Founding

CalExotics traces its origins to 1994 when Susan Colvin established California Exotic Novelties. Entering an industry that was predominantly oriented towards male consumers at the time, Colvin identified an opportunity to make intimate products more appealing, reliable, and inclusive.

Industry sources and company accounts indicate that Colvin had previously worked in adult product distribution and took an interest in the underdeveloped novelty market. She believed products could be significantly improved through better design, stronger motors, more attractive colours, enhanced packaging, and greater attention to the needs of women and couples.4 The business initially operated in Los Angeles before expanding to Chino, California, and subsequently relocating to its current base in Ontario, California.5

Rebranding to CalExotics

The company originally traded as California Exotic Novelties. In 2015, it officially adopted the shorter name CalExotics alongside a comprehensive rebranding effort. This change formalised the abbreviated name already commonly used by consumers and business partners, with the company stating the move aimed to enhance brand recognition and consumer focus.6 The legal name California Exotic Novelties, LLC remains in use for official materials and compliance documentation.7

Susan Colvin is the central figure in the history of CalExotics and continues to serve as its founder and CEO.8 Her leadership is integral to the brand’s identity as a female-founded enterprise; CalExotics states it was the first sex toy company founded and operated by a woman.9

Colvin’s original approach diverged from the utilitarian adult novelties common in the early 1990s. Instead, she prioritised attractive designs, approachable colours, improved motors, superior materials, consumer-friendly packaging, and product reliability. These principles, designed with women and couples in mind, became foundational elements of the CalExotics brand identity.10

Rather than focusing on a single category, CalExotics has developed a broad portfolio encompassing numerous types of intimate products. Categories include:

• Vibrators and massagers
• Wand-style massagers
• Bullet vibrators
• Rabbit-style vibrators
• Couples’ products
• Anal-play products
• Dildos
• Strokers
• Kegel and pelvic-floor products
• Dilators
• Lubricants
• Lingerie
• Luxury intimate products
• Kits and introductory products
• App-connected and remotely controlled products
• Rechargeable products

The current catalogue spans multiple price levels and categories.11 Additionally, the company operates numerous sub-brands, including California Dreaming®, CalExotics Connect®, COLT®, Couture Collection®, Rock Bottom®, Optimum Power®, Inspire™, She-ology®, and Stella®.12

Innovation is a defining characteristic of the CalExotics narrative. The company claims several industry firsts, including the introduction of feminine colours for massagers, waterproof intimate products, remote-controlled egg-style massagers, manufacturer warranties, all-women product development teams, 100% premium silicone products, rechargeable rabbit vibrators, talking vibrators, pulsating massagers manufactured in the US, solar-powered products, butterfly-style massagers, and wireless charging with sanitising capabilities.13

While these represent the company’s own historical claims rather than independently verified global rankings, the emphasis on new mechanisms, rechargeable technology, waterproofing, and materials science remains central to its public identity.

CalExotics has historically differentiated itself through material quality and construction. The company promotes premium silicone alongside other plastics and elastomeric materials in its product documentation.14

Design philosophy has evolved from conventional novelty items to incorporate rechargeable batteries, USB charging, multiple vibration patterns, waterproof construction, travel locks, memory functions, app connectivity, ergonomic shaping, and discreet industrial design. The current catalogue reflects this blend of traditional mechanical designs and modern connected technology.15

Manufacturer warranties have been a significant policy for CalExotics. Positioning itself as an early pioneer in this area, the company announced in 2019 that its entire product catalogue would be covered by a one-year warranty against manufacturing defects.16 This strategy distinguishes the brand in a market where warranties were not traditionally emphasised.

Customer support extends beyond warranties to include educational content, product information, usage guides, and sexual health resources.17

Although widely associated with sex toys, CalExotics increasingly frames its business within the context of sexual health and wellness. The portfolio includes products intended for sexual pleasure, intimacy, pelvic-floor exercise, vaginal rehabilitation, and sexual exploration. Specific items such as dilators, Kegel products, and certain massagers are highlighted as tools for sexual health and wellness.18

This positioning aligns intimate products with broader conversations regarding personal wellbeing and sexual health.

Inclusivity is a recurring theme in CalExotics’ brand positioning. The company states its products are designed for people of different genders, sexual orientations, relationship types, preferences, experience levels, and budgets.19 This inclusive approach stems from Colvin’s original objective to move beyond a male-dominated market.20

CalExotics operates as a portfolio of brands and collections rather than a single-product line.

