A few years ago, Lauryn Evarts Bosstick shared a discovery she’d made on her lifestyle blog, Skinny Confidential: Coconut oil, which had become trendy for its nutritional and beauty benefits, also made a fantastic lube. “It’s all-natural and preservative-free. Drugstore lube is filled with weird shit that you don’t want touching the vajayjay,” she wrote.

She and her husband, Michael Bosstick, CEO of the podcast agency Dear Media, set out to buy a natural coconut oil-based lube. But…they couldn’t find one. Stores were filled with an array of options but nearly all of them were filled with harmful chemicals like glycerin, a sugar that can contribute to bacterial growth, preservatives that can cause burning and itching, and petroleum-based ingredients that can alter vaginal pH.

Moreover, they were always marketed to male consumers. Women were not encouraged to participate unless they were part of a heteronormative relationship and planned on using it on their male partner. There was no invitation for women to use lube on their own terms.

So, they decided to make their own with the help of their longtime friend, Westin Mitchell. Utilizing Lauryn’s online audience, Bosstick’s digital marketing background, and Mitchell’s creativity and branding skills, they founded WOO, an organic, all-natural, cruelty-free, sex-positive lube brand.

The Coconut Love Oil is made with four main ingredients: virgin coconut oil for the base, vanilla essence for scent, beeswax for texture, stevia for taste, plus less than one percent of Jojoba esters, sunflower seed wax and polyglycerin 3 to help the coconut oil and stevia work together. The ingredients function together to fight bacteria and free radicals, relieve pain, promote relaxation and rehydration, soothe inflammation and enhance your mood. Each natural ingredient is selected for it’s beneficial properties—inside and outside the bedroom.

Studies have shown that 39 percent of women that think of lube as a taboo product. So, the team also took care to make the product’s packaging polished so that people would feel more comfortable carrying it around. In a sleek white tube, it could easily be confused for a lotion or body wash. This design feature helps open the door to these consumers who might be hesitant to try it.

However, they hope people don’t feel the need to hide it. The trio hopes to destigmatize the product, which can aid anyone’s sex life. In particular, the WOO team noticed that there was a societal belief that lube was made for older women, who were “past their sexual prime.” The WOO team has disregarded that misconception and opened up the conversation to women of all ages. After all, there are a variety of reasons someone might need lube that have nothing to do with their age, or even with how aroused they are. Stress, hormonal imbalances and the desire to engage in a prolonged period of intimacy are all commonplace reasons to invest in the product.

In line with the mission of destigmatizing lube use, WOO is also trying to get people to talk more openly about sex. “In the U.S., sex is such a taboo subject, so we built this brand that is fun and cheeky and light so people feel more comfortable talking about it,” says Mitchell. This goal is reflected in WOO’s online presence: Their Instagram page is full of sassy memes about sex. One reads: “you are somebody’s reason to masturbate.” It’s also evident in their newsletter, which includes a weekly “foreplay Friday” chain providing ideas for new things to try in bed and fun dates to go on. WOO is also in the midst of a blog launch, which will focus on sex and relationship tips. Through their multimedia platform, the sex-positive brand has gotten the ball rolling on a crucial conversation that all couples should be having.

The aim of these initiatives is to help couples, particularly those who may have hit a rut in their sex lives, improve their sexual communication. “There is a communication barrier between couples about what they like and don’t like,” says Mitchell. “We’re providing a lot of value to these customers…they can communicate better, understand each other’s sexual needs, spice it up, and make sure sex doesn’t get stale.”

WOO plans to branch out from lubricants and build a larger brand of sexual wellness products. The next products in the pipeline are “freshies,” organic cleansing wipes made of coconut water and organic aloe vera, and small lube packets called “quickies.” With each new product added to their line, the goal is the same: make sex fun, safe and better.

Westin concludes, “There are so many aspects of a relationship, and having that physical connection is a big part of it. We feel you can have a much more intimate connection with your partner if you have the right tools to have a conversation.”

We previously sold this product and earned proceeds from any such sales.