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:A Unified Design for Control and Connection This collar and clamp set is designed to bring structure and sensation together in one coordinated piece. The leather collar sits securely around the neck, providing a stable foundation for the attached chains. This unified design helps...Regular price $89.95 AUDRegular priceUnit price per
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Vendor:Precision Grip for Focused Sensation These steel clamps are designed to apply controlled pressure using a unique four finger gripping mechanism. When pressed and released, the claws draw inward to hold the skin securely, creating a concentrated sensation that feels intentional and measured. This...Regular price $69.95 AUDRegular priceUnit price per
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Vendor:Structured Positioning with Thoughtful Design This positioning harness is created to support controlled alignment by opening the legs while keeping the wrists guided behind the back. The structure helps maintain consistent positioning without constant adjustment, allowing partners to focus on connection and pacing rather...Regular price $114.95 AUDRegular priceUnit price per
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Vendor:Structured Positioning with Reliable Support This spreader bar is designed to help maintain consistent spacing while supporting controlled positioning. The solid steel construction provides dependable strength, allowing the bar to remain stable during use. Its structure helps create intentional positioning without requiring complex setup...Regular price $144.95 AUDRegular priceUnit price per
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Vendor:Classic Design with Refined Detail This bit gag features a timeless design accented by bold red stitching that adds visual appeal without compromising function. The leather look strap pairs with a smooth silicone gag to create an accessory that feels intentional and well balanced....Regular price $64.95 AUDRegular priceUnit price per
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Vendor:Targeted Suction Without Complication This suction set is designed to deliver focused vacuum pressure using a simple twist mechanism. Each cylinder activates independently, allowing users to control intensity with precision. The streamlined design removes the need for external pumps, making setup quick and intuitive....Regular price $59.95 AUDRegular priceUnit price per
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Vendor:Controlled Tension with Intentional Design This ball stretcher and leash set is designed to create measured downward tension while remaining adjustable and supportive. The stretcher wraps securely and adjusts to suit individual comfort levels, allowing users to explore sensation in a controlled and deliberate...Regular price $69.95 AUDRegular priceUnit price per
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Vendor:Encourages Upright Positioning with Intent This posture collar is designed to help maintain an upright stance by gently supporting the neck and lifting the chin. Its structured height encourages alignment while keeping the wearer comfortable and aware of their posture. This creates a composed...Regular price $84.95 AUDRegular priceUnit price per
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Vendor:Structured Positioning with Flexible Options This hog tie system is designed to help create controlled positioning while remaining adaptable. The four cuff design allows restraint from the front or back, supporting a range of configurations depending on preference. The central hub keeps everything connected...Regular price $124.95 AUDRegular priceUnit price per
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Vendor:A Complete and Coordinated Restraint Set This matching bondage set is designed to bring structure and style together in one cohesive collection. With a collar, wrist cuffs, ankle cuffs, and a coordinating whip, it provides a complete foundation for restraint play without needing separate...Regular price $134.95 AUDRegular priceUnit price per
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Vendor:Comfortable Control with Reliable Support These neoprene cuffs are designed to provide dependable restraint while remaining comfortable against the skin. The padded interior helps distribute pressure evenly, allowing the wearer to relax into the experience. This balance between firmness and flexibility supports confidence and...Regular price $79.95 AUDRegular priceUnit price per
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Vendor:Comfort Driven Design with Reduced Friction This ball gag is designed to prioritise comfort without compromising control. The unique corner strap placement helps reduce rubbing and pressure around the mouth area, making it more comfortable than traditional designs. This allows the wearer to remain...Regular price $74.95 AUDRegular priceUnit price per
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Vendor:Designed for Control and Fluid Movement This bondage rope is crafted to support fluid motion and consistent tension during use. The double braided nylon provides strength while remaining smooth against the skin, allowing the rope to glide easily as positions shift. Its flexibility makes...Regular price $34.95 AUDRegular priceUnit price per
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Vendor:Turn Any Door into a Restraint Space These over the door restraints are designed to transform a standard door into a stable positioning point without tools or permanent fixtures. The sturdy dowel anchors slip easily over the top of the door and secure in...Regular price $64.95 AUDRegular priceUnit price per
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Vendor:Structured Positioning with Reliable Support This spreader bar restraint is designed to help maintain controlled spacing while supporting the body comfortably. The solid bar keeps positioning consistent, allowing partners to focus on rhythm and connection rather than balance. Its design encourages stability and confidence...Regular price $154.95 AUDRegular priceUnit price per
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Vendor:Progressive Pressure with Purpose This nipple vice is crafted to deliver sensation that builds with intention. The clover style mechanism allows the grip to tighten gradually as tension is applied to the attached chain, creating a controlled increase in pressure rather than an abrupt...Regular price $39.95 AUDRegular priceUnit price per
