Sextech Revolution: The Future of Sexual Wellness

By Andrea Barrica

Sitting between Planned Parenthood and Pornhub, sexual wellness is the next blue ocean for tech entrepreneurs and investors alike—and nobody is talking about it.

This recession-proof industry will be worth an estimated $122 billion by 2026, yet no one is prepared for this wave of innovation. But after years of being ignored due to shame and stigma, the sexual wellness revolution is upon us at last.
If you ask Andrea Barrica, it's embarrassing it took this long.

As an entrepreneur and former venture capital investor, Andrea is uniquely qualified to guide a new generation of business leaders ready to seize the opportunities in sexual wellness. Sextech Revolution is a firsthand account of how you can build a company and raise money in this space. Andrea shares how she's tackled the financial and structural challenges sex tech startups face, and provides unparalleled insight into how investors and entrepreneurs can navigate and understand the nuances of the sexual wellness industry.

• Language: English
• Publisher: BookBaby
• Release date: Dec 3, 2019
• ISBN: 9781544504926

Book preview

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Copyright © 2019 Andrea Barrica

All rights reserved.

ISBN: 978-1-5445-0492-6

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For my Lolas, Pacita and Mila

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Contents

Introduction

1. A Brief History of the Industry

2. A Closer Look at Sexual Wellness

3. The Sexual Miseducation of America

4. Who Built the Internet?

5. Moving Beyond the Orgasm Gap

6. The Next Generation

Conclusion

Bonus Guide

Acknowledgments

About the Author

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Introduction

When I pitch investors, I place a 3D-printed model of this on the table and ask:

Do you know what this is?

Can you recognize the structure? I’ll give you some hints: It’s an organ in the human body. It’s inside roughly half of the population. It is densely distributed with nerve endings, and its only job is to experience pleasure. In fact, it’s the most powerful pleasure organ in the human body.

It is the clitoris.

Did you recognize it? Don’t worry. Most people don’t.

None of the venture capital investors I’ve shown it to have had any idea what it is. Neither have many of the medical doctors I’ve met. (Perhaps that’s because most medical students receive fewer than ten hours of sex education during their entire four years in medical school.1)

Until relatively recently, the clitoris and other major aspects of human sexuality were largely ignored by the scientific community. The 1948 edition of Grey’s Anatomy went so far as to omit the clitoris completely, but even today information on pleasure, especially female pleasure, is barely touched on in medical textbooks.2 For years, the clitoris was regarded as having no reproductive role whatsoever, and in the nineteenth century, doctors even recommended removing it to prevent hysteria.

When the clitoris is discussed today, it’s talked about as a 1-2cm external tip, rather than the fully formed, comprehensive 10cm organ pictured above. It’s thanks to researchers like Dr. Helen O’Connell, who produced one of the first fully realized anatomical depictions of the clitoris in 1998, that we have a sense of its true scope and importance.

As HuffPo’s Cliteracy project so aptly observed, we put a man on the moon in 1969, invented the internet in 1982, and didn’t fully understand the anatomy of the clitoris until 1998.3

That’s some seriously powerful stigma.

People don’t like to talk about the concept of a powerful organ that solely exists to experience pleasure. The concept of pleasure itself is difficult for people to talk about—particularly with family, partners, or medical professionals.

Most of us are taught that sex is shameful, that pleasure is indulgent, and that using your body for one of its naturally designed purposes is somehow abuse. As a result, parents don’t talk with children. Lovers don’t communicate with partners. And medical providers often ignore the subject altogether.

Why is sex not a basic, normal part of wellness—and why has over half of the population been ignored?

So Many Questions

As an entrepreneur and the owner of a clitoris, this baffling question pushed me into the industry known as sextech—technologies, products, and services that seek to innovate and improve the human sexual experience.

There are 7.7 billion people on earth, and with the exception of babies born through in vitro fertilization and other procedures, each exists because two people had sex. We talk about sex all the time—in magazines, blogs, television series, jokes, sermons, movies, ads, fashion, podcasts, and porn. We’re obsessed with sex, but who are the major brands that shape our daily experiences with sexuality? Where are the reputable, trusted voices?

As I researched this question, I found that for all our fascination with the subject, there are very few that provide an answer—and the ones that do tend to sensationalize it, rather than strip it down. Sexual wellness is like a huge meadow—a vibrant ecosystem carpeted in small plants and grasses, but no major trees.

Two years after launching O.school, and countless venture capital meetings, speaking panels, product development meetings, interviews and conversations with activists, entrepreneurs, doctors, and nonprofits in the space, I’m still learning. But I’ve realized that just as sex has no central place for information, neither does sextech. So many of us are working independently, siloed in our own corner, with few networking events or shared resources.

I’m writing this book for people who have the desire to push forward sexual wellness. I want to share what I’ve learned in my conversations with investors, founders, activists, policy makers, and educators.

Why is a market so large so behind in innovation, tools, resources, and solutions? Why are there so few places to talk about sex honestly and accurately—offline or online? What are the hurdles that have stopped the previous generation, and how can we begin to get around them? How can so many people have so many progressive ideas about sex and sexuality—and still fall short of creating mass change in our culture? How can the need be so great, and yet the market be so unfulfilled?

