[2] Lovehoney was founded in Bath, Somerset in 2002 by Richard Longhurst (former editor of .net magazine and PC Format) and Neal Slateford (former member of DNA).
In 2007, Lovehoney launched the world's first sex toy recycling scheme, called Rabbit Amnesty.
In 2011, Lovehoney expanded its warehouse and workforce[3] and the company is rebranded, with the cartoon mascot "Honey" being dropped and the tagline "the sexual happiness people" adopted.
[4] Also in 2012 – Lovehoney secured exclusive world rights outside the Americas to design, manufacture and sell adult pleasure products based on the Fifty Shades trilogy by E. L.
[citation needed] Lovehoney Ltd holds the official license to design, manufacture and sell adult pleasure products based on the Fifty Shades trilogy by E. L. James.
Lovehoney also hold the official license to design, manufacture and sell adult pleasure products inspired by Bettie Page.