In August 2017, Grooby announced a significant shift in corporate policy to remove stigmatizing language from its platform. This resulted in the following changes:
: Its parent company, Grooby, founded the Transgender Erotica Awards (TEAs), which remain a significant event in the adult industry.
ShemaleYum was established as a flagship website for Grooby, a company with over 20 years of experience in the transgender erotica industry. For over a decade, it served as a primary hub for high-definition galleries and video content featuring transgender performers. 2017 Rebranding and Stigma Reduction shemaleyum galleries
: This move was noted by media outlets like VICE as a milestone in the industry, reflecting a broader movement toward using more respectful identifiers, such as "trans women" or "t-girls". Industry Context The site was part of a larger ecosystem that included:
As of the 2017 transition, the "ShemaleYum Galleries" brand is considered legacy content. New material is typically hosted under the GroobyGirls label or via other modern platforms in the erotic gig economy, such as personal sites, camming platforms, and OnlyFans . In August 2017, Grooby announced a significant shift
: The flagship site "ShemaleYum.com" was officially rebranded to GroobyGirls.com .
: Performers associated with the brand, such as Wendy Williams, have historically noted that such terminology was originally used as a heuristic for consumers to understand the products, though perspectives on these terms have evolved toward viewing them as slurs. Current Status For over a decade, it served as a
: The company committed to phasing out pejorative terms such as "shemale" and "tranny" from its marketing and site lexicon.