K-Y Lubricants
K-Y Lubricants is a 120+ year old personal lubricant and sexual wellness brand, owned by Reckitt, that sells water-based, silicone-based, warming, tingling, and specialty lubricants through U.S. retail and direct e-commerce to individuals and couples.
- Company typePrivate
- Founded1904
- HeadquartersParsippany, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What K-Y Lubricants does
K-Y Lubricants is a personal lubricant and sexual wellness brand that invented the personal lubricant category in 1904. The brand operates as a wholly-owned property of Reckitt (Reckitt Benckiser plc), a UK-listed consumer health conglomerate, with U.S. operations conducted through RB Health (US) LLC and a contact headquarters in Parsippany, New Jersey. K-Y's product portfolio spans water-based lubricants (Ultragel, Jelly, Liquid, Natural Feeling with Aloe Vera, Intense Pleasure Gel), silicone-based lubricants (True Feel), specialty warming and tingling formulations, the dual-formula Yours & Mine couples lubricant, the Liquibeads ovule-based vaginal moisturizer, and the Duration desensitizing delay gel and spray for men. The underlying technology is rooted in personal-care formulation rather than software — ingredient systems including water-based, silicone-based, glycol-based, and botanical/aloe vera compositions packaged in formats ranging from liquids and jellies to ovule inserts and metered-delay pumps.
The brand distributes through two primary channels: mainstream U.S. retail (pharmacies, mass merchants, grocery) and direct-to-consumer e-commerce at k-y.com. It supplements distribution with content marketing via a sex-health blog exceeding 100 educational articles and an owned social presence on Facebook, Instagram, and YouTube. K-Y monetizes through standard CPG unit sales at consumer retail price points, with revenue captured within Reckitt's group-level financial reporting rather than as a standalone disclosure. Customer segments span couples, women across life stages (including menopause and postpartum), men seeking endurance products, and individual consumers — addressed horizontally rather than through a single concentrated segment. Recent strategic activity includes a February 2026 partnership with author duo Christina Lauren for a Valentine's Day Yours & Mine campaign, consistent with the brand's content-led approach to normalizing lubricant use and expanding category demand.
K-Y Lubricants firmographics
Firmographics- Name
- K-Y Lubricants
- Legal name
- RB Health (US) LLC
- Website
- https://k-y.com
- Company type
- Private
- Founded year
- 1904
- Operating status
- Operating
- Short description
- K-Y Lubricants is a 120+ year old personal lubricant and sexual wellness brand, owned by Reckitt, that sells water-based, silicone-based, warming, tingling, and specialty lubricants through U.S. retail and direct e-commerce to individuals and couples.
- Ownership category
- akta.pro rank
K-Y Lubricants industry classification
Industry- Product category
- Personal Lubricants
- NAICS
- Toilet Preparation Manufacturing (32562)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Vaginal Moisturizers & Lubricants (CRABAIAI)
Keywords
Where K-Y Lubricants is headquartered
LocationHeadquarters
- HQ city
- Parsippany
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
K-Y Lubricants business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Consumer Retail Sales: K-Y Lubricants generates revenue through the sale of personal lubricant and intimate wellness products via mainstream retail distribution and direct-to-consumer e-commerce through k-y.com
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
K-Y Lubricants product offering
Product offeringCore offering
K-Y Lubricants develops, manufactures, and distributes personal lubricants and intimate wellness products under the K-Y brand. Its portfolio spans water-based, silicone-based, glycol-based warming, tingling, and desensitizing lubricant variants, plus vaginal moisturizers and couples-focused dual-formula products, sold primarily to individual consumers and couples through mass retail and direct e-commerce.
