Expert Q&A: LELO Talks About The TIANI Twist

LELO TIANI Twist Q&A With LELO

After more than 35 years in the adult industry, I have seen plenty of sex toy trends come and go. Some products create real change, while others arrive with big claims and disappear just as quickly. Couples’ toys have always interested me because they sit in a tricky space. They need to feel good, look inviting, work with real bodies, and help couples feel more relaxed instead of making intimacy feel complicated.

That is why I wanted to ask LELO directly about the TIANI Twist. LELO has built a strong name in luxury sexual wellness, and the TIANI range is one of its better-known couples’ product lines. Rather than guessing what the brand is trying to achieve, Adultsmart spoke with Luka Matutinović, CMO of LELO, about the brand, premium design, app-connected pleasure, couple confidence, and what makes the TIANI Twist different.

This Q&A keeps the focus on the bigger picture as well as the product itself. We talk about why some couples still feel nervous about using toys together, how LELO views sexual wellness as self-care, and why the TIANI Twist was designed as more than just another wearable vibrator.

Meet Luka Matutinović From LELO

Before getting into the TIANI Twist, I wanted to know who we were speaking with at LELO. A product like this does not appear out of nowhere. There is usually a larger brand direction behind it, especially when it comes from a company that has been part of the luxury pleasure space for so long.

Can you introduce yourself and your role at LELO?

My name is Luka Matutinović, and I am the CMO of the Swedish sexual wellness brand LELO.

How LELO Describes Its Brand – LELO TIANI Twist Q&A

LELO has become one of the better-known names in luxury sexual wellness, but I wanted Luka to explain the brand in his own words. A lot of companies call themselves premium now, so it is worth asking what that actually means beyond nice packaging and a higher price tag.

For customers new to LELO, how would you describe the brand?

In a nutshell, LELO is a Swedish luxury sex toy brand that has been around for over two decades and is responsible for a number of advancements in the industry of sexual wellness.

But LELO is much more than just a sex toy brand. It is a self-care movement aimed at those who know that satisfaction transcends gender, sexual orientation, race, and age. We offer the experience of pleasure without shame, encouraging people to understand their bodies and build confidence that can lead to a more fulfilled intimate life.

Why LELO Became A Premium Sexual Wellness Brand

Premium sexual wellness is not only about making something look expensive. In my view, it comes down to design, body-safe materials, reliability, and whether the product feels like it was made with real people in mind. I asked Luka what helped LELO build that premium reputation globally.

What has helped LELO become known as a premium global sexual wellness brand?

LELO’s philosophy is built on a transformative question: why shouldn’t our most intimate items be as beautiful as the objects we display with the greatest pride?

This belief drives us to create products that marry aesthetics with pleasure, ensuring that self-care feels as good as it looks. We pay close attention to the smallest details, from ergonomic curves to intuitive interfaces, because those details can define the bridge between a good experience and an unforgettable one.

Quality also extends far beyond design. It is rooted in the materials we choose. LELO pioneered the use of premium, body-safe silicone, a move that helped set a new global standard and phase out harmful porous materials like jelly rubber. We prioritise health and comfort as much as pleasure.

Technology is also central to modern sexual wellness. Through investment in research and development, LELO has positioned itself at the intersection of tech and intimacy, creating features that respond to the body’s natural rhythms and make pleasure more accessible and personal.

Ultimately, this commitment to innovation and quality is woven into our brand DNA. It has allowed LELO to help lead the conversation in a changing sexual landscape and support people worldwide in embracing pleasure without compromise.

Why Couples’ Toys Do Not Mean Something Is Missing

One thing I have heard many times over the years is the worry that bringing a toy into the bedroom somehow means a relationship is lacking something. I have never agreed with that. A good product should not replace a partner. It should add another way to play, learn, laugh, and talk about what feels good.

What would you say to someone who thinks using a toy with a partner means something is missing in the relationship?

That narrative couldn’t be further from the truth, and it’s one LELO actively works to dismantle. When it comes to couples’ intimacy and their (self)discovery, toys are not competitors; they are powerful allies.

