BUSINESS PROFILE
Founders of sex- toy company, Kandid
Getting intimate with the founders of gender- inclusive sex- toy firm, Kandid
“We set out to build an inclusive brand, free of gendered products”
With people cooped up at home in lockdowns across the globe, sales of sex toys have skyrocketed. Boyfriends Josh Morris ( opposite, left) and Greg Davis launched their sex toy company Kandid with inclusivity as their main agenda. Here, they discuss their recent trip to China, getting blocked on Instagram and making toys for everyone within the LGBTQ spectrum…
How did you get into the sex toy industry?
Josh: I wanted to improve the way we buy and procure sex toys after my own experience of buying these products. It wasn’t very interesting and wasn’t geared towards today’s changing consumer attitudes towards sex and aesthetic appreciation. Many products out there are made from poor- quality materials — that you don’t even know are body- safe – or are far too expensive that I felt uncomfortable buying them.
Greg: I thought it could be quite fun. From our initial consumer research, we found that people didn’t feel particularly comfortable or included when they shopped online and in existing stores. It wasn’t something that was being done particularly well by existing players.
J: Our brand and packaging portray a more honest and soft approach to sexuality, as opposed to the overtly masculine and somewhat dominant image of sex toys within the gay male space.
G: The consumer research also highlighted that people want to move away from the luminous pinks and purples on the other end of the spectrum. What skills did you take from previous jobs?
J: I worked on strategy projects with a focus on profit improvement, and from working on the business side I definitely understood the process of starting a new enterprise from scratch.
G: I was in consulting, mostly in tech, so I brought a knowledge of people and how timeconsuming things can be. It was a massive career jump for both of us. What is the company’s objective? J: We’re on a mission to create an inclusive community around sexual wellness. It’s not just about people buying the products and, obviously, feeling comfortable when they do. We have a sexual wellness doctor on our team and we’re launching a video series this month where we’re going to explore some of the issues that people have questions about. It’s more about creating an open and inclusive forum, which, to be honest, other brands haven’t really done yet, particularly for the LGBTQ population.
G: Currently, our range is not particularly extensive, at about 30 products, but there is something for everyone, no matter who you are.
J: We tried to make our website and our online social media as body positive as possible and it’s hard in this industry not to make it too feminine, because it’s heavily female- focused, which is an inevitability because most of our users are women. Keeping it neutral is a hard line to walk. Who designs and manufactures the toys? G: Most of our products are manufactured in China, but we have a design team based here in the UK. We are planning to bring some new products to the market within the next year, including a toy for transgender men. We are launching a toy for people who are taking, or have taken, testosterone as part of their FTM transition, as this often has the effect of enlarging their genitals. Two of my friends are trans men and they were not even aware of these products. Although there are a few toys out there for the transgender community, they are often very expensive or branded in a way that doesn’t make people feel inclusive or comfortable. What are people’s reactions when you tell them you’ve started a sex toy company? G: It’s been super mixed. A lot of our friends’ first response was “When do we get samples?”, whereas others have been more reserved and shocked. What is it like working with manufacturers in China?
J: When we were looking for a manufacturing partner, we looked at factories here in Europe and in China. We visited China because we had a long list of things we were looking for – one of those was working conditions and the people that they employ. The level of hygiene and quality was unprecedented compared to here. I think when you physically visit the factories, you see it first- hand versus when you’re just transacting with someone over the internet. So it’s not like the depressing Apple iPhone factories?
G: No, it’s not scary and walled in. We saw the male strokers being made one day and everyone was red- faced and giggling. It’s funny for everyone; there’s no language barrier. Has being gay ever affected you at work? J: Never at any of my previous workplaces. I think I’ve been quite lucky that all the companies I’ve worked for have had really great LGBTQ networks.
G: I’ve had a very positive experience, but again we were both quite unique to work for massive corporations. When I was younger, working for companies with a great LGBTQ network was always at the forefront of my mind. With Kandid, we’ve had a few negative reactions from women owing to the nature of many of our products, but thankfully this is the only time I can honestly say that being a gay man has ever had a negative response. Why did you want to sell to women and not just make a really inclusive brand for gay men?
J: When we started Kandid, we set out to build an inclusive brand, free, where possible, of gendered products. We wanted to focus on individual pleasure, rather than grouping people into categories. This is not to say we do not wish to have a strong focus on the gay male community, but we have endeavoured to entice this audience with the look and feel of our brand.
G: We have attempted to build ourselves as a more approachable and less overtly masculine brand. What do you wish you’d known before you started?
G: Oh, that could be a long list. Learning about the building of websites and coding would have been a really useful skill from the offset.
J: Marketing is a challenge at times. It’s been a really steep learning curve, because we can’t sell directly through conventional channels like Instagram or Facebook. Take Instagram, for example, we had action blocks a couple of times when we started – where you can’t post anything for a week. Sometimes it’s unclear as to what is and isn’t allowed.
G: Although it’s a challenge, it means we have to get creative when it comes to marketing. But in terms of everything else, I think we’ve had a really positive experience.