Meet Alicia Sinclair | Founder and CEO of three sex toy brands- Le Wand, b-Vibe and The Cowgirl

We had the good fortune of connecting with Alicia Sinclair and we’ve shared our conversation below.

Hi Alicia, every day, we know how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
I found my way into the s*xual wellness industry somewhat unexpectedly 23 years ago, when I took on the role of VP of Worldwide Sales and Business Development at Jimmyjane. While there, I created a s*x education boot camp to train retailers on anatomy and common s*xual wellness concerns. I also had the unique opportunity to collaborate with the Department of Justice and assist the FBI in developing communication channels between the government and the adult industry as part of the Child Protection and Obscenity Enforcement Act.

It was during this time that I recognized a significant gap in the market. Most products were either overly clinical and uninviting or cheaply made and poorly designed. There was nothing that addressed consumers as sophisticated adults who deserved beautiful, body-safe, and thoughtfully crafted products to enhance their experiences. I saw an opportunity to reimagine the category by bringing the same level of design, quality, and consumer focus found in the wellness, beauty, and lifestyle industries.

That vision led to the creation of Le Wand, b-Vibe, and The Cowgirl.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Getting to where I am today hasn’t been without it’s challenges. It’s been a 23-year journey of learning, advocating, and innovating.

Becoming a certified s*x educator in 2015 was a turning point as it gave me the credibility and knowledge to really make an impact beyond just product development. I’ve been recognized as ‘Businesswoman of the Year’ and received various industry awards, but honestly, the real milestone markers have been the moments when retailers tell me we’ve helped them transform their category, or when customers share how our products and education have changed their lives.

I truly believe what sets us apart from others is twofold. Firstly in that our approach is fundamentally different- we’re not just creating products, we’re creating experiences that empower people. This is evident from our three Red Dot awards which were given to us as recognition that good design isn’t just about aesthetics; it’s about removing barriers and shame. Secondly, is our commitment to education. As a s*x educator, I understand that beautiful products mean nothing without the knowledge to use them confidently and correctly. We’re one of the few companies that truly integrates education into every touchpoint and this is something we’re extremely proud of.

With this in mind, I’m excited by some of our upcoming initiatives and the expansion of our educational content to help us reach new underserved communities. We’re also in the process of developing some innovative products that I believe will set new standards for the entire category.

The biggest challenge we’ve faced along the way has been fighting stigma – not just consumer stigma, but industry stigma. For years, this category was treated as novelty or adult entertainment rather than health and wellness. I’ve learned that persistence and professionalism eventually win out. By consistently elevating our standards, focusing on education, and treating our customers with respect, we’ve helped legitimize this space. I’ve also learned that building a strong team is everything – they make me better at what I do, and empowering them to excel has been crucial to our success.

I’d love the world to know that s*xual health and well-being are integral to a healthy lifestyle. When people feel empowered and shame-free about their experiences, it changes their overall chemistry in life. We’re not just a product company – we’re advocates for education, inclusivity, and the radical idea that everyone deserves to feel confident and empowered in their own body. We welcome folks from all genders and identities because pleasure and well-being are universal human rights, not privileges.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’d start with sunrise at South Beach – there’s something magical about Miami mornings. We’d grab Cuban coffee in Little Havana and explore the murals, then head to the Design District for shopping and art galleries. Lunch at Joe’s Stone Crab, followed by an afternoon at the Pérez Art Museum. For dinner, we’d hit up one of the incredible restaurants in Wynwood (Uchi and Sparrow are my favs), then experience Miami’s legendary nightlife. I highly recommend Dante’s HiFi for old-school vinyl listening. The next day would be Vizcaya Museum and a boat day in Biscayne Bay. Miami has this incredible energy where art, culture, and wellness all intersect – much like what we try to create in our work.

Miami’s art scene is also unparalleled – from Art Basel to the year-round gallery scene in Wynwood. The food culture here is incredible, blending Latin flavors with international influences. I love how Miami embraces both wellness culture and celebration culture. There’s also this amazing entrepreneurial energy here, especially in the wellness and lifestyle spaces. The city really embodies this idea of living authentically and boldly, which aligns perfectly with the values we bring to our work.​​​​​​​​​​​​​​​​

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to dedicate my shoutout to the entire community of s*x educators and advocates who’ve been fighting to normalize conversations around s*xual wellness long before I entered this space. When I became a certified s*x educator in 2015, I was welcomed into this incredible network of professionals who understood that education is the foundation of empowerment.

I also have to recognize our retail partners who’ve been brave enough to elevate this category and treat it with the respect it deserves. And honestly, our customers deserve recognition too – their openness to share their experiences and feedback has shaped everything we do. They’ve taught me that when you remove shame from the equation, people can have honest conversations about what they need to feel empowered in their own bodies.

Website: https://www.lewandmassager.com/about/alicia-sinclair

Instagram: https://www.instagram.com/aliciasinclair/

Other: https://www.bvibe.com/about/alicia-sinclair
https://ridethecowgirl.com/pages/alicia-sinclair

Image Credits
Veronika Hyatt Photography