The sexual wellness industry in India is no longer a niche—it’s a massive ₹16,000 Cr opportunity by 2030 🚀

But there’s a problem.

👉 Legacy brands like Durex and Skore have played it safe, avoiding bold marketing moves.
👉 Ecommerce marketplaces restrict advertising and block mainstream visibility.
👉 Paid ads? Good luck getting them approved—Meta and Google won’t even allow most campaigns.
👉 And let’s not forget the social taboo that still surrounds intimacy products in India.

Despite all this, one Indian D2C brand is rewriting the rules.

Meet MyMuse, the brand that’s turning sexual wellness from a hush-hush topic into a category-defining D2C powerhouse.

Let’s break down their growth playbook 🔥

Creating A Market Where None Existed

MyMuse didn’t just launch products. They built a category.

Back in 2021, CoFounders Sahil Gupta and Anushka Gupta noticed something missing—there were zero homegrown brands offering high-quality, body-safe, and aesthetically designed intimate wellness products.

They saw a massive perception gap. In India, sexual wellness products were either:

❌ Found in shady back-alley stores
❌ Packaged with cheap, cringe branding
❌ Sold with zero educational content

The solution? MyMuse.

✔️ Premium, gender-inclusive products designed for modern Indian consumers.
✔️ A bold content-first strategy to make these products approachable, not awkward.
✔️ Discreet, tasteful packaging that feels aspirational, not embarrassing.

In just 2 years, MyMuse built a 1.25L+ strong customer base.

Scaling Despite Zero Ad Support from Meta & Google

Running paid ads is a nightmare in this category.

Facebook and Google block ads for anything remotely linked to sexual wellness. Even influencer collaborations often get flagged.

They focused on SEO!

✅ 567% growth in Google clicks
✅ 1,050% increase in impressions
✅ 1,054% growth in ranking keywords

They turned their website into a content hub!

They built an entire blog & content ecosystem around intimacy, relationships, and well-being—driving organic traffic like crazy.

They hacked Meta’s ad policies

Instead of marketing products directly, they ran ads around wellness, self-care, and couple intimacy. This led to:

✅ 3X ROAS in 9 months
✅ Consistent 20% MoM growth
✅ ₹2Cr+ in total revenue from paid channels

D2C Brands Don’t Survive On One-Time Buyers!

They scale with repeat customers. And, MyMuse cracked the code!

🔹 Warranty registration for massagers—Users had to enter their details, which helped MyMuse collect first-party data on 10,000+ customers.
🔹 Customer-led content—UGC reviews and testimonials drove credibility & conversions.
🔹 Email & WhatsApp marketing funnels—These became key drivers of repeat purchases.

Just in 2023, they did 30,000+ product scans and engaged 100K+ customers.

All thanks to this data, a flash sale brought In ₹1.2 Cr in 24 hours!

👉 They created an exclusive pre-sale for newsletter subscribers. 3,000+ signed up in advance
👉 Returning customer rate doubled before the main event. On sale day, it tripled

Expanding The Product Line To Drive Recurring Revenue!

MyMuse started with just massage oils. Today, they sell a full stack of wellness products:

✅ Massagers
✅ Lubricants & Oils
✅ Games & Intimacy Kits
✅ Swipes & Candles

But, they limit SKUs to 25—reducing decision fatigue.

What Other D2C Brands Can Learn From The MyMuse Playbook

✔️ If you’re in a ‘taboo’ category, build trust through content
✔️ When paid ads don’t work, SEO and community-led growth are your best bets
✔️ Retention is EVERYTHING—first-party data is a goldmine
✔️ Flash sales aren’t just for revenue—they create brand moments