Where to Buy Sex Toys in the UK: 4 Online Stores Compared (Delivery, Returns, Discreet Billing)

This is a research article. Everything below comes from each store’s own published delivery, returns and FAQ pages, and from UK government pages, with sources listed at the end. We haven’t bought from these stores for this article, and policies can change — the checkout page is the final word.

UK law gives online shoppers a 14-day right to cancel, but sealed hygiene products are an exception once opened — and that’s where the stores’ own policies start to differ. We read the delivery, returns and FAQ pages of four online stores that sell to the UK — Jo Divine, Sh! Women’s Store, Simply Pleasure and Sinful — and put what they say side by side. All amounts are in pounds, as each store shows them.

The policies side by side

UK sex toy store policies compared

Policy	Jo Divine	Sh! Women’s Store	Simply Pleasure	Sinful
Ships from	UK (delivers within the UK only)	UK (Royal Mail)	Not stated	Not stated
Free shipping	£55 and over (otherwise £5.50)	Over £60 (otherwise £5)	Over £40 (otherwise £4.99)	Over £50 (site banner)
Discreet packaging	Plain brown box; return address “Wholesome Trading Ltd”	Padded bag or box; no Sh! name; small return address on the label	Plain packaging	“Discreet delivery and packaging” (no details published)
Name on bank statement	SP JO DIVINE	Not stated	ABS Holdings	Not stated
Returns	14 days to request a return, then 14 days to send it, toys and lubes only if unused with seals intact	14 days, sealed in original packaging, opened intimate products can’t be returned	30 days, unopened with hygiene seals intact, 5% restocking fee; you pay return postage	365 days, unused and in original packaging, opened sealed intimate products can’t be returned
Warranty claims	Store replaces faulty items within their warranty	Store repairs or replaces within 30 days; 1 year on Sh! own-brand and listed items	Store replaces faulty items within 30 days of purchase (freepost return)	2-year store guarantee (repair, replacement or price reduction)
Visit	Jo Divine	Sh! Women’s Store	Simply Pleasure	Sinful

“Not stated” means we looked on the store’s policy and help pages and didn’t find it, not that the store doesn’t do it.

Returns: what you can send back unopened

• Jo Divine gives you 14 days after delivery to ask for a return, and another 14 days to send it. Sex toys and lubricants can come back only if they’re unused and the seals are intact; once a hygiene seal is broken, they can’t. You pay the return postage, and you need to contact the store before sending anything.
• Sh! Women’s Store takes unwanted items back within 14 days for a refund or a credit voucher, as long as they’re still sealed in their original packaging. It doesn’t refund the return postage, and if your order had free delivery, it deducts what that delivery cost.
• Simply Pleasure accepts unwanted items for 30 days if the product, box and hygiene seals are unopened and unused. You pay to send it back, and it charges a 5% restocking fee per item.
• Sinful has the longest window: 365 days, as long as the item is in the same condition and its original packaging is undamaged. Sealed intimate products can’t be returned once the seal is broken, and items with an expiry date (such as liquids and batteries) are only covered for the first 14 days. You pay the return postage, and Sinful doesn’t provide return labels.

When something arrives faulty

• Jo Divine says it replaces faulty products within their warranty. It asks you to read the instructions and contact it first, as it can often solve the problem by phone or email.
• Sh! says every item is covered for 30 days, during which it will repair or replace a defective product. Sh!-brand products and many others carry a 1-year guarantee, shown on the product or brand page. It reimburses Tracked 48 postage for a defective return if you contact it before sending, and asks you to clean the item first.
• Simply Pleasure replaces or exchanges faulty items up to 30 days after purchase, unless the product page says otherwise, and gives you a freepost address for the return.
• Sinful offers a 2-year guarantee on defects found through normal use: repair, replacement or a price reduction, depending on the case. It asks for photos or video of the fault.

Whichever store you use, keep the box, the receipt and every part until you’re sure the product works.

What UK consumer law adds

According to GOV.UK and the legislation itself:

• 14 days to cancel an online order. You have 14 days after receiving an item to say you want to cancel, then another 14 days to send it back. The store must refund you within 14 days of getting it back.
• The hygiene exception. Sealed goods that can’t be returned for health protection or hygiene reasons are excluded once the seal is broken. For those, a store only has to refund if they’re faulty. This is why every store above asks for seals to be intact.
• Faulty goods: 30 days to reject. Under the Consumer Rights Act 2015, you have 30 days to reject faulty goods for a refund. Within 6 months, the store must repair or replace a faulty item unless it can show it wasn’t faulty when sold; after 6 months, you may have to show that it was.

