What Pjur does

Pjur (legal entity: pjur group Luxembourg S.A.) is a privately held European manufacturer of premium personal lubricants and intimate care products, founded in 1995 and headquartered in Wasserbillig, Luxembourg, with manufacturing operations in Germany. The company holds EN ISO/ISO 13485 medical device certification and classifies its entire personal lubricant line as Class IIb medical devices under EU Medical Device Regulation (EU) 2017/745 (CE 0482) — the highest risk classification for lubricants. Its product portfolio spans six sub-brands (pjur ORGANIC, pjur med, pjur SUPERHERO, pjur CULT, pjur INFINITY, and the pjur BACK DOOR / analyse me! anal range) covering water-based, silicone-based, and hybrid formulations, plus delay serums, stimulation gels, fetish care, and toy-friendly lubricants.

Pjur monetizes through a multi-channel model: direct-to-consumer e-commerce on its own storefront (pjur.com, plus pjur.us for the US market), Amazon marketplace listings, and wholesale relationships with specialist erotic retail shops. Pricing is one-time / perpetual per SKU in the EUR 15.95-24.95 range, with free shipping thresholds (EUR 25 Germany, EUR 30 EU, EUR 50 non-EU) and discreet packaging. Customer segments are horizontal across consumer use cases — anal lubrication, sensitive skin, menopause-related dryness, stimulation, fetish, and toy compatibility — and the company explicitly targets health-conscious consumers (vegan ORGANIC line), diabetics, and users prone to fungal infections through preservative- and glycerin-free formulations. Distribution covers 30+ European countries (Switzerland and France temporarily paused) and is expanding into the United States.

Marketing is content- and SEO-led through a blog on sexual wellness, a MailChimp newsletter with double opt-in, organic social, Google Ads remarketing, and AdCell affiliate tracking. Operational partners include Kuehne+Nagel (Luxembourg logistics) and VDS-M.Bick (Germany fulfillment). The company is led by founder and CEO Alexander Giebel, who also chairs the administrative board. No external institutional investment, venture capital backing, or M&A activity is disclosed.

Name

Pjur

Legal name

pjur group Luxembourg S.A.

Website

https://pjur.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Pjur is a Luxembourg-headquartered, founder-led manufacturer of premium personal lubricants and intimate care products made in Germany, sold as Class IIb medical devices through its own e-commerce, Amazon, and specialist retail channels across 30+ countries.

Ownership category

akta.pro rank

Product category

Personal Lubricants & Intimate Wellness Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Vaginal Moisturizers & Lubricants (CRABAIAI)

akta.pro secondary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Personal lubricants
• Intimate care products
• Medical device lubricants
• Sexual wellness products
• Intimate hygiene products

Headquarters

HQ city

Wasserbillig

HQ country

Luxembourg

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Pjur operates its own e-commerce storefront (pjur.com) selling directly to consumers. The company ships products globally with discreet packaging and offers free shipping thresholds (EUR 25 for Germany, EUR 30 for EU, EUR 50 for non-EU). Products are priced individually (e.g., pjur ORGANIC Touch EUR 17.95, pjur INFINITY silicone-based EUR 24.95, pjur ORGANIC Care EUR 19.95).
2. Marketplace Sales: Pjur products are available through third-party platforms including Amazon and specialist erotic shops. The company offers wholesale/retail relationships with specialty retailers.
3. Specialist Retail Distribution: Products are distributed through specialist erotic shops alongside online channels, targeting consumers seeking premium intimate wellness products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Pjur manufactures and sells premium personal lubricants and intimate care products, all classified as Class IIb medical devices under EU Medical Device Regulation (EU) 2017/745 and certified to EN ISO/ISO 13485. Products are manufactured exclusively in Germany and sold through the company's own e-commerce storefront (pjur.com), Amazon marketplace, and specialist erotic retail shops. The portfolio spans water-based, silicone-based, and hybrid lubricants, plus serums, creams, foams, and sprays organized across sub-brands such as INFINITY, ORGANIC, BACK DOOR, pjur med, superhero, and CULT.

