For the last 40 years, Fascinations has led a quiet movement of transforming the landscape of adult toys, expanding from the original Tucson location into a trusted destination for women seeking guidance, confidence, enjoyment, and self-expression. With a vision to empower women, the company's journey so far reflects growth, innovation, and a commitment to creating welcoming spaces where personal exploration can feel natural, supported, and joyful.
Starting as a live entertainment booth, Fascinations evolved into a space where both education and entertainment could flourish side by side. "The founder realized that the business could do well with a retail element," says Courtney Elkins, Head of Retail. "It gave women, men, and couples a place to explore with curiosity and comfort."
That vision guided expansion into new states and storefronts, elevating the shopping experience. With bright, open spaces, the company crafted boutiques across Arizona and Colorado with an ambiance that aimed to signal approachability and care, setting a tone of self-expression and empowerment for visitors.
In 2017, Fascinations embraced a mainstream model to destigmatize the adult store stereotype and introduced apparel, swimwear, and beauty products along with its curated wellness and adult toy items, creating an experience that celebrates the body and inspires confidence.
Today, it leads a dual approach, where the storefronts provide an intimate, service-driven environment, while Funlove.com, its online counterpart, engages a younger, edgier demographic nationwide with unisex offerings. "Our online brand reaches a broader audience, but the stores allow people to feel, touch, and learn in a safe space," Elkins explains.
Although mainstream retailers may offer similar products, the level of service and knowledge forms the heart of the Fascinations experience. Each team member brings expertise and empathy, listening closely to understand their unique needs. "Our employees' product knowledge is amazing," says Elkins. "We've fostered a space that's professional, welcoming, and inclusive for all customers to feel at ease."
Women, in particular, leave with a renewed sense of personal empowerment. Alissa Risch, CFO, states, "Customers ask questions, engage in conversations, and leave feeling energized and in control. It's incredible to see someone realize that they can take charge of their bodies and feel confident in their choices." This sense of empowerment has been the ethos of the company. Fascinations has been striving to normalize these conversations by cultivating trust and loyalty with every customer that walks through its doors, turning a purchase into a personal and transformative experience.
"Why do we do what we do? The answer is simple. It's for women," Elkins states. "Many women around the world have been conditioned to feel small, to be scared of adult toys, to not prioritize pleasure. Many don't even know how to prioritize it. The goal of Fascinations is to change that. That's why we do what we do."
Fascinations' curated selection of adult toys, lingerie, sexual health items, clothes, and beauty items encourages body positivity and self-expression. "We strengthen relationships and provide tools for confidence, bringing wellness into daily life with ease and care," explains Risch.
Looking ahead, expansion shapes the company's vision. Fascinations welcomes newcomers to experience its thoughtful approach to pleasure, rooted in guidance and empowerment, and designed to make exploration intuitive, comfortable, and fun.
After 40 years, the company reflects a vision where awareness, care, and confidence intersect. Fascinations and Funlove.com, with their extensive product collection, are inspiring curiosity, equipping society with the tools to become their most confident selves, and transforming the outdated narrative by building a space where pleasure is not only normal but a prerogative for everyone.
