Best sellers

Discover the OUCH! Woven Leather Cat-O-Nine Tails for intense BDSM sessions. This genuine leather whip with 9 woven strands delivers extreme sensations and heightened pleasure.

Explore the Sensual Sexy Mini Tanga by Rimba, underwear that is both sexy and comfortable, enhancing your beautiful feminine curves for increased seductive power. The AMORABLE collection offers ultra-sexy and original lingerie, crafted from ultra-soft and comfortable materials at affordable prices.

Explore the Wristband Remote Petite Bullet, a fantastic remote-controlled vibrating egg for enhanced pleasure together. Enjoy 12 intense and discreet vibration functions, controlled wirelessly.

Surprise your partner with the Candy Nurse Set by Baci, a super sexy nurse uniform to fulfill all fantasies. Made of sheer white tulle with red lace details, this negligee highlights your curves. The nurse headpiece adds a playful touch.

Anal Starter Set: A comprehensive kit for beginners that brings together all the essential accessories for anal play. Don't miss out on the Anal Starter Set by Malesation, which includes an anal butt plug, anal beads, and an enema bulb, all at an unbeatable price.

Meet Jane, an incredibly lifelike real doll to fulfill all your fantasies. Made from high-quality silicone at affordable prices, Shots Dolls offers a range of ultra-realistic Real Dolls with meticulous attention to detail. Crafted from soft TPE that resembles human skin, Jane features three orifices for a complete experience. Its articulated skeleton allows for easy positioning. Dress her up, apply makeup, and enjoy each moment with care.

Explore Rimba's G-Strings: sexy and comfortable men's underwear that accentuate your masculine physique. The collection offers a modern and original range, perfect for seduction or everyday wear. Quality underwear at affordable prices!

Discover AMOR by Fun Factory, the perfect small dildo for G-spot and prostate stimulation. Versatile and realistic, it provides pleasure and orgasms for all couples. Suitable for anal or vaginal penetration, and compatible with a harness.

Experience the Fun Factory VOLITA mini vibrator, delivering maximum pleasure whether used alone or with a partner. Inspired by the bestselling VOLTA, this small sex toy provides incredibly pleasurable sensations with its dynamic flaps and powerful vibrations. Perfect for clitoral stimulation or an unforgettable fellatio experience, VOLITA is a must-have travel companion for intense orgasms wherever you may be.

Experience The VICE, the world's most secure chastity device. Once locked with the key, it cannot be removed. Live a total and uncompromising experience of submission. No sexual release until your master sets you free.

Retractable BDSM Hood by Rimba: The ultimate accessory to deprive your partner of their senses during submission play. Made from high-quality nappa leather, it features a gag and openings for the eyes and mouth. This sensory deprivation intensifies the other senses and creates an oppressive atmosphere, increasing sensitivity to stimuli such as caresses, whips, or nipple clamps.

Curve by CalExotics: a rechargeable vibrating egg that provides unlimited orgasmic pleasure, alone or with your partner. Compact design, 12 intense vibration modes, discreet remote control with a range of approximately 10 meters. Easy to insert and remove with a curved end and retrieval cord.

Sexy Fishnet and Lace Bodystocking by Leg Avenue: An elegant and incredibly sexy catsuit for your naughty evenings. This 2-in-1 bodystocking is soft, stretchy, and comfortable to wear. It enhances your silhouette with a plunging neckline and sensual floral patterns at the front. The open back adds a touch of seduction. The stockings are connected by integrated garters, and the ensemble is open at the crotch. A hyper sexy outfit that you and your partner will love. (Thong not included).

Sexy Fishnet and Lace Dress by Leg Avenue: A super sexy, transparent dress to accentuate your feminine curves. Made of fishnet and beautiful embroidery, this stretchy dress will enhance your silhouette. The plunging neckline and faux lacing at the back add to your sex appeal. An incredibly sexy outfit that your partner will love. (Thong not included).

Marc Dorcel Sexpresso: An incredible multi-sensory and endlessly reusable masturbator for endless pleasure! Ergonomic ABS housing with pressure adjustment, and soft elastomer sleeve with stimulating bumps, ridges, and grooves. Interchangeable sleeve for varied sensations.

Discover Heavy Duo Spheres by Seven Creations, an anal bead chain with 2 metal balls for intense and pleasurable sensations. The balls can move and touch each other for exciting stimulation. Easy to insert and remove.