Product overview

Pjur is a manufacturer of premium personal lubricants and intimate care products with over 30 years of experience. The product portfolio includes multiple sub-brands organized by formulation type (water-based, silicone-based, hybrid), purpose (sex and foreplay, anal intercourse, sensitive skin, stimulation, fetish, toy-friendly), and specialized lines. The core INFINITY line offers water-based and silicone-based lubricants, while the ORGANIC sub-brand provides vegan products with natural ingredients. Specialized ranges include BACK DOOR and analyse me! for anal products, pjur med for medical-grade lubricants, CULT for fetish wear care, and superhero for male enhancement. All lubricants are Class IIb medical devices under EU regulations, compatible with latex condoms, and are dermatologically tested. Products are manufactured exclusively in Germany.

Differentiator

Problem solved

Functional benefit

Brands

• pjur ORGANIC: Vegan, natural ingredient-based intimate care product line including ORGANIC Touch (water-based lubricant with 98% natural ingredients), ORGANIC Fresh (fragrance-free refreshing foam with 99% natural ingredients), and ORGANIC Care (intimate cream with 97% natural ingredients).
• pjur med
• pjur SUPERHERO
• pjur CULT

Products and services

• pjur INFINITY silicone-based Silicone-based personal lubricant offering long-lasting lubrication, free from preservatives, with premium-grade silicones creating a breathable protective film on skin.
• pjur INFINITY water-based Water-based personal lubricant designed for experience, sensation, and adventure, providing extra sensation and care.
• pjur ORGANIC Touch Vegan water-based personal lubricant formulated with 98% natural ingredients for intimate care and skin compatibility.
• pjur ORGANIC Fresh Fragrance-free refreshing foam with 99% natural, vegan ingredients for gentle cleansing of the intimate area using paper tissue.
• pjur ORGANIC Care Fragrance-free intimate cream with 97% natural, vegan ingredients providing intensive and long-lasting moisturization, 50ml airless dispenser.
• pjur BACK DOOR Relaxing Silicone-based anal personal lubricant containing jojoba extract to help relax the anal muscle, with high-grade silicone for extra-long-lasting lubrication.
• pjur BACK DOOR Moisturising Water-based anal personal lubricant with hyaluron for moisturizing properties and outstanding glide, suitable for use with anal toys.
• pjur BACK DOOR Regenerating Water-based anal personal lubricant with panthenol and camomile that regenerates and soothes skin in the anal area, suitable for use with anal toys.
• pjur BACK DOOR Anal Comfort serum Highly concentrated silicone-based anal comfort serum for intensive anal sex; reduces sensitivity without anaesthetics by creating a protective film, taking effect in 15-20 seconds.
• pjur analyse me! Anal Comfort serum Silicone-based anal comfort serum for first-time users, with a less concentrated formula than BACK DOOR. Works without anaesthetics, takes effect in 15-20 seconds.
• pjur analyse me! Comfort Water Anal Glide Water-based anal glide with hyaluron that binds moisture and creates cushions of water to enhance lubrication; less concentrated formula for general use.
• pjur analyse me! Relaxing Anal Glide Silicone-based anal glide with premium-grade jojoba extracts to relax the anal muscle; less concentrated than BACK DOOR version.
• pjur MAN Lust Water-based stimulation gel for penis and external use with a tingling effect lasting up to 15 minutes; safe for erotic toys including masturbators.
• pjur WOMAN Lust Water-based stimulation gel that intensifies clitoral stimulation and enables women to control their orgasm; safe for vibrators; effect up to 15 minutes.
• pjur CULT Dressing Aid Aid for fans of rubber and latex clothing that makes outfits easier to put on, protects material, and helps it last longer and feel smoother.
• pjur CULT ULTRA SHINE Spray that brings shine to rubber and latex clothing, helps preserve material and makes it softer and longer-lasting.
• pjur superhero DELAY serum Silicone-based delay serum that reduces sensitivity without numbing by creating a protective film, taking effect in seconds; highly skin compatible.
• pjur superhero PERFORMANCE spray Spray with natural ingredients absorbed into the top layer of skin to prevent premature ejaculation; does not contain lidocaine or benzocaine.
• pjur med PRO-LONG spray Spray for external application on the penis containing tannic acid from oak bark to reduce oversensitivity; combined with panthenol to soothe skin.
• pjur med PREMIUM glide Silicone-based personal lubricant free from preservatives; creates a protective film that does not clog pores; allergy friendly, recommended for sensitive skin and allergies.
• pjur med SOFT glide Preservative-free personal lubricant with jojoba; extremely gentle formula suitable for sensitive skin.
• pjur med SENSITIVE glide Preservative-free, glycerin-free, and paraben-free personal lubricant specifically developed for sensitive skin; extremely skin compatible.
• pjur med NATURAL glide Personal lubricant with natural ingredients recommended for use during pregnancy and breastfeeding.
• pjur WOMAN Nude Lubricant specifically developed for health-conscious women, free from preservatives, glycerin, and parabens; ideal for women with delicate and sensitive skin.
• pjur ORIGINAL Classic water-based personal lubricant with standard concentration for general use.
• pjur WOMAN Water-based personal lubricant specifically designed for women with sensitive skin; contains same ingredients as ORIGINAL with special concentration leaving skin feeling soft.
• pjur LIGHT Silicone-based, preservative-free personal lubricant recommended for diabetics and those prone to fungal infections.
• pjur Toy Lube Lubricant specifically formulated for use with sex toys, with a pump dispenser closure for convenient application.
• pjur myglide Personal lubricant intentionally formulated with ginseng flavor and color additives to support a stimulating effect; contains warming ginseng for female stimulation.
• pjur superhero Energizing Glide Personal lubricant with ginkgo for an invigorating and stimulating effect, intentionally formulated with flavor and color additives.

