Twenty years of product selection for real clinical outcomes.
In 2008 I founded Loveware in Belgium, at a time when intimate product retail was either underground or purely transactional. Over the next two decades I built a selection methodology, trained hundreds of consultants, and spent thousands of hours listening to what actually matters when someone has a real need, not just curiosity.
Toys in Practice exists because of a gap I kept seeing. Healthcare professionals wanted to recommend products, but had no professionally framed resource to point patients toward. Consumer brands speak to pleasure. Generic medical suppliers ignore this category entirely. Someone needed to bridge that gap with the right language, the right products, and the right clinical framing. Sensoa (Belgium's national sexual health education body) commissioned me to write their sex toy product pages. That institutional trust is the same foundation this resource is built on.
That's what I built. Every brand in the Toys in Practice selection is there for a specific clinical reason, not for margin or trends. Every guide is written the way I'd explain it to a colleague: honest about trade-offs, specific about use cases, and short enough to actually read.