At Self Serve, care has always been at the heart of everything we do. From the products we carry to the way we educate, support, and show up for each other and our community—our goal is to empower people with information, tools, and compassion.
That’s why we’re making a shift in how we approach COVID safety in our space.
For years, we’ve required surgical masks for everyone entering the store. This policy has been one way we’ve tried to care for our staff, our customers, and those most at risk. It’s been a meaningful and impactful choice, and we are proud of the ways it has kept people safe.
But just as we’ve adapted and learned in the field of sex education—where one-size-fits-all answers often fail to meet the beautiful complexity of human lives—we’re ready to evolve our approach to public health.
We’ve always believed in harm reduction. We believe that people deserve accurate, nuanced, nonjudgmental information to make the best decisions for their own lives. That’s what we offer in every conversation about consent, pleasure, and safer sex—and that’s the model we’re using now, too.
So what’s changing?
Starting in September (9.15.25), we will no longer require masks during all open hours. Here's why:
-
We've learned that surgical masks, while better than nothing, offer limited protection, especially when worn incorrectly or inconsistently.
-
A fit-tested N95 or equivalent respirator provides significantly greater protection, and empowering our staff with these masks means they can better protect themselves regardless of the masking choices of others. Research consistently shows that properly fitted N95 masks reduce inhalation of airborne particles by over 95%, offering one of the most effective personal defenses against COVID in indoor spaces.
-
Mask requirements alone can create a false sense of security—just like handing someone a condom without teaching them how to use it, or explaining context, pleasure, and consent.
-
This change allows us to shift from blanket mandates to meaningful, informed interventions that are proven to reduce risk and increase autonomy.
But this is not a move toward "doing less." In fact, it’s a move toward doing better.
We are:
-
Offering free private shopping appointments for anyone who prefers a fully masked, low-traffic shopping experience
-
Providing staff with fit-tested N95 masks—a proven intervention that offers high levels of protection and empowers each team member with agency and support for their own body and safety
-
Continuing to use layered strategies like mechanical ventilation and HEPA filtration to improve indoor air quality. Our swamp cooler draws in fresh outdoor air, we keep the door open whenever possible, and our HEPA filter captures 99.97% of airborne particles.
-
Installing a CO2 monitor to track real-time indoor air quality and help us make smart, informed decisions. When the CO2 goes into a higher risk category we will provide N95 masks to anyone in the store that wants them.
-
Creating a public resource guide to help our community better understand how COVID spreads and how to reduce risk—wherever you go
These changes come from months of learning, reflecting, and listening. We’ve learned that most surgical masks—while better than nothing—aren’t very effective at preventing airborne transmission. In contrast, a well-fitted N95 or equivalent respirator can filter over 95% of airborne particles. That’s why we’re investing in fit-tested, high-quality respirators for our staff—because personal protection that works is a more reliable layer of safety than surrounding ourselves with people in loosely fitting surgical masks.
Telling people simply to wear a mask is like telling them to use a condom—but never teaching them about fit, lubrication, communication, or the other practices that make sex safer and more pleasurable. Just like condoms, masks are only effective when used properly, consistently, and in the right context.
We’ve seen this before. During the AIDS crisis, public health campaigns focused so heavily on condom use that they neglected to educate people on how transmission really works—especially for folks whose sex lives didn’t center on penetrative intercourse. That same narrow framing left entire communities out of the conversation, even though they were also at risk. We’re not interested in repeating that mistake.
We’ve always known that there’s no such thing as zero risk. But there is such a thing as informed risk. And that’s where we shine. We don’t tell people what to do—we share what we know, we center care, and we offer tools so people can make their own decisions from a place of truth.
We know this change will feel like relief to some and raise concerns for others. That’s okay. We are still listening. We are still learning. And we are still deeply committed to the well-being of our team, our customers, and our community.
Self Serve has always been a place where sex positivity, harm reduction, and public health meet. This shift is part of that same legacy.
With love and care,
Matie and the Self Serve Team