The world's first online erotic shop for Muslims

"We had about 70,000 hits in the first four days," Abdelaziz Aouragh, founder of El Asira, told The Telegraph. The site, which went online last week, claims to be the world's first erotic Web shop for Muslims. Aouragh said it targets married Muslim couples as an alternative to sites "that focus on pornography and the extravagant side of erotica" — things forbidden in Islam.

All ingredients are halal, or "permissible under Islam", said Aouragh, and there are no graphic images. Instead, the site shows only photos of boxes, tubes and bottles — mainly in pink or blue with the brand's logo, a black flame. "We have chosen a respectful approach," El Asira states.

Muslim clerics, such as Dutch imam Abdul Jabbar, see no harm in Aouragh's site. "As long as he doesn't sell sex toys or those sorts of things, there is no problem," he said, adding that the Prophet Muhammad gave lots of advice about sex in marriage and "there need not be any shame".