BELLEVUE, Wash. — Drugstore.com this week launched SexualWellBeing.com, an online store offering sexual health products.

The new retail site, rolled out on Thursday, offers thousands of sexual health products for women and men as well as an assortment of personal care, grooming and family planning items and flowers and gifts, drugstore.com said.

Items featured on SexualWellBeing.com’s home page included lubricants, massagers, condoms, shavers, bikini wax, novelties and various sexual enhancement products. For the site’s grand opening, customers are being offered a 20% discount on purchases of $49 or more.

Product detail pages feature customer reviews from verified buyers along with product information to assist with purchasing decisions. Customers can order privately online with discreet billing, delivery, packaging and customer service, according to drugstore.com.

"Our goal is to provide the best value, selection and customer experience for people shopping for sexual health products online," David Lonczak, vice president and chief marketing officer for drugstore.com, said in a statement. "Initial response from customers has been positive, as we are able to offer a broader selection of products on SexualWellBeing.com than on drugstore.com and look forward to adding products requested by customers in the future."

The sexual wellness category has seen robust retail sales growth, fueled in part by an influx of innovative products. For example, U.S. dollar sales in the contraceptives segment rose 11.5% to $413.5 million for all food and drug retailers (excluding Wal-Mart Stores) for the 52 weeks ended July 12, according to Information Resources Inc. Sales of sexual enhancement devices climbed 35% in the period, and female contraceptive sales jumped 42.4%, IRI reported.

SexualWellBeing.com joins drugstore.com’s other online stores, Beauty.com and VisionDirect.com, all of which are accessible from the parent site.