Best Sex Toy Shops Online: Where to Buy Sex Toys Whatever Your Vibe
Looking for a sex-life upgrade? These online sex toy shops promise fast and discreet delivery across the UK, with something for every bedroom kink and budget
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Great sex doesn’t always happen effortlessly, even in the happiest relationships. Whether you’re newly together, engaged, married or years into a long-term partnership, shopping for sex toys can be a fun and empowering way to explore new kinds of pleasure, both together and solo.
After all, relationships evolve over time, and so do your fantasies, confidence and desires. “According to a survey by Lovehoney, more than 80% of men and women said their sex toys had improved their sex lives,” says sex and relationship expert Annabelle Knight. “Couples often report feeling more emotionally connected and note better communication as a result of a happier and healthier sex life.”
If you’d rather browse in private, the best online sex toy shops UK shoppers love make it easier than ever to explore discreetly, with inclusive ranges, expert advice and discreet sex toy delivery UK-wide. To save you endlessly Googling “where to buy sex toys online UK”, we’ve rounded up the best sex toy shops to know now, alongside Annabelle’s advice on what to look for when shopping as a couple.
From cult favourites like Lovehoney, Ann Summers and Lovense to beauty-led retailers such as LookFantastic and Cult Beauty, we’ve broken down the online sex toy shops worth bookmarking, including the best places to shop for beginner sex toys, couple sex toys, luxury sex toys and the best vibrators UK customers rate highly.
Happy scrolling, lovers.
- Best Sex Toy Shops for Beginners
- Best Sex Toy Shops for Couples
- Best Sex Toy Shops for Luxury Toys
- Best Online Sex Toy Shops UK: Expert Advice
Best Sex Toy Shops for Beginners
Shopping for your first toy can feel a little overwhelming, which is why the best sex toy shops for beginners focus on education, inclusivity and easy-to-shop collections. From beginner sex toys and best vibrators UK shoppers swear by to helpful guides and discreet sex toy delivery UK-wide, these online sex toy shops make exploring sexual wellness feel approachable rather than intimidating.
1. Lovehoney
- Best for: Affordable toys for new explorers
The UK’s largest online sex toy shop has just about everything you could want or imagine, including female-focused sex toys, male sex toys, LGBTQ+ toys, games, lingerie and even its own advent calendars!
The huge range paddles like the one pictured above, along with their selection of vibrators are their showcase items – with everything from rabbits and massage wands to g-spot and clitoral stimulators, bullets and app-controlled options; all filterable by size (ahem), price, material and more.
The site has tons of helpful articles, too, including a vibrator guide to help you choose the right product, and tips and expert advice on how to get the most out of it.
If you’re a sex toy newbie, take a look at the beginners’ sex toy kits and the gorgeous range of lingerie to inspire your bedroom antics. Lovehoney also offers NHS staff and student discount with free (super discreet) delivery on orders over £50.
2. Womanizer
- Best for: Female pleasure
Don’t just take our word for how mind-blowingly brilliant the original Womanizer toy is – just ask Lily Allen, who teamed up with the sex toy shop to create her own (still currently sold out) model, Liberty. The brand's OG toy – the Womanizer Premium – even features in the music video for Katy Perry’s Woman’s World.
Thankfully all the toys still in stock are just as brilliant, and the secret lies in the brand’s patented technologies – including the Pleasure Air Technology, which has alternating pressures to recreate the sensation of oral sex with varying wave settings so you can choose exactly how you like it.
Elsewhere, for something different, the Womanizer Vibe (pictured) is the world’s first silent clitoral vibrator with UltraWave Vibration. Shop other sex toys on the Womanizer site too – from g-spot toys to male toys and couple-focused toys. Each parcel comes perfectly packaged in a discreet, unbranded box.
With its Instagram-friendly aesthetic, this is a label that focuses very much on female pleasure being a form of self-care. Definitely something we can get on board with.
3. LookFantastic
- Best for: Sex toy beginners
If you’ve ever shopped for beauty on LookFantastic, you’ll know that the online store sells everything from ultra-affordable to super-luxe makeup and skincare. Well, the same goes for its curated selection of sex toys, with £9.99 sex toy steals to £179 splurges (we’re looking at you, the LELO Smart Wand 2…).
Stocked toy brands include popular favourites like LELO, VUSH, So Divine and Smile Makers in a range of aesthetically pleasing pastel hues, and you’ll be able select a number of wellness extras such as lubricants and cleaners to pop in your basket, too.
