Key takeaways for retailers: Train staff on base first (water, silicone, hybrid, oil), then use case. Water based is the default for condoms and silicone toys. Silicone based wins for longevity and water play, but not for silicone toys. Hybrids sit in the middle. Lubricant is a consumable attach that belongs next to every toy conversation. Curate a tight ladder, not every flavour. Preferred organic and plant based water based heroes: YES WB and SUTIL.
- Lead with base type, condoms, and toy materials before brand preference.
- Stock a clear ladder: everyday water based, one hybrid, one premium silicone, plus specialty and a sampler.
- Put lube inside the toy bay and on care cards, not only on a distant endcap.
- Never invent attachment rates or margin percentages for pitch decks. Use your own sell through.
- Confirm live Sexy Living SKUs, pack sizes, and packaging language before planogram or PDP publish.
Table of Contents
- Why do lubricants matter for B2B retailers?
- Staff decision tree: which base should we recommend?
- Water vs silicone vs hybrid: plain English for the floor
- Water based lubricants (verified SKUs)
- Silicone based lubricants (verified SKUs)
- Hybrid lubricants (verified SKUs)
- Oil based lubricants (short section)
- Sampler for trial and till attach
- Master comparison table
- Compatibility cheat sheet
- Assortment blueprint
- Merchandising and bundling
- FAQ for store staff and product pages
- Partner with Sexy Living
Why do lubricants matter for B2B retailers?
Sexy Living is a Canadian B2B sexual wellness distributor serving wholesale and dropship partners. This guide is for buyers, managers, and floor staff who need a practical lubricant program, not a consumer lifestyle essay.
Lubricant earns its shelf space for three operational reasons:
- Attachment: Almost every vibrator, stroker, anal toy, or couples kit conversation can include a glide recommendation. The attach is useful for the shopper and natural for the basket.
- Consumable repurchase: Toys are often infrequent purchases. Bottles empty and get replaced, which supports ongoing traffic and reorder habits.
- Education trust: Clear answers about bases, condoms, silicone toys, and sensitivities reduce returns and awkward counter moments. Staff who can explain water versus silicone confidently close more related sales.
Retailer note: Talk about comfort, glide, compatibility, and body safe ingredients. Do not present lubricant as treatment for medical conditions. Send clinical or pain related questions to a qualified professional.
Staff decision tree: which base should we recommend?
Ask these questions in order. Stop when you have a clear base, then pick a SKU from that bay.
- Are latex or polyisoprene condoms involved? Yes → avoid oil based. Prefer water based, or a condom safe silicone or hybrid after you check the label.
- Are silicone toys involved? Yes → default to water based. Do not sell silicone lube onto silicone toys unless the customer understands the degradation risk and both brands allow it.
- Is this for Tenga elastomer (Egg, Cup, Spinner, Flip)? Water based only. Lead with Tenga Hole Lotion.
- Is this for Aneros Syn silicone coated models? Water based only. Sessions lubricant is the Aneros positioned option. Do not pitch Aneros toys in place of lube education.
- Water play (shower or bath)? Silicone based lasts. Warn that water based washes away faster.
- First timer or unsure? Everyday water based (Pjur Aqua, Sliquid H2O, YES WB, or SUTIL Luxe), or the Sliquid Naturals Sampler so they can try before a full bottle.
- Wants longer lasting than water, easier cleanup than pure silicone? Hybrid (Wicked Hybrid, Sliquid Silk, or CG Woo Hoo classified correctly as hybrid).
- Anal focus? Thicker water based specialty: Sliquid Sassy Booty, YES BUT Anal, or SUTIL Rich.
- Organic / plant based water based ask? YES WB for everyday organic water based; SUTIL Luxe (lightweight) or SUTIL Rich (thickest) for Canadian plant based water based (do not invent USDA claims for SUTIL); keep YES BUT for anal organic; YES OB only when oil based is OK and latex is not in play.
One sentence opener: “Are you looking for something easy to clean that works with toys and condoms, or a longer lasting formula for extended or water play?”
