Swedish luxury pleasure brand LELO achieved significant mainstream visibility with a product placement in the latest season of Netflix’s “Emily in Paris,” marking another milestone in the brand’s mission to normalize sexual wellness and destigmatize intimate health discussions. The Sona 2 Cruise and Soraya Wave vibrators appear in episode seven of season five, featured as part of a Pride celebration sequence that reinforces LELO’s brand values around acceptance and inclusivity.​
Strategic Pride Placement
The episode prominently showcases a Pride float in Paris, with LELO products and branding integrated as part of one of Europe’s largest and most vibrant Pride celebrations. The placement serves as both a cultural moment and a brand statement. “The appearance marks a fun, organic moment for the brand within the show’s bold and empowering world,” according to a company representative. “In the episode, the LELO float and products appear as part of one of Europe’s largest and most vibrant Pride celebrations in Paris, reinforcing LELO’s mission to make people more comfortable and confident in their sexuality”.​
The timing proves strategic, as episode seven marks a turning point in the season where protagonist Emily experiences significant personal growth and reconciliation following a Pride celebration that celebrates sexual identity and self-acceptance.​
Flagship Products on Display
The two vibrators featured represent LELO’s technological leadership in pleasure innovation. The Sona 2 Cruise utilizes LELO’s proprietary SenSonic Technology, which delivers sonic pulses rather than traditional vibrations, enabling stimulation without direct skin contact to prevent numbing. The device features 12 pulsing patterns and operates with up to 120 minutes of battery life while remaining fully waterproof. Its Cruise Control feature reserves 20% of power to maintain intensity when pressed against the body.​
The Soraya Wave complements this offering with wave-pulsation technology designed for internal and external dual stimulation. Together, these products exemplify LELO’s design philosophy of creating minimalist, elegant devices that prioritize performance and aesthetic appeal.​
A Luxury Brand’s Evolution
Founded in 2003 by industrial designers Eric Kalén and Carl Magnuson, along with engineer Filip Sedic, LELO revolutionized the industry by creating non-anatomical, beautifully designed pleasure products. With over 600 employees and offices spanning Shanghai to San Jose, the company now operates in more than 160 countries and generates over $63 million in annual revenue.​
Rather than traditional adult toy branding, LELO positions itself as a self-care movement transcending gender, orientation, race, and age. This positioning directly challenges historical stigmas surrounding sexual wellness, framing pleasure as an essential component of holistic health and self-discovery.​
Mainstream Media as Normalization Tool
The “Emily in Paris” placement exemplifies how luxury pleasure brands are achieving cultural legitimacy through mainstream entertainment partnerships. Netflix’s decision to integrate LELO products within a celebratory Pride sequence signals evolving cultural attitudes toward sexual wellness and pleasure positivity. Rather than treating intimate products as taboo or niche content, the show positions them as natural components of empowered self-care—particularly within LGBTQ+ spaces celebrating identity and freedom.
This strategy represents a significant departure from historical media approaches, where sexual wellness products were either excluded entirely or relegated to specialized contexts. By featuring LELO within a major global streaming platform’s flagship series, the brand gains access to millions of viewers, normalizing pleasure products while reinforcing LELO’s mission: enabling people to experience ecstasy without shame.
