XR Brands
XR Brands is an American adult product company based in City of Industry, California, producing and distributing adult toys, BDSM accessories, and intimate products across a large portfolio of owned brands. XR Brands' brand stable includes Strap U, Strict, Zeus Electrosex, Master Series, Tom of Finland, and several other specialist lines, making the company one of the most comprehensive multi-brand adult product houses in the United States. Each brand in the XR portfolio is developed for a specific market segment, allowing XR Brands to serve buyers across fetish, BDSM, strap-on, electrosex, and mainstream intimate toy categories with genuine depth in each area.
XR Brands Quick Facts
- Company Base: City of Industry, California, United States
- Owned Brands: Strap U, Strict, Zeus Electrosex, Master Series, Tom of Finland, and others
- Product Categories: Strap-ons, BDSM accessories, electrosex, fetish toys, dildos, anal toys, couples products
- Known For: Specialist brand depth, fetish and BDSM coverage, Zeus Electrosex range, Strap U harness systems
About XR Brands
XR Brands was built on the principle that specialist product categories deserve dedicated brands rather than being treated as add-on lines within a general adult toy catalogue. The company developed its brand portfolio by identifying underserved niches in the adult product market and building focused brands to serve them properly. The result is a portfolio where each brand has genuine depth and authority in its category rather than token representation. Zeus Electrosex is not a general brand that happens to include an electrosex product: it is entirely focused on electrical stimulation accessories and is the most comprehensive electrosex brand available in the Australian market. Strict is not a brand with a few bondage items: it produces over 300 dedicated bondage and restraint products across beginner through advanced. This specialist depth is what distinguishes XR Brands from broad-catalogue manufacturers and makes the company the most relevant source for buyers with specific fetish or BDSM interests.
For Australian buyers, XR Brands products are stocked at Lovva across the relevant collections, with Zeus Electrosex, Strict, and Strap U representing the strongest and most developed brand options within their respective categories.
XR Brands Portfolio
Strap U is XR Brands' dedicated strap-on harness and dildo brand, producing adjustable harness systems, strapless strap-on designs, and compatible dildos for every strap-on use case. The Strap U range covers O-ring harnesses in adjustable sizing for all body types, thigh harnesses for face-to-face position penetration, door mount systems, and strapless models where the wearing partner holds the device internally for simultaneous stimulation. Strap U harnesses are designed with body compatibility across a range of body types and sizes, with adjustable straps and multiple O-ring sizes for dildo compatibility. Browse Strap U products in the strap-ons collection.
Strict is XR Brands' dedicated BDSM and bondage accessory brand with over 300 products covering restraints, spreader bars, bondage tape, collars, blindfolds, impact toys, and complete scene kits. The Strict range covers beginner bondage kits that bundle everything needed for a first scene through to advanced restraint systems and specialist fetish accessories for experienced practitioners. The scale of the Strict catalogue makes it one of the most comprehensive single-brand bondage sources available. Browse Strict products in the bondage collection.
Zeus Electrosex is XR Brands' dedicated electrical stimulation brand, producing power boxes, cock and ball electrodes, urethral sounds, anal electro plugs, electro pads, and TENS-compatible accessories. Zeus is the most complete electrosex brand available at Lovva and the reference point for buyers exploring electrical stimulation as a pleasure practice. All Zeus accessories are designed for use with the Zeus power boxes and compatible TENS units.
Master Series covers the fetish toy segment with specialist cock and ball toys, chastity devices, and advanced BDSM accessories designed for experienced fetish practitioners.
Tom of Finland is XR Brands' gay-erotica-inspired line producing anal toys, dildos, and cock toys inspired by the iconic artist's imagery, with products that tend toward larger sizes and more exaggerated proportions suited to experienced anal and dildo users.
Who Buys XR Brands Products
Buyers with specific BDSM or fetish interests are the primary XR Brands customer. The Strict bondage range attracts buyers at every level of BDSM experience, from couples buying a first beginner kit through to experienced practitioners adding specialist restraint accessories to an established collection. The range's depth means there is almost always a Strict product for the specific restraint or impact accessory a buyer is looking for, regardless of experience level.
