Birds do it. Bees do it. Humans have been doing it since the beginning of time. And according to Maslow, along with food and breathing, it’s considered a fundamental need.

Why then, does sexual wellness remain one of the more immature CPG categories out there? And for those products that successfully make it to an underwhelming shelf, the restrictions on how to market them are outdated and ^­confusing.

Nutrition, exercise, sleep and mindfulness are widely accepted as vital contributors to wellness. And while we all know that relationships are a vital factor in our overall health, the pandemic shined a spotlight on the importance of human contact, intimacy and, yes, even sex. Consumers view sexual pleasure as a means of ­wellness.

The good news is that conversations surrounding self-care are rising, accompanied by an abundance of new products available across mass, drug, specialty and even department store channels. Products for nutrition, fitness, sleep and relaxation aids and essential oils are now readily accessible.

The not so good news is that while more retailers are stocking sexual health products or, even better, carving out sexual wellness sections at shelf, it’s 2023 and it still feels like a category that hasn’t advanced to the second date.

Here is my quickie list of what I see happening (and not happening) in sexual health product marketing and how we can continue to nudge the aisle ­forward.

• Different strokes for different folks: While nobody questions the array of skin care and hair care brands available in-store, there should also be plentiful product choice within the sexual health category. DEI is finally getting the airtime it deserves, and if we can acknowledge that humans also possess a wide spectrum of sexual tastes and desires, it’s time to reflect that at shelf. Hats off to online retailers like walmart.com, target.com and cvs.com that already offer a reasonable selection. However, purchasing online has its own set of challenges: It’s inconvenient for a last-minute need or often too conspicuous to be shipped home, depending on one’s living circumstances. Time for brick-and-mortar counterparts to rise to the occasion and carry more than male condoms and a few dusty lubricants on store shelves.

• Female domination: Sex-related products have historically been developed by, controlled by and targeted to men. Thankfully there is an increase in women-owned brands in the space and, even better, the stigma around sexual wellness products for women is breaking down. It is becoming a booming business with a variety of goodies available that us ladies didn’t even know we needed. Products for sexual health and pleasure, including female arousal serum when double pleasure is desired, beauty sheet masks for the vulva (because, why not?) and orgasm balm for heightened sensitivity. More of all this, please.

• Classy not trashy: Many sexual wellness products once could only be purchased at erotic stores or on adult websites, leaving the quality and design with much to be desired. It’s satisfying to see the category not only becoming accessible, but evolving to a more tasteful place, with better product and package design and improved function/form/feel. Importantly, more products are being produced with better-for-you, clean materials and ingredients for those sensitive bits. Just like other CPG categories, consumers are paying attention to and seeking attributes like nontoxic (duh); plant-based; easy to clean and store; and produced by trustworthy sources. We can all agree bad design and unsafe chemicals are far from sexy.

• Desperately seeking guidance: Marketing restrictions have relaxed somewhat, but it is still the wild West when it comes to marketing sexual health products. For one, the manufacturing and labeling of sex toys are barely regulated, and many times they are categorized as “novelty items,” thus exempt from safety and testing requirements. On the flip side, reproductive and sexual health items are still fighting daily censorship in a very gray digital space, so creative experimentation is often the only way to determine what is or is not allowed, with disappointing results. These inconsistencies make it hard to promote a healthy sex life, which as determined earlier, is essential to overall well-being.

To wrap up, the sexual health landscape has improved dramatically over the past decade, so let’s celebrate every bit of progress. Now is our opportunity to enhance sexual wellness into a mass retail destination that is accessible, expansive, inclusive, better-for-you, tasteful and openly discussed. C’mon marketers, brands and retailers — time to get busy.

Crystal Bennett is a partner with Little Big Brands.