Labeless speaks to DIVA about why they wanted to make change
BY KATIE CEO LABELESS, IMAGES BY RHIANNA THOMAS – VISIONARHI
For as long as I can remember, the sex toy industry has spoken loudly, but not to me. The shelves, adverts, and packaging all seemed to share the same message: pleasure was designed, marketed, and imagined through the male gaze. Lesbian and queer women like me were often invisible – and if we were represented at all, it was usually in a way that felt performative or fetishised rather than authentic.
I started Labeless because I wanted to change that. I saw a lack of genuine lesbian representation in the sex toy industry, and I knew that if no one else was going to rewrite that narrative, I would. Representation should exist all year round, not just through rainbow washing once a year.
Shopping for myself used to feel awkward and overwhelming. I didn’t know where to start, and everything felt over-saturated, overpriced, and far too similar. I wanted guidance and products that actually suited me. When I couldn’t find that, it inspired me to create something better.
At Labeless, we sell a carefully curated selection of toys, lubricants, and accessories that put inclusive design and genuine pleasure first. Our products don’t scream “for him” or “for her” – they’re simply for YOU. And we’ve taken that curation one step further with our themed Labeless Collection Boxes.
The idea for the collection boxes came from listening to my community. I kept hearing that people wanted products that felt personal, not just another toy thrown into a bag, but something chosen with intention. I thought about the differentmoments and emotions we experience in our relationships and lives, and how toys could enhance or support them. These boxes are more than products – they’re experiences. Every item inside is selected to align with queer needs and desires. They’re designed to be as diverse as the people who use them. That’s how the Labeless Collection was born.
But beyond the products, Labeless is about representation. We collaborate with queer creators, partner with lesbian-owned businesses, and amplify voices in our community that deserve to be heard. We want every customer who visits our site or picks up one of our toys to feel seen, not just in the product itself, but in the story behind it.
The name comes from the belief that while identity is important, it shouldn’t restrict you. Sexuality, intimacy, and pleasure aren’t one-size-fits-all. We welcome anyone who’s ever felt unseen in this industry. Whether they identify as lesbian, queer, bi, or are still figuring it out. “Labeless” means you don’t have to fit into a rigid box to explore your desires.
For me, Labeless isn’t just a brand, it’s a declaration. I wanted to build a space that spoke directly to the LGBTQIA+ community, where pleasure is celebrated without judgment, labels, or the need to conform to a heteronormative idea of intimacy.
The sex toy industry has been shaped for too long by perspectives that don’t reflect all of us. Labeless is here to prove that pleasure is for everyone, and when you remove the labels, the possibilities are endless.
You can get 15% off with code DIVA15 at Labeless.
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