When Larry Flynt passed in 2021, Liz Flynt took the reins of the HUSTLER empire—driven to uphold his legacy, but determined to leave a mark of her own, all the while navigating the complexities of leading such a polarizing brand. “I come to work every day. I ensure that the company is run as if my husband were here,” she told PROVOKED by susan during a video chat from the Beverly Hills, California, HUSTLER headquarters, where she sat in front of a portrait of her and Larry sharing an embrace. “Not only did I follow in his footsteps in terms of growth, I am placing my own stamp on it.”

Running HUSTLER Wasn’t the Plan—But It’s Now Her Mission

As chairwoman of the company, Flynt oversees many entities, running everything from publishing to retail, gaming, and beyond. In addition to growing the brand, she’s committed to continuing Larry’s legacy of championing both women and freedom of expression. Running a brand that has historically skewed controversial comes with its share of challenges—but it’s a challenge Flynt has proven to be more than up for.

To honor Larry and the brand’s vast accomplishments, Flynt orchestrated the release of HUSTLER®50: 50 Years of Freedom, out May 2025, a behind-the-scenes book that delves into the stories that shaped five decades of Hustler.

We caught up with Flynt to discuss the book’s journey, the publication’s evolution, and her mission to continue her late husband’s legacy of empowering women to embrace their sexuality and autonomy.

Hustler’s Mission of Female Empowerment

Larry, whom Flynt described as “a self-proclaimed feminist,” aimed to put women in positions of power and to speak up for themselves. But in today’s climate, where debates around exploitation and objectification are more intense than ever before, the meaning of being pro feminism—and Hustler’s role in it—becomes increasingly complicated. Flynt is not only carrying on Larry’s vision; she’s also rethinking what it means for a brand like HUSTLER to stay meaningful in this new era.

What Feminism Looks Like at HUSTLER in 2025

“I write a monthly publisher’s statement for Hustler Magazine, and it’s our call to action,” she said. “What are we going to do about it? Right now, I’m drafting an essay for The New York Times. Women need to speak up, attend rallies, or even just post something online. Your platform—whether it’s Instagram or any other—use it to voice your opinion.”

Flynt emphasized that Hustler has always celebrated female sexuality, whether through its diverse photoshoots or efforts of inclusion that her husband championed. “Looking through the decades at Hustler, we’ve published all different forms, shapes, sizes, and colors,” she said. “We just didn’t publish one particular woman.”

The Power in Women Taking Control of Their Own Bodies

Throughout her time at HUSTLER—and having been mentored by Larry for 30 years prior to taking over the brand—Flynt has seen women have become more empowered, but also more critical of the industries that stand to profit off of their sexuality.

“Women today are more comfortable with their sexual wellness,” she shared, noting that in the ’70s, women were marching not only for rights but for their sexuality—to be more free. “More women today never depend on being married or under a man. We can be independent through education, by writing, by owning our own businesses,” said Flynt.

And to the critics who look at Hustler’s content as exploitative?

“I think it’s more empowerment and less explicit because the women choose to be photographed,” she said. “I think that women sometimes use it in that way because they want it for posterity—they won’t look like that in 30 or 40 years.”

Flynt cites the rise of female entrepreneurs in the adult industry as proof. She’s seen women who have posed for the brand go on to launch their own sexual wellness empires and often hears from past models who share their successes.

She was recently interviewed for a piece that’s going to be on Netflix, and the producers mentioned they had also talked to Jenna Jameson, whom she admires for her ability to use her HUSTLER background as a launching point.

“She was one of the biggest stars in the adult industry, and one of her first photo shoots was in the late ‘80s with Hustler Magazine,” Flynt said. “After that she became a model for Vivid Entertainment, and then she started her own video company that she sold to Playboy for $40 million—she was a leader in terms of showing independence and also taking charge of her own sexuality.”