Quantifiable outcome

• Silicone-based lubricants provide extra-long-lasting lubrication compared to water-based alternatives
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• Kuehne+Nagel S.à.r.l.minorOthersKuehne+Nagel provides logistics and fulfillment services for pjur, handling order processing and shipment delivery from their Contern, Luxembourg facility. The partnership supports pjur's European shipping operations.
• VDS-M.Bick e.K.minorOthersLogistics partner handling fulfillment operations from Herzberg, Germany, supporting pjur's order delivery processes.
• AdCell GmbHminorChannel Partner/ Reseller/ DistributorAffiliate marketing network partner for tracking and calculating referral commissions for publisher-referred customers. Based in Berlin, Germany.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lelo: Lelo is a premium sexual wellness brand with a portfolio spanning personal massagers, lubricants, and couples' products. Overlaps with Pjur's MAN/WOMAN Lust stimulation gels and adjacent positioning in the sexual-wellness category, but with a broader product portfolio and luxury positioning.
• Lovehoney: Lovehoney is one of the largest global sexual wellness retailers, distributing third-party brands plus its own private-label lubricants and toys. Comparable through its retail-channel reach and own-brand lubricants that compete with Pjur's BACK DOOR, INFINITY, and analyse me! lines on specialty erotic shop and DTC shelves.
• Durex: Durex (Reckitt) is the global mass-market leader in condoms and personal lubricants with a much broader portfolio across sexual wellness. Operates at significantly larger scale than Pjur across many geographies, making it a broad incumbent competing in the same lubricant category.
• K-Y: K-Y (Reckitt) is a flagship personal lubricant brand globally and one of the most recognized lubricant names in North America and Europe. Much larger scale and broader sexual wellness remit than Pjur, but directly overlapping in water-based and silicone-based personal lubricants.

Direct peers

• Astroglide: Astroglide (BioFilm) is a US-based specialty personal lubricant manufacturer with water-based, silicone-based, and organic variants. Closest direct comparable to Pjur in product breadth, premium positioning, and focus on lubricants only.
• Sliquid: Sliquid is a US specialty lubricant brand specializing in natural, vegan, and glycerin-free intimate products. Comparable to Pjur in formulation philosophy (skin-safe, natural-ingredient focus) and direct-to-consumer plus specialty retail distribution.
• Good Clean Love: Good Clean Love is a US intimate care brand focused on natural, pH-balanced, and organic personal lubricants. Directly comparable to Pjur's pjur ORGANIC and pjur med sub-brands in formulation philosophy and target consumer (health-conscious, sensitive skin).
• ID Lubricants: ID Lubricants (Westridge Laboratories) is a US personal lubricant brand with a deep catalog across water-based, silicone, hybrid, and flavored formulations. Directly comparable to Pjur's INFINITY, BACK DOOR, and analyse me! lines for specialty retail erotic shops.
• YES (Yes Yes Yes Ltd): YES is a UK-based organic intimate lubricant brand specializing in certified-organic, body-safe water- and oil-based lubricants. Closely mirrors Pjur's pjur ORGANIC and pjur med NATURAL glide positioning on natural formulation and pH balance.
• System Jo: System Jo is a personal lubricant brand explicitly cited alongside Pjur in the Cosmopolitan Lube Awards 2025. Competes head-to-head with Pjur in flavored, water-based, and silicone-based lubricants across US and international erotic retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pjur

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pjur