A Look at the Parallels Between Intimate Care and Skincare

Self care lube

Lubricant seems to be one of the categories that evokes the most passion from retail associates. Everyone has a favorite brand, formula, flavor, bottle, consistency, sales rep or packaging style. It is a long list, but that list is the reason we see so much diversity on retail shelves and in online stores. There also seems to be a clear division over certain ingredients such as glycerin or parabens, and FDA approval. I personally like to think of myself as Switzerland, and considering this is an opinion piece, I hope that makes me a fair assessor, but more importantly, makes you stop and think of how you look at selling lubricants moving forward.

It took a few years to figure out what the most relatable way to talk to consumers about lubricant was, but once I did the conversation became so much easier. To me lube is like hair care or skincare products that are fun to shop for and a shopping concept almost anyone can relate to right away. I also love using these categories as an example, because instead of singling out a favorite formula, you usually purchase multiple products or a range of skincare items. Can you imagine the revenue in your store if you doubled your lube sales because you were selling items customized as a skincare experience and not a solution? Why not sell a water-based, silicone-based, a CBD option and toy cleaner to every customer? Ingredients are not your enemy — just tools to help you become more effective in helping a customer find the right product for them.

When you get your hair done and they upsell product the conversation is about how that product enhances your current lifestyle or lifestyle goals. For example, if you just got your hair colored, you will most likely purchase product to protect that investment. Maybe you loved the way your hair felt so much when you were done at the salon and just want to replicate the products your stylist used, so you can recreate that experience at home. Whatever the end process looks like, we have all fallen victim to a salon or cosmetic store upsell and came out with way more product than we needed. Lube shopping should be the same way!

Our bodies and the skin we are in do not feel the same way every day. The weather changes, we travel, we change products, our hormones change, we have stress, we under-hydrate, we survive during a pandemic, whatever the variables and changes around us are, our bodies adapt and react. We purchase our skincare products based on these conditions; lube is not that different. Your store and lubricant section are no less than a salon, cosmetic store, or the aisles of Target or Bath & Body Works. By taking a similar sales approach to mass market in personal grooming categories, you are approaching the end consumer in a way that assimilates your product to established household favorites. Help your customers build a lube assortment that accommodates their life as it fluctuates. Don’t fall in the habit of helping customers choose what not to buy based on personal preferences.

When a friend approaches me about lube, I usually do a simple redirect of the conversation to what other types of body products they are already using. It helps reduce any tension if there was apprehension around asking, and it also gives me a good idea of what type of shopper this person is and what type of product they use. Both are important for two reasons — I am not going to treat a seasoned product user the same way I would treat someone buying their first bottle of lube and I can also get an idea of some of their other skin-care preferences. To help remove the stigma around using lube, you need to normalize shopping for it.

Instead of spending your time on chemistry, spend it on the upsell. Give options based on real-life scenarios, not a one-time shopping experience. Illustrate to the customer why this product can make a seamless transition into their everyday wellness routine. Customers’ preferences on what feels or works best will likely shift daily, give them products to be fluid with their mood needs and changes.

Why not have some arousal gel or flavored lube on hand for fun occasions like date night? Have a CBD base for all the healing and wellness properties it has when your body needs a boost. Summertime and travel tend to make skin dryer, have a bottle of aloe lube in the fridge as an option for some cool playtime. If you travel a lot, put together a fun “Love on the Go” lube kit. Ask yourself does your lube station look like a pharmacy or does it look like a more modern shopping experience?

As someone who started in lubes and continues to sell lube, I feel like we get entrapped in this self-imposed idea that our job is to find the right formula for everyone. We get so caught up learning to be experts that we lose a bit of the humanity needed to separate ourselves from our competitors. We can be the best of both worlds to our shoppers, and that gives us an advantage mass market will never have.

A Look at the Parallels Between Intimate Care and Skincare by Danielle Seerley originally appeared in XBIZ

simply by Wicked Sensual Care

simply banner

simply was created with the ingredient-conscience consumer in mind.

Each simply option features high-quality, clean ingredients, including Wicked’s signature Olive Leaf Extract. The formulas all follow very specific rules: No propylene glycol, no glycerin, and the entire line maintains the traditional Wicked Sensual Care features of being 100 percent vegan, cruelty-free and paraben-free.

This creates the perfect balance between incorporating natural ingredients and providing an exceptional experience.

