In mainstream culture the discussion about erotic products has shifted from whispers at brunch to an actual conversation. Dame Products’ founders picked up this trend and developed sex toys, which are not only popular, but also win prestigious awards.



As any successful business, Dame Products was launched to solve a problem. Co-founder and CTO of the company Janet Lieberman bought a sex toy and she couldn’t figure out how it should work. By the way, Janet earned the engineering degree. So, she really good at technology.

“For a boyfriend’s birthday, I bought an expensive sex toy that was well over 100 dollars, and neither he nor I could figure out the controls,” – Janet shares. “We felt really stupid. We were both engineers, and design and make products for a living. We thought, ‘How can people who [aren’t in design] figure this out? You think to yourself, ‘I could do this better.’”

Dame Products Sex Toys: Eva and Fin

Then Janet Lieberman met her future co-founder of the project Alexandra Fine. Together they decided to bring something new to the market of erotic devices. “We believe sex toys should satisfy real women’s real needs. Instead of starting with a flashy feature or a kooky shape, we begin our design process with focus groups and scientific research,” – founders explain. “If it doesn’t fit into your sex life, then it doesn’t fit on our roadmap. We’re trying to make the world a happier place, one vagina at a time.”


The first Dame Products’ child is Eva. Lieberman and Fine wanted to create something that would help women achieve orgasms in a way that wouldn’t be obtrusive to intercourse. The vibrator, which looks like a beetle, is designed to sit on top of a woman’s clitoris, and holds itself in place with two flexible wings that use tension to hold steady when tucked between a woman’s labia.

Dame Products Sex Toys: Eva

“We designed Eva’s flexible wings to nestle under your labia for a secure, comfortable fit. Even in adventurous positions, Eva only needs the help of a single finger to stay secure. Eva is great for all kinds of play. Use it on your own, or any time you might want your hands free. However you want to enjoy Eva is the right way to use it!” Janet believes that the woman’s perspective as the primary user is something that makes Eva special. Moreover, every person in their team is strictly selected. Dame Products pick the best technologists and designers to make sure every item they create does its best.

Dame Products Sex Toys: Graphics

“Diverse teams make better products; they bring more perspectives to the table. Our engineering team is mostly, but not entirely, women. You’re still looking to find the right person for the job, and you shouldn’t be picking target demographics over skills or team fit,” – Janet explains. “Assuming that all women understand what needs to go into designing a good vibrator better than all men is just as sexist as any other gross gender-based generalization, but that doesn’t negate the importance of having women’s perspectives firmly represented.”



Another creation of Dame Products is called Fin. From the company’s website you can learn: “Fin is a small, versatile vibrator worn between the fingers to add stimulating vibration to touch. Fin’s optional tether, dual sensations, and three speeds allow you to choose your own adventure! Seamless to wear and easy to remove, Fin is great for foreplay, sex, or solo use.” “For most people with vulvas, clitoral stimulation plus intimacy is key to pleasure. Fin feels like a part of your hand, so it’s easy to use before, during or after sex,” – Alexandra says.

Secret of success

Janet and Alexandra believe their production is so popular, because design and engineering are led by women. Sex toys have long been a boys’ club job. Dame Products is showing how having female leadership can yield more innovative products. While the sex tech industry has begun to embrace design-centric products, few of these companies are women-owned and operated, and even fewer are run by female engineers.

Dame Products Sex Toys Founders: Alex and Janet

“Necessity is the mother of invention, and in the world of sex toys, the need for invention is dire. An industry that ought to be empowering its customer base only seems to frustrate them with sub-par materials and poorly-executed design. We’ve decided to do better.”

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