The Market Gap: Sex industry professionals rely on “puppy pads,” but they’re not built for humans or intensive use. Materials, sizing, absorbency and aesthetics miss the mark, compromising comfort, discretion, dignity, clean-up and set design.

Target Audience: Sex industry professionals, dungeon/studio owners, event and play spaces, kink-curious consumers.

Strategy: Interviewed professionals across the US and Asia to map use cases and spec requirements. Built a human-grade, oversized black disposable underpad to meet those needs, and marketed it via B2B and DTC channels. Developed a high-trust visual brand with strong social proof to win over a notoriously cautious audience.

Community Management

Built trust by proving the product works and solving real workflow pain points. For a cautious, privacy-minded audience, I use consent-first, respectful and relatable language, speaking as a peer with attentive support and clear boundaries.

Social Strategy

Established public touchpoints on Instagram, FetLife and Reddit to educate and attract, and private Discord/Telegram communities to protect privacy, deepen relationships and gather feedback, each with tailored content, moderation and conversion paths.

Built the revenue engine by:

• Writing all e-commerce copy, designed conversion-led visuals and product photography, and built shopify backend

• Managed supply chain, suppliers and B2B accounts

• Prioritised targeted placements on niche, category-relevant sites over broad paid social to reach qualified buyers efficiently.

Result: campaigns and lifecycle flows delivered 61% of first-year sales via organic and low-spend paid activity.