The plus side of shopping for sex toys from LookFantastic? Your partner will think you’ve just been buying more skincare, so you can surprise them…
4. Ann Summers
- Best for: Role play
Of course, we couldn’t do an edit of the best online sex toy shops without giving a much-deserved nod to Ann Summers. Not only is this adult toy retailer the OG of sexy toys in the UK (and a great Lovehoney alternative) but it also has great online shopping credentials.
It’s a one-stop shop for your bedroom needs, with sex toys, sexual wellness products, a great selection of stylish and erotic lingerie and a super fun collection of role-play outfits. From maids to air hostesses, bunnies to burlesque, fancy dress has never looked so appealing.
Of course, if you’re seeking sex toy inspiration, it’s also worth checking out the brand’s latest Rampant Rabbit models – the classic toy has long been Ann Summer’s number-one bestseller, and for very good reason.
5. Cult Beauty
- Best for: Sex toys and wellness-focused products
Another store that doesn’t immediately spring to mind when you think of sex toy shopping online, but trust us when we say Cult Beauty is a great destination for fun and frolics.
Better known for its wide selection of iconic beauty brands, Cult Beauty is equally discerning with the sex toys it stocks, only selling the coolest of labels, including Smile Makers, Naydaya, Fur and Coco de Mer.
Alongside its curated selection of toys, you’ll find a wide range of high-performing intimate health and wellness products too – think lubricant drops and balms, intimate washes, luxury massage oils and supplements all designed to boost sexual health and overall wellness.
If you’re already shopping for your skincare essentials, it can’t hurt to add one or two sexy splurges to your online order, too, right?
Best Sex Toy Shops for Couples
Whether you’re looking to spice things up or simply explore something new together, the best sex toy shops for couples offer everything from wearable vibrators to app-controlled couple sex toys designed to enhance intimacy.
Many of the best online sex toy shops UK couples love also stock LGBTQ+ friendly sex toy shops and sexual wellness brands UK shoppers can trust, with discreet packaging and fast delivery included.
6. So Divine
- Best for: Affordable sex toys
If you’re looking for sex toys that are equally pleasing to the eye but a little more affordable, So Divine has a brilliant selection of beautifully designed products crafted from buttery-soft silicone that cater to all – men, women, and in particular women going through various sexual life phases, including the menopause.
Shop everything from g-spot and clitoral suction stimulators to a wide range of vibrators in cute pastel colours, as well as Kegel balls, male toys, couple-focused toys and a selection of lubes and essentials to keep you topped up.
With many of the brand’s toys starting from less than £30, and the most expensive being £65, you’ll be tempted to buy more than one item… and we won't blame you if you did.
7. Bondara
- Best for: Bondage
Whether it's restraints and handcuffs or whips and paddles, blindfolds, cupping sets or nipple toys, Bondara comes highly recommended for its extensive collection of bondage and fetish gear.
The online sex toy store sells its own brand of products alongside some familiar names you might expect to see in a UK adult store, including Satisfyer, Womanizer, ROMP, Pipedream and Pride Shop – a sex toy shop which specialises in gay sex toys.
Not feeling quite so kinky? Bondara stocks a great collection of vibrators, role play costumes and naughty bedroom games to spice up date night, too. Have a browse even if you’re not quite sure what you’re looking for – you never know what you might find!
8. Harmony
- Best for: Lube, condoms, and other bedroom essentials
With more than 20 years’ behind the brand selling sex toys and accessories from its physical Soho stores, Harmony is one of the UK’s leading adult toy store retailers – and knows a thing or two about what makes couples tick.
It's a hugely popular sex toy shop in London, but if you’d rather peruse in private, its online shop has a wealth of exciting products to order. Alongside adult gifts, games and toys like vibrators, love eggs, travel-friendly and waterproof sex toys, you’ll also find a great range of sexy lingerie and bedside table essentials like lube, condoms, massage oils and even sex toy cleaners.
The online service is second to none; click and collect from one of Harmony’s stores or get free delivery on orders over £50 (with free returns too).
9. BuzzPinky
- Best for: BDSM sex toys
For a fun, fresh and cheeky take on adult entertainment, sex toys shop BuzzPinky offers the latest market launches with its easy to navigate website and discreet tracked delivery.
The company offers a great selection of bondage and BDSM gear and sex props – spanning everything from latex and fetish clothing to chastity devices, masks, restraints, spanking toys and more.
