The Natural Love Company was founded by friends and wedding photographers Ben Foster and Barney Walters. The Cornwall-based business was launched as a result of their previous careers being put on halt by the pandemic.

What inspired you to launch your business and what is the end goal? 

I first had the spark of inspiration for The Natural Love Company when I was studying for a degree in Environmental Protection over ten years ago. I’d become increasingly aware of the detrimental impact certain industries were having on the planet and this included the sex toy industry. At the time the industry was dominated by unregulated and low-quality products which were often designed for just single use. I soon realised that there was an opportunity to ‘Millennialise’ the industry and also challenge the overtly brash and in my opinion outdated forms of branding that many of the big players were adopting. After starting a career in event filming I then revisited this idea during the first year of the pandemic when sex toy sales were soaring. 

Our goal at The Natural Love Company is to be a sustainably led intimacy brand that is available worldwide. We pride ourselves on our extensive range of aesthetically pleasing and non-intimidating eco-friendly sex toys and we also offer other bedroom and wellness products which currently include bondage items, condoms, lubricants and menstrual cups. 

As we continue to scale we have lots of other long-term goals such as expanding our ‘bedroom’ offering so we stock sustainable bed linen as well as replacing all of our toys so that they are made from recycled ocean plastics. We want to continue to perfect our long-term vision for the company and grow our reach while also having the largest possible impact on the sex toy industry’s environmental footprint.     

Do you have a morning routine or ritual to get your day started on the right foot?

While my mornings can be hectic with getting my three kids out the door for school, I've found that incorporating exercise and a sauna into my mid-morning routine has been a game-changer for starting my day off on the right foot. I usually start with either a jog or some weight training then, following my workout, I like to spend 15 minutes in our recently built Finnish sauna before cooling down in the plunge pool. The exercise/heat/cold combo is a total reset for your mind and body and it leaves you ready to start the day’s tasks on the right foot. 

What is your day-to-day role with the company?

Day to day I am responsible for the overall growth of the business. I run The Natural Love Company with my Co-founder Barney who leads operations such as stock levels, finance and customer service. My role doesn’t often require me to go into our warehouse so I generally work in my cabin office which is in the heart of the Devon countryside. I will typically spend my days handling all areas of marketing, updating our website and liaising with manufacturers about new product launches. 

Working with a co-founder can be tricky, so understanding and compromise is important. How have you both found the process of building a business together? What makes it work?

I have known Barney since I was young and we have gone on to have a long working relationship where have run several businesses together. As well as The Natural Love Company we also operate a UK-wide property investment firm. Luckily for us, we have always got on so well and we have a lot of faith in each other’s ideas. 

What does your business offer its target audience?

We are committed to building the world’s leading sustainable intimacy brand which never compromises on sustainability for profits. There has been a huge shift in the sex toy industry in recent years and more consumers are seeking out greener sex toys. As a company, we’ve seen 400% year-on-year growth since 2020 which gives us a promising trajectory as this trend continues. 

Since launching we have been delighted to win over so many like-minded customers who value our ethos and offering and we always aim to provide a wealth of sex-positive content for education, collaboration and community. 

Our customers can access a highly curated range of eco-friendly sex toys for all sexes and we are also proud to offer a range of wellness products that include natural and organic lubricants, biodegradable condoms and zero-waste menstrual cups. In the future, we will continue to expand and perfect our offering so that every product has a truly sustainable supply chain and we hope to also be seen as a key bedroom brand that is recognised for its bedroom items. 

How do you set yourself apart from other businesses in your industry?

We are passionate about creating beautiful, non-intimidating sex toys for both beginners and those who are experienced using sex toys. I truly believe that our designs and choice of aesthetics help us to stand out in the industry and unlike many retailers, we also offer 100% recyclable, plastic-free packaging with all our products. We’re also able to offer carbon-negative worldwide shipping which is unique for the industry. 

Is it still possible to build a strong and successful business without social media. If yes or no, why?

As the owner of a successful event filming business that has operated without the use of social media, I can say that it's certainly possible to build a strong and successful business without so much as a single social media post. However, whether social media is necessary for success depends entirely on the nature of the business itself. For example, if your business provides a service or product that is in high demand and there are already established channels for customers to find and engage with you, social media may not be necessary. However, if your business operates in a highly competitive industry where social media is a primary way to engage with potential customers, it may be more difficult to succeed without utilising social media.

What impact would you like to have on women around the world through your business?

I believe our main potential impact on women around the world is to provide them with a sustainable and ethical brand, empowering women to buy from a brand within the intimacy space which aligns with their values. Our brand aesthetic and tone is designed to be welcoming and accessible to a wider audience and we recognise that many women may have been turned off by the overtly sexual tone of the intimacy industry in the past. Hopefully, our brand will continue to welcome women into the industry who before felt disconnected from it. 

What’s the biggest risk to your business and why?

As with many niches, I think the biggest risk is large competitors with large resources imitating our approach and offering. We operate in a highly competitive industry and have carved out a narrow path with our brand, but I feel that whilst we’re still just taking off from that launching pad we’re still very vulnerable to being knocked right off course by larger companies. 

What would be your top three tips to fellow entrepreneurs to look after their mental health?

As entrepreneurs, we know that running a business can be tough on our mental health. But the truth is the things that we hear over and over again to help look after our mental health are said because they actually have an impact.

Firstly, look after your body. We all know how easy it is to get lost in the hustle and bustle of running a business but taking care of yourself is just as important as taking care of your business. Make sure you're getting enough sleep, eating well, and taking breaks to do things you enjoy. Secondly, build a support network. Being an entrepreneur can be isolating, so it's important to have people to turn to. Whether it's family, friends, mentors, or other entrepreneurs, having someone to talk to and bounce ideas off of can be a huge help in reducing stress and gaining perspective. And finally, practice mindfulness and stress reduction techniques. We all know that meditation, deep breathing exercises, and other mindfulness techniques can help reduce stress and improve our mental health, but it's important to actually take the time to do them. Even just a few minutes a day can make a big difference.

How do you believe the evolution of tech will impact your industry over the next 10 years? 

We are already seeing technology play an increasingly significant role in the pleasure industry as it is now allowing individuals to access far more information on sex topics such as sexual health, sex practices and pleasure. In addition, the development of smart sex toys and the Internet of Things (IoT) has made it possible for individuals to have more control over their sexual experiences, from solo play to remote-controlled couple's play.

Over the coming years, I see the continued rise of AI and VR shaping more and more people’s sex lives. Technology like this will be able to have a huge impact on the development of future sex toys and enable retailers to offer more personalised and interactive sexual experiences. In addition, I also predict that it will help to provide more customised toys as it evolves in tandem with the trend for greater accessibility and inclusivity in the sex toy industry.