Expert / 9 October, 2025 / Ellie Thompson
We sat down with Samantha Marshall, Head of Brand at Smile Makers Collection, to talk self-intimacy and self-care for women, especially through the lens of parenthood. With so many parents juggling busy schedules and family responsibilities, we asked Samantha how self-intimacy and self-care can support personal wellbeing during this season of life.
What does intimacy mean today, and how does it differ from traditional ideas of intimacy?
In the past, intimacy was almost always understood in the context of someone else, an intimate relationship with a partner. Today, intimacy goes much further and feels more centred on the self. It’s about connection and familiarity with our own bodies, minds, sexuality, and wellbeing. In a world full of noise, taking a moment with ourselves can feel intimate, soul-nourishing, and important.
That could mean solo pleasure, pelvic floor exercises, or massaging oil into our skin as an act of care. Intimacy now includes learning about our bodies, advocating for ourselves in partnered situations (like using condoms), and getting comfortable naming our anatomy, like saying vulva. It’s about understanding the connections between all these layers of our intimate wellbeing. Intimacy is, at its core, about building a relationship with ourselves, not just with others.
Smile Makers Collection praised for empowerment.
Smile Makers Collection has been praised for its empowering, inclusive approach to intimacy products. How do you balance breaking taboos while keeping the conversation approachable for everyone?
We balance breaking taboos with joy, curiosity, and a sense of fun. Our approach has never been about telling people what they should or must do; it’s about sparking inspiration and giving them the opportunity to explore intimacy on their own terms.
We do this through design that feels approachable, and through the way we talk: frank, light-hearted, and rooted in facts that feel worth sharing. There’s plenty to be serious, and even angry, about when it comes to women’s health, but we believe progress doesn’t always come from heaviness. By shining a light on the exciting potential of our bodies (for example), not just the challenges, we make the conversation more inviting. If we can inspire someone to bring up intimate wellness at the pub, at the dinner table, or in their group chat, then we’re doing it right.
For us, it’s about alleviating shame rather than adding to it.
Shame often comes from the scripts we’ve inherited, not from what we’ve chosen ourselves. Most of us didn’t get a sex ed that taught us about anatomy or pleasure, so instead of “you should know this,” we lead with “did you know…?” That shift opens the door to curiosity rather than guilt.
It might seem ironic, but by lightening the mood, we’ve actually helped people take sexual wellness more seriously. Instead of hush-hush or “teehee naughty,” we create everyday conversations, whether our retail approach, products that validate real fantasies, or even stickers that spark chats in airports and coworking spaces. Our goal has always been to take the “teehee” out of vibrators and condoms and put the “aha” moment in, so people really get it.
In the end, we want pleasure and intimate wellbeing to feel a little more serious—because when we do, everyone can have a lot more fun with it.
How has the rise of self-care culture changed the way people think about sexual wellness?
Me-time used to be just bubble baths and candles, but we now recognise the need for more. Meditating, masturbating, skincare…
Lockdown also gave people a lot more time at home to conaider the things that really make them feel good, and vibrator sales soared. people ended up having a lot more time for sexual wellness. Integrated into their routine, consider the benefits and what pleasure can do for them etc etc
Parents often juggle busy lives and family responsibilities. What role can self-intimacy and self-care play in maintaining a strong sense of personal wellbeing during this stage of life?
Parenthood is such a life shift that sexual pleasure can often feel far removed, and too often the conversation focuses only on “returning to sex” in the context of a partner. But really, self-intimacy and self-care play a vital role in helping parents reconnect with their own pleasure, on their own terms.
Self-pleasure can be a gentler, energy-preserving way to reignite desire—whether enjoyed solo as a grounding practice, or later with a partner as a mutual act of intimacy. Beyond sexuality, self-care rituals like pelvic floor exercises, body massage, or simply taking intentional time for oneself can help restore a sense of identity, autonomy, and wellbeing in the midst of family responsibilities.
In conversations we’ve had with both experts and our community, what stands out is that these practices help parents rebuild a relationship with their own bodies and desires. That reconnection to self doesn’t just support personal wellbeing—it can also create a healthier foundation for intimacy in relationships.
A lot of women still feel guilty or even secretive about using intimacy products — sometimes worrying what their partner might think, or feeling like it’s something that should be hidden. What would you say to women who feel that way? Should we really be keeping these things secret, or can they be part of a healthy, open relationship?
First and foremost: vibrators are designed for pleasure. And pleasure should never be something we feel guilty or secretive about. Masturbation is an important part of sexual self-discovery, whether you’re single or partnered, but vibrators aren’t just “solo toys.” Any vibrator can be a couple’s vibrator when you’re creating a shared experience.
