The Next-Gen Lubes Worth Knowing About
Image: ANASTASIA MIHAYLOVA/STOCKSY UNITED
Sex & Relationships
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The Next-Gen Lubes Worth Knowing About

For years, lube has been treated like taboo but a new wave of brands is rewriting the rules. Smart, ingredient-led and designed as much for hydration and everyday comfort as they are for pleasure, these are the brands – and products – to have on your radar…
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Image: ANASTASIA MIHAYLOVA/STOCKSY UNITED
@YinnBody

Yinn

Hailing from Australia, Yinn takes a clever approach to sexual wellness – no gimmicks, just smart, thoughtful products that do exactly what you want them to. Its lube trio is designed around different moments, so you always have the right option to hand. The water-based version is the everyday classic – light, silky and versatile – perfect for partnered play or use with toys and condoms. The oil-based formula is richer and indulgent, while the thicker anal lubricant cushions and comforts where it counts. 

Visit UNFABLED.CO
Dame

Dame

Few brands have shifted the conversation around pleasure like Dame. Co-founded by a sexologist, the brand started by launching a sex toy – the Eva – which became the most crowdfunded sex toy in history. Its lubes deserve equal attention. Unlike other formulas, its water-based Aloe blend is formulated like skincare – with aloe to hydrate, oat to calm sensitivity and quinoa seed extract to support elasticity. The result is a silky texture that mimics natural lubrication without that tell-tale stickiness. Because it’s pH-balanced, it won’t disrupt vaginal flora and it’s gentle enough for sensitive skin. 

Visit DAME.COM
@GetMaude

Maude

If any brand has rebranded lube as chic, it’s Maude. The packaging is discreet and minimalist – think Aesop for your nightstand – and the formulas are stripped back but effective. Its bestseller, Shine, is gentle thanks to a blend of aloe and it’s tested to match vaginal pH. It delivers glide without residue, and has been tested for osmolality, which matters if you’re using lube regularly – it ensures the formula won’t dehydrate delicate skin, something many high-street options overlook. For more intensity, its Heat formula adds a warming sensation that subtly boosts circulation. 

Visit GETMAUDE.COM

Ples’Jour

This new brand ticks all the boxes. As well its aesthetic credentials, it’s one of the most medically informed names on the market, backed by a gynaecologist, HRT specialist and even a neuroscientist. Its debut product, Opal, is a next-generation silicone lube made with just two ingredients. Being silicone-based, it’s longer-lasting than water lubes and won’t dry out. It’s hypoallergenic and completely water-free, making it especially useful for women navigating menopause, when vaginal tissue can be particularly sensitive. Best reserved for partnered sex – silicone lubes aren’t compatible with silicone toys but for skin-on-skin, they’re unmatched.

Visit PLESJOUR.COM
Ples’Jour

Roam

Roam first made headlines with its inclusive skin-tone condoms but its lube range is equally considered. Designed to be gender- and body-inclusive, the collection spans water-based, silicone and even flavoured options, all dermatologically and pH-balanced. Two blends stand out – its water-based Classic lube, a feather-light and non-sticky blend that glides effortlessly and washes away without a trace; and its clever Adaptogenic Lube, a plant-based formula that uses CBD and adaptogens to enhance sensation and alleviate discomfort caused by menopause and vaginismus. Its Back Lube is also a bestseller, boasting an extra-cushioning, game-changing texture.

Visit EXPLOREROAM.COM
@Explore.Roam
@HelloGloriah

Gloriah

Designed to fill a gap in the market – one of the founder’s friends entered early menopause in her 20s – Gloriah is evaluating what intimate care can look like for women at every stage of life. Its hero product, Soul Gel, is a hybrid moisturiser and lubricant designed for women experiencing hormone-related dryness. The texture is feather-light, fragrance-free and made with aloe, oat and gingko extracts. It’s safe enough to use every morning, meaning by the time intimacy does happen, you’re already more comfortable. For anyone navigating PCOS, perimenopause or postpartum recovery, Soul Gel is as much a wellness product as it is an intimate one. 

Visit HELLOGLORIAH.COM

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