Lovehoney launched "Love, Lily" on October 19, 2026. It is a six-piece edit hand-picked by singer Lily Allen, announced in a press release Mashable reported that day and rolled out in Australia on October 20 ahead of her tour there. Allen says she tested every product while staying in a London hotel suite during her London Palladium run. Pedestrian TV reports her saying she unplugged "the lamps, the TV, even the phone" to find enough sockets to charge them all.

Why It Matters

Celebrity edits are now a standard retail format for the group, which is moving from licensing a famous name to having the celebrity curate the shelf. Lovehoney gets several things from the deal. It gets a ready-made merch hook (the plug was already a fan collectible). Its own private-label products get sold next to a heritage hero product from the same group (the Enhance). And it has an advent calendar at the top of the Q4 gifting season. Compare Harry Styles' Pleasing, which sells its own product, and Playground's Christina Aguilera TikTok launch, where the celebrity is a co-owner. With Allen the celebrity is a curator, which costs less and can be repeated with other names. For competitors, the lesson is that celebrity endorsement of toys no longer counts as risky for mainstream artists. What stands out here is the polka-dot plug. A mainstream pop act putting her name to an anal toy marks how far that category has come in mass retail.

What's in it. The collection mixes Lovehoney's own lines with brands in its parent group. According to Mashable and Pedestrian TV it contains: - a polka-dot vibrating butt plug, a real version of the limited-edition butt-plug-shaped USB drive released with her West End Girl album (A$64.95) - the Womanizer Enhance (A$259) - the Heart Duo, a two-in-one suction and "licking" toy in a heart-shaped case (A$109.95) - the Peach, a suction toy (A$99.95) - the Lovehoney Pleasure Trip Wand (A$139.95) - the Lovehoney Enjoy Advent Calendar (A$169)

Prices are the Australian listings Pedestrian TV quotes. "The butt plug was a reference on the album that we then made into a limited collection of USBs, which became a really popular collector's item," Allen said in the release. "So we thought it would be fun to make it properly and launch it almost a year to the day since we released West End Girl."

This is a repeat booking. Mashable notes that in 2020 Allen teamed up with Womanizer, now Lovehoney's sister brand, to release the Womanizer Liberty. Pedestrian TV says she credited the original Womanizer with "changing her life" in her memoir. Lovehoney marketing director Steve Thomson said in the release that Allen "tried the range herself and chose the products she genuinely loved." Pedestrian TV says the Australian rollout comes with Lovehoney survey data from more than 1,000 Australian women. In that survey, 69% (and 75% of Gen Z) said they find it easier to focus on giving a partner pleasure than prioritising their own. That figure is Lovehoney's own research, and we have not seen the methodology.

Sources

See also: Womanizer Enhance launch · Playground's TikTok Shop debut with Christina Aguilera.

Update — 2026-10-20

Initial entry — story first created.