After months of quiet development and direct communication with customers, Doxy is outlining a ground-up rebuild that prioritizes durability, simplified design, and long-term use over trends and lifestyle messaging.
Over the past few days, customers of Doxy have received a short series of emails from co-owner Leigh Dedhar, offering an unusually transparent look into what the company calls “Doxy 2.0.” Rather than announcing a single new product, the messages describe a broader reset: a rethink of the brand’s identity, its product range, and how it communicates with the people who already trust it.
Doxy has long been associated with powerful wand vibrators and a loyal user base that values intensity and reliability over novelty. With Doxy 2.0, the company is attempting to formalize that reputation into a clearer and more restrained direction. At a time when much of the sexual wellness market leans heavily on lifestyle branding, Doxy’s update stands out as a conscious shift toward function, longevity, and physical experience.
According to Leigh Dedhar, Doxy 2.0 is not the result of a new owner, a merger, or outside investment. The rebuild has been fully self-funded, supported entirely by customers who continued to purchase from the webshop since October. He states plainly that without that continued support, the current relaunch would not have been possible.
The company remains small by design. At present, Doxy consists of Leigh himself and Hannah, who has joined part-time to handle customer service. Rather than presenting this as a temporary phase, the company emphasizes that staying small allows for faster responses, more empathy, and a more human tone in customer interactions.
Some customers may have noticed limited availability across the webshop. Doxy confirms that this is intentional. Legacy products are being allowed to sell through, rather than being restocked, to make space for a streamlined and restructured lineup.
One of the central inputs behind Doxy 2.0 was a customer survey conducted in August, completed by 1,297 respondents. While the full dataset has not been published, Leigh highlights several consistent themes that emerged.
Doxy customers, according to the survey, do not need convincing, education, or playful framing to engage with sexual wellness products. Many respondents expressed confidence in their preferences and a clear expectation that products should perform without distraction.
Trust, long-term experience, and results mattered more than technical specifications or marketing language. This reflects a broader pattern seen in sexual wellness research. Studies from institutions such as the Kinsey Institute suggest that once individuals gain experience with pleasure products, they often prioritize consistency and bodily familiarity over experimentation.
Doxy’s response has been to treat vibration as a physical force rather than a feature to embellish. The visual material shared in the image-only email reflects this thinking, using darker tones, minimal text, and abstract body imagery to emphasize weight, depth, and intention.
Doxy has confirmed several concrete changes across its upcoming product range. One of the most significant is a redesigned neck on wand models, described as substantially more robust and better able to flex under sustained pressure. This change is aimed at improving durability during firm contact, a common use pattern for wand vibrators.
Buttons have been redesigned with improved sealing to increase reliability over time. Cordless models now use USB-C charging, aligning them with modern electronics standards and making replacement cables easier to source.
The compact model has been fully redesigned, including a revised head and a new vibration profile. The company describes this as deeper and more grounded, focusing less on surface-level buzz and more on low-frequency sensation. This reflects growing awareness that depth and rhythm can matter as much as raw intensity, depending on the body and the context of use.
Cordless models are now rated IPX4, meaning they are splash-proof and suitable for use in the shower, though not intended for full submersion. Doxy states that power output has not been reduced in the process, but refined to feel more controlled and intentional.
As with any manufacturer claims, these changes will ultimately need to be evaluated through real-world use. At this stage, the company presents them as design responses to long-term customer feedback rather than performance guarantees.
Alongside technical updates, Doxy has reduced and clarified its product lineup. Overlapping models have been removed, naming has been simplified, and color options have been narrowed to those customers consistently choose.
This move reflects a shift away from offering many variations toward focusing on products that people keep, use regularly, and replace over time. Each remaining model is positioned around a clear use case rather than novelty or experimentation.
The language used avoids common sexual wellness tropes. There is no emphasis on empowerment or transformation. Instead, the messaging centers on control, depth, and repeatable performance.
Doxy’s approach contrasts with much of the contemporary sexual wellness landscape, which often blends self-care language, aesthetic branding, and broad lifestyle narratives. In its communication, the company explicitly distances itself from what it describes as “fluffy conversations” and vague promises.
This stance may appeal to users who already feel at ease with their sexuality and are looking for tools rather than guidance. At the same time, it highlights an ongoing divide within the market between brands that aim to normalize pleasure and those that assume normalization has already occurred.
From a journalistic standpoint, Doxy 2.0 represents a narrowing rather than an expansion. The company is not trying to be everything to everyone, but to serve a specific group of users more precisely.
Doxy expects to begin shipping the new range in early April, with the goal of the first week of the month. Pre-orders are expected to open shortly after the final product reveals.
The upcoming lineup includes:
As Doxy moves toward launch, the company plans to share further behind-the-scenes material and product development updates. Whether Doxy 2.0 will influence broader industry trends remains to be seen, but it clearly signals a brand choosing refinement over reinvention, and depth over noise
