The company describes itself as a leading manufacturer of pleasure products and serves retailers worldwide through distributor partnerships.

Foundation

California Exotics was established in 1994 by Susan Colvin, originally operating under the name California Exotic Novelties. Colvin’s stated objective was to create products that were more appealing and accessible to women and couples during a period when the adult products business was predominantly oriented towards male consumers.1

This early positioning differentiated the company from many competitors. Rather than treating intimate products merely as novelty merchandise, California Exotic Novelties emphasised design, aesthetics, functionality, reliability and the female consumer experience.

Growth and expansion

During its first decade and a half, the company expanded from a focused adult novelty manufacturer into a broader sexual wellness supplier. Its portfolio grew to cover products for women, men, couples and LGBTQ+ consumers, alongside various forms of sexual stimulation, wellness items, lingerie and fetish goods. The company also developed an extensive wholesale and distribution network, enabling its products to be sold through adult retailers internationally.

In Singapore, California Exotics products are available through specialist retailers such as CherryAffairs, which stocks a range of the brand’s vibrators, toys and accessories.

A significant branding change occurred in 2015 when the company officially shortened California Exotic Novelties to CalExotics. According to Susan Colvin, customers and industry participants already commonly referred to the company as “CalExotics”. The shorter name was adopted to improve consumer recognition and establish a more modern, consumer-oriented brand identity.

Consequently, “California Exotics”, “California Exotic Novelties”, “Cal Exotics” and “CalExotics” may refer to the same underlying entity, although CalExotics serves as the company’s contemporary branding.

Susan Colvin remains the central figure in the company’s history. She founded California Exotics in 1994 and continues to serve as its founder and CEO. Corporate records identify Colvin as a principal executive, and her leadership is presented as part of a broader effort to introduce a female perspective into intimate product design and business development.

The company states that it was the first sex toy company founded and operated by a woman and highlights its historically all-women product development team.

A defining characteristic of CalExotics is the breadth of its product catalogue, which includes several major categories.

Vibrators and massagers

This category includes traditional vibrators, wand-style massagers, bullet vibrators, rabbit-style vibrators, dual-stimulation products, remote-controlled and app-connected devices, rechargeable models and couples’ massagers. The company has historically placed considerable emphasis on motor technology and product innovation within this segment.

Dildos and penetrative products

The company produces a wide range of conventional and specialised penetrative products, including items made from silicone and other materials.

Anal products

The catalogue features anal beads, plugs, probes, prostate-oriented products and related accessories.

Couples’ products

CalExotics maintains a substantial portfolio of products designed specifically for use by partners together.

Sexual wellness products

Increasingly, portions of the catalogue are positioned under the concept of sexual health and wellness rather than exclusively as adult novelties. These include products associated with Kegel exercises, erectile support, dilators, lubrication, sexual stimulation and intimate hygiene.

Lubricants and accessories

The range extends to lubricants, creams, gels, cleaning products, charging accessories and related items.

Lingerie and fetish

The company also operates in the lingerie and fetish categories, offering restraints, masks, cuffs, gags, nipple accessories and related products.

CalExotics operates a large portfolio of sub-brands and collections rather than functioning as a single product brand. Its official brand directory lists names including Admiral, Alpha, Amour, Apollo, Aura, Azure Collection, Basic Essentials, Bionic, Bliss, Booty Call, Bound By Diamonds, Boundless, Butterfly Kiss, Scandal, She-ology, Slay, Southern Lights, Sparkle, Starstruck, Stella, Sterling Collection, Studs and Sugar, among others.

As the active portfolio changes with product introductions and retirements, the official brand directory serves as the primary reference.

Innovation forms a core part of the corporate identity. The company claims several industry firsts, including introducing or popularising feminine-coloured intimate massagers, waterproof intimate products, remote-controlled egg-style massagers, manufacturer warranties for intimate products, all-women product development teams, 100% premium silicone products, rechargeable rabbit-style vibrators, talking vibrators, pulsating massagers manufactured in the United States, solar-powered intimate products, butterfly-style massagers and wireless charging products with sanitising capabilities. These represent the company’s own account of its historical innovations.

CalExotics traditionally emphasises materials, reliability and product longevity. Its stated product philosophy follows a progression from design to functionality, innovation, materials, reliability and user experience. Current corporate materials describe products as designed, tested and manufactured with an emphasis on repeatable performance.

The company promotes premium silicone as a key material and has historically marketed products at multiple price points rather than positioning itself exclusively as a luxury manufacturer.

A distinctive element of the business model is the emphasis on warranties. In 2019, CalExotics announced that its entire catalogue would be backed by a one-year warranty, describing the programme as a major effort to increase consumer confidence and loyalty. This approach differentiates the brand in an industry where inexpensive novelty products often compete primarily on price, focusing instead on quality assurance and after-sales support.

Over time, CalExotics has increasingly adopted the language of sexual health and wellness alongside traditional adult product terminology. This shift reflects a broader industry trend where intimate products are marketed as part of personal wellness, relationships, self-exploration and sexual health rather than exclusively as adult entertainment.

CalExotics operates as both a consumer-facing brand and a B2B manufacturer. Rather than relying solely on direct-to-consumer sales, the company supplies specialist intimate product retailers through distributors and international partners. Its history is strongly rooted in the traditional wholesale and specialty retail adult products industry, distinguishing it from newer direct-to-consumer sexual wellness brands.

The corporate history of California Exotics overlaps with the JOPEN brand, a premium intimate products line associated with Susan Colvin’s business interests. Corporate records indicate that California Exotic Novelties, LLC became the owner of JOPEN trademark rights in 2019. JOPEN generally occupies a premium position, while the broader CalExotics portfolio covers a wider range of price points and styles.

The company has accumulated numerous awards for individual products, design, packaging, marketing, leadership and industry contribution. Industry organisations such as XBIZ have documented this recognition, and the company maintains its own awards archive.

Readers should note that “California Exotics” can refer to more than one commercial entity. The sexual wellness company discussed here is California Exotic Novelties / CalExotics, with the official website calexotics.com. There is also a separate cannabis brand named California Exotics operated by 818 Brands, which markets cannabis products in California.2 These are entirely distinct businesses and should not be conflated.

The historical importance of CalExotics stems from its role in transitioning the adult products business from a novelty-oriented, male-dominated sector towards a broader sexual wellness and consumer product industry. Key contributions include female leadership, female-oriented design, product diversification, technological adoption, warranty-backed quality positioning, sexual wellness branding and international wholesale distribution. These factors have helped maintain the brand’s recognition over three decades.

1. CalExotics | LinkedIn
2. California Exotics – 818 Brands