Straight men are discovering that lube is for them too, thanks to a new wellness brand that’s reinventing the product for heterosexual bedrooms.
New York-based company Goodparts is founded by 28-year-old Dave Shanfield, a gay man who wants to take the stigma out of friction-free sex.
He realized the market is packed full of lubes that treat sex like a “kink or niche”, which puts straight men off.
“A lot of men I spoke thought of it as a gay niche product, or just for butt stuff,” said Shanfield. “Or they were quick to say ‘I don’t need lube’ or said that ‘she should provide the lube if she wants it’, which felt sort of backward to me.”
The reluctance of straight men to even consider lube isn’t helped by the fact that many bottles are plastered with “out-there names” and “muscled-up naked dudes”, depicting an image of masculinity that only a few can relate to.
Visit https://verygoodparts.com/ to view their products.