Dr. Tush’s® Wins Best New Pleasure Brand at 2026 XMAs

By: Andy Powell, Senior Editor | JRL CHARTS – Sexual Health and Wellness

LAS VEGAS — (January 21, 2026) — Dr. Tush’s has been named Best New Pleasure Brand at the XMA Awards, one of the adult industry’s highest honors, presented during Adult Industry’s Biggest Night® as part of XBIZ Week in Los Angeles.

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The XMAs recognize excellence and innovation across pleasure products, sexual wellness, digital media, and entertainment—spotlighting the brands and leaders shaping the future of the industry. The 2026 ceremony brought together global retailers, manufacturers, creators, and executives for a week of education, networking, and celebration, culminating at the iconic Hollywood Palladium.

Since its launch, Dr. Tush’s® has quickly emerged as one of the industry’s most distinctive and fastest-growing aftercare-focused sexual wellness brands. Known for its science-backed, physician-formulated, and physician-approved intimate skincare products, the brand has helped redefine sexual wellness by positioning aftercare as an essential part of pleasure—supporting skin soothing, repair, and restoration after intimacy and play.

By placing care at the center of pleasure, Dr. Tush’s® has resonated strongly with retailers, educators, and consumers seeking products that blend performance, trust, and wellness integrity.

Building on its award-winning momentum, Dr. Tush’s® is preparing for expanded growth in 2026, including the launch of new pleasure-forward offerings and curated explore-pleasure collections that thoughtfully integrate aftercare into the full sexual wellness experience.

“Winning Best New Pleasure Brand is an incredible honor, and we’re deeply grateful to the industry for believing in what we’re building,” said Rob Christ, founder of Dr. Tush’s®. “From our distributors and retail partners to educators, creators, and customers, this award reflects a shared commitment to elevating pleasure through care. We’re proud of our team and excited about what’s ahead—we’re just getting started.”

Presented during XBIZ Week—alongside XBIZ Expo, XBIZ Conference, and X3 Expo—the XMA Awards continue to serve as the industry’s premier celebration of innovation and excellence across pleasure products, sexual health, and creative performance.

Follow Dr. Tush’s:
Official Website | Instagram | X (Formerly Twitter)

Retailers can get B2B ordering information by visiting Dr. Tush’ Official B2B Platform.

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