Guiding Philosophy

Our guiding philosophy is simple.

The sexual wellness industry is fast expanding with a focus on de-stigmatising the process of purchasing a sex toy, empowering women and making products easy to buy. While we support this progress, that's not our mission.

Our journey with creating rosewell has always been human and intimacy first. And with that, comes a committment to you.

It means putting relationships and vulnerability at the forefront. It means taking accountability for our environmental impact. It means proactively listening to our community to only create what’s needed. If this speaks to you, we warmly welcome you to rosewell.

Rosewell has foundations in friendship, connection and love. We believe that human connection is essential for our overall wellbeing. Sex is great, masturbation is fantastic, but feeling truly connected to ourselves, our bodies and our partners is where we belong. 

Rosewell is made for everyday people who know the world doesn’t need more products, more graphic messaging and more hypersexualisation to have deep intimacy. We need simple products, created intentionally, that last. 

For us, we want to address the issues not only in our industry, but how its impacting people. Instead of telling you how to look or behave in order to have sex, we’re here to listen.

We publish a journal brimming with culture, health and relationship-focused content.

We're producing a podcast about human connection and focuses on stories.

We gift products to customers, before influencers.

We use inclusive language, avoid photos of bodies and hold ourselves accountable for responsible messaging.

Rosewell is 100% vegan, plastic-free, fully circular and we only use recycled/recyclable packaging. Our products are made in ethical, audited factories both within Australia and overseas. 

We’re part of 1% for the planet, meaning we’ve committed 1% of gross annual sales directly to environmental nonprofits. Additionally, we’re joining i=change in 2023 and encourage our customers to select a cause they care about for an extra $1 for every sale to nonprofits.

We're committed to constantly improving. The more we learn, the more we can grow. We’re here to listen, learn, take risks and hold ourselves accountable so we can be and do the best we can. We know what's at stake.

We acknowledge the Traditional Owners of our land on which we live and operate as a business, the Turrbal peoples of Meanjin, and their connections to land, sea and community. We pay our respect to their elders past, present and future, to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be.

We genuinely welcome feedback.

Say hey:
Socials: @byrosewell