Why SKYN is outgrowing the sexual wellness industry
Lovehoney and Ann Summers still top the organic traffic table in the online sexual wellness category. Still, the Salience Index shows the sector’s organic visibility has shrunk by roughly seven per cent in the last six months.
Amid the noise, SKYN – a mid‑tier non‑latex condom brand – has quietly climbed the rankings. Its traffic grew at double‑digit rates while bigger rivals lost organic visibility.
The secret? A site built for humans.
Intuitive navigation, product pickers, inclusive messaging and content that speaks to Gen Z as easily as it does to Gen X.
Organic search is still the lifeblood of the online sexual wellness industry, with paid media restrictions and AI’s unwillingness to cite naughty websites.
Our latest Salience Index, covering the six months to July 2025, shows that overall organic visibility in the sexual wellness sector fell by about seven per cent as Google’s Helpful Content updates punished sites that chase keywords and algorithms rather than the humans using your website.
Durex and Sinful continue to invest heavily in content and branding, yet only a handful of challengers have bucked the downward trend.
SKYN, the non‑latex condom brand owned by LifeStyles, is one of those challengers. While it ranks around 15th for organic traffic, its traffic score in July 2025 was roughly 12k and up 17% on January, a standout performance in a declining market.
SKYN is doing more than selling condoms, with its site hosting articles on topics such as intimacy in the age of artificial intelligence and virtual reality, offering playful copy (“sexploration”) and empowering users to choose products by sensation and fit.
This blend of product utility, brand storytelling and timely cultural commentary sets it apart from competitors who still rely on generic blogs and outdated category pages.
Below is a closer look at why SKYN deserves attention from search marketers.
Market context
The UK sexual wellness market is expanding even as organic visibility shrinks. Grand View Research estimates the UK condom market was worth USD 336 million in 2023 and will grow at 6.03% compound annual growth through 2030 (grandviewresearch.com).
Rising STI screening rates and government campaigns are fuelling demand. Yet the Salience Index shows that organic traffic has consolidated around a few dominant players and that overall visibility has dipped by ~7%.
Search engine updates have penalised thin content and keyword‑stuffed pages, hitting brands that banked on legacy SEO tactics. The winners are those investing in genuine user experience, robust content and strong brand signals.
Market Statistics
The table below compares SKYN with the sector leader (Lovehoney) and a laggard (Condoms UK). Traffic scores are approximate organic traffic estimates for July 2025 derived from the Salience data.
| Overall rank | YoY Change | Brand | Organic Traffic July 18, 2025 | Organic Traffic Jan 18, 2025 |
| 1 | 0 | lovehoney.co.uk | 788,533 | 815,572 |
| 2 | 0 | annsummers.com | 428,325 | 453,896 |
| 3 | 0 | bondara.co.uk | 80,192 | 122,499 |
| 4 | 0 | durex.co.uk | 70,762 | 70,305 |
| 5 | 0 | sinful.co.uk | 51,825 | 46,585 |
| 6 | 0 | sextoys.co.uk | 47,743 | 38,794 |
| 7 | 1 | bad-dragon.com | 32,893 | 33,027 |
| 8 | 46 | fleshlight.eu | 31,189 | 2,045 |
| 9 | 6 | pulseandcocktails.co.uk | 29,726 | 16,420 |
| 10 | -3 | cloudclimax.co.uk | 25,129 | 33,707 |
| 11 | -2 | lovense.com | 21,282 | 24,702 |
| 12 | -2 | lelo.com | 20,047 | 23,989 |
| 13 | 1 | uk.honeybirdette.com | 17,440 | 16,647 |
| 14 | 11 | simplypleasure.com | 14,431 | 9,231 |
| 15 | 5 | skynfeel.co.uk | 12,431 | 10,649 |
| 16 | 2 | dragondildo.co.uk | 12,124 | 12,733 |
| 17 | -4 | condoms.uk | 11,091 | 21,399 |
| 18 | -2 | uberkinky.com | 10,342 | 15,674 |
| 19 | 0 | shivaonline.co.uk | 10,196 | 11,288 |
| 20 | 1 | easytoys.uk | 7,512 | 10,461 |
| 21 | 7 | satisfyer.com | 7,460 | 6,851 |
| 22 | 12 | freedoms-shop.com | 7,312 | 5,487 |
| 23 | 13 | womanizer.com | 7,227 | 5,186 |
| 24 | 5 | bestvibe.co.uk | 7,062 | 6,325 |
| 25 | 5 | oronova.co.uk | 6,207 | 6,288 |
| 26 | -4 | megapleasure.co.uk | 5,978 | 10,330 |
| 27 | 21 | nicennaughty.co.uk | 5,942 | 2,760 |
| 28 | -11 | peachesandscreams.co.uk | 5,854 | 13,386 |
| 29 | -17 | lucidtoys.com | 5,800 | 21,810 |
| 30 | -6 | clonezonedirect.co.uk | 5,768 | 9,311 |
Why SKYN stands out
Human‑first Content
SKYN’s homepage greets visitors with a simple menu (condoms, lubricants, toys, deals and a blog) and a clear promise of free discreet delivery on orders over £25.
