Bellesa Boutique (BBoutique) offers sex toy products, and the website also features webcam models, pornographic fiction and other media.

The Montreal-based company Bellesa was founded in February 2017 by Michelle Shnaidman, who majored in Psychology and minored in Women's Studies at McGill University, graduating in 2014.

[1] She felt alienated by mainstream pornography websites, highlighting "grow your penis by 4 inches"-type adverts as a demonstration that the sites are not designed for her.

[5] Vice journalist Zing Tsjeng wrote in September 2017 that the website's official comments "leaned hard on the language of feminism and sex positivity".

[6][7] According to Tsjeng, video clips were used without crediting the director or production company and appeared to be embedded from tube sites including Pornhub, SpankBang and xHamster.

[6] Mile High Media said that they had not given permission for their productions to be used on the website, but that it made up a substantial amount of Bellesa's hosted content.

[6] According to The Daily Dot's Ana Valens, the website's terms and conditions held the users who uploaded material, not the owners, responsible for copyright issues.

[7] Shnaidman apologized in a statement, saying: "it has become soberingly clear to me that the goal with which I created this platform has regrettably become in direct conflict with supporting and respecting the women of the sex-space".

Brady Dale of The New York Observer commented that Bellesa's mission statement was solely about its audience, not sex workers, but that Shnaidman's apology "acknowledges that she also has a responsibility to the women producing this work".

Bellesa stated that the initiative was needed because "much of the adult content shot by studios with performers of color, even in 2021, is fetishized and problematic".

The companies cannot spend money on Google or Facebook-owned platforms advertising, as their terms and conditions forbid this, but they can post on Facebook and Instagram.

[29] On August 19, 2021, the content creator platform OnlyFans—best-known for hosting pornography[30]—announced that it would be prohibiting sexually explicit material from October onwards.

They praised the website's layout, its reasonable bandwidth, minimal adverts and affordability, but criticized that the films present womanhood as "thin, cis-gendered and able-bodied", and that some storylines are "cringeworthy", such as one in which a man is rewarded by the narrative for arguing with his girlfriend about her sexual boundaries in a threesome.

[12] Mashable's Anna Iovine gave the AirVibe a mostly negative review, criticizing the buttons and design as confusing and writing that the size and shape of the toy did not match her anatomy.

[35] In contrast, Anne Stagg, reviewing for New York, recommended the AirVibe for its price and ability to induce "glorious, toe-curling, blended orgasms".

[36] Bustle's Sophie Saint Thomas and Cosmopolitan's Megan Wallace both praised the small size, quiet but powerful vibrations, case charger and ungendered yellow color.

[37][28] Hayley Folk, writing in Elite Daily, praised the Bellesa Thrust's realistic simulation of penetrative sex, while noting its expensiveness and loudness.