Discover the Mystim Conductive Adhesive, a conductive adhesive gel specifically designed for non-adhesive electrodes. This gel allows for better conductivity without the need to stick the electrodes onto the body. Not a lubricant.

Introducing Kitty, the Ultimate Fantasy Doll by Pipedream. With super-soft Fanta Flesh skin and realistic details, this Love Doll will fulfill all your fantasies. Three realistic orifices and a flexible stainless steel skeleton.

Discover My Size, the custom-fit condom that will perfectly fit your penis for maximum comfort and unparalleled sensations. Use the online guide to find your ideal size.

Urine BAG: A urine bag for enthusiasts of uro and extreme SM sessions. Accessory reserved for experienced individuals with strict hygiene rules. Single-use product.

Glyceryn Squirt: A metal rectal syringe for anal enema fetishists during SM sessions. Superior quality for easy and effective cleaning, and an essential accessory for medical-themed role play.

Natural Latex by Rimba: Liquid latex for creating your own clothing, stunning makeup, or enhancing the body. Easy to apply with a brush or fingers, forms a thin film on the skin and easily peels off after use.

Natural Latex by Rimba: Liquid latex for creating your own clothing, stunning makeup, or enhancing the body. Easy to apply with a brush or fingers, forms a thin film on the skin and easily peels off after use.

Discover the BDSM harness for men, a visually aesthetic and masculine outfit that will enhance your dominant appearance during SM or bondage sessions. Crafted from high-quality genuine leather by the brand "Rimba," it is an essential attire for any respectable Master and should be a part of your collection of BDSM accessories. Easily adjust the harness with the buckles for a perfect fit to your body shape.

Discover the padded leather ankle cuffs "Rimba," a luxurious pair of cuffs for prolonged BDSM sessions. Comfortable, sturdy, and adjustable, they offer intense submission. Pair them with the matching wrist cuffs for a complete experience.

Discover Shunga's Aphrodisiac Heating Oil: a sensual experience that awakens all your senses. Apply a few drops to erogenous zones, gently blow to activate the heating effect, and savor the pleasures of this 100% edible oil.

Introducing the luxurious "Feel So Alive" vibrating anal plug from Fifty Shades of Grey, perfect for gentle exploration of anal pleasure. This small-sized anal toy is ideal for beginners. Enjoy its 8 vibration modes and 12 speeds, controllable with the wireless remote. Made from soft, waterproof silicone, it is rechargeable for endless pleasure.

Experience the "Strapless Strap-On & Anal Stimulation" by Pipedream, a triple stimulation dildo for shared pleasure. Without the need for a strap, it provides simultaneous anal and vaginal stimulation with its curved shape and textured details.

Experience the FUN FACTORY PATCHY PAUL vibrator, a refreshing toy that will undoubtedly take you to cloud nine with its ultra-powerful motor. Its wavy shape precisely stimulates the G-spot and perfectly adapts to your female anatomy for exquisite sensations.

Discover the vibrating nipple clamps "Sweet Torture" from the "Fifty Shades Of Grey" collection. Made of soft silicone, these clamps offer a gentle pinch to sensitize the nipples, while the integrated mini vibrators deliver intense sensations for exciting BDSM play.

Flaunt bold elegance and sexy allure with the Power Wetlook F255 mini dress from renowned brand Noir Handmade. Designed for bold women, this dress is a true statement of style and confidence.

Experience the leather and metal handcuffs "Rimba": a luxurious pair of wrist restraints for intense BDSM sessions. Made of genuine leather and adorned with a decorative metal band, they provide ultimate comfort. The metal rings allow attachment of additional accessories, and the included small padlocks ensure complete security.

Explore the padded leather handcuffs "Rimba": a luxurious pair of wrist cuffs for BDSM enthusiasts. Made from genuine high-quality leather, these handcuffs are sturdy and comfortable with their foam padding on the inside. An essential accessory for those passionate about submission and intense pleasure.

Experience Miss Bi, the latest vibrator from Fun Factory, for double the sensations and orgasms. Technically advanced on the inside and incredibly effective on the outside, it will fulfill even the most demanding of you. Designed to perfectly stimulate both the clitoris and G-spot, it features two independent motors. Its shape has been carefully crafted to fit the female anatomy while remaining a fun and colorful sex toy.

