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Visionary and pioneer of the sexual revolution BEATE UHSE – then & now
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Visionary and pioneer of the sexual revolution BEATE UHSE – then & now

Kinga Bartczak


Whoever thought BEATE UHSE no longer existed is mistaken: the cult brand made a comeback last year, leaving its old image behind and referring to the beginnings of the company’s eventful history. Because what began in the 1950s with erotic advice brochures is more important and topical today than ever before: the confrontation with one’s own sexuality and the courage to explore it. And so BEATE UHSE now presents – purely online – advice content and a huge product portfolio for She, Him, Them & Us.

An icon is back

Just in time for International Women’s Day 2021, BEATE UHSE came back with a loud, yet sensitive campaign. Under the title “Freedom for Love”, the theme of self-determination was focused on and a call was made to live openly, courageously and tolerantly. Part of this effort was journalist and television host Paula Lambert, influencer and podcaster Maria “Masha” Astor, and model and trans activist Pari Roehi.

In September of the same year, the company revived the legendary X font: An educational brochure that already 75 years ago informed young women about how their menstrual cycle works and how they can prevent an unwanted pregnancy. With a purely digital version, BEATE UHSE translated Script X into today’s age. The topics may be different at the moment, but no less important. Interview partners and guest editors such as Diana zur Löwen, Anna Wilken and Umut Özdemir do not mince their words and speak openly on 46 pages about topics such as endometriosis, vaginal wellness and sexual self-determination.

Beate Uhse – a pioneer of the sexual revolution

Beate Uhse
Visionary and pioneer of the sexual revolution Beate Rotermund-Uhse

The inspiration for the new brand DNA is none other than the founder herself. Born in Wargenau, Germany, Beate Uhse (*1919 †2001) had many facets. She was an aerobatic pilot and a businesswoman, but above all she was one thing: a visionary. A sought-after sexuality counselor, she was ahead of her time and built a mail-order business for erotic accessories in the 1950s. A few years later, with great success, she founded the world’s first “specialist store for marital hygiene”, which developed into a listed company. Self-realization and dedication came naturally to Beate, as did her openness and love of life.

Aware of this legacy, the BEATE UHSE company continues today to show attitude, face and spirit of the times, listening and picking us up exactly where our lives take place. In the here and now – with a product portfolio for passionate togetherness or conscious concentration on one’s own needs.

New online store and strong owner in the background

In the newly designed online store, visitors can expect an extensive selection of lingerie, sex toys and lifestyle items. The range includes a total of over 14,000 products. In addition, the “Magazine” section offers numerous advice articles such as on partner yoga, mindful masturbation and a column by sex therapist Nynke Nijman.

“We see ourselves as a platform that is part of the personal journey to oneself with innovative product worlds and helpful information. And as complex and changeable as one’s own sexuality is, BEATE UHSE’s offering is also constantly evolving,” says Saskia ter Veld, Marketing Manager at BEATE UHSE.

Since 2019 BEATE UHSE is part of the EDC Retail Group. The company, based in Veendam, the Netherlands, was founded by Eric Idema in 2007 and grew rapidly: now under the umbrella of EQOM Group, the erotic group, which includes EasyToys and, since the beginning of this year, Amorelie, has more than doubled its sales to 212 million euros in 2021. At the end of 2020, sales were still at 105 million euros.

Sensual Christmas with BEATE UHSE

Sensual Christmas with the Naughty and Nice Advent Calendar 2022 from BEATE UHSE
Sensual Christmas with the Naughty and Nice Advent Calendar 2022 from BEATE UHSE

So if you are still looking for a gift or want to make the pre-Christmas period (be)sensual, you will certainly find what you are looking for here. Currently, BEATE UHSE is all about the 5 senses and rediscovering or also tracking down new sensations. We present our top 5 products for a sparkling Christmas:

See Also
Die eigene Komfortzone verlassen-Artikelbild2

With the NAUGHTY & NICE Advent Calendar calendar, December becomes a time of exploration. The fifth edition of the popular box of BEATE UHSE shines in the noble emerald green & champagne gold and inspires with selected toys, accessories, games and body care products. Among them highlights like the Vibro Egg, a bendable vibrator or a cock ring with app control.

The Naughty and Nice Advent Calendar 2022
The Naughty and Nice Advent Calendar 2022
Sensual Bodysuit Alis Black
Sensual Bodysuit Alis Black

The sensual Bodysuit ALIS by CHRISTINE LE DUC captivates with its beautiful cut & fit as well as a luxurious flock print. The bodysuit is cut a little looser at the top and closes with a strap on the back. The bottom part sits tightly. A contemporary, and at the same time seductive look.

FemmeGasm Tapp 2 – Turquoise

The FemmeGasm vibrator is a wonderful clitoral stimulator that uses air pressure technology to vibrate and pulse. This innovative combination allows for precise, targeted stimulation and long-lasting orgasms.

Senzi Vibrator – Black

The Senzi vibrator is a pinpoint vibrator designed with great attention to detail, which precisely stimulates the most sensitive areas. It is equipped with 12 vibration settings, comes in a classy and handy design incl. luxurious case and can be discreetly carried in the handbag. In addition, the Senzi vibrator is completely waterproof, so it can even be experienced in the shower or bathtub.

With this unique, gender-neutral Couple vibrator from Teazers you and your partner can have great pleasure. The vibrator is multifunctional and can be used in different ways. For example, as a masturbator or use the two ends of the ring for pinpoint clitoral stimulation.

About the author

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Thanks to many years of experience in the field of sexual wellness and a name that everyone knows, you are guaranteed to find everything your erotic heart desires at Beate Uhse. Enrich your sex life with Beate Uhse sex toys, either alone or with a partner. Here you will find the widest range of sex toys for women, men and couples. Always ordered and also delivered quickly, anonymously and discreetly.

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