Product overview
K-Y Lubricants is a personal lubricant and sexual wellness brand owned by Reckitt. The product portfolio centers on water-based, silicone-based, and specialty lubricants (warming, tingling, desensitizing/delay) along with vaginal moisturizers. Core products include the K-Y Ultragel line (the #1 lubricant brand), K-Y True Feel Silicone Based Lube, K-Y Jelly and Liquid water-based lubricants, K-Y Natural Feeling line with Aloe Vera, K-Y Intense Pleasure Gel, and the K-Y Yours & Mine Couples Lube featuring dual sensations. Enhancement products include K-Y Duration delay spray and gel for men. The brand invented personal lubricant in 1904 and positions itself on sexual health education through its sex health blog.
Differentiator
Problem solved
Functional benefit
Brands
- K-Y Ultragel: Water-based personal lubricant with ultra silky, ultra smooth formula; the #1 lubricant brand per Nielsen POS data.
- K-Y Yours & Mine
- K-Y True Feel
- K-Y Liquibeads
- K-Y Duration
Products and services
- K-Y Ultragel Water Based Personal Lubricant Water-based personal lubricant with ultra silky, ultra smooth body-friendly formula, marketed as the #1 lubricant brand for individual consumers and couples.
- K-Y True Feel Silicone Based Lube Silicone-based personal lubricant offering a natural silky feel without glycerin, parabens, hormones, or fragrances, targeted at adult consumers seeking long-lasting lubrication.
- K-Y Jelly Water-Based Personal Lubricant Water-based jelly-format personal lubricant with body-friendly formula free of sulfates, hormones, parabens, artificial colorants, and fragrances, for individual consumer intimate use.
- K-Y Liquid Water-Based Personal Lubricant Liquid-format water-based personal lubricant designed for intimate use by individual consumers.
- K-Y Warming Liquid Personal Lube Warming-sensation liquid personal lubricant that builds gentle heat with touch and friction, compatible with natural rubber latex condoms.
- K-Y Warming Jelly Personal Lube Glycol-based warming jelly lubricant with propylene glycol for long-lasting silky, slick feel, safe for use with sex toys and natural rubber latex condoms.
- K-Y Natural Feeling Personal Lube with Aloe Vera Soothing water-based personal lubricant with aloe vera, compatible with natural rubber latex condoms and designed for natural-feeling solo or partnered use.
- K-Y Natural Feeling Moisture Plus Lubricant Moisturizing personal lubricant formulated for enhanced hydration during intimacy.
- K-Y Intense Pleasure Gel Lube Tingling water-based gel lubricant designed to heighten sensation, compatible with latex condoms and polyisoprene condoms.
- K-Y Tingling Sensorial Personal Lubricant Tingling-sensation personal lubricant formulated for enhanced intimate experiences.
- K-Y Liquibeads Vaginal Moisturizer & Lubricant Long-lasting vaginal moisturizer delivered in a discreet ovule insert format, hydrating from inside out for women experiencing dryness.
- K-Y Yours & Mine Couples Lube Couples lubricant featuring two complementary sensations (warming and tingling) in a single product to enhance pleasure for both partners.
- K-Y Duration Desensitizing Delay Gel Pump for Men Desensitizing delay gel pump designed for men to help prolong ejaculation and extend intimate sessions.
- K-Y Duration Desensitizing Delay Spray for Men Desensitizing delay spray for men designed to support endurance and prolong ejaculation.
- K-Y Natural Feeling Lube & Massage Gel with Botanical Essence Multi-purpose personal lubricant and massage gel infused with botanical essence for dual intimate use.
Quantifiable outcome
- 84% of users recommend KY Ultragel® to a friend
Companies that use K-Y Lubricants
Customer profileSegments4 records
Ideal customer profiles4 records
K-Y Lubricants technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
K-Y Lubricants partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Christina LaurenminorK-Y partnered with bestselling author duo Christina Lauren to promote the K-Y Yours & Mine product through a Valentine's Day campaign that blended fiction with real-life sexual wellbeing topics. The partnership aimed to normalize lubricant use and encourage open conversations about intimacy through storytelling.