Introducing the sexy Heartina lingerie set: super sexy red lingerie to spice up your naughty evenings. From the brand "Obsessive," this set will make you more seductive and desirable than ever, adding extra passion to your love life. It includes 3 pieces: a bra, a matching thong, and garter straps.

Introducing the Jockstrap Bike, a sporty and ultra-comfortable suspensory that enhances your physique. Since the late 1800s, the Bike brand has specialized in manufacturing men's underwear, particularly jockstraps. The "Original Edition" model is one of their flagship products, highlighting your intimate areas, buttocks, and masculinity.

Experience the "Mastering" Cockring by Marc Dorcel: a vibrating and rechargeable penile ring for even more pleasure together! Get ready for powerful erections and double the pleasure for your partner with this new accessory from Marc Dorcel's collection of male sex toys. Made of ultra-soft and stretchable silicone, it's incredibly comfortable to wear during extended sessions and offers 3 different vibration speeds to intensely stimulate your partner's clitoris.

"Master & Slave Bondage" is an erotic game for couples that allows you to fully explore your fantasies and create your own story inspired by the "Fifty Shades of Grey" novel. This captivating game from the brand "Tease & Please" includes all the necessary Bondage and SM accessories for a spectacular experience.

Experience "Dona Vanilla Buttercream," a kissable massage oil with an aphrodisiac formula, scented and infused with pheromones. Turn your partner's body into a sensual playground with these deliciously flavored aphrodisiac massage oils.

Experience Intimate Earth "Energize" Massage Oil: a 100% natural oil for relaxing and sensual massages. The massage oils from the brand "Intimate Earth" are certified organic and made from high-quality ingredients. They soothe sore muscles and provide delightful moments of relaxation. Use them for calming massages or as part of foreplay to awaken your senses with their delicate and captivating scents.

The Prisoner Black Edition Cock Cage is made of black surgical steel, providing uncompromising chastity. Its smooth, non-porous, and hygienic finish makes it perfect for total submission, prohibiting erections and masturbation.

Malesation's Cockring Stand-up is a double silicone penis ring with an erection support for a rigid penis and enhanced pleasure as a couple. Its innovative design ensures a straight erection and deeper penetrations while helping to delay ejaculation.

Latex Dress: Enhance your feminine curves during BDSM sessions with our latex dress. The shiny latex adds an erotic touch to SM games. Discover the exceptional collection of dresses and latex lingerie by "Rimba," known for its outstanding quality.

Latex Skirt: Enhance your feminine curves during BDSM sessions with our latex skirt. The shiny latex adds an erotic touch to SM games. Discover the exceptional collection of skirts and latex lingerie by "Rimba," known for its outstanding quality.

Enhance your feminine curves with our latex panties during your BDSM sessions! The shiny appearance adds an erotic touch, while the form-fitting material accentuates your silhouette. Discover the exceptional collection of "Rimba" brand for high-quality latex pieces.

Enhance your feminine curves during your BDSM sessions with a latex thong. Latex is a highly appreciated material within the BDSM community, adding a highly erotic touch with its shiny appearance. The latex clings to the skin, highlighting your most beautiful forms while giving you a strict and dominant look. Explore the exceptional collection of clothing, accessories, and sexy latex lingerie by "Rimba," renowned for the quality of its rubber and latex used.

Enhance your dominant appearance with the men's BDSM harness from "Rimba." Made from high-quality genuine leather, this aesthetic and virile accessory is a must-have for any respectable Master and a valuable addition to your collection of BDSM accessories. Complete your outfit with other leather BDSM accessories such as a leather kilt or a hood, etc. Collect the power of pleasure.

Leather jockstrap for men: enhance your dominant look with this super sexy BDSM jockstrap from Rimba. Perfect for complementing your SM accessories with a leather harness or other leather attire. Leather adds an extra touch of eroticism and masculinity to your role-play games.

Explore our leather thong for men, an incredibly sexy outfit to enhance your dominant look during your BDSM sessions! The leather thong from the brand "Rimba" perfectly complements your SM accessories, reinforcing your masculinity. It pairs seamlessly with a harness or other leather outfits, adding an extra touch of eroticism to your BDSM play, whether you're in the role of the dominant or the submissive.