Buyers interested in strap-on play across all relationship configurations are well served by Strap U. The brand's adjustable harness systems and body-type-inclusive sizing make it practical for buyers of all body shapes, and the variety of mounting formats including thigh harnesses and door mounts extends the strap-on experience beyond the standard waist harness setup.
Buyers specifically interested in electrosex are most likely to encounter Zeus Electrosex as their primary product source, as the brand's comprehensive power box and electrode range covers more of the electrosex category than any competing brand at Lovva.
Tom of Finland products attract buyers who appreciate the brand's visual aesthetic alongside its product performance, and who tend to want larger-format anal toys and dildos than the mainstream catalogue typically covers.
Choosing XR Brands Products
For Strap U harnesses, check the O-ring diameter and the adjustable strap size range before ordering to confirm the harness suits both the wearer's body and the dildo they intend to use. Strap U harnesses come with standard O-ring diameters and offer replacement rings in different sizes for compatibility with a wider range of dildos. If you are buying a harness and dildo together for the first time, check that the dildo base fits the included ring before purchasing separately.
For Strict products, match the product to your experience level. Strict beginner bondage kits bundle a matched set of accessories that work together for a complete first scene. More advanced Strict accessories including locking restraints, heavy-duty spreader bars, and specialist bondage furniture are intended for buyers who have experience with the format. Read the product description carefully for any guidance on experience level suitability.
For Zeus Electrosex, always begin with the Zeus power box before purchasing electrode accessories, as all Zeus accessories are designed for use with the Zeus power unit. Never use improvised electrical devices in place of purpose-designed electrosex equipment. Zeus Electrosex is not suitable for people with pacemakers, implanted electrical devices, heart conditions, epilepsy, or during pregnancy. Always start at the lowest output setting and increase gradually.
For Tom of Finland products, check dimensions carefully before ordering. Tom of Finland toys tend toward larger proportions and are most appropriate for users who have experience with the relevant toy format at a moderate size before stepping up to the Tom of Finland range.
Looking After XR Brands Products
Strict fabric and faux leather restraints should be wiped clean with a damp cloth and mild soap and allowed to air dry. Do not submerge restraints with metal hardware. Inspect all buckles, D-rings, and closures before every use and do not use any restraint showing signs of wear or damage.
Strap U silicone dildos can be washed with warm water and mild soap and boiled or dishwashed without detergent for full sterilisation. Strap U harnesses should be hand washed in cold water and allowed to air dry. Do not machine wash harnesses with metal O-ring hardware.
Zeus Electrosex metal accessories should be wiped with isopropyl alcohol after every use. Urethral accessories must be fully sterilised before every use without exception. Store Zeus power boxes in a dry location and inspect all cables and connectors before every use. Never use any Zeus accessory with damaged insulation.
Tom of Finland silicone toys can be washed with warm water and mild soap and boiled for sterilisation. Use water-based lubricant only with silicone Tom of Finland products.
Goes Well With
Strict bondage accessories pair naturally with Sportsheets restraint systems for buyers who want to combine the Strict accessory range with the Sportsheets under-bed attachment system, creating a complete scene setup that uses the best of both brands. Zeus Electrosex power boxes pair with the full range of Zeus electrode accessories including cock and ball pads, anal probes, and urethral sounds, all designed for use with the Zeus power unit.
The Lovva blog on how to explore BDSM safely covers the full communication, consent, and safety framework that applies to using Strict, Zeus Electrosex, and all XR Brands BDSM and fetish products, and is essential reading before introducing any of these products into a scene for the first time.
Shop XR Brands at Lovva
Lovva stocks a curated selection of XR Brands products across Strap U, Strict, Zeus Electrosex, and other brand lines. All orders ship to customers throughout Australia and internationally in discreet, unbranded packaging with no indication of contents on the outside of the parcel. Browse the full XR Brands collection above to find specialist BDSM, strap-on, electrosex, and fetish products from one of the most comprehensive adult brand portfolios available.
