plastic — “the strongest plastic in the world.”
Meanwhile, CalExotics was exhibiting at Altitude after a 15-year hiatus from the Las Vegas trade show circuit. The pioneering manufacturer showcased an app-based probe and the first waterproof, app-controlled stroker, responding to the demand for high-tech pleasure solutions at accessible price points.
“We launched Connect last January and it’s done very well,” said Lupe Martinez. “Items retail for under $100, which is what consumers are looking for nowadays. They’re looking for more value.”
Other new additions from CalExotics include new First Time toys, Rave vibes, and Rock Bottom butt plugs.
At the Holiday Products booth, Screaming O unveiled a new brand built around the company’s Dynamo Delay spray: the Dynamo Wellness line, which now includes lubricants, intimate body wipes, and vitamin gummies. Dynamo Delay is now available as an individually sealed 4% benzocaine wipe application. The intimate body wipes are pH-balanced and include aloe vera, chamomile, and cucumber.
“Consumers are looking for all-natural, body-safe formulations that fit seamlessly into their routine,” Screaming O’s Dan Holman said.
The gummies, packed with ingredients like ashwagandha and horny goat weed, tout benefits such as mood enhancement and stress relief — aiming to go beyond sexual wellness to improve everyday well-being.
In Like A Kitten’s booth, Blanca Estrada-Gonzalez spoke passionately about the company’s initiative to bring sex education to college students. Partnering with retailers in college towns, Like A Kitten has also rallied other brands to host events to engage young adults in conversations about pleasure and sexual health.
“I teared up,” Estrada-Gonzalez admitted, recalling a moment when a young Muslim woman excitedly picked out her first bullet vibe. “We are one of the few women-owned, women-represented brands out there. We stick to the core of our mission, which is to make sure that women know that they can own their bodies and own their pleasure.”
New pleasure brand Luv Ya introduced a new line of dolls with a unique retail model: stores can showcase one or two models while customers scan a QR code to explore a full lineup of 11 doll options.
“Instead of stores having to keep inventory, we ship directly to the customer,” said Jared Pomerance, emphasizing affordability and quality as key selling points. “Everyone’s pockets are hurting; retailers are looking to work with smaller companies, and we will be working directly with them.”
With day 1 in the books, Altitude Intimates attendees celebrated after expo hours with a cocktail party at the Paris Hotel and Casino convention center. Many vendors and buyers were seen mingling at the bar late into the night, but will be back today for more action as Altitude continues through Wednesday.