Leather BDSM Cuff: Enhance your dominant male look with this high-quality genuine leather cuff from 'Rimba'. Whether you wear one or decide to wear one on each forearm, this accessory reinforces your dominant allure with a tougher and more severe appearance. Perfect for leather fetishists and bondage enthusiasts.

Discover the BDSM harness for men by "Rimba", made from high-quality genuine leather. An essential accessory for any respected Dom, enhancing your dominant presence. Complete your outfit with other leather BDSM accessories, such as a leather kilt or a hood.

Leather garter belt: enhance your dominatrix look during your BDSM sessions! Complete your Mistress attire with this 'Rimba' garter belt. Highlight your body and dominate your partner, who will submit to your every whim. One-size-fits-all, adjustable with buckles.

Sexy leather BDSM set: assert your dominance during bondage and SM sessions. Leather directly on the skin provides a pleasurable sensation, enhancing your body with a subtle shine. Transform your partner into a devoted slave, obedient to your every whim.

Sexy leather BDSM set: assert your dominance during bondage and SM sessions. Leather directly on the skin provides a pleasurable sensation, enhancing your body with a subtle shine. Transform your partner into a devoted slave, obedient to your every whim.

Discover the leather BDSM cross, the essential accessory for restraining your partner's legs and arms with handcuffs. Made from high-quality genuine leather, this sturdy cross offers versatile restraint options. Explore our collection of compatible accessories on JouJou.ch to push the boundaries of your imagination during your bondage sessions.

Discover the silicone Ball Gag with bone, an essential gag for your BDSM bondage and humiliation sessions. Designed to preserve tooth enamel, it allows the submissive person to bite into the silicone bone to endure the pain inflicted by their Master.

Ball Gag Ø 4.4cm: a gag to wear during your bondage and sadomasochistic role-playing sessions. This essential accessory for humiliation and fetishism will keep your subject completely silent, allowing only a few moans to escape their mouth.

Discover the Ball Gag Ø 4.4cm, an essential gag for your bondage sessions and sadomasochistic role-playing games. Offer your subject complete submission and forced silence, intensifying sensations and sexual excitement during your BDSM scenes.

Experience the unisex BDSM mask by Rimba, immerse yourself in total darkness to awaken your senses during BDSM sessions. Ideal for SM play and bondage, it enhances sensitivity to sensory stimuli.

Discover metal BDSM collars to fully experience your submission and domination games. Wide range of models available on JouJou.ch for exciting sensations of power for the dominant and a sense of belonging for the submissive.

Humiliate and deprive your partner of any orgasm with our male chastity belt made of genuine leather from the brand "Rimba". Easily adjustable at the waist and lockable with the included padlocks, it will allow you to submit your partner by preventing any sexual touch or masturbation. Making orgasm impossible will result in deep frustration for your partner.

Take absolute control with our sexy and comfortable genuine leather chastity belt from the brand "Rimba". Its design reveals the buttocks with a back opening. Easily adjustable at the waist and crotch with buckles. It features metal rings at the front and back to attach a chain, which can be locked with the included padlock. Perfect for BDSM games of domination and submission.

Discover Rimba's chastity belt for women, made of soft and comfortable genuine leather. Take absolute control of your partner during BDSM play, preventing them from touching or stimulating their erogenous zones. Ideal for incorporating a wireless remote-controlled vibrating egg, allowing you to build excitement without reaching orgasm.

Discover the BDSM hood, the ultimate accessory to deprive your partner of their senses during submission play. Oppressive and stimulating, this hood enhances your senses and makes you receptive to the sensations of a whip, caresses, and pain. Ideal for intense BDSM sessions.

Discover the Unisex Anal Plug, an anal jewel adorned with a heart-shaped crystal stone to make your anus even more desirable. Made of medical-grade stainless steel, this plug provides a sensual finish and enhances your buttocks. Its size is suitable for both beginners and experienced individuals in anal play. Experience unparalleled pleasure with this anal plug. Order on Joujou.ch.

Discover the Unisex Anal Plug, an anal jewel adorned with a heart-shaped crystal stone to make your anus even more desirable. Made of medical-grade stainless steel, this plug provides a sensual finish and enhances your buttocks. Its size is suitable for both beginners and experienced individuals in anal play. Experience unparalleled pleasure with this anal plug. Order on Joujou.ch.

