A Visionary Beginning

When Alexander Giebel founded pjur in 1995, he likely never imagined that a humble European brand would come to redefine intimacy and sexual wellness on a global scale. Originally a lawyer during the HIV/AIDS crisis, Giebel saw a gap in the market for high-quality intimate products.

At that time, silicone-based lubricants were available only on lubricated condoms, offering far superior slickness compared to traditional water-based options. Driven by a bold vision and two years of meticulous product development, Giebel launched pjur, the world’s first manufacturer of silicone-based personal lubricants, paving the way for a new era in sexual wellness.

Mission to Improve Lives

“pjur was created to improve lives,” Giebel reflects. “We wanted to inspire people to rediscover joy, passion, and confidence. Over the past three decades, that mission hasn’t wavered.”

Headquartered in Luxembourg and producing exclusively in Germany, pjur quickly expanded internationally. By 1996, it entered the U.S. market, followed by Australia in 1998. Today, the brand is available in over 70 countries and stands out as the only German lubricant approved for sale in Saudi Arabia, demonstrating its commitment to safety, quality, and cultural understanding. With way over 100 million bottles sold and more than 60 international awards earned, pjur has firmly established itself as a global leader in the sexual wellness industry.

A Long History of Lubrication

The story of personal lubricants goes far beyond modern innovations. Lubrication has been part of human culture for thousands of years. In ancient Greece, around 350 BC, olive oil served as an all-purpose solution, including as a personal lubricant, often used with padded leather dildos. Around the same time, ancient Chinese societies boiled red seaweed into a water-based substance called carrageenan, used not only for personal lubrication but also for thickening foods and medicinal purposes. In Edo-period Japan (1603–1868), people used tororo-jiru, a slick paste made from grated Chinese yams, as a precursor to modern lubricants.

By the 19th century, petroleum jelly marked another milestone, yet it wasn’t until the 1980s that personal lubricants gained mainstream visibility, appearing on drugstore shelves in America and Europe. This long historical journey shows that lubrication has always been a tool for comfort, intimacy, and practical needs.

pjur’s Silicone Revolution

Pjur transformed the landscape of sexual wellness with its introduction of silicone-based lubricants in 1995. pjur ORIGINAL was its first product and remains the brand’s best-selling product to this day. Unlike traditional water-based products, silicone lubes offer long-lasting, non-sticky properties, which immediately resonated with consumers worldwide. Over the next three decades, pjur introduced innovative lines such as pjur AQUA, pjur med, pjur WOMAN, and the BACK DOOR range, continuously pushing the boundaries of quality and usability. This product line evolved even more in recent years, launching pjur WOMAN Lust orgasm gel as well as a highly acclaimed TOY range for using (and cleaning) toys, followed by the recent launches of pjur ORGANIC and pjur MAN Lust.

Today, pjur remains at the forefront of the industry, not only providing products but also educating consumers about intimacy, pleasure, and sexual health.

The Growing Market and Everyday Uses

The personal lubricant market has evolved into a billion-dollar industry. In the U.S. alone, it is currently valued at $1.58 billion, with nearly 50 million Americans reporting personal lubricant use in 2020. The applications extend beyond sexual activity: lube is now commonly used as a lip balm, anti-chafing solution, scar treatment, and even for achieving a dewy summer skin effect. These figures reflect a growing cultural acceptance and recognition of lubricants as a versatile, everyday essential.

Celebrating 30 Years of Innovation

In 2025, pjur celebrated 30 years of enhancing intimacy, marking three decades since the brand was founded in 1995. The anniversary focused on giving back to the community that made it possible, with a special limited-edition 30th Anniversary Gift Set combining the iconic pjur ORIGINAL with a complimentary pjur AQUA 30ml, bringing together two fan favorites in one celebratory release. Alongside anniversary initiatives like raffles for both retailers and consumers, the milestone looked back on a legacy built around trust, pleasure, and quality, paving the way for the next chapter of innovation with exciting new products coming to the market this year.

Breaking Taboos and Shaping Conversations

Despite decades of success, Giebel remains committed to breaking societal taboos around intimacy. “Talking about sexual health is still difficult for many people,” he says. “We’re not just selling products; we’re fostering conversations, promoting education, and creating safe spaces where people feel empowered.” From courtroom beginnings to international acclaim, Alexander Giebel’s vision has turned personal lubricants from a niche product into a mainstream essential, demonstrating that thoughtful innovation and cultural sensitivity can transform an entire industry.

Looking Ahead

With 30 years of pioneering achievement, pjur is poised to continue leading the sexual wellness sector. By combining scientific expertise, historical awareness, and consumer education, the brand ensures that lubricants are no longer a secret drawer item but a trusted, everyday part of modern life.

From improving intimate experiences to supporting overall well-being, pjur exemplifies how innovation, persistence, and open dialogue can reshape cultural perceptions around intimacy.