This new interview is part of an ongoing series of conversations with those who are reinventing the fantasy sex toy space, blending craftsmanship, design, and commitment.
With Sinnovator, I wanted to give the floor to a unique British brand: independent, recognized, and deeply marked by a desire to do better than what the market typically offers. Behind its imposing models and mythological imagery stands a lucid, creative, and committed team that is now rethinking its entire collection, never compromising on quality or ethics.
In this interview, they look back on the reinvention of the brand, their approach to design, materials, post-Brexit logistics… and what it really means to do things right in a sector that doesn’t always demand it.
Sinnovator: Reinventing an Independent, Committed Brand
Based in the UK, Sinnovator was founded by a team with a background in e-commerce who decided to take over an existing project and completely transform it. Far from empty marketing or fleeting trends, they design bold, demanding sex toys focused on pleasure without compromising on safety or quality.
Known for its aesthetics inspired by myths and monstrous figures, the brand is now undergoing a full-scale rebuild: new molds, new materials, a fresh creative push. This is all driven by a team that sees the industry’s shortcomings clearly and is determined to do better.
The Markers of a Strong Identity
- A bold aesthetic universe: Imposing shapes, hybrid creatures, the symbolism of sin… Sinnovator explores a carnal, transgressive imaginary world without smoothing over its designs.
- A complete and controlled reinvention: After buying back the brand, the team restarted everything — molds, silicone, catalog — to bring meaning back to each production step.
- A proudly premium positioning: Customized products, meticulous finishes, full control over production… Sinnovator embraces a tailor-made approach to sex toys, far from industrial standards.
- A direct relationship with its community: The Rhino design contest, community feedback integrated into designs, transparent communication… everything works to build a living brand that listens to its fans.
Through this reinvention, Sinnovator asserts a different way of doing things: fewer compromises, more coherence — and the desire to build a universe as demanding as it is daring.
Taking Back Control to Restore Meaning
Sinnovator wasn’t born from a business plan but from frustration. Behind its refined aesthetics and sculptural forms is a team that chose to take back control over a project that had lost its way. Vision, materials, pleasure in use: everything was rethought. And this reconstruction was carried out without chasing growth at all costs — but by staying true to a certain idea of quality.
A Return to the Roots to Rebuild a Coherent Project
The recent story of Sinnovator is not just one of brand development, but of an unexpected return to a project they thought they had left behind. Originally, the brand belonged to another company, where the current team was already handling design and production. But after some serious disagreements with the management, they decided to leave and founded Uncover Creations, an independent brand focused on lighter, more experimental fantasy designs.
When the original company went into administration, they bought Sinnovator back. And the reality was harsh: “What we discovered was quite sobering — years of neglect, poor product design, and a complete lack of vision that ultimately led to its downfall.”
Rather than trying to patch things up, the team decided to start over on solid foundations. “Our long term vision is taking Sinnovator back to its roots. We’re creating interesting designs that are genuinely pleasurable to use, not just visually impressive.” This involves a complete overhaul of the catalog: all the molds are being remade one by one, the old overly firm silicones are being replaced by softer 0020-0040 silicones, and the offer is being reorganized to include both custom orders and a ready-made collection.
A massive undertaking, but necessary: “We’re also completely remaking the entire collection of moulds as the ones we acquired aren’t in great condition. It’s a massive undertaking, but essential to deliver the quality our customers deserve.”
Commitment to Quality, Safety, and Education
At Sinnovator, the commitment to safe materials came from a shock: “There’s simply no regulation in sex toys.” Even today, PVC and jelly products are everywhere, driven by their low cost. “Look at any major retailer and you’ll find awful PVC and jelly toys clogging up the shelves and websites.”
Rather than trying to change the entire industry, the brand focuses on education: “Ultimately, change has to come from customer demand, not just manufacturers.” It’s a lucid stance, but one they hold without compromise: “It’s depressing, but we’ll keep banging the drum for platinum silicone regardless.”
Their approach is built on transparency, durability, and a clear message, far from the vague marketing promises still too common. Quietly, they uphold a level of demand that slowly raises the standards across the board.
Finding the Balance Between Accessibility and Excellence
Producing in the UK comes with high costs. So the question of accessibility is framed differently: “We focus on creating exceptional quality products with unique customisation options instead. That’s our balance — providing something special that justifies the premium rather than compromising on materials or craftsmanship to hit a lower price point.”
Sinnovator prefers to offer a premium, customizable, durable product, rather than enter the race for the lowest price. It’s a deliberate choice, aimed at customers ready to invest in a quality experience.
