THE WHAT? Bloomingdales has jumped on the self-care trend with the launch of a sexual wellness shop aimed at helping shoppers to enhance their sex life and boost body positivity, according to a report published by The Zoe Report.

THE DETAILS Brands include body hair care company Fur, vibrator and lubricant range, Dame and Maude, which offers massage candles, personal lubricant and bath salts, among others.

THE WHY? Sexual wellness is part and parcel of the booming wellness trend and major retailers are keen to get in on the act. Stacie Borteck, GMM Fashion Accessories, Fine Jewelry, and Cosmetics, Bloomingdales stated, per Well + Good, “Now more than ever, it’s important to consider every aspect of our well-being including intimacy and self-love. We are excited for customers to discover this approachable shopping experience featuring innovative products from female-led brands.”