TOOTHPASTE? Check. Tampons? Check. Vibrator? Check!

For years, vibrators were bought quietly in sex shops, and later online, arriving in discreet unmarked packages. They were rarely discussed, other than perhaps during a late-night girl-talk session fueled by many glasses of pinot grigio. But now you can find them advertised on MTV and boldly displayed at Duane Reade, Walgreens and other mainstream drugstores, mere steps from the Bengay and Dr. Scholl’s.

The newest model on the shelves is the Tri-Phoria ($39.99), created by the condom company Trojan after a study the company conducted in 2008 in partnership with the Center for Sexual Health Promotion at Indiana University revealed that over half of American women had used vibrators, and of that group, nearly 80 percent had shared them with their partners. James Daniels, vice president for marketing at Trojan, said: “The idea really came from consumers. They kept telling us vibrators, vibrators. And we just laughed. And then we realized they were serious.”

The Tri-Phoria joins the A:Muse Personal Pleasure Massager by LifeStyles, which arrived in stores in January, and the Allure, by Durex, which made its over-the-counter debut in 2008; both models are $19.99. Alan Cheung, senior brand manager for Durex, said that sales of the company’s vibrating products are up 60 percent over the last six months, compared with the same period last year. “Consumers are definitely not shy about this kind of purchase in the retail environment,” he said.

This comes as no surprise to Rachel Venning, a founder of Babeland, a chain of sex-toy stores that opened a store in family-friendly Park Slope, Brooklyn, in 2008 to nary a ripple of protest. “I know women will buy them at Duane Reade, and as a lifelong cheerleader for sexual empowerment I’m thrilled at this development,” Ms. Venning said. “It’s one more step in the evolution of vibrators to just another consumer product, unburdened of its freight of shame, sexual defect and sluttiness.”