Imagining, Shaping, Experimenting
At Sinnovator, design is not a marketing veneer: it’s the heart of the project. Each model is the result of a hybrid creative process, blending organic inspiration, technical constraints, and user feedback. Far from formulaic collections or soulless copies, the brand has built a distinctive universe where fantasy meets function. From hand-sculpted prototypes to open community contests, their approach to design is alive, evolving, and always anchored in a demand for pleasure and durability.
From Clay to Tentacles: An Organic Evolution
Originally, every Sinnovator model was sculpted by hand in clay. An artisanal, meticulous process that gave character to the shapes — but quickly became impractical for production. “Clay was brilliant for creating products, but an absolute nightmare when trying to produce multiple sizes of toys!”
With the arrival of 3D design and printing tools, their approach became more professional without losing its personal touch. This technical shift allowed them to broaden the range, increase precision, and better meet market demands.
From the start, their artistic direction was clear: tentacles, animal forms, alien designs, with a marked preference for larger sizes. “From the start, we knew we wanted to cover certain areas: tentacles, animals, and fantasy designs. Our experience with Uberkinky told us they needed to be on the larger side.”
But contrary to what you might think, not everything was planned in advance. Their trajectory has been shaped by trial, intuition, and immediate customer feedback. “We essentially made it all up as we went along, but somehow managed to create a successful niche brand!” A highly reactive, almost organic creative model, driven by listening and experimentation rather than a fixed design vision.
A Proudly Premium Aesthetic
Sinnovator isn’t trying to please everyone or appeal to the masses. Their ambition lies elsewhere: creating unique pieces, conceived as stand-alone objects. “We definitely position ourselves as a premium brand. Ultimately, we provide unique toys with every purchase. It’s rather like the difference between shopping for an off the peg suit versus getting a tailor to custom make one. We’re more tailors than high street shop.”
This parallel with bespoke tailoring is not just for show: it sums up their approach to the product. Each model is available in a variety of colors, firmness levels, finishes… and the entire production process remains fully controlled in-house. The goal isn’t just to impress with looks, but to offer a toy that’s coherent, well-designed, and delivers on its promises in use.
In an industry where the word “luxury” is often overused — or seen as incompatible with the sex toy world — Sinnovator draws a clear line: quality craftsmanship, freedom of choice, attention to detail. This positioning has earned them several awards in recent years, which they see as recognition, not as a showcase.
“This approach allows us to maintain our standards and values regardless of industry regulation (or lack thereof).” In a still largely unregulated context, this ethical consistency becomes a marker of trust for their most demanding customers.
Breaking a Technical Taboo: The Case of Silicone Lubricants
Most manufacturers advise against using silicone-based lubricants with silicone toys. This precaution has become almost automatic — but it’s not always justified. Sinnovator, for its part, takes a clear stance: their toys are compatible with these lubricants, and that’s not an empty promise.
“I genuinely think it’s an old wives’ tale. BUT if I’m wrong, show me with our toys and we’ll replace them free of charge.”
This guarantee is based on extensive internal testing conducted with various lubricants, as well as their precise platinum silicone formulation. To back up their position, they readily point to the clear explanations published by SquarePeg — another artisan brand known for its high standards.
By choosing not to give in to commercial caution, Sinnovator embraces a rare technical transparency in the industry. Most importantly, they give users the freedom to choose their preferred lubricant without having to compromise out of fear of damaging their toy.
Creating with the Community: Beyond a Simple Showcase
In 2022, Sinnovator organized a contest open to its fans to design a new model. The result: the Rhino, a sex toy born from a fan-submitted concept, selected through a public vote on Twitter. A rare initiative in the industry, which could have been a one-off — but instead marked a turning point in their relationship with creation.
“We ran a ‘design a dildo’ contest for the Rhino, and we absolutely loved the concept. It allows us to connect with our fans and introduce fresh perspectives to our designs.”
Designing fantasy sex toys daily also comes with the risk of losing perspective: “Sometimes you get a bit snowblind looking at fantasy dildos day in and day out.” Opening up the process to new imaginations helps shake up habits, bring out unexpected shapes — and keep their aesthetic alive.
Today, this approach continues through Uncover Creations, their second, more experimental brand. Another contest is currently underway, with the possibility that some of those designs may end up in the Sinnovator collection if the vibe fits. Proof that for this team, innovation also comes from listening and co-creation.
