Forget the slightly sleazy image of sex toy shops you have in your mind – these days, online is the only way to go when it comes to stocking up on sex toys in the UK, with big names including Cult Beauty, Look Fantastic and even Boots hosting dedicated self-love sections on their sites.
“Cult Beauty launched the sexual pleasure category back in 2018 to blow the dust off these ‘under the counter’ taboos; to provide a destination for the hero products of the female sexual wellness category,” says Cult Beauty’s found co-founder and co-CEO Alexia Inge, explaining why the brand decided to branch out into sex toys.
We've broken the sex toy shops down so you can easily see what each adult toy store is best for, and some of our top picks from each brand too to help you find the perfect sex toy for you - and whoever you may share it with! Whether you're looking to shop from an adult toy store for yourself, or you want something to spice up your sex life, this edit of the best sex toy shops in the UK will definitely help you find the perfect sex toy to suit your needs.
With the best online sex toy shops, you can rest assured that when your new toy drops through your letterbox, it’ll A) arrive quickly (nobody wants to wait a long time for the fun to begin) and B) be in a discrete, unlabelled box, meaning it’s never been easier to buy sex toys online. If you're looking for the best sex toys for couples, we've also got a comprehensive round-up of those, plus long distance sex toys that can be controlled from anywhere in the world...
The Best Online UK Sex Toy Shops - And Why We Rate Them!
Best For: Vibrators (and rather lovely lingerie)
The UK’s largest online sex shop has just about everything you could imagine, including female sex toys, male sex toys and gender neutral toys. The vibrator range is Lovehoney’s standout star, with everything from rabbits to magic wands, G-spot to clitoral stimulators, bullets to app-controlled vibrators; all filterable by size, price and material.
If you’re unsure where to start, you’ll find beginners kits too. If you fall into the rabbit hole of reading the reviews, you’ll be there for hours – their customers get VERY passionate about their recommendations.
"Lovehoney is perfect for couples as it has a whole range of products for different sorts of people - from those that have never used sex toys or bondage accessories, to seasoned professionals," explains a Lovehoney Spokesperson.
There is a huge range of toys specifically designed for couples - like the C-Shaped We-Vibe toys - as well as remote-controlled toys that can be used solo and controlled by a partner, as well as purely solo toys that can be used for mutual masturbation. There is also a whole section of the site dedicated to expert advice on all things masturbation and partnered sex, and everything in between."
Don’t forget to browse the lingerie while you’re on site. It’s ultra-soft and comfortable, despite often looking rather on the raunchy side! Oh, and there are products designed to enhance foreplay, such as adult board games or position dice.
Their packaging is totally discrete (in fact, it’s a bit boring, coming in plain cardboard boxes without tissue paper etc. so if you want flourishes, this might not be the site for you). They offer an NHS staff and student discount and it's free delivery over £40.
Our Favourite Lovehoney Sex Toys
Best Night Ever Couple's Sex Toy Kit - £39.99
The Best Night Ever Couple’s Sex Toy Kit (£39.99) is an impressive five-piece kit of all their couples’ best-sellers. Tease, play and experiment with everything from a 10-function bullet vibrator to an anal plug and cock ring.
Wild Weekend Mega Couple's Sex Toy Kit - £79.99
Their 11-piece Wilder Weekend Couple's Sex Toy Kit is another favourite. It sold out during lockdown (which should tell you all you need to know) and at £79.99, which is great value for everything you get included, and it's often on sale, meaning you can grab a bargain.
"This kit is consistently a Lovehoney bestseller, and contains everything that a couple might need for a night (or weekend) of pleasure, with toys to stimulate the G-spot, clitoris, prostate, penis, and more," says a Lovehoney Spokesperson.
Extra Powerful Multispeed Magic Wand Vibrator - £59.99
If you just want to buy one toy, the Lovehoney Classic Magic Wand Vibrator (£59.99) has over 3,000 five-star reviews and is Good Housekeeping approved. It has a scroll wheel, which means you can tailor vibrations to exactly what you need. It comes in a range of colours and does the job very well. We vote for the lilac one (we like purple here at Hitched, okay?).
