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In the United States, Kim Kardashian stood out when SKIMS launched a thong panty with synthetic pubic hair, called Ultimate Bush. The piece, inspired by 1970s aesthetics, quickly went viral and sold out on the brand’s website.

In interviews, Kim said the aim was to “celebrate the real body and play with cultural references”, reinforcing the calculated use of humor and provocation as marketing tools.

Harry Styles also moved the market by expanding its Pleasing brand with the Pleasing Yourself line, marking its entry into the sexual well-being segment. The launch included a double-ended vibrator and lubricant, presented as part of a more open approach to self-care and pleasure.

“Talking about pleasure is also talking about health,” said the singer when announcing the new phase of the brand. The campaign gained popularity among young consumers and solidified the artist’s position around freedom of expression.

Sydney Sweeney starred in one of the most notable launches of the year by presenting a soap made with its own bath water, in partnership with the brand Dr. Squatch. The limited edition sparked immediate debate and sold out in seconds.

The actress commented on the difference in audience reaction compared to actor Jacob Elordi, who performed a similar scene in the film Saltburn. “People loved it when Jacob made it, but they criticized me,” he said, highlighting the contrast in reception and cultural impact of the product.

In Brazil, Janaína Prazeres followed the trend by launching an edible intimate gel with dulce de leche flavor. The product gained visibility in a video on social networks, in which the influencer demonstrated its use in a humorous way.

The launch reinforced the growing presence of the sensual market in the country and showed how Brazilian celebrities are also investing in products that explore creativity and irreverence to attract audiences.