Technology transforms people’s lives, from how they shop and eat to how they learn and behave—sex is no exception. The $30-billion-per-year sex-tech industry has revolutionized how people experience sexual pleasure and gone even further to address issues related to sexual health, sexual violence and more.

While about 70 percent of sex product companies are led by men, younger female-run startups Dame, Lorals and Lioness (and many more) are forging a new direction in the industry. Lora DiCarlo’s eponymous brand made headlines when its star product, the Ose, won a CES Innovation Award