Using creator content and relatable marketing tactics, brands such as Smile Makers, Jem’s Condoms, Julie and others are confronting stigmas, smashing stereotypes and tapping into the cultural essence of sex. And they are not only winning over Gen Z, but also shaping the future of the health and wellness industry overall.

Gen Z consumers don't just purchase products; they invest in the experiences and values that a brand represents. So, when it comes to sensitive topics such as sexual wellness, health and education, Gen Z seeks brands that listen, understand their needs and meet them where they are—on social media.

Here’s what legacy brands can learn:

Retail experiences are shifting

The overall brand experience has evolved, including the choice of retail placement, with brands expanding their reach beyond traditional drugstores to wellness and beauty-driven spaces. You can now see many of these products front and center, from the counter of your local coffee shop to lifestyle stores. 

Sexual wellness brand Smile Makers is putting its products front-and-center of the world’s biggest beauty stores, including Sephora and, recently, Ulta. “While sex shops have their place, we envisioned a world where sexual wellness products like vibrators and lubricants are as accessible as skincare or beauty products,” said Samantha Marshall, head of brand. She said the effort was backed by a survey that found 59% of Gen Z and millennial women in the U.S. prefer to buy vibrators in beauty stores or mainstream retail, rather than in traditional sex shops.

Going beyond traditional aisles is fundamental to the Jems Condoms mission, said Co-Founder Whitney Geller. “Our goal is to change the way people feel when they access safer sex products.”

Social-first marketing

Julie, the vibrant emergency contraceptive pill, stands out colorfully on shelves, but also with a marketing strategy centered on humor, authenticity and an insanely relatable approach. One way it is breaking the stigma around buying contraceptives is through partnerships with creators. These include a series featuring influencers confidently grabbing Julie off the shelf with captions and taglines including “When you had too much fun on a night out” and “When you’re not ready to be a mommy influencer.” 

Leading with values and relatability, rather than outdated, sales-driven, compliance-focused marketing, is what sets modern brands apart from legacy competitors stuck in the past. Taking this fresh approach to social, rooted in positivity and fun, highlights the evolution of marketing to the next generation in the health and wellness industry. And as social-first is the future of the marketing business across the board, being brave is the most important driver of success. 

Design and branding that stand out

Gen Zers place a preference on aesthetics and visual elements to identify brand and product choices. Bold colors and curated contrasts reflect their desire to stand out rather than blend in. This evolution of unique aesthetics straddles the line between nostalgia and the vibrant visuals of today’s digital landscape, underscoring the crucial role that self-expression plays in design and branding strategies for sexual health and wellness brands.

For Gen Z, brands that embrace vibrancy, playful tones and even unique font choices feel less intimidating and taboo, making us feel seen and celebrated, which increases our likelihood to purchase. Health branding mindsets are evolving from clinical to cultural, creating communities through visual brand moments. So, if you are trying to appeal to the next generations, take a closer look at how your brand is visually showing up on counters and in culture. 

Be authentic

Gen Z can sniff out inauthenticity, said Geller, but if you lean into what you truly deem important and stay true to your values, your marketing will resonate. Jems, for instance, believes it is more authentic to work with people who fundamentally believe in the mission and products and want to share their message” rather than with paid influencers or creators.

In today’s volatile political climate, Gen Zers are increasingly concerned about the future of their sexual rights. Emerging sexual health and wellness brands are challenging category norms to empower the generation through relatable marketing tactics and design choices—something all brands can learn from.=

To truly connect with Gen Z on social media, vibes and values must go hand in hand. You can reach us with strong values, but if the overall brand experience doesn’t match the vibe, we’ll quickly turn away. 

It's crucial for legacy health brands to recognize this shift and take notes from emerging brands to stay relevant. From design choices to social media strategies, the brand experience Gen Z not only wants but craves revolves around breaking taboos, embracing honesty and being transparent—ultimately building genuine trust between brand and consumer.