Lelo

The Swedish luxury brand that transformed sex toys into lifestyle objects

When industrial designers Eric Kalén, Carl Magnuson, and engineer Filip Sedic founded LELO in Stockholm in 2003, they asked a revolutionary question: “What if our most intimate items were made as beautiful as those we display with the most pride?” Their answer launched the modern luxury pleasure product industry, earning LELO the distinction of being the first sex toy brand awarded a Cannes Lions for product design and consecutive Red Dot Design Awards.

LELO pioneered the aesthetics and technology that competitors now emulate. Their non-representational designs avoided anatomical shapes in favor of sculptural forms that wouldn’t look out of place on a design magazine cover. Every product uses medical-grade silicone and ABS plastic, meeting ISO 3533:2021 safety standards. Manufacturing in China’s Suzhou Industrial Park maintains quality control across their 600+ employee operation serving 160 international markets.

The SONA 2 Cruise exemplifies LELO’s innovation philosophy—using SenSonic Technology that delivers sonic pulses deep into the entire clitoral structure without direct contact, with Cruise Control that reserves battery power for climax. The Gigi 2 remains their bestselling G-spot vibrator, featuring a flattened tip perfect for targeted internal stimulation across 8 vibration patterns. For couples, the Tiani 3 delivers simultaneous internal and external stimulation through a flexible, wearable design with motion-controlled remote.

LELO’s couples toys introduced SenseMotion technology—tilting the remote control adjusts intensity intuitively. Their Smart Wand employed tactile sensing that responds to pressure. The Soraya Wave combines rabbit vibrator design with WaveMotion technology that creates a “come hither” finger motion internally while vibrating externally.

The brand’s mainstream partnerships transformed industry perception. In 2009, Walgreens carried LELO products nationwide. By 2016, their HEX condoms reached Target, Walmart, and Rite Aid. Swedish state pharmacy Apoteket stocked select products in 2010. Their $15,000 24-karat gold vibrator (yes, really) garnered media attention but also represented their positioning: pleasure products as legitimate luxury goods.

LELO offers 1-year warranties on rechargeable products and maintains one of the lowest defect rates in the industry. Their app-controlled toys like the F1S V3 male masturbator demonstrate ongoing innovation, though at premium price points that reflect Swedish design heritage and engineering precision.

For couples investing in quality pleasure products built to last years rather than months, LELO delivers craftsmanship that justifies premium pricing.