Best For: Snagging a freebie
Whether you’re looking for a discrete vibrator, a naughty bedroom game to spice up date night, or you want full-on bondage gear, Bondara truly has it all. They stock all the best brands that you'd expect from a UK sex shop, such as LELO and We-Vibe, plus Pride Shop, which is a sex toy shop that specialises in gay sex toys.
There’s a range of deals and offers available too, meaning you can grab a bargain or a freebie with your order - and we can't resist an offer!
Our Favourite Bondara Sex Toys
Clone a Willy Glow in the Dark Vibrating Kit - £34.99
Our absolute favourite has to be the Clone A Willy Glow-in-the-Dark Vibrating kit - for just £34.99 you can buy a kit that will allow you to mould a sex toy in the shape of your partner’s penis. This could make for an absolutely filthy wedding day gift for the bride, or be the basis of a wild hen party game. If you're marrying someone with a vagina, fear not, because there's also a Clone A Pussy kit.
Orgasm Cream - £9.99
If that’s not for you - and we know, it’s not for everyone - what about the Bondara Orgasm Cream (£9.99)? Designed to heighten your or your partner’s sensitivity, it’s got glowing reviews from plenty of, erm, satisfied shoppers. One even says that if you try this cream, "you're going to a new dimension."
Best For: Luxury Sex Toys That Last
LELO is a Swedish sex toys shop that’s synonymous with beautiful, luxury items you’ll want to display with pride in your bedroom.
From a revolutionary hexagonal-structured condom (super thin and textured inside for better grip), to gender-neutral toys that can be enjoyed by anyone, LELO is a game-changer if you’re looking to invest in a new staple.
Their Sona clitoral massager is the world's bestselling sex toy and lives up to all the hype. "It uses SenSonic technology that works on the concept of waves that are sent deep into the body. These sex toys - Sona, Sila, Enigma - contain small plates that move back and forth, amplifying the depth and quality of a climax. Whereas most sex toys stimulate the 'tip of the iceberg', SenSonic sex toys bring you to the depths of the ocean you didn’t know needed exploring," says Luka Matutinović, LELO CMO.
Your LELO order comes in a plain box, so you won't scandalise your elderly neighbour if he takes a parcel in for you.
Our Favourite LELO Sex Toys
Sona Clitoral Massager - £79
We can’t tease you, telling you the Sona (£79) is the bestseller in the world and then not shout it out. And shout you will. It uses sonic waves (like a sonic toothbrush) to stimulate the clitoris for an oral-sex feel without ever making contact with the clitoris, so it’s gentle and friction-free. If you’ve got a partner who doesn’t love going down town (and you’re still marrying them?!) introduce this to the bedroom and everyone will be happy.
Hugo Remote Controlled Prostate Massager - £189
Round the other side of things, the LELO Hugo (£189) is a remote control prostate massager that claims to increase the size and intensity of climax by 33%. Now that we would like to see.
Best For: Couples looking to spice it up
We love a site that does what it says on the tin. Sex Toys stocks a huge range of brands, with loads of male sex toys like Fleshlight and Tenga male masturbators, and female-focused ones like LELO and environmentally-friendly vibe brand Adrien Lastic. There’s naughty gifts and games, massage essentials and lingerie too.
Our Favourite Sextoys.co.uk Products
Happy Ending Vibrating Shower Stroker - £33.72
The Happy Ending Vibrating Shower Stroker (£33.72) is designed for men (or anyone with a penis) to use alone or with their partners, and creates a vacuum for the ultimate sucking sensation. The closed end increases the suction and the satisfaction; it'll fast become your favourite way to play.
Iris G-Spot Vibrator - £157.51
The Iris G-Spot Stimulator (£175.51) is a vibrator that is designed to hit the sweet spot for each and every individual. The textured shaft has five different speeds and it's waterproof so can be used in the shower.
Best For: Lube and Accessories
With 20 years’ experience selling UK sexual toys from their London Oxford Street and Soho stores, Harmony knows a thing or two about sex. They’re excellent for essentials, so go to them for lube, condoms, chocolate body paint, and sexy lingerie.