Chastity urethral plug: the pleasure of deprivation. This plug incorporates a chastity device to deny sexual intercourse. Removable, it can also be used on its own. Your penis will remain locked until released by your Master/Mistress.

Tube Ball Gag: a gag with a urine tube for fetish and BDSM sessions. This essential accessory in the BDSM arsenal allows for exploration of bondage, humiliation, and fetishism. The 40mm diameter tube constrains your partner to swallow the liquid of your choice.

Ball Gag with 5cm diameter ring: an essential BDSM accessory for bondage, submission, and domination. Designed with a leather-covered metal ring to protect tooth enamel, this gag forces you to keep your mouth wide open, allowing your Master to exert full control during your sessions."

Explore the Ball Gag with Ring Ø 5cm, an essential gag for your bondage, submission, and domination sessions. This BDSM accessory should absolutely be part of your collection for the pleasure of bondage, humiliation, and fetishism. Available at Joujou.ch.

Explore our pair of nipple clamps with integrated cockring, the perfect 2-in-1 BDSM accessory to blend pain and pleasure during your intense games. The adjustable cord allows you to simultaneously place the ring around your testicles and penis, combining the suffering from nipple clamping with a strong and lasting erection.

Discover our silicone hand-shaped paddle, the preferred accessory for spanking enthusiasts during their sadomasochistic sessions. Deliver well-deserved punishments to your partner, whether they're on all fours, on their belly, or on their knees. Experiment with new SM games by combining this paddle with other restraint accessories to add spice to your sexual encounters.

Explore our high-quality leather martinet from the "Rimba" BDSM accessories collection. This essential SM accessory allows you to engage in domination and sadomasochistic games. Inflict stylish punishments on your partner and enjoy an unforgettable experience.

Explore our high-quality leather martinet from the "Rimba" BDSM accessories collection. This essential SM accessory allows you to engage in domination and sadomasochistic games. Inflict stylish punishments on your partner and enjoy an unforgettable experience.

Experience intense stimulation with our nipple clamps with weights. The interchangeable 200g weights will pull your nipples downward, enhancing sensations. The soft rubber-covered ends provide optimal comfort without compromising pleasure.

Experience intense stimulation with our nipple clamps with weights. The interchangeable 100g weights will pull your nipples downward, enhancing sensations. The soft rubber-covered ends provide optimal comfort without compromising pleasure.

Explore our selection of studded BDSM collars on JouJou.ch. These essential accessories will allow you to fully indulge in your desires for submission or domination during your SM games. Choose from our range of slim or wide collars, with spikes or patterns, and let your imagination run wild.

Explore our selection of studded BDSM collars on JouJou.ch. These essential accessories will allow you to fully indulge in your desires for submission or domination during your SM games. Choose from our range of slim or wide collars, with spikes or patterns, and let your imagination run wild.

Experience intense pleasure with our adjustable leather Ball Stretcher with lace, designed for your sadomasochistic torture sessions. Highly appreciated by CBT and BDSM enthusiasts, it stretches your scrotum downward, providing intense pleasure. The lower temperature and increased masculinity are also notable effects. Simply place the Ball Stretcher between your testicles and the base of your penis, then tighten the lace according to your desires."

Explore our genuine leather testicle parachute, a ball stretcher designed to stretch your scrotum downward. Highly appreciated by CBT enthusiasts, this testicle parachute provides intense pleasure to the submissive or punished individual. Adjustable with 2 positions and compatible with additional weights (sold separately on our online store).

Experience the Cock Strap, an incredible electrostimulator for the penis! Made of genuine leather and adjustable, it easily connects to a Rimba Powerbox. Enjoy customizable electric pulses for intense tingling and tickling sensations in your intimate areas.

Discover our Electrosex Power Box, a kit for sexual electrostimulation designed for beginners who wish to explore a previously unsuspected source of pleasure. By creating controlled electrical shocks, this stimulation triggers exciting and intense muscle contractions in the erogenous zones, amplifying pleasure. The stronger the impulse, the more intense the muscle contractions will be."

Discover our enema nozzle, a flexible silicone shower attachment for gentle and deep enemas. Specially designed for anal or vaginal douching, this nozzle provides additional stimulation. Made from soft silicone, it easily screws onto your shower hose, follows the curves of your anatomy, and ensures impeccable cleaning with gentle insertion.

