Knude Society, a female-founded disruptor in the UK’s high-growth sexual wellness sector, has confirmed its acquisition of edible wellness brand For Play. 

The transaction, structured as a value-aligned revenue-share agreement, marks a major expansion for Knude Society as it builds a multi-brand portfolio in a market traditionally dominated by male-led corporate structures.

Founded in 2020 by Emma Richardson-Gerrard, Knude Society was born from a glaring market disconnect. Despite women being the primary drivers of the sexual wellness boom, Richardson-Gerrard identified that the sector’s leadership remains overwhelmingly male. 

Following a lockdown-induced redundancy, she says she bypassed traditional R&D to build a brand rooted in anonymous consumer data and human-centred design. The brand’s flagship product, Gwen, launched in September 2020 and has maintained a consistent sell-out status, achieving 10%  year-on-year growth.