Entrepreneurship, Communication, and Logistics
At Sinnovator, entrepreneurship isn’t just about producing original sex toys. It also means navigating a still largely unregulated industry, complex logistical challenges, and a public perception often ambivalent toward sexuality and pleasure. Between handling customs, collaborating with content creators, and positioning themselves in the global market, the brand moves forward with clear-eyed determination — without losing sight of its commitments or autonomy.
Navigating a Post-Brexit World
When the UK left the European Union, the consequences weren’t limited to major corporations. For an artisanal brand like Sinnovator, the impacts were immediate, profound, and still felt today.
“It’s been a bloody nightmare! Don’t get me started on Brexit. It affected us personally as well as business wise.”
At one point, they had made the rare (and appreciated) choice to absorb customs fees for their EU customers — a Delivered Duties Paid (DDP) system that was costly but reassuring. That strategy had to be abandoned due to financial viability issues. “We’ve had to move away from the DDP approach — it simply became too costly for us.”
Since then, sales to the EU have never truly returned to previous levels. To overcome these obstacles, the team is considering establishing a stronger presence on the continent, but the project remains complex. “We’re currently in the process of establishing ourselves properly in the EU, so things may improve slightly. But unless we set up manufacturing operations there, import duty is here to stay.”
Ironically, the United States now appears to be a more logical option given the market size. Nothing is set in stone, but all options are on the table: secondary production, outsourced logistics… all with the same goal: to keep serving their international community without compromising their standards or financial viability.
Influencers and Content: A Decisive Lever
For Sinnovator, content creators aren’t just promotional showcases — they are key partners in building an imaginative space and helping normalize fantasy sex toys. Their influence was decisive from the start, notably in launching the Dagon, one of their flagship models.
“A massive amount of our early success was due to influencers. They essentially helped us launch the Dagon to so many more people than we could ever reach ourselves.”
Beyond reach, it’s the ability of influencers to contextualize the products — integrating them into personal stories or in-depth reviews — that has helped break down certain hesitations, especially around more extreme designs or XXL formats that are still taboo for part of the audience.
“Four or five years ago, nobody did tentacles at 20+ inches… now you’ll find quite a few designs that have clearly been influenced by our success.” The success of certain Sinnovator models has visibly inspired other creators, proving that this visibility has had a structural impact on the market.
Even today, their collaboration program remains active, but selective: the priority is on originality, sincerity, and the quality of the content rather than audience size. A strategy that stays true to their brand’s ethics.
One Last Word?
When asked if they have any final words for their customers (or future customers), the answer comes quickly, without hesitation: “Buy our stuff!”
A direct, no-frills response — immediately followed by a deeper message: “But seriously, we’re passionate about creating unique, body safe products that bring genuine pleasure. Whether you’re curious about fantasy toys or looking to add something truly special to your collection, we put our heart and soul into every piece we create. And yes, they’re worth every penny.”
Sinnovator isn’t trying to seduce everyone. Their approach speaks to those who want something more than ordinary objects: forms designed to last, to explore, to be felt. And behind every toy, there’s a team that still believes a good sex toy can be a functional masterpiece.
Vision, Rigor, Reinvention: The Sinnovator Signature
Sinnovator isn’t a brand born from a romantic passion for silicone or a carefully crafted narrative. It’s a company taken over, dismantled, and then entirely rebuilt by a team who saw from the inside what happens when a brand loses its vision.
Their strength is this clarity: seeing the industry’s flaws clearly, understanding what customers want, and daring to start over to do better. They didn’t follow a perfect plan — they experimented, adjusted, tried again. And it’s precisely this that makes their project so unique: a brand shaped by e-commerce experience but driven by a pragmatic, hands-on, deeply personal craft logic.
Today, Sinnovator moves forward with a clear vision: to create toys that deliver real pleasure, designed for use and not just for looks. They embrace a strong visual identity, a proudly premium positioning, full control over their production, and meaningful connections with their community.
What gives them strength isn’t a well-rehearsed pitch, but a concrete commitment: clear choices, controlled production, and a sincerity you can feel at every stage.
Want to Know More?
Curious to see more? Their website showcases their full collection, with all available customization options.
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Transparency note: after completing this interview, I became aware that former members of Sinnovator’s original team have publicly shared a very different version of the brand’s history. The current team chose not to respond to these claims in detail, preferring to focus on their present work.
I’m not here to take sides, but I’ve decided to publish the interview as-is, in the spirit of transparency, and let readers form their own opinion.
Are you a manufacturer looking to collaborate on a review or interview? My contact form is open to discuss new opportunities! More interviews and detailed reviews are coming soon, so stay tuned to discover even more brands and models.