A lingering societal perspective continues to shroud sex toy use in shame to a degree, leading countless individuals to feel marginalized simply for embracing their sexuality. Sensuality and self-pleasure are often dismissed as trivial or crude. This stems from the false characterization of individuals as slaves to their libidos, perpetuating the myth that masturbation constitutes a non-conventional sexual practice; or is merely a substitute for partnered sex and an aid. Consequently, investing in such a toy is mistakenly viewed as an admission of being unable to attract and please a partner, or being someone with an unusual sexual habits. Or both.

This miasma impacts everyone; men and women alike. In reality, engaging with pleasure products is fundamentally about optimizing health, confidence, and intimate connection, as well as learning about yourself which in the end is beneficial both for you and your partner. This sexual wellness renaissance serves a wide spectrum of needs—from improving physical and mental health to promoting deep relaxation and even boosting immunity.

In this respect, our message is to embrace toys as valued additions to your intimate lives. And we firmly believe that embracing toys, like the products for our Tiani portfolio, is a smart choice and not a marketing ploy.

The LELO App And Modern Couples’ Intimacy

Couples’ intimacy has changed a lot over the years, especially as app-connected toys have become more normal. I wanted to ask Luka whether the industry has actually made couples’ pleasure easier to talk about, or whether there is still work to do.

Do you think the pleasure industry has made couples’ intimacy feel more normal, or is there still a long way to go?

There is always room for improvement, as there is always a new need that needs to be discovered or a current product that can be refined to offer more to even more people. And this is both a challenge and opportunity for all brands in the industry.

For example, our LELO app is not the first app that existed on the market, but by adding a Love Bridge feature we have introduced a unique proposal for the users of our product – i.e. the LELO Love Bridge feature allows partners to set up a discreet chat room and seamlessly switch control over each other’s LELO app-connected devices in real-time. But at the same time, we need to acknowledge that the industry has come a long way in the last two decades.

Why Choose A Premium Product Like LELO?

Price always comes up in this industry, and fair enough too. People want to know what they are paying for. I asked Luka why someone should consider a premium product like LELO when cheaper options are so easy to find.

Why should someone invest in a premium product like LELO instead of choosing a cheaper alternative?

This question would have been a lot easier to answer a few years back, but today it is no longer a clear cut case where a cheap(er) toy is a bad one and needs to be avoided at all costs. Today even some of the cheaper alternatives are known to offer good price and quality ratio. And that is good both for the customers and the industry.

Having said that, when buying a LELO product you are buying more than a toy – you are buying the mix of the original idea largely influenced by Scandinavian design, the minimalism and luxuriousness (or sleekness if you will), and the industriousness and the tech-savviness that makes up what is uniquely recognised as LELO brand promise, i.e. the promise that because of our expertise in sexual wellness, the knowledge of design and the materials used we will deliver unparalleled customer experience every single time and with every toy that comes out of our factory.

What is one misconception people often have about luxury sexual wellness products?

I think the biggest misconception these days is that there is no difference between the luxury products and cheaper alternatives, except the price. Though there might be less of a difference between the two these days than there was in the past, there are still very viable reasons as to why you should invest into a higher end product, not the least of which being the standards high end brands like LELO impose on themselves when creating a product.

Sexual Wellness, Self-Care And The Pleasure Taboo

Sexual wellness is spoken about far more openly today than it was when I first started in this industry, but that does not mean the stigma has disappeared. I asked Luka whether pleasure has truly become part of self-care, or whether society is still uncomfortable having that conversation properly.

Has sexual wellness truly become accepted as self-care, or is society still uncomfortable talking about pleasure?

LELO has always been looking for ways and products to highlight and further our mission in the industry, a mission to empower and break taboos. And this mission trickles down to both our products and our efforts in normalizing the talk about pleasure. We can without false modesty say that the entire dialogue surrounding sexual wellness started changing since LELO arrived on the scene. By attaching the air of prestige and luxury to sex toys, through our design, it was easier to initiate the dialogue about sexual wellness in the media as well.

