After a turbulent summer, one of the most recognizable names in pleasure tech is back under new leadership. The revived brand, now called Doxy 2.0, promises a renewed focus on craftsmanship, quality, and community.
The past few months have been unusually uncertain for fans of Doxy, the British manufacturer best known for its powerful wand massagers. When its parent company, CMG Leisure Ltd, went into administration in August 2025, the brand effectively went offline overnight.
Websites went dark, customer emails bounced, and orders were left hanging. For a company that had built its reputation on reliability and transparency, the silence was unsettling. Loyal users wondered whether the beloved brand had quietly reached its end.
Now, just weeks later, Doxy has resurfaced with a new name and a renewed sense of purpose.
“It’s been a challenging few months, but things are finally back on track,” says the new director, Leigh Dedhar. “We’ve got access to our systems again and are rebuilding everything - from scratch.”
Behind the scenes, Doxy 2.0 Ltd has officially taken over operations, inheriting both the legacy and the unfinished business of its predecessor. The transition, according to Dedhar, is more than a rescue — it’s a rebirth.
Unlike many takeovers in the pleasure industry, this one doesn’t involve venture capital or large-scale investors. Doxy 2.0 is entirely self-funded, led by Dedhar and the brand’s original founder, William Garland.
“No outside investors, no salaries until spring 2026,” reads the new team’s message on the relaunched website. It’s a clear signal that Doxy 2.0 intends to rebuild from the ground up, prioritizing creative control and quality over rapid profit.
That independence also allows for a degree of authenticity that many long-time customers felt was part of Doxy’s charm. The company became famous not only for its heavyweight wands — often dubbed the “Cadillac of massagers” — but for its commitment to British manufacturing and robust engineering.
The new team says they plan to honor that heritage while pushing toward a refreshed identity.
“Our goal is simple: to bring Doxy back stronger, better, and more connected to the people who love it,” Dedhar explains.
Since its debut in 2013, Doxy has held a special place in the world of sexual wellness. Designed and assembled in Cornwall, the brand gained international recognition for producing wands that didn’t just imitate the original Hitachi Magic Wand — they outperformed it.
Where other companies pursued lighter, travel-sized options, Doxy leaned into industrial-grade materials and unapologetic intensity. The aluminum and titanium housings became instantly recognizable, and the Doxy Die Cast model, in particular, won praise for its deep rumbling vibrations and ergonomic design.
Its approach resonated with users seeking durability and performance, and with sex educators and therapists who valued body-safe, repairable products. In an industry often criticized for disposable designs and cheap materials, Doxy stood out for craftsmanship and care.
The fall of CMG Leisure Ltd therefore came as a shock to many within the sexual wellness community. But for Dedhar and Garland, it was also a moment to reclaim the brand’s original spirit.
The Doxy 2.0 team is taking a measured approach to its comeback. Rather than rushing to release new models, they’re currently focused on clearing out the last of their legacy stock — a limited batch of existing wands and accessories still available through the official website.
Once those are gone, attention will shift to the brand’s next generation of products, expected to debut in mid-February 2026. Dedhar describes the upcoming relaunch as a “complete rebrand” with new packaging, fresh designs, and refined internal components.
Every aspect, he says, is being reconsidered “from materials to finishes,” emphasizing decisions “driven by care, not cost-cutting.”
The new Doxy collection is also expected to include updated performance features, though the company hasn’t released technical details yet. Early hints suggest a continued commitment to powerful motors, metal-bodied designs, and UK-based assembly — all hallmarks of the brand’s earlier success.
Pre-orders are likely to open ahead of the February release, and interested users are being encouraged to sign up for the brand’s newsletter for updates.
Doxy’s revival underscores a broader truth about the modern sexual wellness industry: even established names can face sudden turbulence, but community support and authenticity remain powerful assets.
The market for wand massagers is now more competitive than ever. Global players like Le Wand, Lelo, and We-Vibe continue to push innovation in design, connectivity, and aesthetics. Yet Doxy retains a loyal following for one simple reason — it has always put performance first.
In interviews over the years, users and educators alike have described Doxy products as “tools, not toys.” They’ve been fixtures in both personal collections and professional settings, particularly among massage therapists and sex educators who favor their deep, consistent vibration range.
By focusing again on the fundamentals — build quality, user trust, and direct communication — Doxy 2.0 may find its comeback story resonating far beyond its existing fanbase.
Rebuilding a brand after corporate collapse is never easy, especially in an industry that often walks the line between technology and taboo. Dedhar’s personal message to customers captures that human side of the effort:
“Feels good to finally say this… Doxy is back open and taking orders again! It’s been a long few months getting things back on track, but the wait’s worth it.”
That tone — conversational, self-aware, and open — fits a new generation of sexual wellness brands that prize transparency over polish. It’s an approach that has helped companies like pjur, Satisfyer, and Tenga connect with audiences looking for authenticity and education rather than marketing gloss.
The Doxy 2.0 team’s candor about their struggles may, in fact, become one of their strongest assets. Consumers today are quick to recognize sincerity, especially in a market where too many brands feel distant or corporate.
The story of Doxy 2.0 isn’t just about one brand’s revival. It reflects a broader shift in how sexual wellness companies operate and communicate.
In the early 2010s, most brands stayed cautiously discreet, selling their products through adult retailers and avoiding mainstream attention. But over the past decade, sexual wellness has moved steadily toward openness and normalization. The rise of Doxy coincided with this cultural change — its unapologetically powerful wands symbolized a kind of sexual self-confidence that fit the new era.
Today, the conversation has evolved again. Consumers expect sustainability, repairability, and transparency about materials and labor. If Doxy 2.0 can deliver on those expectations while keeping its signature performance, it could set a new standard for mature, ethical pleasure tech.
As of late October 2025, Doxy 2.0 is still in its rebuilding phase, operating with a small, unpaid team determined to bring their machines — and their reputation — back to life. Orders for the remaining legacy stock are open through the official website, accompanied by a playful “mystery discount” code as a thank-you to early supporters.
New models are slated for release in February 2026, with previews expected in the coming months. Whether those products can recapture the original magic of Doxy’s early years remains to be seen, but the brand’s resilience has already impressed many in the industry.
“It’s been a rocky start,” Dedhar admits, “but I genuinely believe what we’re building now is going to be better than ever.”
For longtime fans, that may be all they need to hear.
In a time when many independent pleasure brands are being absorbed by larger conglomerates, Doxy 2.0 stands out for doing the opposite — returning to its roots, powered by passion and persistence.
If the coming months deliver what Dedhar and Garland have promised, 2026 could mark not just Doxy’s comeback, but a powerful reminder that sexual wellness can still have soul.
