A key part of this shift is in the product design. MyMuse deliberately avoids loud, overly sexual designs, opting for sleek, calming products that fit seamlessly into a daily self-care routine. The attention to detail extends to packaging, which is playful yet personal, with affirming messages, vibrant stickers, and discreet shipping that prioritises privacy.
Language is another thoughtful choice. By calling its products “massagers” instead of using words like “sex” or “toy,” MyMuse makes self-pleasure more approachable for Indian consumers, lowering the barriers to a sensitive subject.
Education plays a central role in MyMuse’s approach. With over 60% of respondents in its Laid in India survey lacking formal sex education, the brand fills this gap through guides, the Musings blog, and bite-sized content on Instagram. The tone is conversational and approachable, helping to normalise intimacy. MyMuse also partners with influencers from diverse fields, reinforcing that pleasure is universal. Rather than positioning its products as solutions, the brand offers them tools for exploring intimacy at one’s own pace.
The results are clear. What was once a fringe topic has now entered mainstream conversations—on social media, OTT shows, and urban living rooms. Just a few years ago, discussing a massager publicly would have felt bold. Today, these products are available at the click of a button on quick commerce platforms and have become an everyday part of life for many
This shift didn’t happen by accident. It reflects what’s possible when a brand listens deeply, adapts intentionally, and speaks to its audience, not at them. MyMuse’s journey shows that with empathy, nuance, and care, even the most sensitive conversations can be brought into the everyday.