You’ll also be able to shop a wide selection of vibrators and toys for both couple fun and solo pleasure from the likes of LELO, Satisfyer, Chisa, Tenga, and BuzzPinky’s own brand, which offers great value for money.
Not sure where to start on your adult toy journey? Check the Buzz Bundles for a curated selection of products for him, her and for couples – including the Ultimate Luxury Pleasure BDSM Bundle (£150) – and thank us later.
10. We-Vibe
- Best for: Smart sex toys
From app-enabled massagers to remote-controlled vibrators, wearable panty toys and so much more, kinky couples looking to spice things up with play both inside and outside of the bedroom won’t be disappointed with We-Vibe’s selection of smart sex toys.
If you often find yourself away from home for work or other reasons, the brand’s collection of long-distance sex toys is also some of the best on the market and make maintaining that intimate connection easier than ever.
Not sure where to start? The brand’s bestselling Sync models are easy to use and perfect for couples to try together. Facetimes are about to get steamy!
11. Lovense
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Best for: Long-distance couples
If there’s one brand that’s become synonymous with app-controlled pleasure, it’s Lovense. Known for its sleek, tech-led toys designed to bring couples closer together, the brand has built a loyal following thanks to its impressive connectivity, customisable settings and genuinely innovative designs.
The Lovense Lush 4 is the latest version of the brand’s bestselling wearable vibrator, and it’s easy to see why people rave about it. Designed to be worn internally, the toy pairs with the Lovense app so you or your partner can control vibrations remotely, whether you’re together on the sofa or in completely different countries. Long-distance relationships, consider yourselves sorted.
Despite its high-tech credentials, the Lush 4 still feels approachable and easy to use. It’s whisper-quiet, made from silky body-safe silicone and features stronger vibrations and improved connectivity compared to previous models. There’s also the option to create custom patterns, sync vibrations to music or even connect via video call for a more interactive experience.
Whether you’re shopping for couple sex toys, looking to spice up date night or simply curious about the hype surrounding app-controlled toys, the Lovense Lush 4 is one of the best vibrators UK shoppers can buy right now, and proof that technology really can improve your love life.
Best Sex Toy Shops for Luxury Toys
If you’re ready to invest in beautifully designed, high-performance products, these luxury sex toys brands are worth every penny.
From sleek aesthetics and body-safe materials to innovative tech and premium packaging, these best sex toy shops prove that shopping for pleasure can feel just as elevated as buying designer beauty or wellness products, making them ideal Lovehoney alternatives too.
12. LELO
- Best for: Luxury sex toys
LELO is a Swedish sex toy brand that’s synonymous with beautifully designed, luxury toys and products you probably won’t mind having on display in your bedroom.
From the revolutionary Hex Original condoms (featuring a super thin, hexagonal structure that’s textured inside for better grip) to sleek, gender-neutral toys that can be enjoyed by anyone and everyone, LELO’s quality designs are a game-changer.
The brand’s Sona clitoral massager has been hailed as the world’s bestselling sex toy – and we’re happy to report it certainly lives up to the hype. The friction-free toy uses sonic waves to stimulate the clitoris for an oral-sex-like feel without even making contact with the skin.
Got a partner who doesn’t like going down? Bring this to the bedroom and everyone will be happy.
Everything arrives in a plain, unbranded box – so you won’t scandalise your elderly neighbour if they have to take in the parcel for you!
13. Kandid
- Best for: Gender-neutral sexy toys
Kandid is a brand on a mission: to make shopping for sex toys shame-free and more inclusive. The company’s founders are passionate about tackling the stigma around sexual pleasure and changing often-judgemental attitudes, particularly around sex and the LGBTQIA+ community.
Browse a solid range of toys online alongside lubricants and essentials and the retailer’s popular sex toy kits, which make a great cheeky gift for the loves in your life.
The sleek and stylish toys are delivered in discreet but rather cool palm-tree print packaging. Sustainability also plays a huge role in this brand’s business model, so while the body-safe silicone toys are designed to last a lifetime, the packaging is completely recyclable, too.
14. Agent Provocateur
- Best for: Spoiling yourself – or them!
Whether you’re looking to spice up your bedtime routine or upgrade your top drawer with some sumptuous lingerie, Agent Provocateur is a one-stop shop for all things sensual – and has some great gifts for a truly lavish treat.
