Mattias Hulting and Peder Wikstrom know more about sex toys than most married men in their 40s.
The two Swedish entrepreneurs are the brains behind Smile Makers, a new range of ‘friendly’ vibrators that are being sold in Superdrug, not in sex shops.
The £34.99 vibrators, an anthropomorphic collection of ergonomic, pastel-coloured vibes based on traditionally lusted-after characters – fireman, Frenchman, millionaire and tennis coach – sit alongside shampoos, lipsticks and loofahs because, according to Mattias and Peder, sex toys are a day-to-day essential that should be purchased free from shame and stigma and displays of PVC gimpwear.