Boom in followers of sexual wellness brands and influencers: vHub.ai

Doctors and influencers in the sexual wellness, menstrual hygiene and fertility segments have seen a 50% to 100% rise in their following on social media in the past one year, found vHub.ai, an influencer marketing platform.

Tanaya Narendra, who goes by her handle Millennial Doctor, saw a 133% rise in her follower count in the past one year. With more than 1.5 million followers on her Instagram account, the doctor and author of Dr Cuterus, spreads awareness about sexual health, safe sex, reproductive health, fertility and more.

Sachin Modi, chief executive officer and co-founder of vHub.ai, “The conversation around sexual wellness is gradually steering from safe sex to sexual pleasure. There’s growing awareness about the pleasure inequality among men and women. People are actively seeking information about sexual and reproductive health.”

The boom in follower counts is a reflection of the rising awareness about sexual and reproductive health. In 2020, India’s sexual wellness industry was valued at USD 1,153 million. Growing at a CAGR of 5.8%, the industry is expected to cross USD 2,000 million by 2030, according to a report by Allied Market Research.

While social media has become an avenue for people to get information, brands, doctors and healthcare professionals have been quick to address the knowledge gap through content. Partnerships between influencers and brands have also been pivotal in spreading awareness.

Adult store brand IMbesharam saw a 76% rise in its follower count on Instagram in the past one year. The brand, which is a virtual store for sex toys and wellness products, now has over 133,000 followers.

Influencer Seema Anand saw a 63% increase in her follower count on Instagram and now has over 1.4 million followers. Other influencers such as Tanushree Pandey Padgaonkar and Pallavi Barnwal also recorded 50% and 42% growth in followers, respectively.

“Today influencer marketing is not limited to food or just soaps. Influencers have a niche in sexual wellness though this segment is unique. Influencers with their genuine content have created a community for people to understand sex as a medium to share love. Brands are not just selling products, they are also increasing awareness about sexual health, pleasure and fertility,” Modi added.