LELO and the Future of Pleasure
In this exclusive interview with Luka Matutinović, Chief Marketing Officer of LELO, we dive into the groundbreaking world of one of the most prestigious names in luxury sexual wellness. Known for its elegant designs, cutting-edge technology, and bold mission to break taboos, LELO has transformed the perception of pleasure products across the globe.
In this article, Matutinović discusses the brand’s origin story, its design philosophy, and how products like the F2S stamina trainer are reshaping conversations around male sexual health. Whether you’re a long-time LELO fan or just discovering the brand, this Q&A provides an intimate look into their visionary approach to innovation, intimacy, and empowerment.
1. Introduce yourself and your role at LELO. Let’s start with the basics. Who are we speaking with today?
Luka Matutinović, CMO of the sexual wellness company LELO.
2. What got you into the sexual wellness industry?
Prior to joining LELO, I worked in the FMCG industry as an international brand manager at Henkel and a product manager at L’Oreal Adria d.o.o. Working in beauty and, especially, the FMCG industry is wonderfully rewarding as both thrive on innovation and new ideas. And the same is with the sexual wellness industry.
Whether it is coming up with new products, strategies, or advertising campaigns that benefit branding and exposure, both are a fantastic place for those with a creative streak. I can honestly say they prepared me for the challenges of working in a heavily restricted industry like sexual wellness. But the work in this industry has an added bonus, and this is something that lured me in—the fact that a sex toy isn’t just for pleasure. It helps enhance a person’s overall wellbeing.
3. How did LELO first come to life as a brand? We’d love to hear the origin story.
LELO was founded as a self-care movement aimed at those who know that satisfaction transcends gender, sexual orientation, race, and age. Today, LELO is one of the world’s leading designer brands for intimate lifestyle products.
Everything started in 2003 in Stockholm, where three designers came together with precisely the right idea. That idea would reshape and transcend the entire industry, beginning with a simple question: What if our most intimate items were made as beautiful as the ones we displayed with the most pride? That best defines LELO’s philosophy on pleasure products.
4. What inspired the founders to enter the world of luxury pleasure products as luxury and intimacy aren’t always paired—what drove that connection?
We believe the things that make us feel good should look good too. We take care of even the smallest details, believing they make a big difference between brands, toys, and ultimately customer experience. And it’s not only the product design that contributes to this. It’s the materials used, the craftsmanship, and even insights from industries beyond our own. We look for innovations from other sectors and bring them into the pleasure space.
LELO’s story is one of many firsts. Our first toy, LILY™, started a wave of demand for elegant sex toy designs. We were among the first to pioneer body-safe silicone over jelly rubber. In 2014, our ORA™ oral simulator won a Cannes Lions design award. We launched the world’s first collapsible menstrual cup—the Lily Cup™ Compact—and our HEX condom was inspired by nature’s perfect structure: the hexagon.
Innovation is in our DNA. We listen to users, analyze search trends on our blog Volonté, conduct surveys worldwide, and study what brings people pleasure. All of that data helps shape product development. Our R&D team tests, iterates, and refines until a concept becomes something that delivers real, lasting satisfaction.
5. What is LELO’s mission ?
LELO’s mission is to empower and break taboos—and that mission influences everything we do, from the products we design to the conversations we encourage. We’ve introduced the pleasure industry to a broader, more global audience, lifting it out of the shadows.
Our signature blend of pleasure, design, and performance has been setting benchmarks for over a decade. We are driven by a belief in elegant design, responsible production, and helping people feel good about themselves and their sexuality. That mission drives daily decisions and long-term strategy alike.
6.How is LELO shaping the future of sexual wellness through its vision, values, and design innovation?
The past two decades have brought major shifts in how society views sex and intimacy. As stigma drops and awareness grows, innovation has flourished. This evolution has created new opportunities for brands like LELO to lead, not just respond.
We’ve been trendsetters for over 20 years. Beautifully designed toys that double as design pieces? We did that first. App-controlled intimacy? That’s us. Today, many people recognize LELO’s work without even seeing our name, because our design language is iconic. Elegance, minimalism, safety, and body-conscious functionality—those are the pillars of our design philosophy.
We also invest in futures thinking. Rather than just following what’s popular today, we look ahead. Last year, we published a futurist report in collaboration with applied futurologist Tom Chees wright. It explored how human relationships might evolve decades from now. This thinking informs our product roadmap and allows us to imagine what tools people will need for connection, pleasure, and wellbeing in the future.
LELO sees sexual wellness as part of a larger wellness conversation. That includes access to education, safe products, and a more open dialogue. Our products are created by visionary creatives who understand materials, anatomy, and aesthetics, but also know how to listen to social change. We are advocates for removing shame around sex toys and embracing their benefits—mental, physical, and emotional.
Looking forward, AI, robotics, and digital connectivity will continue shaping pleasure. Our own app, with its newest feature Lovebridge, lets partners take control of each other’s LELO device in real-time, no matter the distance. That’s just one example of how we blend intimacy with innovation.
7. What was the idea behind developing the F2S?
Our research revealed that sex toys can be more than just tools for pleasure. They support sexual healing, emotional confidence, and even therapy. Sexual health is deeply linked to overall health, and yet male sex toys are still stigmatized due to outdated ideas around masculinity.
This inspired us to create a product specifically designed for men’s long-term sexual wellbeing, not just pleasure. The F2S is a stamina trainer that incorporates Kegel exercises into a sleek, app-connected device. We wanted to address sensitive topics—like stamina, confidence, or dysfunction—and provide a solution that’s effective, enjoyable, and shame-free.
8. What makes the F2S unique compared to other male pleasure devices?
Unlike most masturbators, which stop at sensation, the F2S is also a performance-enhancing tool. It stimulates the pelvic floor muscles, which can dramatically improve sexual health and control. Kegel exercises aren’t just for women—they offer incredible benefits for men too.
Using the F2S can:
- Reduce post-urination dribbling
- Improve erectile function
- Increase stamina and orgasm intensity
That’s why we call it a “stamina trainer”—it combines pleasure with real-world health outcomes. With AI-powered feedback and vibration modes, the experience is personalized and progressive. It’s engineered to help men reclaim confidence and take control of their sexual health.
9. How have users responded to the F2S so far?
It’s early days, as the F2S only launched recently, but the response has been overwhelmingly positive. Both customers and media outlets have praised the innovation and functionality. At LELO, we don’t launch a product until it meets our highest standards. Seeing others respond to it with the same excitement validates all the effort and research we put into it.
Final Words: LELO’s Vision—Leading by Design, Powered by Innovation
LELO has spent over two decades reimagining what intimacy can look and feel like. By combining aesthetics with science, and design with technology, the brand continues to push boundaries. From the first elegantly designed vibrator to futuristic AI-powered male toys like the F2S, LELO is building a world where pleasure is seen as essential, not optional.
Abhik is a skilled marketer with expertise in email marketing and beyond. He conducts exclusive interviews with owners of sex toy companies and provides honest reviews, helping people make well-informed decisions about their sexual wellness.
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