A Modern Sexual Lifestyle Brand

“Jooi is a modern sexual lifestyle brand, covering all aspects of sexual pleasure, sexual wellness and sexual health.”

Our Mission

Our mission is to redefine the sex essentials industry for the modern consumer, removing traditional taboos and stigmas, and normalise sex as part of our overall daily general wellbeing.

Our Approach

At Jooi, we focus on people rather than gender norms, and like to adopt a gender fluid approach to sex products – in fact, we use the word Omnisexual (can be used by any sex). We stock ergonomic designs without looking to impersonate genitalia as we believe the focus should be on the sensation (You won’t find any nudity or sexualisation on our site).

A Sexologist Informed Site

Working closely with Industry experts, Jooi adopts a research / knowledge-based approach to sexual pleasure and wellness, designed to help you through your journey to having better, more fulfilling sex. Whether you are sexually curious (but are not sure how to take your first steps) or maybe more experienced (but just want to explore something new) we will help you discover sexual pleasure in new and exciting ways.

Our Commitment to High Quality Body Safe Products

We believe that sexual pleasure and wellness should be as important to your self-care regime as diet and fitness. You care about what goes into your food or how your cosmetics are made so we why wouldn’t you equally want to be as discerning about your sex toys?  With this in mind, and working with industry experts, we have curated a range of body safe products selected for their quality, style and functionality meaning all you need to worry about is choosing the right product for your pleasure. We also look to stock products that, where possible, embrace natural ingredients, are cruelty free and environmentally conscious.

We recognise the importance of Sexual Health and Wellness

At Jooi we also recognise that sexual heath and wellness is just as important as pleasure and that sexual organs are no different to other human organs, with dysfunction in one organ potentially having knock on effect on people’s mental well-being and overall physical health.  It is therefore important to give sexual organs the attention and care that they deserve for our own health. That is why we also stock a range of sexual wellness products for men and women, including penis vacuum pumps to aid with Erectile Dysfunction and Kegel balls to strengthen the pelvic floor.

Our Hope

Above all, at Jooi, we want to encourage healthy sexual expression and to inspire individuals and couples to embrace their sexuality, to experiment, to explore and above all enhance their sexual experiences.

We hope you enjoy our site.

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