Natalie Johnson Annais speaks with StorErotica on the building of Like A Kitten, bringing joy to pleasure products and proving adult brands can be forces for community change.
(Note: This article appears in the April 2026 issue of SE Magazine.)
In a marketplace that has historically felt more intimidating than inviting, Natalie Johnson Annais set out to change the mood entirely. As the founder and CEO of SE’s 2025 Boutique Brand of the Year, Like A Kitten, Annais didn’t just launch another boutique toy label; she set out to build a brand rooted in women’s curiosity, confidence and community. Like most good ideas that get past the shower phase, it was simple yet radical: what if exploring self-pleasure felt less like sneaking through front doors of an adult store with your sunglasses still on and more like joining a welcoming sisterhood?
Annais knows the discomfort firsthand. In her forties, she still found traditional adult stores anxiety-inducing; the awkwardness of walking in alone, the walls of products and the quiet pressure of having to ask for help in a space that didn’t feel designed for her. If it was intimidating for her, she wondered, what must it feel like for younger women just beginning to explore their sexuality?
That question sharpened when her daughter, Shae, headed off to college. Watching a new generation of women navigate relationships, identity and independence sparked an idea that would eventually become Like A Kitten, a company where questioning pleasure principles wasn’t embarrassing, and pleasure products reflected the personality and real lives of young women. From the beginning, Annais envisioned something warmer and more joyful: an adult brand that thrived on empowerment, acceptance and a fat dose of fun.
The earliest incarnation of Like A Kitten was a quarterly subscription box. These fun, little mystery packages were filled with five to eight items anchored by a full-size toy. But what truly set them apart was the tone. Instead of sterile product shots, the early photography featured Shae and her friends, similar to what you’d see while scrolling through your IG: groups of young women laughing, traveling and exploring life together. The focus wasn’t on selling products so much as celebrating connection and self-discovery.
Those early photo shoots remain some of Annais’s favorite memories, but they also planted the seed for the company’s next evolution. Over time, she began to feel that pleasure products themselves deserved a bit more personality. Why couldn’t they be playful, joyful, even whimsical? That realization eventually led Like A Kitten to begin designing its own toys, products that embraced the same approachable, self-loving spirit the brand had championed from the start.
Ironically, after spending much of her career navigating male-dominated industries, from financial planning in the ‘90s to later running a construction manufacturing and distribution company, Annais found the adult industry to be unexpectedly refreshing. Where she once had to fight for credibility in rooms full of men, she suddenly found herself surrounded by a cadre of female founders and executives.
For Annais, stepping into the adult industry felt less like entering a controversial space and more like finally finding her people. In recent months, that sense of community has expanded beyond retail into activism. Like A Kitten has embraced a growing role in social advocacy, most notably supporting its home community of Minneapolis during recent ICE raids. Through participation in the Good Trouble initiative of Operation Dildo Blitz, and in partnership with local brick-and-mortar retailer Smitten Kitten, the company has demonstrated that sexual wellness brands can also be powerful allies when it comes to standing up for members of the community and human rights.
In this conversation with StorErotica Magazine, Natalie Johnson Annais shares her frank and honest account about her own survivorship, the story behind Like A Kitten and why she believes joy, with eyes and ears pointing toward resistance to social injustice, belongs at the center of modern sexual wellness.
SE: Your company emphasizes empowerment and education. How did you develop the credo or core philosophy behind Like a Kitten?
Annais: I keep coming back to this, but when Shae was a freshman in college, it didn’t take long to realize that not much had changed for the better in terms of sexual equality. Young women were still using their bodies as commodities, as ways to gain love and acceptance. That was and remains unacceptable to me. I wanted to find a way to shine a light on disparity and eliminate it through education and an emphasis on radical self-acceptance. Shae was 100% on board and soon was distributing sex toys out of a drawer in her dorm room.
SE: How do you balance creating products that are both playful and approachable while also prioritizing sexual wellness and education?
Annais: Sometimes the sexual wellness category can be a little too clinical, in my opinion. Sex and self-pleasure are good for us in so many medically proven ways. It can also be fun. These are not mutually exclusive concepts.
SE: What role does inclusivity play in how you design and market your products?
Annais: Inclusivity in this arena is a very broad field. To date our focus has been primarily on women. We do not yet have lines that are truly gender inclusive. Yet. There are companies that have that on lock, and I admire them very much. We are a young company and are still learning and growing. I look forward to launching product lines that broaden our reach.
“Not everyone will share your vision, and that is okay. Surround yourself with those who do.”
