About Us
About Us
Welcome to Pure Pleasure — your online destination for high-quality sex toys, modern day sex education, and a whole lot of permission to feel good, shamelessly.
We opened our doors in 2008 in Santa Cruz, California, founded by a dynamic (and yes, fearless) mother-daughter team, Janis and Amy Baldwin. Our goal? To create a comfortable, inclusive space for people to explore their sexuality without shame or stigma.
What started as a brick-and-mortar boutique on the California coast has evolved into a vibrant online shop and trusted resource for pleasure seekers worldwide. As of September 2019, we’ve gone fully digital — same heart, same mission, just a little more convenient (and no parking meters).
Our Mission
At Pure Pleasure, we believe that all consensual sex is good sex — and that everyone deserves access to safe, high-quality products and reliable, non-judgmental information about pleasure. We carefully curate the products on our website to offer you non-toxic, phthalate-free toys that we believe in.
- Online sex ed classes led by real educators (not anonymous YouTubers)
- A curated collection of resources for anyone looking to expand their knowledge, their toy box, or their confidence
- We serve people of all identities and orientations, because we know that sexuality doesn’t fit in a box — and neither should you.
Meet the Founders
Amy Baldwin
Sex & Relationship Coach • Certified Sex Educator • Shameless Sex Podcast Co-Creator
Amy Baldwin is a sex and relationship coach trained in both the Somatica® and Hakomi Methods, certified sex educator, lead educator for Uberlube, co-owner of a mother-daughter owned online pleasure boutique called Pure Pleasure Shop, as well as co-host of the Shameless Sex podcast. Amy has a passion for promoting shame-free, pleasure-focused sexuality education while emphasizing the deep emotional and energetic forces behind great sex and intimate connection. To learn more, or to order Shameless Sex's latest book Shameless Sex: Choose Your Own Pleasure Path to Unlock the Sex Life You’ve Been Waiting For, visit shamelesssex.com
Janis Baldwin
Co-Founder • Wellness Advocate • Sex-Positive Trailblazer
Janis opened Pure Pleasure with her daughter to create a space rooted in communication, consent, and joy. For her, Pure Pleasure is more than a shop — it’s a philosophy of happiness. She’s living proof that talking about sex doesn’t have to be awkward — even with your kid — and that pleasure is a lifelong journey.
Shameless Sex Podcast
Amy was voted both 2022’s and 2024’s Sexpert of the Year within the pleasure products industry. She is a sex and relationship coach trained in both the Somatica® and Hakomi Method, certified sex educator, lead educator for Uberlube, as well as co-owner of a mother-daughter-owned online pleasure boutique called Pure Pleasure Shop. Amy has a passion for promoting shame-free, pleasure-focused sexuality education while emphasizing the deep emotional and energetic forces behind great sex and intimate connection, offering everything from private sessions to how-to workshops to erotic empowerment retreats.
April is a Certified Sex Educator who has been educating people about sexual pleasure, health, and wellness, and pleasure products at a global scale since 2008. She has traveled internationally as Vice President and co-owner of an innovative pleasure product company. April was voted Woman of the Year in the pleasure products industry in 2016, as well as 2024’s Sexpert of the Year, and has dedicated her life to the business of sex and pleasure.
Together, Amy and April combined forces to create the Shameless Sex Podcast, inspiring radical self-love, sexual empowerment, and shame-free intimacy. Shameless Sex is unabashed real talk about sexuality with a playful twist. To learn more, or to order their latest book Shameless Sex: Choose Your Own Pleasure Path to Unlock the Sex Life You’ve Been Waiting For, go to shamelesssex.com