Australia’s first subscription model sex toy service launches to access new markets

An adult toy start-up has launched a subscription service that delivers adult toys and lifestyle accessories directly to the homes of customers, discreetly packaged in brown paper.

Discreteness was founded by Aishwarya Rao and Zway Yee to provide sex products to a segment of the adult market who may be too uncomfortable going into an adult store.

“We’ve positioned it to be in the subscription market to eliminate the need for customers to have to go into stores and have to think too much and research,” Yee told StartupSmart.

“Going into the store in person can be difficult and there are a lot of options, so for a first-time buyer it’s not an ideal situation.”

There are three boxes available: single, couple and premium (also for singles). Boxes can be delivered monthly or quarterly.

“The subscription model hasn’t overtaken the traditional online retailers of adult toys in the US yet, but it has taken off,” Yee says.

Co-founder Rao says the research requirements are a significant barrier that the subscription model is designed to overcome and cites the success of subscription beauty boxes as evidence the idea could take off.

“It will open up a new market. I can’t see myself going into the store, but I can see myself trying it out and signing up for a subscription. I think a lot of other women will think well why not, let’s give it a shot,” says Rao.

“I never thought I’d be the kind of person who’d like subscription services, but I’ve really enjoyed learning about it with beauty boxes. It makes it easy to try new things.”

Rao says the three options ensure customers get products they can use and enjoy regardless of their relationship situation. For example, boxes for singles could include a vibrator, whereas a box for couples could include blindfolds.

Yee says he imagines the quarterly option will be most popular, and adds the market for premium sex toys includes hundreds of options. Customers are able to register products they already have, return those they aren’t going to use, and opt out at any time.

All boxes will come with samples of products such as lubricants and massage oils.

Most of the marketing will be targeted at women, as the two singles boxes are designed for them.

“Both genders could buy subscriptions as gifts. Receiving a box once a month to spice up your relationship just seems like a great idea,” Yee says.