We especially love that the brand’s own premium sex toys are named after different dances; the Rumba invites you to ‘dance to the beat of your own tune’ thanks to its powerful motor, while the Two Step (£90, pictured) is a nifty waterproof vibrating love ring crafted in collaboration with Lovehoney.
Then, of course there’s the huge selection of lingerie which includes everything from corsets to hosiery to nipple pasties, all of which comes beautifully gift wrapped in the brand’s signature branded pink box. Divine!
15. Coco de Mer
- Best for: High-end sex toys
A brand that describes itself as ‘the house of pleasure’, we’ve long coveted Coco de Mer’s seriously sexy lingerie – and we feel the same about its luxury sex toys, too.
Alongside its chic selection of lingerie, hosiery and loungewear – all crafted from the prettiest silks and lace – the label also sells a curated selection of intimate toys.
You’ll also find sex props for bondage and fetish play – think leather paddles and riding crops, pure silk blindfolds and supple leather collars – and extra luxuriant bedside table essentials such as massage oils and orgasm balms.
If you’re looking to treat yourself, or someone special, everything from this titillating and sophisticated adult store feels ornately beautiful and elegant, in a super sexy way.
Best Online Sex Toy Shops UK: Expert Advice
What Is the Best Online Sex Toy Shop in the UK?
With so many online sex toy shops now available, finding the right retailer really comes down to what you’re looking for. Some of the best online sex toy shops UK shoppers love focus on beginner-friendly products and educational content, while others specialise in luxury sex toys, couple sex toys or niche sexual wellness brands UK customers might not find on the high street.
“When choosing where to buy sex toys online UK, couples should prioritise quality, safety and discretion,” says sex and relationship expert Annabelle Knight. “Reputable retailers will stock products made from body-safe materials like medical-grade silicone, stainless steel or ABS plastic. These are non-porous, easier to clean and generally feel better quality too.”
Annabelle also recommends checking reviews before buying: “Retailers that encourage honest customer feedback tend to be more transparent about what products are genuinely worth investing in.”
Discreet packaging is another major factor for many shoppers, particularly if you’re ordering for the first time. Thankfully, most of the best sex toy shops now offer discreet sex toy delivery UK-wide, alongside secure payment options and easy returns.
“Does the website feel sex-positive, inclusive and welcoming?” adds Annabelle. “The best LGBTQ+ friendly sex toy shops create an experience that feels comfortable and shame-free, whether you’re shopping solo or as a couple.”
What Are the Best Beginner Sex Toys for Couples?
If you’re new to shopping for sex toys as a couple, the key is keeping things simple. “Communication is always the best place to start,” says Annabelle. “Talk openly about what excites you both and remember that toys are there to enhance intimacy and pleasure, not replace your partner.”
When it comes to beginner sex toys, smaller and less intimidating options are often the best fit. Bullet vibrators, wearable vibrators and remote-control toys are all popular starting points because they’re easy to use and designed to slot naturally into partnered play.
“A bullet vibrator is a brilliant first toy for couples,” says Annabelle. “They’re discreet, versatile and easy to incorporate into sex without overthinking it.” App-controlled toys from brands like Lovense have also become increasingly popular for couples looking to experiment with long-distance intimacy or playful date nights at home.
And while classic retailers like Lovehoney remain hugely popular, there are now plenty of Lovehoney alternatives and sexual wellness brands UK shoppers can explore too, many of which offer curated beginner edits, educational guides and inclusive product ranges.
“Oh, and whether you think you need it or not, always add a good water-based lube to your basket,” Annabelle adds.
What Are the Best Luxury Sex Toy Brands?
Luxury sex toys have come a long way in recent years, with many brands focusing just as much on aesthetics, body-safe materials and wellness as they do on performance. Think beautifully designed products, whisper-quiet motors and sleek packaging that wouldn’t look out of place on your bedside table.
Some of the best luxury sex toy brands include names like LELO, Womanizer, Dame, We-Vibe and Lovense, all of which are known for combining innovative technology with premium design. Whether you’re shopping for the best vibrators UK customers rate highly or looking to invest in high-end couple sex toys, these brands are often considered worth the splurge.
“Higher-end products tend to use better quality materials and offer more reliable performance,” says Annabelle. “For couples especially, investing in a toy that feels comfortable, intuitive and built to last can make all the difference.”
Many luxury-focused online sex toy shops also offer extras like discreet sex toy delivery UK-wide, premium gift packaging and curated edits tailored to couples, beginners or LGBTQ+ shoppers, making the overall shopping experience feel far more elevated and approachable.
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