Remember when walking into a sex shop felt like sneaking into a back-alley crime scene? Dim red lights, dusty VHS boxes, some creepy dude behind bullet-proof glass judging your every move. Yeah, Brittany Greenberg remembers that too – and she decided to burn the whole script.
Fast-forward to 2025 and her two Cupid’s Closet locations in Brentwood and Inglewood just took home the XMAs Retailer of the Year (1-2 stores). That’s not luck. That’s a certified sex educator, mom of two, and total badass saying “fuck your shame” and building something that actually feels good to walk into.
From “This Place Sucks” to the Apple Store of Sex Shops
Her origin story is painfully relatable. First time she stepped into an adult store as a curious customer? Lighting so bad you couldn’t tell lube from motor oil, products thrown on shelves like someone lost a bet, and an atmosphere screaming “you’re a pervert for being here.”
Most people would just leave and order online. Brittany looked around and thought: Why the hell does buying a vibrator have to feel like buying drugs?
Enter her husband Daniel who’d already started Cupid’s Closet. When she came on board, everything changed. She brought the feminine lens, the sex-ed certification, the zero-bullshit attitude. Suddenly the store looked like a goddamn Sephora for your orgasms – bright lighting, clean lines, staff that actually talk to you like humans.
“People literally call us the Apple Store of sex shops.”
– Brittany Greenberg
What Actually Makes Cupid’s Closet Different
It’s not just pretty shelves. Every single product is:
- Body-safe (no porous junk, no phthalates, no mystery chemicals)
- Curated like a sommelier picks wine – she knows the difference between a $40 bullet that dies in six months and a $140 powerhouse that’ll outlive your relationship
- Inclusive as hell – for every body, every gender, every experience level
Staff? Trained in sexual health, not just how to work the register. You walk in nervous about anal play or menopause dryness or figuring out if you even like penetration? They’ve got you. No judgment, no upsell pressure, just real talk.
The Stigma Fight Is Real – And She’s Winning
Let’s not sugarcoat it. Running a brick-and-mortar sex shop in 2025 still means fighting landlords who suddenly “have another tenant,” payment processors who deplatform you for existing, and Karens clutching pearls on Nextdoor.
Brittany’s been called everything from “glorified porn peddler” to “ruining the neighborhood.” Her response? Keep building. Keep educating. Keep showing up in mainstream magazines proving sexual wellness isn’t fringe – it’s health care.
She name-drops her heroes like they’re the Avengers of pleasure:
- Susan Colvin of CalExotics – built an empire while never forgetting education
- Alicia Sinclair Rosen of COTR (b-Vibe, Le Wand) – made luxury anal and inclusivity profitable
- Alexandra Fine of Dame – sued the MTA to advertise vibrators like normal products
What’s Next? National Domination, Obviously
She’s piloting “Pleasure Parties” – think Tupperware but make it orgasm. Private events with experts breaking down everything from tantra to pegging to fixing dead bedrooms.
There’s hushed talk about creator collabs, influencer lines, maybe even her own product range. Whatever it is, it’ll be body-safe, beautiful, and unapologetic.
Bottom line? Brittany Greenberg looked at an industry that still half-ashamedly hides in the shadows and said nah, we’re going full Sephora meets therapy office meets your coolest friend’s bedroom.
And customers are voting with their wallets. Nervous first-timers leave with bags, confidence, and sometimes tears – the good kind.
Pleasure isn’t a dirty secret. It’s health. It’s joy. It’s human.
And Brittany Greenberg is making damn sure the shopping experience finally reflects that.
