Reflecting on her Sexuality Research Fellowship Program experience and how it shaped her career, Lynn Comella explores the evolution of and growth in the feminist sex-toy retail industry since the 1970s. Through ethnographic research across different field sites around the United States, she interrogates how these women-friendly shops and the larger industry around them went from a peripheral phenomenon to mainstream in the span of a few decades, normalizing women’s sex lives and their sexual desires. In her research, she argues that by co-opting consumer culture, sex-positive feminists were able to spread their message of sexual empowerment; however, Comella also highlights potential challenges of “practicing sexual politics through the marketplace.”