A store’s own warranty is an extra promise on top of these rights, not a replacement for them. Sh! says this in its own policy: its returns policy is “in addition to your statutory rights.”

Discreet packaging and the name on your statement

• Jo Divine: plain brown boxes, with only your address and a return address of “Wholesome Trading Ltd”. The charge shows as “SP JO DIVINE” (it may look different with PayPal).
• Sh!: a padded bag or a carton box, with extra padding if needed. The Sh! name doesn’t appear on the parcel; there’s only a small return address on the label. We didn’t find the name used on card statements.
• Simply Pleasure: plain packaging. The charge shows as “ABS Holdings”.
• Sinful: says it uses discreet delivery and packaging, but we didn’t find details of the label or the name on card statements.

If someone else sees your card statement or your email, check which name and which notifications will show up before you pay.

Delivery costs and where orders come from

• Jo Divine: free Royal Mail Tracked 48 delivery from £55; otherwise £5.50. It delivers within the UK only.
• Sh!: free delivery over £60; otherwise £5 for its 3+ working day service. It ships with Royal Mail from the UK and also sends orders abroad.
• Simply Pleasure: free delivery over £40 according to its site banner (another section of its home page says £50, so check the basket); otherwise £4.99 for Royal Mail Tracked 48. It doesn’t say where its warehouse is.
• Sinful: free delivery over £50 according to its site banner (its terms say over £55 with Royal Mail, so check the basket). It’s run by a Danish company, MCOMPANY ApS, with a UK VAT number and a UK return address in Norfolk. It doesn’t say where orders ship from.

Ordering from a store outside the UK

According to GOV.UK, for goods you buy yourself from outside the UK:

• £135 or less: the seller should have included VAT in what you paid, and there’s no customs duty (except on excise goods such as alcohol and tobacco).
• Over £135: you pay VAT to Royal Mail, Parcelforce or the courier before delivery or when you collect, and customs duty may apply.

So for most orders from a larger overseas store, the price at checkout already includes VAT. The bigger differences are delivery time and returns: sending a faulty product back abroad takes longer and costs more.

Which store fits which priority

Based only on the published policies above:

• You might want to return something unopened: Sinful (365 days) or Simply Pleasure (30 days, with a 5% restocking fee).
• You want the longest store guarantee you can read in advance: Sinful (2 years).
• You want the lowest free-delivery threshold: Simply Pleasure (£40).
• You want to know the name on your statement before you pay: Jo Divine (“SP JO DIVINE”) or Simply Pleasure (“ABS Holdings”).

How we researched this

We read each store’s own delivery, returns, FAQ and terms pages on November 9, 2026, along with GOV.UK’s pages on refunds and on goods sent from abroad and the relevant UK legislation, and recorded only what they state. We didn’t use third-party summaries. Where a store’s pages disagree with each other, we say so. We haven’t placed orders with these stores for this article. See our Editorial Policy for how we choose and check sources.

References & Sources

1. Delivery information, Jo Divine, accessed November 9, 2026.
2. FAQs, Jo Divine, accessed November 9, 2026.
3. Refund policy, Jo Divine, accessed November 9, 2026.
4. Shipping policy, Sh! Women’s Store, accessed November 9, 2026.
5. Discreet packaging, Sh! Women’s Store, accessed November 9, 2026.
6. FAQs, Sh! Women’s Store, accessed November 9, 2026.
7. Refund policy, Sh! Women’s Store, accessed November 9, 2026.
8. Delivery information, Simply Pleasure, accessed November 9, 2026.
9. FAQ, Simply Pleasure, accessed November 9, 2026.
10. Returns & refunds policy, Simply Pleasure, accessed November 9, 2026.
11. Terms and conditions, Sinful, accessed November 9, 2026.
12. Home page (delivery banner), Sinful, accessed November 9, 2026.
13. Accepting returns and giving refunds, GOV.UK, accessed November 9, 2026.
14. Tax and customs for goods sent from abroad, GOV.UK, accessed November 9, 2026.
15. Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, regulation 28, legislation.gov.uk, accessed November 9, 2026.
16. Consumer Rights Act 2015, section 22, legislation.gov.uk, accessed November 9, 2026.