— Natalie Johnson Annais
SE: Many people still view the adult industry with stigma. How have you navigated that stigma as a business owner and public figure?
Annais: My instincts nearly always steer me toward education and the promotion of honest, forthright conversation. I have found that the more open I become, the more people resonate with the topic. My generation was taught to keep self-pleasure in the dark. Don’t talk about it, and even better, don’t do it. Silly and unrealistic. I find that we all want to be understood. I try to make the topic approachable and genuine.
SE: What has been the most rewarding moment for you since launching Like a Kitten?
Annais: I am a survivor of severe and long-term childhood sexual abuse. Last year, I spoke publicly about it for the first time at STIMULATE. I am grateful to Nicole Leinbach Hoffman and Nicoletta Heidegger for giving me that opportunity. Seeing my daughter in the front row and knowing she was proud of me was a pivotal moment. There was a point in the Q&A where Nicoletta asked everyone in the audience to raise their hand if they had been or knew someone who has been sexually assaulted. Nearly every single woman raised her hand. That is devastating. My greatest hope is that there will come a day when no one raises their hand.
SE: How do you approach product development? What does the process look like from idea to final product?
Annais: When I have an idea, I first research the market to see if it has already been done. If it already exists and I can’t improve upon it in a meaningful way, I leave it alone. I also ask a lot of questions. Consumers in this realm are very willing to give their input.
SE: As both a businesswoman and a social activist, how do you integrate advocacy for sexual health and empowerment into your brand?
Annais: The promotion of open communication always comes first at Like a Kitten, with the public and internally with staff. When I fall short, as all humans do, my staff is quick to “openly communicate” that too! It helps when your children are on staff, and the rest of them have spicy personalities. I adore them all.
SE: What advice would you give to other women who want to start businesses in industries that are often misunderstood or stigmatized?
Annais: Be open. Open in your delivery and open to feedback. Not everyone will share your vision, and that is okay. Surround yourself with those who do.
SE: How has running Like a Kitten changed your perspective on entrepreneurship and leadership?
Annais: I have been an entrepreneur for over 30 years so that part wasn’t new. What is new is dealing with sensitive, complicated and emotional topics in a business setting. It took me a minute to slow down and soften my approach. I’m still trying to master that. My sister once told me that I don’t have a subtle bone in my body. She’s not wrong.
SE: What do you hope customers feel or learn when they interact with your brand or use your products?
Annais: I hope they feel seen and supported. I hope they feel free to be their authentic selves. I hope they feel like they found a home.
“My instincts nearly always steer me toward education and the promotion of honest, forthright conversation.”
— Annais
SE: Looking ahead, what is your long-term vision for Like a Kitten and its impact on conversations around sexuality and wellness?
Annais: We recently launched two new programs, and I am so excited to see where they take us. Kitten U is our campus-based program where we partner with adult stores, educators and other brands to attend sexual health and wellness events at colleges all over the country. The cool thing about this program is its focus on creating healthy conversations around consent and communication between young women AND young men. Men are not the enemy, and I don’t like it when they are positioned as such. There is a lack of education for young men around the topics of consent, communication and peer pressure. We cannot make meaningful changes by alienating one-half of the population. We have a responsibility to help all young people navigate early adulthood and sexuality.
The second program is centered around Planned Parenthood Generation Action, or PPGen. These are campus clubs sponsored by Planned Parenthood with a focus on providing education around safe sex and reproductive health. With cuts to state and federal funding, these clubs cannot continue their important work. We cover the gap created by this loss of funding. We are also developing a program for others in the industry to adopt a club. Our goal is to make sure all clubs have the funding they need to continue.
SE: You’ve built Like a Kitten with a strong family component, even working alongside your daughter. What has that experience been like for both of you?
Annais: It is the best! Shae has been with me since the start. She is now our COO and a total rock star. If I am the heart of the company, she is the soul. I admire her very much and am grateful every day. Shae’s younger brothers now work here as well. It is a family affair.
SE: How does working with your daughter influence the culture and decision-making within Like a Kitten?
Annais: Well, I can’t get away with shit. She lets me know when I am getting too intense. It usually starts with “Mom, maybe you should take tomorrow off…” In all seriousness, Shae is a calming influence and unbelievably in tune with the world. When she speaks, I listen closely.
SE: Were there any initial hesitations about involving family in a business in the adult industry, and how did you navigate those conversations?
Annais: Never any hesitation or secrecy within the family. I homeschooled my kids through their young teens, so I was their sex-ed teacher. We have always had open conversations about intimacy and sexuality.
SE: What strengths does your daughter bring to the company, and how has that partnership helped the brand grow?