Water vs silicone vs hybrid: plain English for the floor
Customers hear brand names. Staff should hear bases. Explain the chemistry in one breath, then land the recommendation.
Water based
What it is: Water plus thickeners and humectants. Feels closest to natural moisture. Washes off with water.
Pros
- Latex condom friendly
- Silicone toy safe default
- Easy cleanup
- Best first timer default
Cons
- May need reapplication
- Washes away in water play
Silicone based
What it is: Pharmaceutical or cosmetic silicones such as dimethicone. Long lasting and waterproof. A small amount goes far.
Pros
- Longevity for longer sessions
- Strong in shower and bath play
- Small dose covers a lot
- Latex condoms are usually OK (confirm label)
Cons
- Not for silicone toys (can degrade)
- Needs soap for cleanup
- Can feel too slick for some
- May stain fabrics
Hybrid
What it is: A water plus silicone blend. Longer lasting than basic water based, easier cleanup than pure silicone. The middle rung on a good / better / best card.
Pros
- Middle rung upgrade path
- Often latex friendly (check label)
- More lasting than water based
- Cleanup usually easier than pure silicone
Cons
- Silicone toy compatibility still varies by SKU
- Read brand wording carefully and stay cautious on silicone toys
Hybrid toy caution for staff: Sliquid Silk copy often says it works with most non silicone toys. Wicked Hybrid claims toy friendly in brand language. Still caution customers about silicone toys and default to water based when silicone toys are in play.
Water based lubricants (verified SKUs)
Default bay for first timers, condom users, and silicone toy attach. Keep claims about feel, cleanup, and compatibility, not medical outcomes. Feature YES WB as the everyday organic water based hero and SUTIL as Canadian plant based water based. Keep YES BUT for anal organic; mention YES OB only as oil specialty with a latex warning.
Everyday core
Pjur Aqua
Best for: Premium everyday water based and toy suitable attach.
Staff script: “This is our reliable water based workhorse. Condom friendly, toy suitable, and easy cleanup for first timers.”
Shop Pjur Aqua →
Glycerin free
Sliquid H2O
Best for: Glycerin free shoppers; plant cellulose thickener story.
Staff script: “If you want a clean ingredient story and a natural feel, H2O is glycerin free with a plant cellulose thickener.”
Shop Sliquid H2O →
Aloe water based
Dame Aloe
Best for: Wellness minded boutiques and Dame brand fans.
Staff script: “Water based aloe comfort. Dame says use it with their silicone vibes, and skip silicone lube on those toys.”
Shop Dame Aloe →
Organic water based
Sliquid Organics Natural
Best for: Organic and ingredient transparency seekers.
Staff script: “Lead with organic water based when the shopper asks for natural first. Stick to what is on the label.”
Shop Sliquid Organics Natural →
Everyday organic water based
YES WB
Best for: Everyday organic water based when shoppers want a discreet condom and toy friendly hero.
Staff script: “YES WB is water based organic with no smell, taste, or stickiness. Brand positions it as compatible with latex and polyisoprene condoms and toys, with certified organic ingredients. Stick to the label.”
Shop YES WB →
Lightweight SUTIL
SUTIL Luxe
Best for: Lightweight plant based water based when shoppers want everyday SUTIL without a heavy feel.
Staff script: “SUTIL Luxe is lightweight water based, condom and toy safe per brand. Canadian plant based positioning. Do not invent USDA organic certification.”
Shop SUTIL Luxe →
Thickest SUTIL
SUTIL Rich
Best for: Thickest water based cushion in the SUTIL line.
Staff script: “SUTIL Rich is the thickest water based in the line. Brand positions it as condom and toy safe. Frame thickness and comfort, not medical claims.”
Shop SUTIL Rich →
Flavoured
ID Frutopia
Best for: Oral play conversations and fun gift add ons.
Staff script: “Flavoured water based is popular for oral use. Confirm flavour and ingredient preferences before other uses.”
