DOXY 2.0 – More than a decade in the making.

DOXY 2.0: More Than a Decade in the Making

Doxy has never really been a quiet brand.

For more than a decade, it has been known for one thing: powerful, unmistakable wand performance. People found Doxy because they were done compromising. They wanted depth, intensity and a product that actually delivered.

But somewhere along the way, the brand lost its focus.

The demand was still there. The customers were still there. The product still meant something. But the direction around it needed rebuilding.

That is why Doxy 2.0 exists.

Why Doxy 2.0 was formed

Following the demise of CMG in August 2025, Leigh Dedhar and William Garland took ownership of the Doxy IP in September 2025.

It was self-funded, belief-led and not without risk.

The decision was simple: Doxy still had something worth protecting.

Not just a name. Not just a product. A position in the category that had taken years to earn.

Doxy had built more than a decade of demand and category recognition. Customers did not discover Doxy by accident - they graduated to it. Performance had always been the constant. What needed to change was how clearly and confidently the brand communicated that performance.

We lost our way

That is the honest bit.

Doxy had become harder to understand than it needed to be. The product range was too unclear. The brand voice had drifted. The website was not doing enough to explain why people chose Doxy in the first place.

And in a category that had become noisier, softer and more trend-led, Doxy needed to get back to what made it different.

Not gimmicks.
Not vague promises.
Not lifestyle fluff.

Power, depth, control and performance.

The Doxy customer does not need to be convinced that pleasure matters. They already know. They want a product that can match what they expect. That thinking sits right at the centre of Doxy 2.0: confident buyers, not first-timers, looking for intensity and results they can feel.

We listened properly

Before rebuilding the brand, we asked customers what mattered.

The answer was clear.

Doxy customers are not looking for noise. They are not buying on gimmick. They care about trust, performance, product quality and whether a wand actually does what it says it will do.

An ongoing survey of more than 1,300 Doxy customers showed exactly that: Doxy buyers are experienced, confident and highly product-led. 73% said Doxy was the best toy they had ever used, 92% said performance exceeded expectations and 68% said they would recommend it to a friend.

That told us what we already felt, but needed to hear properly.

The customer had not moved on from Doxy.
Doxy needed to catch back up with the customer.

What changed

Doxy 2.0 is not about making the brand softer or more polite.

It is about making it clearer, better built and more focused.

The product range has been simplified. The naming has been tightened. The packaging has been rebuilt. The website has been redesigned around the way people actually choose a wand vibrator.

The brand itself has been sharpened around a simple truth: Doxy is built on engineered intensity, crafted precision and power you can feel beneath the surface.

Every part of Doxy 2.0 has been designed to make the same point.

This is not a discovery product.
It is the one people choose when they know what they want.

Still Doxy. Just clearer.

The rumble is still unmistakable.

The difference now is everything around it has been rebuilt with more intent: better product structure, better communication, better packaging and a clearer understanding of who Doxy is for.

Doxy 2.0 is not a new brand pretending to have history.

It is a brand with history, brought back with focus.

More than a decade in the making, and finally ready to say exactly what it is.

Built for people who refuse to compromise.