Despite only having been launched for one day, Nécessaire is already creating quite the buzz online, with beauty editor Julie Schott counted among the brand’s many fans. With just three essential products (including a sex lubricant), the minimalist range features an elegant aesthetic and offers a modernised approach to body care.

The brainchild of Into the Gloss co-founder Nick Axelrod and fifteen-year Estée Lauder veteran Randi Christiansen, Nécessaire was born when the two men saw an opportunity to broaden the body care category, which they believed lacked modern choices. “For us, the body always felt like an afterthought [in the beauty industry],” Christiansen told WWD. “They’re some of the least ‘sexy’ products out there,” Axelrod adds. “Why shouldn’t they look and feel and make you feel better and sexier.”

Nécessaire currently offers three products, all of which are free from sulfates, parabens, drying alcohol and synthetic fragrances. There’s a body wash which comes in sandalwood, eucalyptus and unscented to cater for those with sensitive skin; a body lotion that is fragrance-free; and the lubricant. Straightforwardly named The Sex Gel, the water-based (and FDA-approved) product integrates aloe vera for that sticky-less slip. Adding more class, style and sophistication to the classic sex product, “it’s a redefinition of what belongs in the body category” Christiansen says. “Sex is just one thing you do with your body.”

“It feels like we’re in a moment where talking about the body and sex felt a lot more comfortable,” explains Axelrod, “and sort of in the centre of conversation.”

According to a recent study by the market research firm Technavio, BOF reports, the sexual wellness market is growing exponentially. Worth $23 billion in 2014, the industry is expected to jump to $32 billion by 2019. Meanwhile, sex toys are estimated to be a $21 billion worldwide business by next year (up from $15 billion in 2014), with vibrators alone surpassing $6 billion (more than doubling in five years’ time).