Service here is top class: you can click and collect to one of their stores or get free delivery on orders over £20, with free returns, no questions asked.
Our Favourite Harmony Sex Toys
Skins Minis The Scream Egg - £39.99
The adorable Skins Minis The Scream Egg (£39.99) is a palm-sized vibrator that offers all the pleasures of nimble, tongue-like strokes for an amazing sensation on the nipples or clitoris. Easy to pack and equipped with a USB charger, it's the perfect travel companion for your destination wedding or honeymoon break. Did we mention it has 10 tantalising settings?
Skins Minis The Scream Egg - £39.99
For out and about fun, try the We-Vibe Jive App Controlled Rechargeable Love Egg Vibrator (£99.99). It slots comfortably inside and is controlled by an app to drive you crazy even if your partner is nowhere near. Ideal if you're looking for long distance sex toys.
Best For: Eco-friendly Sex Toys
Don’t just take our word for how mind-blowing the Womanizer sex toy UK is – just ask Lily Allen. She teamed up with the brand to create her own Womanizer model, Liberty. Womanizer's Pleasure Air Technology has alternating pressure to recreate the sensation of oral sex and up to 12 different wave settings so you can choose exactly how you like it.
Shopping on the Womanizer site feels like a self-care act in itself, and the parcels come discretely packaged without Womanizer on the brand, so only you need to know what’s arriving for you.
Our Favourite Womanizer Sex Toys
Premium Eco - £139
The Premium Eco (£139) is the first clitoral sex toy made from completely sustainable and renewable materials. They've taken all the best bits of their cult product and reduced as much plastic as possible. It's a unique, eco-friendly toy made from biodegradable biolene, saving six tonnes of plastic a year. It comes in plastic-free packing and is 100% recyclable.
Even better, a tree is planted for every Premium Eco bought. With 12 intensity levels, you'll do good things for the planet and amazing things for your body.
Liberty by Lilly Allen - £89
Co-designed by Lily Allen, the bright and bold Liberty (£89) comes with very happy reviews! Celebrate self-love anywhere you like with this travel-friendly design that's perfect to use at home or on holiday. And did we mention, it's completely waterproof?
Best For: Newbies
BuzzPinky is a younger take on the UK sex toys game. If you’re totally new to this and looking for a fun, cheeky website that won’t be daunting, it’s a fantastic start. That doesn’t mean it’s all PG, trust us. But it is all highly-rated, incredibly safe products with the latest market launches.
Tracked deliveries arrive within two working days, but if you’re feeling hot under the collar right now, next day delivery is available too. That’s a package we’d happily wait by the door for.
Our Favourite BuzzPinky Products
Invincible Clitoral Vibrator - £75
Yes, it does sort of look like a hairdryer, but the Irresistible Invincible Clitoral Vibrator (£75) is actually a hi-tech, ergonomic sex toy that encircles your clitoris without touching it and stimulates it via air wave technology to pulse without overstimulating.
Super Smooth Suction Dildo - £30
The BuzzPinky 8" Super Smooth Suction Dildo with Balls (£30) is perfect for going it alone. Whether your partner is out for the night, or you just want some me-time, this toy means you'll never need to rely on someone else to have a fun night. The vibrant crimson dildo suctions onto glass and tile, meaning you can use it in different rooms.
Despite its fun colour, it's also surprisingly realistic. It has an impressive girth and even sports veins and balls, for extra verisimilitude.
8. Look Fantastic
Best For: A Variety of Budgets
If you’ve ever shopped for beauty on Look Fantastic, you’ll know they sell everything from ultra-affordable to super-luxe makeup and skincare. The same goes for their sex toy offering, from £6.99 steals to £229 splurges.
According to the Look Fantastic Sexual Wellness Report, So Divine’s Irreplaceable clitoral suction stimulator came in as the number one sexual wellness product sold in the UK.