When you want a clean lube, do it simply.

simply Aqua


Wicked Simply Aqua 4oz

Heighten sensation and increase pleasure with simply Aqua, a clean, pH balanced water-based lubricant that is slick, sensual, and never sticky.

simply Aqua is free of Glycerin, Propylene Glycol, and Parabens. Vegan, cruelty free, and enhanced with antioxidant rich Olive Leaf Extract for its moisturizing and biostatic properties.


  • Water-based formula
  • Glycerin, Propylene Glycol, and Paraben Free
  • Enhanced with Olive Leaf Extract
  • Safe for use with all toy materials
  • Great for all types of play
  • Latex friendly
  • Long lasting
  • Reactivated with moisture
  • pH Balanced
  • Available in 2.3 oz. and 4 oz. locking pump bottles



simply Aqua Jelle

Wicked Simply Aqua Jelle 4oz

Super slick and ultra-thick, simply Aqua Jelle is a clean, water-based lubricant that is smooth and long lasting for extended play.

This unique non-drip formula is enhanced with Aloe for extra cushion and superior glide. Antioxidant-rich Olive Leaf Extract enriches this formula with its moisturizing and biostatic properties.

simply Aqua Jelle is free of Glycerin, Propylene Glycol, and Parabens. Vegan, cruelty free, and pH balanced, simply Aqua Jelle is a great choice for all types of play.


  • Water-based formula
  • Glycerin, Propylene Glycol, and Paraben Free
  • Enhanced with Olive Leaf Extract
  • Thick gel formula for extra cushion
  • Safe for use with all toy materials
  • Great for all types of play
  • Latex friendly
  • Long lasting
  • pH Balanced
  • 4 oz. Tube



simply Hybrid

Wicked Simply Hybrid 4oz

simply Hybrid is a creamy, realistic hybrid like no other. Incredibly smooth and long lasting, it’s the best of both worlds.

This perfectly blended water and silicone lubricant is free of Glycerin, Propylene Glycol, and Parabens.

Antioxidant-rich Olive Leaf Extract enhances this formula with its moisturizing and biostatic properties.

Vegan, cruelty free, and pH balanced.


  • Water and silicone blend formula
  • Glycerin, Propylene Glycol, and Paraben Free
  • Enhanced with Olive Leaf Extract
  • Safe for use with all toy materials
  • Great for all types of play
  • Latex friendly
  • Long lasting
  • pH Balanced
  • Realistic look and feel
  • Available in 2.3 oz. and 4 oz. locking pump bottles


simply Hybrid Jelle

Wicked Simply Hybrid Jelle 4oz

Rich and ultra-thick, simply Hybrid Jelle is a clean, premium hybrid lubricant that is amazingly smooth and slick, with extra body for added cushion and unsurpassed glide.

Antioxidant-rich Olive Leaf Extract enhances this formula with its moisturizing and biostatic properties.

simply Hybrid Jelle is free of Glycerin, Propylene Glycol, and Parabens. Vegan, cruelty free, and pH balanced, simply Hybrid Jelle is a perfectly blended hybrid formula, providing added glide and pleasure – a great choice for all types play.


  • Ultra-thick Water and silicone blend formula
  • Glycerin, Propylene Glycol, and Paraben Free
  • Enhanced with Olive Leaf Extract
  • Extra thick gel formula for added cushion
  • Safe for use with all toy materials
  • Great for all types of play
  • Latex friendly
  • Long lasting
  • pH Balanced
  • 4 oz. Tube.


Divine Nectars Flavored Body Glide by Kama Sutra

Divine Nectars

Kama Sutra’s Divine Nectars are water-based, flavored body glides

Use them anywhere on the body to add the perfect amount of slip and glide to any intimate activity with a splash of juicy, kissable flavor!

Drizzle where ever you want to kiss or be kissed. Rub it, kiss it, lick it . . . The possibilities are endless.


Available in 3 tempting flavors:

  • Strawberry Dreams – A burst of succulent strawberry nectar
  • Coconut Pineapple – Sweet, creamy coconut with a splash of juicy pineapple nectar
  • Vanilla Cream – Luscious, sweet vanilla nectar

Tips for use:

  • Both of you get naked (Striptease highly recommended, but optional)
  • Take turns drizzling your favorite flavor of Divine Nectars all over each other’s bodies … paying a little extra attention to your sweet spots
  • Massage each other with slow, even strokes. Using your hands… or your whole body! The slipperier, the better.
  • Take turns licking, kissing and sucking each other, enjoying the deliciously sweet flavor.



