Founded in 2020 by friends and pleasure activists Ginette de Fleuriot and Samantha Buergin, The Lube Ladies are on a mission to transform the conversation around sexual wellness. They believe that feeling good about yourself and your body can be life-changing and that pleasure, far from being taboo, is a powerful form of self-empowerment.

At the heart of their brand is Clitoria CBD Arousal Oil, a product designed to do more than lubricate. It encourages loving touch, deep relaxation, heightened arousal, and greater pleasure, whether you’re exploring solo or sharing intimacy with a partner. With its natural, clean, and body-safe ingredients, Clitoria enhances stimulation, supports longer and more frequent orgasms, and helps people connect more deeply with themselves and others.

The Lube Ladies are passionate about celebrating sexuality as a natural, joyful part of life. By encouraging openness, conversation, and exploration, they empower individuals to embrace their desires, reclaim their pleasure, and discover that great sex and self-connection can be a transformative, joyful experience.

We sat down with the founders to explore their inspiration, challenges, and the vision that continues to shape their bold journey.

The Story Behind The Lube Ladies

We’d love to hear what inspired you to start The Lube Ladies and how your personal experiences influenced the brand’s journey

Sam and I had been friends for years, and one day over a coffee catch-up, we were talking about how cannabis and CBD had taken off as an industry. I (Ginette) mentioned that I’d created a CBD lube of my own some years back and had been enjoying the arousing effects that it had. At that stage, it was for my personal pleasure only, my little secret. But Sam suggested that we look into taking it to market. And that’s when we started refining the formula.

Impact on Cultural Conversation

The Lube Ladies focuses on celebrating women’s pleasure and sexual wellness. How do you see your products contributing to a broader cultural conversation?

Our product “Clitoria” is immediately understood as relating to the female genitalia, but because the packaging is beautiful (depicting the Clitoria Ternatea flower), as well as stylish and tasteful, people are drawn to it and are curious to find out more. It removes the association that sex is “sleazy”, “dirty,” or something to be hidden and ashamed of. We are there on the shelf proudly, premium and feminine.

Lessons from the Journey

What was the biggest challenge when starting a brand in the sexual wellness space, and what did you learn from it?

The main challenge is getting traction on Social Media, as boosting posts is not allowed for products that relate to sex and CBD.

Why Women’s Pleasure Deserves More Discussion

Why do discussions about women’s pleasure remain so limited, and how does your brand help change that?

In many countries, sex is still a taboo topic, and on top of that (excuse the pun), women’s pleasure is either frowned upon or pretty much given the silent treatment. This can be due to general conservative attitudes, from religion, or simply a patriarchal legacy.By starting conversations and being open about our product, we have given women permission and courage to start sharing, asking questions, and claiming their right to pleasure without shame.

Looking Ahead

Looking ahead, what is your vision for The Lube Ladies, and how do you hope to continue empowering people through your products?

We will be launching PUMP Pleasure Oil for men this October. Don’t get us wrong, men have been enjoying Clitoria, too, but we have had requests for a product specifically formulated for men. To date, Clitoria CBD Arousal Oil is only available in South Africa, so we look forward to having our products available in other countries where CBD is legal in the near future.

Where Desire Meets Freedom

The Lube Ladies show us that pleasure doesn’t appear to be just a moment; it’s a path to get to know yourself, accept your wants, and enjoy closeness without feeling bad about it. Their work makes sexual health a celebration of being curious, making connections, and being sure of yourself.

conceivable that this is more than a brand after talking to the owners, Ginette de Fleuriot and Samantha Buergin. It’s a challenge to explore freely, to touch and feel, and to remember that your sexuality has always been strong, free, and yours to enjoy.