California Dreaming®

A collection featuring a West Coast aesthetic, including waterproof vibrators and other intimate products.21

CalExotics Connect®

A line incorporating technologically enhanced products, including app-connected and remotely controlled devices.22

Optimum Power®

Focused on high-powered products such as strokers marketed for intensive stimulation.23

Rock Bottom®

A line specialising in anal-play products and related designs.24

Inspire™

A wellness-oriented collection developed in association with Living Beyond Breast Cancer (LBBC).25

JOPEN

Identified in historical materials as a sister company, JOPEN occupies a premium position within the CalExotics portfolio.26

A distinctive aspect of the company’s history is its partnership with Living Beyond Breast Cancer (LBBC), which began in 2008.27 This collaboration resulted in the Inspire Collection, developed to address the intimate health concerns of breast cancer survivors and their partners.

LBBC states that 5% of every Inspire product purchase supports the organisation. This initiative presents intimate products as tools for intimacy, body confidence, and sexual rehabilitation rather than solely recreational items.

CalExotics has received recognition from various industry organisations and publications. Notably, in 2022, the company was named a “Best in Business” winner by Inc. Magazine in the Health & Wellness category. According to CalExotics, it was one of three companies recognised in this category and the only adult industry company among them. The company maintains an archive of industry recognitions on its official website.

Headquartered in Ontario, California, the business operates legally as California Exotic Novelties, LLC, with CalExotics serving as the consumer-facing brand. LinkedIn describes the entity as a privately held manufacturing business founded in 1994. CalExotics functions primarily as a manufacturer and B2B supplier distributing through global retailers, while also maintaining a direct online retail presence.

The identity of CalExotics is defined by several recurring themes:

1. Female-founded leadership: Susan Colvin’s role is central to the company’s history.
2. Innovation: Emphasis on new formats, electronics, materials, and connectivity.
3. Accessibility: Products span a wide range of categories and price points.
4. Sexual wellness: Intimacy is framed as a component of personal health.
5. Inclusivity: Marketing addresses diverse genders, orientations, and relationships.
6. Consumer confidence: Warranties, education, and support are key strategic elements.

CalExotics is significant for its role in the transformation of the adult product industry from a utilitarian, male-oriented novelty market to a diverse sexual wellness sector. Since its founding in 1994, the company has expanded into numerous categories and developed technology-focused products.

Its historical importance lies in helping to normalise the concept of intimate products as designed consumer goods, with attention to aesthetics, reliability, materials, technology, warranty support, and sexual health.

The name CalExotics is a shortened form of California Exotic Novelties, formally adopted in 2015 after becoming the common vernacular among customers. The current brand identity is anchored by the phrase “A World of Enhanced Pleasure”, reflecting a shift from “adult novelty” manufacturing to a broader identity centred on intimacy, pleasure, and wellness.

In retail and online marketplaces, CalExotics is generally understood as a large, established US intimate product manufacturer rather than a specific product line. Its portfolio ranges from introductory items to premium technological devices, placing the name across multiple market segments. The brand differentiates itself through its long-standing association with Susan Colvin, female-led innovation, and consumer warranties.

• 1994: Susan Colvin establishes California Exotic Novelties.
• 1990s–2000s: Expansion of product range and reputation for new designs and technologies.
• 2008: Partnership begins with Living Beyond Breast Cancer.
• 2015: Official rebranding to CalExotics.
• 2016: Introduction of the Inspire Collection with LBBC.
• 2019: Announcement of one-year warranty programme.
• 2022: Named “Best in Business” by Inc. Magazine in Health & Wellness.
• 2026: Continued operations from Ontario, California, with a diverse product catalogue.

1. About Us
2. Contact Us
3. About Us
4. A Nod to the “OG” Susan Colvin on International Women’s Day! – CalExotics
5. CalExotics Founder and CEO Susan Colvin Reflects on Brand’s 30-Year Legacy – The RESOURCE by Molly
6. California Exotic Novelties Officially Renamed ‘CalExotics’ – XBIZ.com
7. 2257 Compliance
8. New Arrivals – CalExotics
9. CalExotics Brands
10. GLOSSARY AND MEASURES
11. Dear Customer,
12. Dear Customer,
13. CalExotics Announces Fully Integrated One-Year Warranty Program – CalExotics
14. CalExotics Named Best in Business by Inc. Magazine – CalExotics
15. Best Sellers – CalExotics
16. CalExotics | Shop | Living Beyond Breast Cancer
17. CalExotics | LinkedIn
18. Exploring CalExotics: A Comprehensive Guide to the World’s Leading Adult Toy Brand – Neo Media Lab
19. I’m Thankful for Sex Toys – CalExotics
20. CalExotics Gives New Meaning to California Love With Highly
21. A Tribute to the Single & Independent – CalExotics
22. CalExotics | Innovating Intimacy Since 1994
23. About CalExotics
24. Sitemap – Pages – CalExotics
25. CalExotics | California Exotic Novelties
26. CalExotics | California Exotic Novelties
27. Blog – Page 1 – CalExotics