Annais: Shae is on the cusp between young millennial and Gen Z and is very in tune with our target market. She has a degree in fashion design and merchandising, and it shows. She is responsible for the entire look of Natalie’s Toy Box, our main product line. Our popular mystery boxes were also her brainchild. As I said, she is also the calmest person at the company. That cool energy shows up in all that we do.
SE: Like a Kitten is also known for its community activism, including Operation Dildo Blitz. How did that initiative begin, and what inspired you to connect pleasure products with political protest?
Annais: We are headquartered in Minneapolis. It is our home, and we are fiercely protective of it. The actions of ICE in our community have been indefensible. I first learned about the power of a dildo against ICE when a local activist named Rook T. Winchester and team threw a dildo at the feet of ICE agents and were tear-gassed as a result. The reaction was so outsized for the situation. It occurred to me that we had the perfect opportunity to showcase the abuses of power occurring in our country.
I contacted Rook, and he introduced me to the concept of “tactical absurdity.” There is power in meeting violence with defiance, humor and joy rather than more violence. Like a Kitten donated several hundred dildos to Rook’s group, and they turned it into Operation Dildo Blitz, which garnered a lot of media coverage.
SE: What message were you hoping to send through Operation Dildo Blitz, and what kind of response did you receive from the public?
Annais: The message is simple. No matter how violent you are, we will not meet you there. Instead, we are going to point out how absurd the policies of the current administration have become. It is hard to justify a violent response to a dildo. The administration does not want that sort of press. It was and continues to be a highly effective strategy. This concept has spread throughout the country, prompting media coverage and even a short CNN documentary.
The public response has been overwhelmingly positive. In addition to messages of thanks, I have received many messages from people who want Protest Dildos in their cities. We recently delivered 1500 dildos to a protest group in Portland, Oregon. It has resonated with people. It is a funny way of pointing out the insanity of the entire ICE initiative. Throw a dick at a dick, you’ll feel better. That said, we do not want anyone to be hurt so don’t hit anyone with it.
SE: In what ways do you see sexual wellness, bodily autonomy and activism intersecting in the work your company does?
Annais: We are losing ground daily in all areas of sexuality and bodily autonomy. People fought hard for those rights, and I won’t stand by and do nothing while they are stripped away. The climate of our government has become toxic. Like a Kitten will continue to be loud and stand up for those who cannot stand up for themselves, whether we are talking about ICE or the Epstein debacle. Fuck Donald Trump and all his cronies. You can quote me on that.
“There is power in meeting violence with defiance, humor and joy rather than more violence.”
— Annais
SE: Some companies avoid taking political or social stances. Why has it been important for Like a Kitten to be vocal and active in social causes?
Annais: I started this company because I wanted to make a change. I won’t back down or let fear determine the fate of Like a Kitten. I also won’t sell my ethics for financial gain. If we alienate a few people, so be it. If we fail, we fail. At least we did something other than sit on our hands. If ever there was a time to be vocal and do something, it is now.
SE: How do you decide which social issues or movements the company will support?
Annais: If the central issue of the movement is the plight of people who are being abused by those in power, chances are we will support it. I am especially passionate about protecting children and adults who are victimized by those who are more powerful than them. I have no use for people and organizations that tolerate coercion and abuse. It disgusts me. Anyone not on board with that shouldn’t apply to work here.
SE: Have your advocacy efforts changed the way people view the brand, or the adult industry more broadly?
Annais: Absolutely! We recently had the owner of a small store chain refuse to work with us because of my political stance. Oh well! That is their choice and only makes me more determined and defiant. The overwhelming majority of interactions have been supportive and positive. I am thrilled that we are generating enough noise that people are forming opinions about the brand for more than just our products.
SE: What role do you think companies in the sexual wellness space should play in conversations about rights, education and empowerment?
Annais: People working in this space are in the best possible position to make the most difference. We are the ones who can shape a more inclusive and empowered future. I believe it is our duty to do so. There are so many people who have been doing this work for decades longer than me. I am happy to be counted among them.
SE: Looking forward, are there any new social initiatives or advocacy efforts you hope Like a Kitten will take on in the future?
Annais: I would like to expand our efforts in protecting people who suffer from sexual abuse. The corruption shown in the handling of those implicated in the Epstein files is unconscionable. Anyone who uses their power to gain access to the body of another human being, particularly a child, deserves ruin.
SE: What motivates you to continue pushing boundaries in both business and social advocacy?
Annais: Very simply: anger and stubbornness.
For more information on Like A Kitten, please visit likeakitten.com.
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