Stigmatized sex lube is a thing of the past. Tomorrow's lubricant tones down the kinky and tunes in on a whole new wave of lube reform--organics.
It's called, Yes, and its calming aqua-colored exterior looks more like a shampoo bottle than a suggestive sex gel. In fact, the web site's address, yesyesyes.org, is the only suggestive thing about this artfully revamped love aid. Aside from obvious visual differences, Yes stands out from competitors like KY and AstroGlide because of its market.
Yes is for women, not testosterone-surged teen boys. Even more than that, Yes is for organically conscious women. Free of parabens, glycerin, hormones, silicones and petroleum, the gel targets both an environmentally savvy and even sophisticated clientele. It also targets women going through menopause, a time when atrophic vaginitis (or the thinning and irritation of the vaginal wall from low estrogen) seems to escalate.
So why all the "Yestimonials" (the company's clever collection of accolades)? Like with any water or oil-based lubricant used in vaginal dryness, the gel helps re-moisten a moisture-less area. In atrophic vaginitis for example (common after menopause or even during breastfeeding), decreased estrogen creates an arid vaginal environment where tissue is friable, fragile and less elastic. If you smoke, the effect is only worsened as cigarette smoking impairs blood flow to all areas of the body, including the vagina.
For many women, vaginal dryness around the time of menopause is significant enough to warrant localized estrogen use with either an estroginized vaginal ring (Estring), insert-able tablet (Vagifem), or cream (Estrace). But for other women who may not want to use hormones or for women with a history of estrogen-sensitive cancer (like breast cancer), at-home lube use is a helpful alternative.
In this regard, Yes appears to have a largely supportive fan base. The website is crawling with "Yessentials" and "Yestimonials," assuring that the gel's water or oil-based concoctions provide a sensation-intensifying, velvety and toxic-free glide.
However, Yes may not be alone in this market for long.