The plus side of buying on Look Fantastic? Your partner will think you’ve just been buying *more* skincare rather than treating yourself to sex toys online that they might well benefit from…
Our Favourite Sex Toys from Look Fantastic
Smile Makers The Surfer - £19.95
Smile Makers make some of the best sex toys out there, but they do tend to be on the expensive side. For a taste of the Smile Makers pleasure without busting your budget, try The Surfer (£19.95). It’s an ultra-quiet clitoral stimulator that helps you ride waves of pleasure – hence the name. It’s small but powerful and has three different speeds.
LELO Smart Wand 2 - £179
We’re also very into the Lelo Smart Wand 2 in Deep Rose (£179). What is it about rose gold that makes everything – even sex toys – look so stylish? The curved base makes this easy to grip onto even in the throes of passion, plus this can be used all over your body to ease tension, which makes it a winner in our eyes.
9. Ann Summers
Best For: Ultra-Discrete Sex Toy Shopping
We couldn’t do an edit of the best online sex shops without a nod to Ann Summers. Not only is the store pretty much the queen of sexy high street shopping, it has good online credentials too – everything is sent out in totally plain packaging to keep things private for you, and they’ve even thought of the returns label, which is addressed to Gold Group House rather than Ann Summers.
Unsure what to buy? "The Curved Sleek Rampant Rabbit is our number one best seller - it's a classic for a reason, easy to use and always delivering on insane orgasms," says an Ann Summers Sexpert.
The G Spot Thrusting Rampant Rabbit is a great product for more focused and intense orgasms, the Power Bullet is pocket sized and perfect for foreplay, and the Fusion Remote Egg is the best fun for couples looking to take teasing to the next level. We also sell a lot of cock rings - we're not just about female pleasure, we're here to make sure everybody is having a good time!"
Our Favourite Ann Summers Sex Toys
LELO Tiani 3 Remote Control Couple Vibrator - £130
The couple who vibes together thrives together. The Lelo Tiani 3 Remote Control Couple Vibrator (£130) is the ultimate bonding sex toy, giving you the freedom to take each other's pleasure to new heights — even from 12 meters away. It's also 100% waterproof, allowing you to extend your wild adventures from the bedroom to the bath.
Lora DiCarlo Onda G-Spot Vibrator - £170
You also need to know about the Lora DiCarlo Onda G Spot Vibrator (£170). So much more than your usual g-spot vibrator where you have to do a lot of the work, this has micro-robotics in the tip to mimic the sensations of fingers stroking over the G-spot.
Best For: Gender Neutral Sex Toys
Kandid is on a mission to make sex toys shame-free and inclusive. The company's founders want to tackle the stigma around sexual pleasure and change judgemental attitudes, particularly towards the LGBTQIA+ community.
The brand's prettily coloured products are delivered in discrete, gender-neutral palm tree print packaging and the toys are made to last a lifetime, but sustainability is key, so everything is recyclable too.
Our Favourite Kandid Sex Toys
Anal Starter Sex Toy Kit - £110
If you’re keen to dabble in anal but aren’t sure where to start, Kandid is here to help with the Anal Starter Kit (£110). It comes with an anal vibrator and four butt plugs of varying sizes, so you can build up at your own pace.
G-Spot Vibrator - £70
The ribbed exterior of the G-Spot Vibrator (£70) makes this classic toy even more pleasurable – and we didn’t know that was possible. The soft ripples create a wave-like sensation for continued pleasure.
11. Cult Beauty
Best For: A Curated Collection of Sex Toys
Another site that probably doesn’t immediately spring to mind when you think of sex toy shopping online, but trust us, Cult Beauty is a great destination for sexy splurges. Best-known for iconic beauty brands, Cult Beauty is equally discerning with the sex toys it stocks, only selling the fanciest of brands, including LELO, ultra-luxe Coco De Mer and Dame.
When it comes to their best-sellers, Lena Cenar, Concierge Manager at Cult Beauty recommends, "Smile Makers The Firefighter thanks to its powerful (but silent!) motor, and Dame Aer for its unique technology featuring pulses of air."
If you’re shopping for high-performing skincare, it can’t hurt to add a super-effective sex toy into your online order too, while you’re there.
