GoodTouch was founded in 2023 by a woman who wanted to create a more inclusive and welcoming space in the world of intimacy. After becoming a single mother in her mid-thirties, she found that most adult toy stores didn’t reflect her experience; they felt overwhelming and were built through the male gaze.

That gap inspired her to build GoodTouch, a brand that celebrates connection, sustainability, and comfort. From eco-friendly and ethically made toys crafted with ocean-recycled plastics to natural products like massage oils and lubricants, every item is chosen with care. GoodTouch also collaborates with local producers such as Come Clean and Plant Potions, reflecting a commitment to community and conscious pleasure.

The brand’s aesthetic is sensual yet grounded, gender-neutral, artful, and approachable. But more than that, GoodTouch has always been about real connection. From markets and expos to one-on-one conversations, its founder has shared stories with women in their 70s exploring toys for the first time, mothers guiding open conversations with their daughters, and men learning to embrace their own curiosity without shame.

When she noticed that some customers struggled with product design due to limited mobility, she expanded GoodTouch’s range to include toys made for people with disabilities developed by Enhance the UK and showcased at the ATSNZ Disability Expo. The response was deeply affirming, highlighting the importance of inclusivity in every aspect of intimacy.

Today, with the launch of GoodTouch Toy Parties, the brand continues to grow while staying true to its roots, sustainable, inclusive, and human at its core.

Turning Personal Journey Into Purpose

What inspired you to start GoodTouch, and how did your personal journey shape the vision for your brand?

I bought my first adult toy at 33 after a separation from my very long-term partner. For me, it felt like taking a step towards taking control of my sexuality. During this experience, what I struggled with was finding a space in which I felt to taking that step. As a single mom in my 30s, I struggled to connect with the imagery and options available; it felt like ‘I shouldn’t be doing this, this isn’t designed for me, I don’t look like the women there, I’m not welcome here. After speaking with friends, fellow mums, and women 35 years +, it became clear that this is a common feeling.

The narratives we are conditioned to believe in of what a mother is meant to be, what a sexual woman looks like, and what we should be content with at our age are crippling. And so, I thought there must be a better way, a more inclusive way, a way that aligned with my values. I wanted to provide a space that felt empowering, normalizing, and humanizing sexual wellness. I’m not saying that what other retailers provide is bad, but what I try to offer is a space that is inclusive and welcoming to an audience that perhaps doesn’t connect with what else is out there.

Drives Our Product Choices

Your products are designed to be eco-friendly and inclusive what guides your selection and curation process?

I try my best to work with suppliers that align with my values. When I select a product, I ask the following questions:

• Is this product environmentally sustainable?
• Has this product been manufactured with ethical practices?
• Does this product support a New Zealand or small business?
• Does this product encourage inclusivity?
• Does this product benefit customer well-being?
• Is this product a better option than what is currently available?

While not every product may meet all of these criteria, each one fulfills at least one, ensuring that we provide a different option compared to what may currently be available in the market.

Where Conversations Turn Into Community

How have your experiences with toy parties and expos helped shape the community around GoodTouch?

The expo highlighted the need for a welcoming space for people to talk about intimacy and self-love. It has been a truly, overwhelmingly positive experience, and I’m just honored that people feel comfortable coming and talking to me, asking questions, and feeling comfortable buying my products. And so the community around GoodTouch is just everyone, male and female, from 18 to 80. People buying their first toy, people experienced and excited to find something that’s more sustainable. People who connect with my story and want to support my small business.

Parents are buying for their disabled adult children who have been looking for support in this area. People seeking fulfillment, People you wouldn’t expect to be buying from an adult store, and that is exactly the point, and it’s a privilege to be able to provide that space for them.

Moments That Matter

Can you share some of the most memorable moments or feedback you’ve received from customers?

The responses from people have at times brought me to tears; they have felt so relieved to find a space to talk openly and feel empowered to explore their needs. I didn’t know how impactful turning up at an expo was going to be. So here are a few of the stories that have stayed with me.

A woman in a wheelchair shaking my hand to thank me for being brave enough to show up at a disability expo with my products and have open conversations with people. This was incredibly humbling. I’m just selling products, but having those conversations and putting them in front of people made people see a need that has been ignored.

In my second year of expos, A younger woman I had spoken with at my first expo came back to say she was so touched by what I was doing and the message on empowerment, and that she came back a year later to let me know.

A woman in her 70s who had never bought a toy talked to me on day one of an expo, and we talked through all the options, and she came back the next day to buy what she had connected with.

A man in his 50s, newly single, divorcing in his late 50s, so nervous to come into the stall, but, after we talked and he felt comfortable, he was able to find what he was looking for.

Designed with Everyone in Mind

Inclusivity is a core value for GoodTouch. How do you approach designing products that cater to people with disabilities or limited mobility?

As much as I would love to, I don’t design the products; I work with suppliers. The Quest Range of disability devices was designed by the Rocks Off manufacturer, along with the Enhance UK charity. Enhance the UK is a charity run by and for people with disabilities, and so the toys were user-designed and refined and actually meet the needs of their intended audience.

The devices themselves have a range of features to meet the needs of their audience, including larger embossed buttons that light up, silicone loops to aid with mobility, ergonomic designs, remote controls for hands-free control, and sensory feedback mechanisms. They are truly wonderful devices.

Vision for the Future

Looking ahead, what are your aspirations for GoodTouch, and how do you hope to continue evolving the brand’s mission and ethos?

Moving forward, I hope to continue to do what I am doing, maintaining the values that I started out with. I would like to slowly expand the range to cater to other needs, but my aim was never to have every toy imaginable, just a good collection, no fast fashion products.

I would like to work with more NZ-based producers and continue to support small businesses. I would also like to curate information by working with intimacy counselors and other relevant professions to put together information that people need. I will continue to have open conversations, hopefully normalizing sexual wellness in a comfortable way

A New Approach to Pleasure

It’s a space built around connection, care, and inclusivity. Every product, every conversation, reflects a thoughtful approach to making people feel seen and comfortable. The founder’s story shows that noticing a gap and taking action can create something that truly matters.

The lessons and insights from her and her community remind us that welcoming, open spaces can transform how we approach intimacy and self-expression. For readers, the key takeaway is simple: when empathy and awareness guide what we create, it doesn’t just fill a need; it opens doors for understanding, confidence, and genuine connection.