Scale indicators3 records
Recent moves2 records
Expansion highlights5 records
K-Y Lubricants competitors and assessment
Company assessmentDirect peers
- Astroglide: Astroglide is a long-standing direct competitor in the personal lubricant category, offering water-based and specialty lubricant SKUs across retail and DTC. It is the closest U.S. mass-market peer to K-Y in product positioning and channel presence.
- Durex: Durex is a global sexual wellness brand also owned by Reckitt, with overlapping lubricant products alongside condoms. As a Reckitt stablemate to K-Y, it is the most directly comparable peer in both product set and corporate parent.
- Sliquid: Sliquid is a premium water-based and natural-ingredient personal lubricant brand sold through retail and DTC. It competes with K-Y in the body-safe / clean-ingredient positioning that is increasingly important to younger consumers.
- Pjur: Pjur is a German personal lubricant brand with silicone-based and specialty lubricants distributed globally. It overlaps directly with K-Y True Feel and other silicone-based SKUs and is a relevant international peer.
- ID Glide (Westridge Laboratories): ID Glide is a long-established water-based personal lubricant brand sold through retail and specialty channels. It competes in the same U.S. mass-market lubricant segment as K-Y Ultragel.
- Wet Lubricants: Wet Lubricants offers a broad line of water-based, silicone-based, and flavored personal lubricants sold through retail and DTC. It directly competes with K-Y across multiple lubricant sub-categories.
- Good Clean Love: Good Clean Love is a natural-ingredient personal lubricant and vaginal moisturizer brand positioned around body-safe formulations. It overlaps with K-Y's Liquibeads and Natural Feeling lines, particularly for wellness-oriented consumers.
Emerging players
- Cake: Cake is a modern sexual wellness brand with lubricants and adjacent products targeting younger, design-conscious consumers via DTC and selective retail. It represents the new wave of indie challengers competing for share against legacy brands like K-Y.
Broad incumbents
- Lelo: Lelo is a premium sexual wellness brand spanning lubricants, toys, and other intimate products sold globally. It is comparable to K-Y in the lubricant and intimate wellness category but operates a much broader product portfolio at premium price points.
- Reckitt: Reckitt is K-Y's publicly traded parent company and a global consumer health conglomerate that also owns Durex. It is a relevant peer as the corporate context in which K-Y's strategy, investment, and global expansion are determined.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
K-Y Lubricants social profiles
Digital presenceK-Y Lubricants financial estimates
Financial estimateRevenue estimate
Valuation estimate
K-Y Lubricants leadership team
Management profileNumber of profiles
K-Y Lubricants funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
K-Y Lubricants M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about K-Y Lubricants
What does K-Y Lubricants do?
K-Y Lubricants develops, manufactures, and distributes personal lubricants and intimate wellness products under the K-Y brand. Its portfolio spans water-based, silicone-based, glycol-based warming, tingling, and desensitizing lubricant variants, plus vaginal moisturizers and couples-focused dual-formula products, sold primarily to individual consumers and couples through mass retail and direct e-commerce.
Is K-Y Lubricants a public or private company?
K-Y Lubricants is a private company. It is classified as corporate owned and is currently operating.
When was K-Y Lubricants founded?
K-Y Lubricants was founded in 1904.
Where is K-Y Lubricants based?
K-Y Lubricants is headquartered in Parsippany, United States, in the North America region.
How does K-Y Lubricants make money?
One revenue line is on record: consumer Retail Sales.
Who are K-Y Lubricants's main competitors?
Direct peers on record are Astroglide, Durex, Sliquid, Pjur, ID Glide (Westridge Laboratories), Wet Lubricants and Good Clean Love. Cake is listed as an emerging player. Broad incumbents are Lelo and Reckitt.
Does K-Y Lubricants have an API?
No public API is recorded for K-Y Lubricants.
What industry is K-Y Lubricants in?
K-Y Lubricants's product category is Personal Lubricants. Its primary akta.pro industry code is CRABAIAI, Vaginal Moisturizers & Lubricants. Its NAICS code is 32562 and its SIC code is 2844.