  • Light, silky-smooth, slippery glide
  • Mouth-watering, kissable flavor
  • Water-based, Non-staining, colorless and non-sticky
  • Super-slick and long-lasting for endless sensual enjoyment
  • Use anywhere on the body
  • Latex-friendly
  • Sugar-free
  • Paraben-Free
  • 5 Oz. dispenser top bottles

LELO Personal Moisturizer


This dual-purpose, water-based moisturizer is perfect for use with your pleasure products, your partner, or just to keep your skin feeling vital and luxurious.

Using body-safe ingredients, LELO Personal Moisturizer is suitable for all purposes, and is glycerine-free, paraben-free and unscented for discreet and healthy pleasure.

Fortified with aloe vera for long-lasting moisture, LELO Personal Moisturizer uses a water-based formula for a non-greasy, non-staining finish, and is pH balanced for the Skin.

Safe for use with all LELO products and latex.


  • Water based formula
  • Fortified with aloe vera
  • Non-greasy and non-staining
  • pH balanced
  • Glycerine-free, paraben-free and unscented

2.5 oz tube

Treat Your Self. Ultimate Pleasure Kit by Voodoo Toys


The Self-Love Pleasure Kit That Keeps On Giving!

Put yourself first with the ultimate set that keeps on giving…& giving. So, put on your favorite playlist, light some candles, lie back & indulge with Voodoo’s vibrating toys, silky mask & luxurious lubricant.



Voodoo Pink Karma Vibe


“I keep you feeling groovy.” With 10 vibration frequencies, USB rechargeable & 100% waterproof, Karma is discreet, curved to hug your body, and designed for maximum pleasure. Made of body-safe silicone. Measures 7.1inches length.

Voodoo Pink Pocket Pleasure


This mini vibe has 4 different attachments to target your every desire in a discreet pocket-size. Requires one AA Battery, Not Included.

Voodoo 8oz Water-Based Lubricant


Pure water-based formula is designed to worship your body. Latex-friendly, Hypoallergenic, Clean and Non-Staining with a silky smoothy feel.

Kink Blindfold in Black Silk (not shown)

Use this 100% silk eye mask to get a relaxing night’s sleep, block out external stimuli, or use with a partner for extra spice in your playtime.

$90 Retail value!

Wicked AQUA Classic Flavors

Wicked Aqua Flavors

Kissable, Lickable and Delicious, AQUA Classic Flavors add subtle taste to enhance oral pleasures.

Light & silky, these water-based formulas are the perfect sensual combination of an elegant lubricant and a flavor sensation.

This delicious flavors use Stevia, a natural sweetener from the Sunflower family that’s 200 times sweeter than sugar has zero calories.

Like all Wicked water-based formulas, AQUA Classic Flavors are formulated with Olive Leaf Extract (a natural bio-static) which helps to prevent the spread of any bacteria, fungus, or molds.

Available in 3 Classic Flavors:








  • Long Lasting
  • Latex Friendly
  • Paraben-Free
  • Never Sticky
  • No Aftertaste
  • Vegan – No Animal By-products or testing
  • Available in 1 oz. dispenser top bottles and 4 oz. pump bottles


Sensual CBD Collective by It’s the Bomb


The Sensual CBD Collective is an indulgence that everyone deserves and a self-care experience that every person needs.

These spa-quality bath and body products are infused with high-quality cannabidiols made to provide soothing relief and relaxation. It’s the Bomb strictly monitors the CBD levels in their products, using a local lab to count the CBD within their formulas to assure it is distributed evenly. Consumers can trust that the amount of CBD they see listed on the packaging is the amount that they will receive.

The Sensual CBD Collective includes a bath bomb 6-pack, CBD spa massage oil, CBD lubricant, and a topical CBD pain-relief balm, making it easy to incorporate CBD healing into any routine.

It’s the CBD Bath Bomb


This 6-pack features the luxe, gorgeous-scented bath bombs that It’s the Bomb is known for, but now infused with soothing CBD!

Each bomb boasts 50mg of CBD for a total of 300 mg in every pack, and users are recommended to use one to two bath bombs per experience.


It’s the CBD Spa Massage Oil


Available in both an 8-ounce pump and 4-ounce dropper, this CBD Spa Massage Oil formulation is concentrated using coconut oil, jojoba oil, vitamin E oil, and several essential oils for a powerful soothing effect.