They’re not a replacement for a partner or a fix for a bad sex life. In fact, they can be a sign of a healthy one, where partners want to deepen intimacy and prioritise pleasure together. With a vibrator, many women find it easier to reach orgasm during intercourse, since most of us need clitoral stimulation. Being able to climax together can be an incredible turn-on for both people.
Beyond that, toys bring variety. They offer sensations, speeds, and rhythms we can’t achieve with hands, mouths, or penises alone. And while the vibrator is vibing, you’re freed up to do other things- to kiss, caress, explore. That combination can be electric. Vibrators also open the door to exploring fantasies, role-play, and new ways of experiencing intimacy.
Most importantly, they encourage communication. Sharing a toy with a partner can lead to sharing desires, boundaries, and even secret fantasies. That kind of openness builds trust, vulnerability, and emotional closeness, which makes sex not just more pleasurable, but more meaningful.
So no, vibrators aren’t something to hide. They can be a powerful tool for connection- whether that’s with yourself or with your partner.
What are some of the most common misconceptions you come across about intimacy products and sexual wellness?
A common misconception is that sex is only about the action of intercourse, but it’s so much more; it’s however you want to define it. Not all vibrators are dildos or phallic in shape. There are endless ways to use vibrators on different erogenous zones all over the body, making pleasure incredibly diverse and personal.
Another misconception is that the sexual wellness industry is just about “naughty” moments. In reality, looking after our intimate health and sexual pleasure is entirely normal and mundane, just like brushing our teeth or going to the gym. These routines are integral to our physical, mental, and emotional wellbeing, offering an essential way to practice self-care and connect with our bodies.
Do you see generational shifts in attitudes toward intimacy and pleasure? How are younger people approaching these conversations differently from older generations?
Absolutely, we’re seeing generational shifts in how intimacy and pleasure are discussed. Younger generations, with access to social media and more open conversations, are tearing up old scripts around sexuality. They’re normalising dialogue about pleasure, anatomy, and self-care in ways that previous generations often weren’t afforded.
I often think about how my mum or grandmother didn’t get to have that same conversation so openly, or the infomation at their fingertips – not just around pleasure, but around understanding their own bodies. Menopause, for example, is something every menstruating person will go through, yet it was barely spoken about. The same goes for pelvic floor health, or even simply feeling comfortable touching ourselves and knowing what’s normal for our vulvas. What excites me now is that these conversations are finally happening out loud.
The key is to make sure they don’t stop with the younger generations. Sexual education shouldn’t be a one-time event in adolescence, it’s a lifelong subject in the school of life. Different stages bring different “firsts,” whether that’s after becoming a parent, experiencing hormonal shifts, or navigating intimacy later in life. Each phase can impact our sexual wellbeing, and with that comes a new opportunity to learn, discover, and reconnect.
That’s why I believe we shouldn’t gatekeep information or conversations. Education and exploration are for everyone, at every age. Prioritising pleasure, whether solo or partnered, not only reconnects us with ourselves but also supports our wellbeing, reduces stress, and strengthens our relationships.
How important is representation and inclusivity in the intimacy and wellness industry, and what steps is Smile Makers Collection taking to lead the way?
Representation and inclusivity are absolutely essential in intimacy and wellness. For too long, sex was portrayed through a very narrow lens: phallic, penetrative, and male-centric. That not only excluded countless people’s experiences but also limited how we thought about sex and what it could be. To move forward, this industry has to be intersectional: breaking old scripts and giving everyone the chance to explore, advocate for themselves, and fulfil their pleasure potential.
At Smile Makers Collection, inclusivity is at the heart of our design process. Our products are created with anatomy in mind, rather than stereotypes, and we deliberately avoid phallic shapes or gendered names. Pleasure is so much more than penis-in-vagina sex, so our designs leave space for imagination and personal preference. We also ensure that we reflect the many life experiences that shape intimacy, such as motherhood, menopause, or navigating new stages of sexuality, so people feel seen in the conversation. Representation means designing for real people’s lives, not just the outdated scripts we’ve inherited.
Finally, what small steps can anyone take today to start building a healthier, more positive relationship with their own intimacy and self-care?
Start small and start with curiosity. Building a healthier relationship with intimacy doesn’t have to mean a huge overhaul—it can be as simple as taking five minutes to connect with your body. That might look like mindful breathing, a gentle self-massage, or simply saying the word vulva out loud to yourself and getting comfortable with naming your anatomy.
Self-pleasure is another powerful step, whether solo or shared. It’s not just about orgasm, but about exploration; discovering what feels good, what your body responds to, and what makes you feel grounded. This knowledge becomes the foundation for deeper confidence, communication, and pleasure.
And finally, treat intimacy like any other part of your wellbeing. Just as you’d prioritise exercise, sleep, or skincare, give yourself permission to care for your sexual wellbeing. Small, regular acts of self-care and self-intimacy add up to a healthier, more positive relationship with yourself, and that has a ripple effect on every area of your life.
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