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Vendor:Designed for Calculated Sensation This spiked sensation wheel is crafted to provide focused sensory input through evenly spaced pins that roll smoothly across the skin. The ten row design creates a layered feel, allowing sensations to build gradually rather than abruptly. This makes it...Regular price $54.95 AUDRegular priceUnit price per
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Vendor:Controlled Pressure with Intentional Design These nipple presses are designed to give full control over pressure, allowing sensations to be increased or eased gradually. The screw down mechanism lets users fine tune intensity, making it easier to explore sensitivity in a measured and deliberate...Regular price $114.95 AUDRegular priceUnit price per
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Vendor:Comfort Focused Design for Extended Wear This silicone bit gag is crafted for those who value comfort alongside control. The flexible silicone construction allows the gag to sit naturally while reducing pressure during longer sessions. Both the gag and straps are designed to move...Regular price $69.95 AUDRegular priceUnit price per
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Vendor:Targeted Suction Without Complication This suction cylinder set offers a simple and effective way to explore focused stimulation using controlled suction. Each cylinder activates with a gentle twist, creating a secure seal without the need for additional tools. This straightforward design allows users to...Regular price $49.95 AUDRegular priceUnit price per
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Vendor:Designed for Sensation and Precision This modern pinwheel is created to deliver focused sensory input through gentle rolling movement and pinpoint contact. The five wheel design allows sensations to feel layered and intentional, offering a controlled way to explore touch across different areas of...Regular price $39.95 AUDRegular priceUnit price per
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Vendor:Classic Restraints with Secure Control These wrist restraints are designed for those who appreciate dependable control paired with a refined look. The double layered construction and locking buckle system create a secure hold that stays in place once fitted. This makes them suitable for...Regular price $59.95 AUDRegular priceUnit price per
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Vendor:Flexible Restraint with Adjustable Control This neck and wrist restraint system is designed to offer adaptable restraint without complexity. The removable cuffs can be positioned across multiple D rings, allowing the setup to be worn at the front or back depending on preference. This...Regular price $84.95 AUDRegular priceUnit price per
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Vendor:Turn Any Bed into a Restraint Space This bedroom restraint kit is designed to sit neatly beneath your mattress, allowing you to create a secure restraint setup without drilling or permanent fixtures. The H shaped strap system anchors the cuffs firmly while remaining hidden,...Regular price $99.95 AUDRegular priceUnit price per
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Vendor:Designed for Deeper and More Supported Positioning This padded thigh sling is created to help partners explore deeper positioning without discomfort or excessive strain. By gently drawing the knees back while supporting the body, it opens access in a controlled and comfortable way. This...Regular price $124.95 AUDRegular priceUnit price per
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Vendor:Simple Setup with Maximum Versatility This padded love swing is designed to slip easily over the top of a sturdy hinged door, transforming everyday spaces into a place for movement and connection. The secure dowel ends rest behind the doorframe, allowing for stable support...Regular price $99.95 AUDRegular priceUnit price per
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Vendor:Flexible Restraint Without Permanent Setup This entryway restraint system is designed to turn everyday spaces into a place for playful control. The sturdy plastic barrels anchor behind the door, allowing the straps to remain secure without drilling or installation. This makes it ideal for...Regular price $59.95 AUDRegular priceUnit price per
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Vendor:Turn Any Bed into a Restraint Space This bedroom restraint kit is designed to fit discreetly beneath your mattress, allowing you to create a secure restraint setup without permanent fixtures. The H shaped strap system anchors firmly while remaining hidden, making it easy to...Regular price $104.95 AUDRegular priceUnit price per
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Vendor:A Versatile Introduction to Restraint Play This cross tie restraint system is created for those curious about exploring vulnerability and control without overwhelming complexity. The design centres around a sturdy hub with multiple attachment points, allowing the body to be positioned in a way...Regular price $69.95 AUDRegular priceUnit price per
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Vendor:Improved Positioning with Less Effort This position strap is created to support the body during doggy style intimacy, helping to lift and stabilise the hips without requiring constant effort. By improving alignment, it allows both partners to focus on connection and sensation rather than...Regular price $34.95 AUDRegular priceUnit price per
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Vendor:A Complete Introduction to Bondage Play This thoughtfully curated bondage set includes everything needed to explore restraint and sensory play in one cohesive kit. Each piece is designed to work together seamlessly, allowing couples or individuals to create playful scenes without needing separate purchases....Regular price $154.95 AUDRegular priceUnit price per
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Vendor:Designed for Control and Comfort This vaginal splay is created for those moments where trust, exposure, and intention matter most. The design focuses on opening the body gently while ensuring the wearer remains supported throughout the experience. The adjustable thigh straps distribute pressure evenly,...Regular price $39.95 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.