Shop ID Frutopia →
Cooling water based
Wicked Aqua Chill
Best for: Sensation seekers who want cooling in a water based base.
Staff script: “Cooling water based specialty. Frame as temperature play, and suggest they start light if skin is sensitive.”
Shop Wicked Aqua Chill →
Tenga attach
Tenga Hole Lotion
Best for: Mandatory attach beside Tenga Eggs, Cups, Spinner, and Flip.
Staff script: “Tenga elastomer needs water based only. Silicone or oil can damage the sleeve. Hole Lotion is the brand match.”
Shop Tenga Hole Lotion →
Water based specialty
Aneros Sessions
Best for: Customers who need water based for Aneros Syn silicone coated models.
Staff script: “Sessions is water based and required for Aneros Syn silicone coated models. Teach the water based rule. Keep the conversation on lubricant, not toy CTAs.”
Shop Aneros Sessions →
Thicker anal gel
Sliquid Sassy Booty
Best for: Anal toy attach and thicker water based glide requests.
Staff script: “This is a thicker WATER based anal gel. Lead with thickness and comfort, then confirm condom and toy materials.”
Shop Sliquid Sassy Booty →
Organic anal
YES BUT Anal
Best for: Organic leaning shoppers shopping specifically for anal use.
Staff script: “Organic water based anal option. Brand positions it as condom and silicone toy compatible. Still keep claims to comfort and formulation.”
Shop YES BUT Anal →Silicone based lubricants (verified SKUs)
Sell longevity, waterproof performance, and “a little goes a long way.” Keep silicone toys on water based unless care guides clearly allow otherwise.
Premium silicone
Sliquid Silver
Best for: Long sessions, shower play, premium step up from water based.
Staff script: “Silicone lasts and loves water play. Use soap for cleanup, and keep silicone toys on water based instead.”
Shop Sliquid Silver →
Menthol silicone
Sliquid Spark
Best for: Customers who want silicone longevity plus a menthol sensation story.
Staff script: “Specialty silicone with menthol. Confirm they want that sensation before you recommend it as an everyday silicone.”
Shop Sliquid Spark →
Silicone + cooling
Wicked Ultra Chill
Best for: Water play plus cooling in a silicone base.
Staff script: “Silicone longevity with a cooling kick. Great for shower play conversations. Reminder: not for silicone toys.”
Shop Wicked Ultra Chill →Hybrid lubricants (verified SKUs)
Position hybrids as the upgrade when water based is not lasting long enough, but the shopper is not ready for pure silicone cleanup. Verify silicone toy notes per SKU.
Staff classification alert: CG Woo Hoo Coconut Passion may show “water based” in the product title, but product directions describe it as hybrid and the ingredients include silicones. Classify and sell it as HYBRID on the floor and in staff training.
Hybrid core
Wicked Hybrid
Best for: Shoppers upgrading from water based who are not ready for pure silicone.
Staff script: “Water and silicone blend: longer than water, easier cleanup than pure silicone. Wicked calls it toy friendly. Still caution on silicone toys.”
Shop Wicked Hybrid →
Hybrid hero
Sliquid Silk
Best for: Sliquid loyalists and boutiques that want a hybrid hero SKU.
Staff script: “Silk is a hybrid with about 12 percent silicone per brand copy. Brand language points to most non silicone toys. Pair it on shelf with H2O.”
Shop Sliquid Silk →
Classify as HYBRID
CG Woo Hoo Coconut Passion
Best for: Coconut passion scent story, sold correctly as hybrid despite water based title wording.
Staff script: “Title can say water based, but directions and silicones in the formula make this a hybrid. Tell staff and customers it is hybrid so toy advice stays accurate.”
Shop CG Woo Hoo Coconut Passion →Oil based lubricants (short section)
Keep oil based as a specialty niche with a clear condom warning on every shelf talker and PDP.
Plant oil based
Intamo Wild Thing
Best for: Customers who specifically want a plant oil based formula.
Staff script: “Plant oil based. Not latex condom compatible. Say that out loud before the sale closes.”