Discover our leash with clamps, a unique BDSM accessory that allows you to connect your partner by attaching clamps directly to their nipples, vaginal lips, testicles, or penis. Explore new sensations during your BDSM sessions and push the boundaries of submission.

Discover our BDSM collar leash, a metal leash with a genuine leather strap to restrain your partner during your submission and domination games. This essential accessory allows you to fully subdue and even humiliate your partner by connecting them to a collar, for example."

Explore the Nipple Sucker, a small breast pump from the Rimba accessory collection to inflate and enhance the sensitivity of your nipples. Simply place the "Nipple Sucker" on your nipples, pump to create a vacuum, and enjoy heightened stimulation.

Experience the Oxballs Finger Fuck, an innovative glove covered in multiple structures for unprecedented and incredibly pleasurable anal stimulation. Each finger offers a different sensation, allowing you to explore your partner's anus and enjoy a unique and intensely gratifying experience.

Explore the BallStretcher, a testicle stretcher with an Allen wrench screw for your sadomasochistic torture sessions. Highly appreciated by CBT enthusiasts, this accessory stretches the scrotum, providing intense pleasure and accentuating your masculinity.

Explore the BallStretcher, a testicle stretcher with an Allen wrench screw for your sadomasochistic torture sessions. Highly appreciated by CBT enthusiasts, this accessory stretches the scrotum, providing intense pleasure and accentuating your masculinity.

Explore the BallStretcher, a testicle stretcher with an Allen wrench screw for your sadomasochistic torture sessions. Highly appreciated by CBT enthusiasts, this accessory stretches the scrotum, providing intense pleasure and accentuating your masculinity.

Discover our ball stretcher, an adjustable testicle extender equipped with 2 x 200g weights for your sadomasochistic torture sessions. Loved by BDSM enthusiasts, this extender allows for stretching the testicles downwards, providing intense pleasure. Lower-hanging testicles can also please women as it accentuates your virility.

Discover our ball stretcher, an adjustable testicle extender equipped with 2 x 100g weights for your sadomasochistic torture sessions. Loved by BDSM enthusiasts, this extender allows for stretching the testicles downwards, providing intense pleasure. Lower-hanging testicles can also please women as it accentuates your virility.

Discover our genuine leather testicle parachute, the essential accessory for CBT enthusiasts. Attached to the base of the scrotum, this ball stretcher allows for intense stretching of the testicles downwards, providing intense pleasure for the submissive person. Made of genuine leather, it is equipped with metal chains connected by a ring to attach additional weights (sold separately on our online store).

Discover our 100cm metal chain with two hooks, the perfect accessory for your BDSM gear. Made of medical-grade stainless steel, each link of this chain is welded for optimal strength. Use this chain with BDSM collars, to secure an SM hammock, or to restrain your partner. Choose from different chain lengths and hooks on Joujou.ch.

Discover our pair of carabiner hooks, the perfect accessory to combine your BDSM accessories such as swings and SM collars. Made of medical-grade stainless steel, these hooks are durable and practical for connecting and combining your SM accessories.

Softee: An ultra-soft realistic vibrator for natural sensations and unparalleled pleasure! This ultra-realistic vibrator has been meticulously designed with attention to detail, including prominent veins, the flexibility of the material, and the color. With its ultra-soft touch, firm yet flexible texture, this generously-sized realistic vibrator will provide you with incredible and unprecedented pleasure with every thrust.

Interchangeable Dildo Strap-On: Vary the depth of penetration according to your desires. This leather harness from Rimba features a removable and interchangeable dildo. Easily adjust the harness size (2 x 6 holes) from 78 cm to 106 cm using metal buckles.

Discover our interchangeable silicone dildo, offering a realistic feel for a more natural penetration and heightened pleasure. Designed to easily attach to any interchangeable harness from the "Rimba" brand, its base features a device compatible with both harnesses and suction cups. Use it with or without a strap-on harness, or securely attach it to any smooth surface using the separately sold suction cup. A versatile dildo for hands-free enjoyment.

Enhance your legs and be even sexier and more desirable than ever with Baci's collection of sexy lingerie. Our range offers a variety of stockings and tights to dress up your legs, adding to your sex appeal. Choose from a wide selection of styles and patterns to feel your sexiest and most alluring.