Our Favourite Sex Toys from Cult Beauty
Dame Pom - £95
Dame is a female sex toy brand, aiming to close the pleasure gap and Pom (£95) from this brand is here to help you along the way. It fits in the palm of your hand, is silky soft and is the perfect way to introduce sex toys into your relationship if you or your partner are a bit wary. The pebble shape means it’s non-intimidating and easy to slip into the situation.
Dame Eva II - £135
The creators behind Dame products are all about closing the orgasm gap — and in the most subtle of ways. The discrete look and demure size of their Eva II (£135) works to its favour, allowing it to slip neatly between you while it works its magic where it counts. Underestimate if you dare.
Best For: Unique items
Etsy might not be the first place you think of, but as you’ve got small shops handcrafting products, you can get some quality specialist products on here. Lots of bestsellers are for fetish play like BDSM and furries, but there’s plenty of more introductory items like rose quartz dildos and beautifully-made latex clothing.
Our Favourite Etsy Products
Rose Quartz Crystal Dildo - £80
This Rose Quartz Yoni Wand crystal dildo (£80) is a luxury pleasure experience, made from silky smooth rose quartz. It's easy to clean, contains no chemicals and can last a lifetime if cared for correctly. It’s been cleansed with Reiki for a holistic orgasmic experience.
Three Piece Lingerie Set - £21.99
If you’re after unique, sexy lingerie, head to Etsy. Their sellers have almost every kind and colour of underwear you could imagine, but we’re in love with this slinky red body harness bra and panties set (from £21.99. If you want much more hardcore BDSM harnesses, trust us, they’re there too.
13. Nasty Gal
Best For: An Impromptu Purchase
If your Nasty Gal online basket is always brimming with clothes, you’ll be pleased to know you can now pop a sex toy in with your wrap dresses and off-the-shoulder tops, because the site has a dedicated sex toy section – and it’s fairly impressive, with saucy board games alongside the sex toys and condoms.
They stock lots of brands we haven’t seen in other sex toy shops either, which makes for an interesting change.
Our Favourite Nasty Gal Sex Toys
Love Me Tender Non Vibrating Massager - £20
If you find phallic sex toys a bit intimidating (need they always be so… realistic?) the Love Me Tender Non Vibrating Massager (£20) might be up your street. It may look more like a kitchen utensil or a stingray, but rest assured, it’s more fun and friendly than both of those. It slips neatly into your underwear for a soft, buzzy pleasure experience without getting *too* intimate.
My Secret Screaming O Charged Knickers Vibrator - £75
If you fancy indulging in some discrete intimate play whether in private or in public, we recommend the Charged Knickers Vibrator by My Secret Screaming O. Just tuck the rechargeable bullet neatly into the black lace panties, hand your partner the remote control, and let them take the reigns for a mischievous outing you'll never forget. We all remember that Fifty Shades Darker elevator scene!
14. Agent Provocateur
Best For: Spoiling Yourself
If you really want to treat yourself, you need to do your sex toy shopping at Agent Provocateur - the fanciest lingerie and the most premium sex toys await you. Your items will arrive in complimentary gift wrap in one of their signature pink boxes - meaning it's not a discrete delivery that will go unnoticed outside your front door, but if you want a lavish treat, this is the sex toy shop for you.
Our Favourite Sex Toys from Agent Provocateur
The Cha Cha Vibrator - £110
We really like that Agent Provocateur's sex toys are named after different dances! The Cha Cha, £110, promises that you'll 'get lost in rhythm', which sounds like a pretty nice place to get lost. It looks seriously luxe, too.
The Jitterbug Vibrator - £90
The Jitterbug, £90, comes in a pretty shade of pale pink, and is part of the brand's collaboration with Lovehoney, so you know you're in extra good hands if this is your sex toy of choice. It has 10 different vibration modes, allowing you to 'create your own personal tempo'.
15. Adam & Eve
Best For: Long Distance Sex Toys
You'll find all sorts of pleasure products at online adult shop Adam & Eve but where they really reign supreme is with their offering of long distance sex toys. From app-controlled massagers to vibrators that you place in your pants, couples looking to spice up their sex life will not be disappointed.
