Beacon Wellness Brands
Beacon Wellness Brands / plusOne
Brand Overview
Beacon Wellness Brands is a Newton, Massachusetts-based consumer wellness company dedicated to democratizing self-care and making high-quality intimate wellness products accessible to everyone. Founded from the legacy of clio designs (est. 2002), the company became Beacon Wellness Brands in 2021 following a partnership with Yellow Wood Capital Partners, growing into a multi-brand portfolio that reaches over 25,000 retail locations across the United States. At the heart of Beacon's lineup is plusOne® — the #1 sexual wellness brand in North America, with the top-selling vibrator on Amazon and a greater than 60% share of the category at major mass-market retailers.Beacon's guiding philosophy is simple: wellbeing for all starts with taking care of yourself. By removing stigma, lowering price barriers, and putting products on the shelves of stores where people already shop, Beacon Wellness Brands has transformed sexual wellness from a niche category into an everyday conversation.
Product Range and Innovation
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plusOne® Core Collection
: The flagship line of vibrators, bullet vibes, wands, and intimacy accessories designed for all bodies and experience levels. Every product is fully waterproof, USB rechargeable, and built with body-safe silicone — soft, hygienic, easy to clean, and free of harmful materials. Multiple vibration modes and intuitive one-button controls make these products approachable for first-time buyers and satisfying for experienced users alike.-
Cosmopolitan x plusOne "All Yours" Collection
: A licensed collaboration between plusOne and Cosmopolitan Magazine — one of the world's most recognized media brands for women — bringing pleasure-forward, stylishly packaged vibes to mass retail. Products in this collection include the Main Character Vibe (a rabbit-style dual-motor vibrator with 10 modes and 5 stroking motions), the Smokin' Rose Petal Vibe, the Rose to the Top Vibe, and the Read My Lipstick Vibe (a discreet lipstick-shaped bullet). The collaboration celebrates pleasure, empowerment, and modern intimacy with packaging and branding that feels at home in any lifestyle context — a major signal that sexual wellness has arrived in the mainstream.-
Intimate Wellness is Wellness Collection
: An expansion beyond sexual pleasure into broader feminine health, including kegel trainers, vaginal dilator sets, menopause warming devices, and postpartum/perimenopause support products — developed with input from board-certified gynecologists and pelvic health specialists.
Market Strategy and Customer Engagement
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Mass-Market Accessibility
: plusOne products are available at Walmart, Target, CVS, Walgreens, Meijer, Amazon, and phareros.com — making them among the most widely distributed sexual wellness products in North America. No specialty store required; customers can find these products in the same trip as their shampoo and vitamins.-
Inclusive Design Philosophy
: Products are designed for all bodies, orientations, and comfort levels. Straightforward language, clear instructions, and welcoming branding ensure that whether a customer is buying their first vibrator or adding to a collection, they feel informed and at ease.-
Expert-Backed Development
: The plusOne Wellness Collective — an advisory panel of gynecologists, urologists, pelvic floor surgeons, sex therapists, and sexologists — guides product development and educational content. This clinical credibility elevates plusOne above novelty-only brands and positions it firmly within the wellness conversation.
Packaging and Presentation
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Approachable and Retail-Ready
: Packaging is designed for mainstream retail shelving — clean, modern, and informative without being clinical or intimidating. The Cosmopolitan x plusOne line in particular carries the instantly recognizable Cosmo aesthetic, giving products a lifestyle-magazine feel that resonates with a broad consumer base.-
Informative and Safety-Forward
: Every product includes usage instructions, care guidelines, and charging information. Materials are clearly called out as body-safe silicone, reinforcing the brand's commitment to consumer health and transparency.
Retail Support
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Proven Shelf Performance
: With over 60% category share at major mass retailers and the #1 Amazon ranking in vibrators, plusOne products are proven performers that drive category sales. Retailers from big-box to pharmacy chains have embraced the brand as a category leader.-
Consistent Innovation Pipeline
: Licensed collaborations like the Cosmopolitan "All Yours" collection demonstrate Beacon's ability to generate consumer excitement and media attention, keeping the brand fresh and front-of-mind for repeat shoppers.
Future Prospects and Brand Expansion
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Beyond Sexual Wellness
: Beacon Wellness Brands is actively expanding plusOne into the broader intimate health and feminine wellness space — positioning the brand for long-term growth as consumers increasingly view sexual health as integral to whole-body wellness.-
Cultural Normalization
: With research showing over 50% of women feel embarrassed discussing sexual health with their doctors, Beacon is investing in education and destigmatization — creating content, partnerships, and products that make these conversations easier and more accessible.-
Licensed Collaboration Growth
: The Cosmopolitan partnership signals a strategy of pairing plusOne with media and lifestyle brands that already have consumer trust, expanding reach into new demographics while reinforcing the mainstream, approachable positioning that defines the brand.From the pharmacy aisle to the bedroom, Beacon Wellness Brands and plusOne have made it easier than ever to prioritize intimate wellness — no awkwardness, no specialty store, no compromise on quality. Whether you're reaching for the Main Character Vibe because a Cosmo headline caught your eye or browsing the full plusOne lineup on phareros.com, you're getting body-safe, expert-informed products from the brand that has genuinely made sexual wellness for everybody, everywhere.