There’s no aggressive pop‑up or keyword‑stuffed hero banner. Instead, a flash‑sale graphic and concise calls‑to‑action get straight to the point. Category pages offer quick‑view buttons and quantity selectors so shoppers can adjust pack sizes without leaving the page.
Many sexual wellness sites still cater to heteronormative assumptions. SKYN positions itself as a pleasure brand for everyone, with copy such as “Sex is different for everyone. Start with yourself”.
A section titled “We exist for the beauty of pleasure” emphasises growth and evolution rather than performance anxiety.
Blog posts cover topics like millennial dating, queer sex and ghosting, reflecting the diversity of its audience.
SKYN’s blog tackles broader cultural themes. One article discusses how artificial intelligence, virtual reality and smart gadgets are changing intimacy. It acknowledges the dopamine hit of social media, critiques digital isolation and urges readers to reconnect offline. By linking to external research on technology addiction and VR‑enabled pornography, SKYN earns topical authority and draws search traffic from questions around AI, VR and relationships – topics that are booming according to market forecasts.
Conversion Rate Optimisation
Product cards feature quantity toggles (10, 20, 30, 50 or 80) and quick‑view icons. A floating “Reviews” tab opens a side panel with site and product reviews, improving social proof without cluttering the page. The “Find your fit and start the sexploration” section invites users to explore condoms, lubricants and sex toys with product counts, making discovery feel playful instead of clinical.
Generational content hub
SKYN’s blog includes articles such as “Millennials, Gen Z and how relationships have changed since Baby Boomers” These posts capture long‑tail queries from younger audiences while signalling inclusivity.
Tech‑intimacy thought leadership
The post on AI and VR examines how over‑dependence on technology erodes intimacy and cites external evidence about technology addiction and VR pornography. This positions SKYN as a brand that cares about relationships and the humans using their site. A trust signal to the customers and an E.E.A.T signal to Google.
Tone of Voice
From the playful sexploration tagline to the empathetic blog copy, SKYN maintains a voice that is conversational and non‑judgemental. It doesn’t cram pages with keywords or generic product descriptions; instead, it speaks to the reader directly.
Over the past six months, we’ve noticed that brand is becoming the #1 trust signal.
Paid ads and hallucinating AI overviews now own the lion’s share of the SERP, meaning people can’t trust the first blue link anymore. Instead, they scroll until they see a brand they know. That’s why it’s important to weave your brand’s tone of voice and unique expertise throughout copy.
Conclusion
The sexual wellness sector is at a crossroads. Organic visibility is down, but consumer demand is rising. This may be a signal that the vast majority of sexual wellness brands are unable to capture online demand with their e-commerce websites. Brands relying on outdated SEO tricks are losing ground.
SKYN’s success offers a blueprint for the next wave of search marketing. By investing in user‑centred design, inclusive storytelling and content that taps into wider cultural trends, SKYN has grown traffic and market share without sacrificing integrity. If you’re looking to emulate a brand that combines commercial performance with thought leadership, SKYN is the one to watch.
References
- Salience. Sexual Wellness Salience Index 2025 (6‑month report). (July 2025).
- Grand View Research. – UK Condom Market Size, Share & Trends Analysis Report, 2024–2030. Citing growth figures and market drivers.
- SKYN. – Intimacy in the time of artificial intelligence, virtual reality and smart gadgets (blog, Oct 2019) – highlights technology’s impact on relationships and the need for human connection.
- Verywell Health. – SKYN Condoms: A Popular Non‑Latex Condom Option – explains the benefits of polyisoprene and vegan materials.
- HQ Software. – Top 7 Examples of Augmented Reality Marketing Campaigns – notes that AR marketing delivers immersive experiences and that the mobile AR market is set to double between 2023 and 2028.