In short, what’s the future of sexual wellness?

In this book, I’ll talk about the growing sexual wellness industry, the problems, and challenges in the market for both customers and entrepreneurs. I’ll lay out both the progress we’re making and the roadblocks we face. I’ll tell you about the trends that augur well for us, and where the market might take us. I’ll lay out my vision of what the future of sexual wellness looks like, and some of the challenges we will need to overcome to get there.

I think I echo the sentiments of many of the leaders in the sexual wellness space who want it to be much bigger. Those of us in this space seem to understand that if, together, we can begin dismantling stigma and improving access, we all stand to benefit—as entrepreneurs and as a world community.

The Revolution Is Happening

I am but one of a number of innovators in sexual wellness, from reproductive rights and pleasure activists, sex educators, feminist writers, sexologists and researchers, nonprofit innovators, sextech founders, and countless beacons of sex positivity serving their friends and communities with peer-led support and education. It’s on their shoulders that I stand.

There are other books about the recent developments in sexual wellness worth calling out specifically, like Emily Nagoski’s groundbreaking book, Come as You Are, one of the best modern books about the science of sexuality and desire. Esther Perel’s book State of Affairs has shifted the way we think about infidelity, intimacy, and desire in modern relationships. Sonya Renee Taylor’s The Body Is Not an Apology is a gem in the body positivity movement. Lynn Comella’s Vibrator Nation covers the history of sex toy education and feminist sex stores. Adrienne Maree Brown’s Pleasure Activism: The Politics of Feeling Good is an important read in the intersection of pleasure and activism.

Anyone working in this space needs to understand that sextech is like the clitoris itself—the visible part, the part getting all the attention, is actually just a small part of a much larger structure. To succeed, entrepreneurs and advocates in this space need to understand the contours of human sexuality, to understand the politics of inclusion and the history of this movement. While I can share my experiences and what I’ve learned, I’m at best a cluster of nerve endings.

In fact, one of the things we will cover is the evolving use of language around gender and health. Just as I’ve learned to code-switch my use of language between speaking with my parents in our Filipino home and speaking to people differently elsewhere, and using venture capital lingo and translating these terms to other communities, I’ve chosen to code switch sometimes between mainstream binary terms for gender and the new, inclusive language used in sexual wellness spaces. This means sometimes referring to industries like femtech and speaking in terms of men and women. I will also sometimes use the new language of inclusive sexual wellness, which you may see when we talk about people with vulvas and reproductive health. In chapter 5, we will dive deeper into why this is important.

This book is ultimately born of my experiences, and I’ll focus on my expertise—accessing capital and power. Within that, I can talk about the gatekeepers who control it, and what they have taught me. I’ll talk about the structural issues that have hindered our sexual wellness, from the politics of education to the foundation of the modern internet. And I’ll share what I’ve learned, in hopes it can help others.

I’m betting on a world where sexual wellness is a thriving market for a healthier generation. I’m betting on a sextech revolution.

What’s your money on?

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1 DS Solursh, The human sexuality education of physicians in North American medical schools. Int J Impot Res. 2003 Oct;15 Suppl 5:S41-5.

2 Ibid

3 Carina Kolodny and Amber Genuske, Cliteracy, Huffington Post, May 2015.

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Chapter 1

1. A Brief History of the Industry

The category of sextech is not entirely new, though it is making new strides. Make a visit to the Antique Vibrator Museum in San Francisco, and you’ll see plenty of early attempts in the field. Later on, sex was used to push forward technology from the early film cameras to the VCR to the internet to VR—thanks to the driving force of porn.

But as an investment category, as a market sector worthy of innovation, the idea of sextech is quite new.

Entrepreneur Cindy Gallop is credited with coining the term sextech, following her groundbreaking 2009 TED talk on the effects of hardcore pornography as default sex education—and her answer, the social sex videosharing platform MakeLoveNotPorn.4

Even before there was a name for the category, entrepreneurs like Wendy Strgar, Rachel Braun Scherl, Karen Long, Amy Buckalter, and Ti Chang were building companies and developing products like Good Clean Love (the first organic personal lubricant), Semprae Laboratories’s Zestra (a topical product to increase arousal), Nuelle’s Fiera (FDA-cleared personal care device to help increase arousal), Pulse (personal lubricants delivered by a warming device using a patented induction heating process and clean delivery system), and Crave (tech-savvy sex products like vibrators), respectively.

Of course, what makes headlines today are more often sensational topics—futuristic lifelike sex robots, virtual reality porn, crypto sex worker payments. Journalists assume that if it’s about sex, it has to be sexy.

While the idea of a fully realized AI lover makes for a compelling read, much of what has been written about sextech is incredibly narrow. Many sextech entrepreneurs—myself included—see a much larger opportunity in addressing sexual health and pleasure, closing the orgasm gap between men and women, and addressing the needs of populations whose needs have never been the subject of serious innovation.

But this can be hard to do when we barely teach that the clitoris exists. We’ve come a long way, but there’s still so far to go.

Sextech vs. Sexual Wellness

While the sextech label is generally applied to technology and innovation, you’ll often hear it paired with another term—sexual wellness. Sexual wellness encompasses all companies serving people’s sexual needs, including medical, pharmaceutical, healthcare, mental health,