Shop Intamo Wild Thing →Sampler for trial and till attach
Trial tool
Sliquid Naturals Sampler
Best for: First timers, gift with purchase, and low commitment discovery.
Staff script: “Includes water and silicone pillows. Perfect trial tool before they commit to a full size bottle.”
Shop Sliquid Naturals Sampler →How do lubricant bases compare?
Use this master table on staff cards and product pages. Guidance is qualitative, not measured performance claims.
| Base | What it is | Best for | Condoms (latex) | Silicone toys | Cleanup | Watch outs |
|---|---|---|---|---|---|---|
| Water based | Water + thickeners / humectants | First timers, everyday use, toy attach | Generally compatible | Generally compatible | Easy water rinse | May need reapplication; washes away in water |
| Silicone based | Cosmetic / pharma silicones | Long sessions, water play, premium feel | Usually OK with latex (confirm label) | Avoid (can degrade) | Needs soap and water | Too slick for some; possible fabric staining |
| Hybrid | Water + silicone blend | Upgrade path, balanced longevity | Often friendly (check label) | Verify per SKU; stay cautious | Easier than pure silicone | Brand wording varies; Woo Hoo is hybrid despite title |
| Oil based | Plant or other oils | Specialty niches where oil is preferred | Not for latex condoms | Material dependent | Harder cleanup; can stain | Clear condom warning required |
Floor rule: If the customer is using silicone toys, default to water based unless the specific lubricant and toy care guides say otherwise. Wrong lubricant is a common cause of damaged toys and returns.
Condom and toy compatibility cheat sheet
| Situation | Recommend | Avoid or caution |
|---|---|---|
| Latex or polyisoprene condoms | Water based; many silicone and hybrid formulas (confirm label) | Oil based (including Intamo Wild Thing) |
| Silicone toys | Water based (Pjur Aqua, Sliquid H2O, Dame Aloe, YES WB, SUTIL Luxe / Rich, Sessions, Hole Lotion, Sassy Booty, YES BUT) | Silicone based lubes; hybrids unless brand and care guide support it |
| Tenga elastomer sleeves | Water based only (Tenga Hole Lotion) | Silicone and oil based |
| Aneros Syn silicone coated models | Water based only (Aneros Sessions) | Silicone based lubes |
| Shower or bath play | Silicone based (Silver, Spark, Ultra Chill) | Expect water based to wash away faster |
| Anal play | Thicker water based specialty (Sassy Booty, YES BUT, SUTIL Rich) | Under lubricating; skipping barrier education when relevant |
| Glass, metal, hard plastic toys | Water or silicone based per preference | Follow brand care card |
Put a one line compatibility note on shelf talkers and Shopify product descriptions. Consistency between store and dropship copy reduces support tickets.
What does a strong lubricant assortment look like?
A focused bay beats a wall of every flavour. Start with roles, then map live Sexy Living SKUs.
| Shelf role | Example direction | Why it earns the slot |
|---|---|---|
| Everyday water based | Pjur Aqua or Sliquid H2O | Default attach for most toys and condoms |
| Natural / organic water based | YES WB; SUTIL Luxe or Rich; Sliquid Organics (YES OB only as oil specialty) | Ingredient conscious shoppers; everyday organic plus plant based Canadian options |
| Premium silicone | Sliquid Silver (add Spark or Ultra Chill for sensation) | Longevity and water play step up |
| Hybrid middle rung | Wicked Hybrid, Sliquid Silk, or CG Woo Hoo (sold as hybrid) | Good / better / best bridge |
| Anal specialty | Sliquid Sassy Booty or YES BUT | Purpose built thickness and comfort |
| Sensation / flavoured | Wicked Aqua Chill or ID Frutopia | Curiosity and gift add ons |
| Brand care attach | Tenga Hole Lotion; Aneros Sessions | Prevents material damage returns |
| Oil specialty | Intamo Wild Thing | Only with loud latex condom warning |
| Trial | Sliquid Naturals Sampler | Low risk discovery and till attach |
Reorder from sell through. Add depth in the bases that move, not every variant a brand catalogues.
