About Normal

normal founders

Lucy & Georgia

Lucy spent a decade wishing for a trusted guide to make exploring your sexuality a bit easier - and when no one showed up, NORMAL was born.

As a certified sex coach, Georgia Grace has helped hundreds of clients one-on-one with overcoming their sexual issues. She works with NORMAL to educate our users on exploring sexuality and sex toys. She also educates thousands of people every day on Instagram and through her media appearances. 

Sexual wellness shouldn't be confusing.

Buying from a sex store still feels pretty unsexy. Sometimes it seems like only an expert can tell you what everything does. And we all hate awkward items landing on a doorstep or a credit card statement. 

At NORMAL, we think sexual wellness should be stress-free, stigma-free and regret-free. So we’re reinventing the sex store to bring you an experience that will actually get you in the mood. 

Let's talk about sex (more, and better).

We think talking about sex should feel easy, fun and informative. That’s why we built engaging education into everything you see at NORMAL. 

It's about finding your normal.

There’s no 'correct' way to enjoy sexuality: our bodies, desires and experiences all make us unique. At NORMAL, we're not here to tell you what your journey should look like. We’re here to help you explore, enjoy and find what works for you. 

Things we believe in.

Equality | Every purchase contributes to a more equal future through a donation to Minus18, a great Australian charity supporting inclusion for LGBTQIA+ youth.

Inclusion | We don’t assume that our users are heterosexual or cisgendered, and we try to make our language as clear and easy to understand as possible, so you don’t have to be a sex nerd to have a great sex life.

Sustainability | From compostable mailers & re-usable packaging to our digital product guides, we believe sexuality and sustainability go together.