Our Favourite Sex Toys from Adam & Eve
Adam & Eve's wearable long distance vibrator allows your partner to take control wherever you are! It has an adjustable harness so you can discreetly slip it on and wait for the fun to begin. The silicone butterfly design is contoured to fit your body, giving inside and outside love.
The app also lets your partner chat by audio or video and control the toy at the same time!
Best For: Fast Delivery
With a huge range of toys available with next day Prime delivery and parcels coming in inconspicuous Amazon packaging, the online giant is a surprisingly good place to buy your sex toys, with zero suspicion.
The vibrator offerings are comprehensive, and almost every kink is covered too: Japanese shibari bondage rope, electric stimulators, sex dolls, swings - you name it, they’ve got it! Always read the customer reviews first to make sure it’s a genuine seller.
Our Favourite Amazon Sex Toys
Oliver James Vibrator - £19.99
Wand massagers are ideal for teasing each other as part of your foreplay and also for solo play. This wireless Oliver James one (£19.99) - which comes in five colours - has two hours of charge, eight speeds, 20 patterns, is waterproof and travel-friendly, and has a flexible head for all-round pleasure.
Satisfyer Pro 2 Vibrator - £39.03
The Satisfyer Pro 2 Clitoral Toy (£28.35) is a next-gen, waterproof clitoral stimulator that pleasures you with pressure waves and tingling pulsations. Nearly 7,000 reviews give it an A+. It makes for a good budget alternative to the Womanizer if you’re saving all your pennies for your wedding…
17. Coco de Mer
Best For: Luxury Sex Toys
We’ve long coveted Coco de Mer’s seriously sexy lingerie and we feel quite the same about the high-end sex toys from the brand. The online shop also sells bondage equipment and lingerie, as well as massage oils.
"Coco de Mer is all about creating a luxurious experience when it comes to pleasure and our toys are no exception," says Lucy Litwack, Coco de Mer, CEO. "Our range of toys will delight every sense, with indulgent textures, different forms of vibration and suction, non-vibrating glass or silicone, intimate jewellery - all of the most luxurious quality. We have a specific curation of couple’s toys online, perfectly curated and expertly designed for elevating those experiences with a partner."
If you want a luxury shopping experience, this is it.
Our Favourite Coco De Mer Sex Toys
Hot and Cold Ceramic Dildo - £150
Don't be fooled by the elegant look of the Hot and Cold Ceramic Dildo by Coco de Mer. Pretty as the floral illustrations may be, this stunning discrete dildo allows the added pleasure of switching for cold to hot temperatures. With liquid inside, the weight shifts and the pleasure along with it.
Small Red Aluminium Butt Plug - £70
If you like your anal play seriously opulent, try this Julian Snelling Medium Red Aluminium Butt Plug Aurore Boréale Crystal, £70. Yes, there's a crystal on the end of it. No, you won't be able to see it yourself once it's inside you, but just knowing there's something this glam at play is sure to be a turn on.
Where to Buy Sex Toys in the UK?
Wondering which shops sell sex toys? Some of the most popular picks, and online stores dedicated solely to sex toys, are Lovehoney, Bondara, and Sextoys.co.uk. You'll also find sex toys stocked on wellness and skincare brands Look Fantastic and Cult Beauty, as well as Amazon and Etsy.
Still, if you’re new to the world of online sex toy shops, we understand why diving in can be daunting. That’s why we’ve compiled a comprehensive list of the best places to buy sex toys online for a super-fast route to pleasure. Thank us later.
Why Buy Sex Toys Online?
The biggest benefit of buying from an online sex toy shop is the opportunity to read legitimate reviews. “From a female pleasure point of view, the sex toy industry has been historically dominated by men and hearing from other women whether a toy is good or not is really useful,” says Alexia.
“The second benefit is the same as buying anything online – convenience; you don’t have to leave the house to do the research and it offers an anonymous option for people who don’t feel comfortable sharing their sexual needs with a sales assistant in store,” she continues.
Are Sex Toys Legal in the UK?
The UK has a relaxed attitude towards sex toys and they are legal - there has never been a specific law against the restriction of sex toys.
Still not satisfied? You can browse our edit of the best sex toys for couples here