Users can add CBD Spa Massage Oil to their own oil blends for a serving of CBD or use it on its own for a luxe experience.

Each bottle includes 250mg of CBD, as well as a large sprig of fresh lavender with buds.


It’s the CBD Lube


Each 6-ounce bottle of moisturizing water-based CBD Lube is infused with 100mg of nano emulsified CBD.

Users are recommended to incorporate it into their sex lives for heightened sensitivity and stronger orgasms, as well as support with vaginal dryness, pain, and muscle tension. CBD is also known to help promote and support the healing of sensitive vulvar and vaginal tissues.


It’s the CBD Balm


Perfect for relieving muscle pain and tension, each It’s the CBD Balm tube contains 250mg of nano-emulsified pure CBD for soothing pain relief.

This luxurious balm melts smoothly into the skin for a sensual and soothing experience and features no-mess application.

Booty Buzz by Ride Bodyworx from Sliquid


Last all night? Waterproof? Stimulating? Check. Check. Check.

RIDE Booty Buzz is a stimulating silicone personal lubricant that is both long-lasting and 100% waterproof.

Formulated from a concentrated blend of pharmaceutical-grade silicones, then infused with invigorating food-grade menthol, Booty Buzz will keep you lubricated for hours while offering both cooling and warming sensations wherever applied.

With RIDE Booty Buzz, a few drops go a long way and it’s easy to clean up with simple soap and water (except some fabrics).

Booty Buzz goes on cool and warms to a tingle for maximum stimulation and enhanced anal play.

Feel. The. Buzz.


  • Ultra-concentrated silicone blend
  • Goes on cool, warms with friction
  • Designed to last without reapplying
  • Glycerine-free
  • Paraben-free
  • Hypoallergenic and Non-toxic
  • Long lasting and 100% waterproof
  • Ideal for sensual massage
  • Available in 4.2 oz. and 8.5 oz dispenser-top bottles.

Sensuva Natural Water-Based Personal Moisturizers

Sensuva Natural

Safe, Healthy, & Natural – Your Body Deserves Only the Best.

Sensuva’s Personal Moisturizer Line was Created for people who are looking for healthier choices when it comes to their sexual wellness products. All their healthy formulas include a combination of natural, organic, food-grade, eco-cert, and EU Certified ingredients. They are all pH-balanced, and glycerin and paraben-free. Sensuva’s Personal Moisturizers are a perfect choice for anyone, and the best choice for those will allergies and sensitivities.

Sensuva’s Natural Water-Based Formulas feel most like the body’s natural personal lubrication. The sensation is especially smooth and is long-lasting. It is hydrating, non-tacky, and has a fresh, pleasant scent.

Available in Unscented, and 6 tempting flavors:

  • Strawberry
  • Apple Candy
  • Salted Caramel
  • Butter Rum
  • Watermelon
  • Orange Creamsicle


  • Natural feeling personal moisturizer
  • Moisturizing
  • Smooth and comfortable
  • Washes away easily with water
  • Latex and silicone product safe
  • pH balanced
  • Glycerin & paraben free

4.23 Oz. pump bottle

Sliquid Naturals SPARK Silicone Stimulating Lubricant


Sliquid Spark is a pharmaceutical grade silicone personal lubricant with a little something extra added. The premium formulation is infused with menthol, so it goes on cool and warms with friction.

Super long-lasting and 100% waterproof, it is the perfect choice for those who need a lubricant to last.

Made from an ultra-concentrated blend of pharmaceutical grade silicones, Sliquid Spark will last for hours with only a few drops and is easy to clean up with simple soap and water (except from some sheets & clothing!)

All Sliquid products are formulated by sensitive women, for sensible women.


  • Ultra-concentrated stimulating silicone blend
  • Menthol infused
  • Goes on cool & warms with friction
  • 100% Vegan friendly
  • 100% Waterproof
  • Glycerin free and paraben free
  • Hypoallergenic and non-toxic
  • Latex, rubber, & plastic friendly
  • Ideal for sensual massage
  • Uniquely blended to enhance your body’s own natural lubrication
  • May stain some clothing & sheets
  • 100% Vegan friendly
  • No animal testing, period
  • 100% recyclable packaging – Stay green!
  • From top to bottom, made in the USA
  • 4.2oz Flip-top bottle