XR Brands is an American adult product company based in City of Industry, California, producing and distributing adult toys, BDSM accessories, and intimate products across a large portfolio of owned brands. XR Brands' brand stable includes Strap U, Strict, Zeus...
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Vendor:Ready to discover an entirely new kind of sensation? This anal training set is anything but ordinary, featuring a unique flat, cookie‑cutter shape that feels noticeably different from standard round plugs. Made from premium, body‑safe silicone, each plug is firm enough for easy control...Regular price $49.95 AUDRegular priceUnit price per
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Vendor:Truth‑or‑Dare Cards are a fun, flirty way to learn more than ever about your partner’s desires and turn‑ons. If someone does not want to answer a question, they can choose a sexy or playful dare instead, keeping things light, exciting, and pressure‑free. What starts...Regular price $34.95 AUDRegular priceUnit price per
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Vendor:Elegant Black Cat Mask for Playful Roleplay Transformation This visually striking black cat mask is designed to instantly transform your look and set the tone for seductive roleplay. Crafted from genuine leather, the mask offers a smooth, durable finish that feels luxurious against the...Regular price $154.95 AUDRegular priceUnit price per
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Vendor:Graduated Training Set for Safe and Comfortable Progression This three piece dildo set is designed to help prepare the body gradually for deeper anal or vaginal penetration. Beginning with the smallest finger sized shaft allows your muscles to relax naturally before moving to the...Regular price $124.95 AUDRegular priceUnit price per
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Frequently asked questions
What brands does XR Brands own?
XR Brands is an American adult product company that owns and manages Strap U strap-on harness systems, Strict bondage accessories with over 300 products, Zeus Electrosex electrical stimulation devices, Master Series fetish toys, Tom of Finland gay-erotica-inspired anal and dildo products, and several other specialist lines. Each brand focuses on a specific adult product category, allowing XR Brands to develop genuine depth and authority in each area rather than broad but shallow coverage across the whole catalogue.
What is the Strict brand and how many products does it cover?
Strict is XR Brands' dedicated BDSM and bondage accessory brand with over 300 products covering restraints, spreader bars, bondage tape, collars, blindfolds, impact toys, and complete beginner through advanced scene kits. The scale of the Strict catalogue makes it one of the most comprehensive single-brand bondage sources available, covering buyers from a first bondage kit through to specialist advanced restraint accessories for experienced practitioners.
What is Zeus Electrosex and who is it for?
Zeus Electrosex is XR Brands' dedicated electrical stimulation brand producing power boxes, cock and ball electrodes, urethral sounds, anal electro plugs, surface electrode pads, and TENS-compatible accessories. It is the most complete electrosex brand available at Lovva. Zeus is not suitable for people with pacemakers, implanted electrical devices, heart conditions, epilepsy, or during pregnancy. Always start at the lowest power output setting and use only purpose-designed Zeus accessories with the Zeus power unit.
What strap-on formats does Strap U offer?
Strap U produces adjustable O-ring waist harnesses in sizing that suits a range of body types, thigh harnesses that mount a dildo on the thigh for face-to-face position penetration, door mount systems for standing penetration without a body harness, and strapless strap-on designs where the wearing partner holds the internal end with their pelvic floor muscles. The variety of mounting formats makes Strap U one of the most versatile strap-on harness brands available.
What is Tom of Finland and who are its products suited to?
Tom of Finland is XR Brands' gay-erotica-inspired product line producing anal toys, dildos, and cock toys with larger proportions and exaggerated designs inspired by the iconic Finnish artist's imagery. Tom of Finland products are suited to experienced anal and dildo users who want larger-format, more dramatically proportioned toys than the mainstream catalogue typically offers. Always check the product dimensions carefully before ordering as Tom of Finland toys tend toward sizes that are not appropriate for beginners.