The “True Sensation” dildo is a fleshy, silicone tool that measures exactly 7 inches and has the ability to vibrate (three different frequencies), thrust (seven different speeds), and self-heat (up to 105 degrees Fahrenheit). It’s just like the real thing, James Guo, the founder of Our Erotic Journey, assures me from his office in Irvine, California. Best of all—everything is controlled through the app AMZ.
“It connects to someone that’s oceans away,” he says of its potential for creating all kinds of sexual fantasies. Teasingly, he adds: “There’s also music that can match the intensity of the vibration.”
True Sensation is just one offering featured among the wide inventory of Our Erotic Journey, the sex toy brand Guo launched in 2019. Its online store, which boasts more than 200 products, is a pleasure chest of sexual self-amusement. Take your pick: There’s the lipstick-shaped vibrator, a remote-controlled rotating butt plug, various cock rings, something called the “Gravity Rocket” (a clitoral suction vibrator with seven massage modes), and a smattering of glow-in-the-dark accessories. “Those are for the ravers,” Guo jokes.
The sex tech market is estimated to triple by 2030, exceeding $100 billion globally in sales. The demand for products, from AI-assisted companions and personal wand massagers to sexual wellness apps, sits at an all-time high. At a moment when industry trends favor artificial intelligence and remote sex exploration, Guo just wants to make eccentric, high-quality vibrators. He’s betting big on toys.
In the years since launch, Guo has built Our Erotic Journey into a quietly influential brand through intentionally whimsical designs and an insistence on quality products. “I know production,” Guo says. His family, he tells me, owns an auto-parts factory in China, and what he learned from the business—how the factory system runs, the science of machines, what style of packaging attracts customers—he leveraged for OEJ.
Guo admits that the initial product line—about 20 toys, of which the Sec Duo vibrator for couples remains a company best-seller—was devised to “fit the market.” “We self developed the first batch through modding, R&D, scaling, all that stuff,” he says. “Everything since that represents more of who we are.”
That’s how OEJ’s six themed collections came to be. The Cristal collection is for glass toys while the Space, Thrillz, and Lit collections are for truly uninhibited pleasure seekers (one features a dildo called “The Girthquake,” that exploits a specific, if sometimes worn out, racial fantasy).
But where Guo, who is 35, sometimes falls short in imagination, he more than makes up for in vigilance. “Users expect and deserve products that meet stringent safety standards, and any deviation can damage a brand’s reputation irrevocably,” he posted in an XBIZ editorial in September. “Partner with trusted white-label manufacturers rather than gamble on the unknowns.”
When I ask Guo about the editorial, he stresses that the success of sex tech is determined as much by the innovation involved in the products as the quality. “We want to be more of a bridge from human to human,” Guo says, “not just from toy to human.”
Even with promising market projections—another estimate goes so far as to predict sales could surpass $121 billion by 2030—industry analysts are not convinced that the future of sex tech is in toys.
It’s a “very oversaturated market that is now avoided by many,” says Olena Petrosyuk, a partner at the consulting firm Waveup. This year, she adds, investors “are looking away from ‘commoditized’ trends”—sex toys, but also sex content and social platforms. “Many failed to prove the economics and scale. The category is still fairly stigmatized,” she says. “OnlyFans being a massive exception.”
So what do consumers want? Petrosyuk says wellness, AI, and immersive realities are hot right now. “Practically every new sex tech startup is thinking in terms of AI use cases,” she says. “If it’s AI toys—companies are looking into how they can anticipate and respond to the user’s needs. If it’s robotics—we see companies looking into sex bots. If it’s content—it’s hyperpersonalized sex personas.”
Guo tells me he is not phased by talk of AI sex robots—“a low-volume business,” in his estimation—because many people cannot afford the high price tag. Continued success, he believes, is will come by expanding on the company’s themed collections. OEJ works directly with US and Canadian distributors; it is not a direct-to-consumer business, though he says customers do occasionally order via the online store.
Although ecommerce is the industry standard in retail and electronics, taking more of an old-school approach works for Guo. Next year, OEJ plans to launch a Zodiac collection, crafting 12 unique toys for each astrological sign. It’s an appeal to the Co–Star fanatics of Gen Z. “Every generation is different,” he says.
The company’s mostly nonexistent social media presence only seems to add to their Wonka-like mystery. “We’re just bad at it,” Jerry Chen, an operations assistant, says. “We’re really focused on production.”
For now, that business model seems to be a hit. Our Erotic Journey recently won the “Best Pleasure Product Manufacturer—Small” prize at the 2023–2024 AVN Awards in Las Vegas, a litmus test for newbie brands in the adult content world. OEJ also received the O Award for Outstanding New Product for “Sexy Pot,” Guo’s marijuana-leaf-shaped vibrator, a customer favorite.
Clearly wanting to capitalize on its unexpected success, Guo says, “It’s time we gave it a sister or brother.”