The longest sexual relationship any of us will ever have is with ourselves. And this liaison is all benefits, no drawbacks: It’s a sure thing, happens on your schedule and yours alone, an orgasm is guaranteed every time, and no one will ghost you afterwards. So we decided to pay tribute to it with our Love Yourself package. Why not go and love yourself right now?

We all know our lifestyle can directly impact our complexion. Stress and sugar, for example, can crank up inflammation and wreak havoc on our pores. Sleep and exercise, on the other hand, can dial up radiance. “These are all wellness topics that are very well accepted; the average person can easily make those connections,” says Erika Schwass, science and wellness manager at Consonant Skin+Care in Toronto. But there’s one beneficial habit that barely ever gets mentioned: masturbation

“It’s something that people aren’t talking about in the wellness community, yet has all these clinically proven benefits,” says Schwass. Consonant is seeking to change that by encouraging consumers to incorporate self-pleasure into their skincare practice.

The scientific data does make a pretty compelling case for it. One study of 3,500 people showed that those who engaged in a sexual experience, including masturbation, three times a week or more looked on average 10 years younger than those who didn’t. While researchers couldn’t prove the sexual experiences were responsible for their youthful appearance, the correlation is nonetheless striking. 

Other studies have found masturbation can help you sleep better, which can in turn improve cell turnover and repair. It also reduces stress hormones and releases happy ones like dopamine and serotonin. That’s important because many skin conditions, such as acne, rosacea and dermatitis can be worsened or triggered by stress.

Consonant

“We see a lot of benefits, not to mention the post-O glow that you get as the blood flow increases in your face,” says Schwass. “There’s even research that shows that increased blood flow can result in a decreased appearance in fine lines and wrinkles.”

In an effort to spread the good news, Consonant partnered with psychotherapist, sexologist and Bachelor-Nation personality Taylor Nolan to record a podcast called The More You “O.” This mini-series explores the history of female masturbation while also guiding listeners through self-pleasure techniques.

It’s a topic that remains taboo for many women. In fact, research shows Canadian women masturbate a lot less than men do. One study done among Canadians aged 40 to 69 found that almost half of men did it twice a week or more, while nearly half of women did it a few times a year or less.

It’s not much different among Gen Z-ers. In a recent survey, more than half of men aged 18 to 24 reported masturbating two or three times a week or more, compared to only one in five women. Interestingly, although men were almost twice as likely to masturbate, women actually tended to enjoy it more.

Interestingly, although men were almost twice as likely to masturbate, women actually tended to enjoy it more

“We want to get people excited about [masturbation] and get them reaping the amazing skincare benefits,” says Schwass. With people spending more time alone than ever because of COVID and government officials touting solo sex as the safest option to avoid spreading the virus, it seems there couldn’t be a better time to promote self-pleasure.

To help get women in the mood, Consonant put together a limited-edition bundle called “Come & Glow ” (now on its second edition). There are four HydrExtreme Charcoal Sheet Masks from Consonant (so you can “mask and masturbate”) as well as a candle from Toronto-based Lohn, which crafted a custom sultry scent for the occasion. “Get cLit” opens with tantalizing bergamot and nutmeg before crescendoing into cedarwood and fig and finishing strong with amber and tobacco leaf. Last but not least is a vibrating clitoral massager from Lelo. 

ConsonantConsonant Come & Glow Set, $177 ($199 value), consonantskincare.com

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“We’re hoping we can make the connection between pleasure and self-care,” says Schwass. “Masturbation still carries a lot of stigma. Some people are really shocked when we tell them we’re starting this program. They hadn’t thought of masturbation as something that they could talk about and express freely. We’re hoping we can help get rid of some of that stigma.”

 

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