How should retailers merchandise and bundle lubricant?
- Place lubricant inside the toy bay, not only on a separate endcap. Visibility at the decision point matters more than a distant wall of bottles.
- Build simple bundles: vibrator + water based, anal toy + thicker specialty, Tenga + Hole Lotion, silicone toy + water based reminder card, shower play + silicone lube.
- Use good / better / best cards at the counter: everyday water based, hybrid, premium silicone.
- Offer samplers for undecided shoppers, then recommend a full size based on what they liked.
- Online: “Frequently bought together,” care callouts on toy PDPs, and checkout reminders for missing lubricant.
- Language: “Complete the experience” outperforms “Don’t forget lube.”
- Train the Woo Hoo exception: list it in the hybrid bay so staff never treat it as pure water based for silicone toy advice.
Do not invent attachment rate or AOV percentages for marketing. Measure your own store data after you change planograms and scripts.
FAQ for store staff and product pages
What is personal lubricant used for?
Personal lubricant reduces friction during intimate activity or toy use. It can improve comfort and glide when natural moisture is not enough, or when toys and condoms need a compatible slick surface.
Is water based or silicone based better?
Neither is universally better. Water based is the safer default for toys and first timers. Silicone based lasts longer and shines in water play. Ask about condoms, toy materials, and cleanup preferences before recommending.
What is a hybrid lubricant?
A hybrid blends water and silicone. It usually lasts longer than basic water based and cleans up more easily than pure silicone. Still verify silicone toy compatibility per SKU.
Is CG Woo Hoo water based or hybrid?
Classify it as hybrid for staff training. The catalogue title may say water based, but product directions describe hybrid use and the ingredients include silicones.
Can you use silicone lubricant on silicone toys?
Usually no. Silicone lubricant can degrade many silicone toys. Default to water based unless the toy and lubricant brands explicitly allow it and the customer understands the risk.
Are lubricants compatible with condoms?
Water based formulas are the standard condom friendly choice. Many silicone formulas are also compatible with latex. Oil based products can weaken latex. Always check the specific product label.
What should staff say about Tenga and Aneros Syn?
Tenga elastomer sleeves: water based only (Hole Lotion). Aneros Syn silicone coated models: water based only (Sessions). Keep education on the lubricant rule, not on pushing Aneros toy CTAs.
Do customers need lubricant if they already feel aroused?
Need varies by body, medication, hormones, activity, and toy use. Position lubricant as comfort and pleasure optimization, not as a sign that something is wrong.
How should staff talk about anal lubricant?
Focus on thicker glide, patience, and compatibility with the toys or barriers the customer plans to use. Avoid medical claims. Recommend purpose built options such as Sliquid Sassy Booty, YES BUT, or thicker SUTIL Rich when appropriate.
What should we stock first if space is limited?
One everyday water based (Pjur Aqua or Sliquid H2O), one premium silicone (Sliquid Silver), one hybrid (Wicked Hybrid or Sliquid Silk), one anal specialty, and a sampler. Add flavoured, cooling, oil, or brand care attaches after those move.
Does Sexy Living support wholesale and dropshipping for lubricants?
Yes. Approved retailers can access Sexy Living wholesale assortment and Adult Dropshipping tools for eligible SKUs. Confirm live inventory, shipping rules, and brand restrictions before publishing products.
Partner with Sexy Living
Build a lubricant program that staff can explain and customers can trust. Sexy Living supplies curated sexual wellness brands, bilingual friendly packaging options where available, and fulfillment paths for brick and mortar plus ecommerce partners across Canada and beyond.
Natural and organic-leaning water based heroes on Sexy Living include YES WB and SUTIL Luxe / Rich. Canadian retailers exploring broader plant-based care can also review sister brand EP Products Canada when it fits the conversation.
Or browse live lubricant SKUs such as Pjur Aqua, Sliquid H2O, Sliquid Silk, and Sliquid Silver.