Sexual Power, on Her Terms

Flynt added that this empowerment also received mainstream recognition at this year’s Academy Awards. “You would never have thought that the movie that won Best Picture and Best Actress this year was Anora, about a sex worker,” she said, highlighting it as a step toward broader acceptance of women in the adult space.

But real acceptance is still elusive. What Anora’s success may reflect isn’t a cultural embrace of sex workers as complex individuals, but rather Hollywood’s ongoing comfort—and complacency—with commodifying sex work when it fits neatly into male-driven narratives. Stories about sex work can win awards. Actual sex workers, meanwhile, continue to live in a world shaped by stigma, danger, and double standards.

Celebrating Hustler’s Fight for Free Speech

Throughout the decades, Hustler has been a constant in the fight for free speech and expression. And under Flynt’s leadership, the magazine will continue to challenge societal norms—especially regarding women’s sexuality. “I’ve learned through my husband how important it is to take risks,” said Flynt. “He was the first to publish a transgender model and the first to publish a biracial model. That’s what got him shot—a white supremacist wasn’t happy and shot him coming out of court.”

She was especially proud of Larry taking his mission to protect speech, even winning a case in the Supreme Court. She added that he looked at free speech as not just being “for the thoughts you love, but for the ones you hate as well,” and believed that “all speech is protected speech”—something reflected in HUSTLER®50: 50 Years of Freedom.

“The book reflects on 50 years of Hustler freedom—that’s what this magazine is all about, free choice,” said Flynt. She added that it showcases the positive sides of Hustler and celebrates women of all backgrounds—and their desires to express themselves.

“I’m very proud of this book because I had a team that was pretty much all women,” she said. That team went through the decades of the history of Hustler Magazine, pulling the best covers, publisher statements, illustrations, cartoons, humor, columns, and more. “I asked Woody Harrelson, who played Larry in The People vs. Larry Flynt, and he wrote the foreword, and I wrote the dedication and selected everything personally in this book,” she said. “I feel that it’s such a tribute to my husband who didn’t live long enough to write the book.”

Being a Female in a Male-Dominated Industry

Flynt was quick to admit that navigating a male-dominated industry hasn’t always been easy, but she encouraged other women to step into similar roles. Her best advice?

“Embrace your self confidence first. Be passionate and believe in whatever area that you are going into, and always be open-minded,” she said. “Always feel that you have to be a listener. You have to listen to both sides and also be a peacemaker.”

She advocates for finding another woman you can reach out to for support, ideally making a mentor out of a powerful female within a business space. “Or surround yourself with some more females on your team to bring in that perspective,” she said.

Standing Out as a Woman—No Matter Your Age

While the empowerment of women has certainly progressed, Flynt acknowledges there’s still work to be done, especially for women 50 and older. “I’d like to see women more independent and showing that it’s okay to speak out about your sexuality—and also your rights—and to not be ashamed,” she said.

When it comes to her own body image as a woman over 50—and one surrounded by the adult entertainment ideals—Flynt focuses on the spiritual side of things. “Every year I go to a different country and I go on a yoga retreat,” she said. “This past summer, I was in Bali and I learned so much about the Balinese people and the practice before starting your day’s work. You have to do a peace offering and light incense and think about what you’re going to be offering for your health, your body, your business,” she said, noting that it inspired her in her own professional practices—from weekly pilates and yoga sessions to time for self-nurturing.

Finding Balance in the Business of Desire

“I feel it’s so important to me because it adds calmness when everything here could be chaotic and busy,” she added.

Flynt knows she’s an unlikely symbol of empowerment. She’s commanding, wildly successful, and running a brand that many feminists love to hate. But for her, the contradictions are central to her vision. She talks about embracing spirituality, staying calm in chaos, and prioritizing balance—but make no mistake, she’s still leading with power. Strategic, self-assured, and unbothered—often all in the same day.

Fifty years in, HUSTLER is still polarizing. And under Liz Flynt, that’s exactly the point.

Can a legacy built on provocation still empower women today?
We want to know what you think—does HUSTLER’s evolution change your mind, or just reframe the contradiction?