Still, there are challenges and society, or parts of it, are uncomfortable to talk about it. The answer as to why this is the case is a bit hard as it differs from one country to another; it differs depending on periods of time even within the same country; and it largely differs depending on the channel used for this dialogue.

If we talk about the most significant change regarding the conversation about sex, we have to distinguish between different aspects. One is the change that happened over two decades ago and was instigated by a few visionaries behind our brand. It is the change in the aesthetics, technology and materials used in the production of sex toys. By introducing a completely new aesthetic alongside new materials, the whole perception of sex toys and sexual wellness shifted.

It is important to highlight that when we started, a lot of what LELO was offering was almost extravagant. There were no premium or luxury pleasure objects at all at the market, and we wanted to use our design and engineering experience to change that: we wanted to offer something better and saw it as an opportunity to make a difference, blending beautiful form with pleasurable function.

For decades, there has been an inherent link between the “socially acceptability” of sex toys and the fact that very little thought was given to design, craft, material composition and/or the ease of cleaning the toys. It had a direct bearing on the unfair perception of sleaziness when it comes to introducing sex toys into your sex life, thus increasing the stigma on those who used them and tried to talk about them openly.

The pandemic also played a crucial role, as isolation correlated with a surge in luxury pleasure product sales. This period allowed for self-reconnection, with sex and masturbation providing comfort amidst anxiety and uncertainty, while also boosting immune systems and happiness. Covid normalized discussions around sexual pleasure in mainstream media, establishing sexual wellness as an integral part of human well-being.

The wellness movement has recently brought various women’s issues, including sex toys, into the spotlight. This has further dismantled taboos, promoted education, and advanced sexual wellness and equality through innovative products, accelerating industry growth and mainstream adoption.

One thing that we never foresaw is the significant change in social media. Social media is a huge deal for connecting and sharing info globally, but sexual wellness brands are having a tough time with censorship when they try to reach the people with their content. Mainstream media is one thing, but most social platforms are constantly restricting and censoring what brands post. Getting organic content to work is basically a shot in the dark because algorithms block so much and brands end up having to take out anything that even hints at sex just to fly under the radar.

What Makes The LELO TIANI Twist Different? – LELO TIANI Twist Q&A

The TIANI range is the main product focus of this Q&A, so I wanted to ask Luka what separates the TIANI Twist from other couples’ products already on the market. Couples’ toys are not new, but texture, app control, safety standards, and material quality can make a real difference in how premium products are positioned.

What makes TIANI different from other couples’ products already on the market?

The TIANI range, and specifically our latest innovation, the TIANI™ Twist, stands apart from other couples’ products by prioritizing not just dual function, but a deeper, more refined level of shared sensory engagement.

Key differentiators include:

• Tactile Innovation: TIANI™ Twist introduces ultra-soft sensorial ribs and this new texture is engineered to heighten every touch and amplify sensation across more nerve endings for both partners, setting a new standard for a premium tactile experience.
• ISO 3533 SAFETY ASSURANCE which allows people to indulge in pleasure with toys made at the highest possible safety standard.
• App-Connected Experience: TIANI products feature sophisticated app connectivity for smooth engagement, offering unique modes and intensities, and enabling seamless, real-time shared control between partners.
• Uncompromising Quality: Consistent with LELO’s brand promise, the TIANI range embodies luxury design, is made with premium, body-safe silicone, and targets couples who prioritize quality, emotional closeness, and elevated shared experiences.

Why Enter The LELO TIANI Giveaway?

To finish the Q&A, I wanted to ask Luka why someone who has never tried a premium couples’ toy should enter the LELO TIANI giveaway. It is a simple question, but a good one. For many people, a giveaway is the easiest way to try a higher-end product without overthinking the price.

Why should someone who has never tried a premium couples’ toy enter the LELO TIANI giveaway?

I cannot think of a better gateway into the world of sexual wellness and indulgence than winning an exceptional product that is LELO Tiani for free.

Rick

Meet Rick, Adultsmart’s owner with 35+ years in the adult industry. A sex blogger, advocate for gender and sexuality equality, offering a diverse product range.

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