NEW PRODUCT DEVELOPMENT, INC.

What NEW PRODUCT DEVELOPMENT, INC. does

New Product Development, Inc. is a privately held California corporation operating under the "Beyond All Expectations" brand division from a single headquarters in Novato, California. The company develops, manufactures, and sells flavored warming massage oils, edible body lotions, and unisex spray colognes marketed as romance and intimacy enhancement products for adult consumers and couples. Its portfolio spans five core product lines — Making Love Massage Oils ($15.95/8 oz), Making Love Passion Potions ($11.95/4 oz), Hot Licks Warming Lotions ($11.95/4 oz, twelve flavor variants), Making Love Body Lotion ($14.95/2 oz), and Making Love Spray Cologne ($19.95/1.7 oz) — formulated with food-grade ingredients, vegetable glycerin, Vitamin E, and ginseng, and explicitly positioned as edible, non-staining, and free of artificial sweeteners, thickeners, or animal by-products.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce through beyondallexpectations.com with wholesale distribution to approved retail stores and home party sales channels. Pricing is uniformly pay-as-you-go unit pricing with no subscription or recurring billing; wholesale pricing is gated behind an approval process administered through a dedicated toll-free line (877-673-4872) and wholesale catalog. Consumer orders ship in plain, discreet packaging. Operations are entirely US-domiciled with no disclosed international presence. The company has no disclosed funding history, no parent entity, no executive team information, no patent or trademark registrations, and no partnerships, indicating a small, privately controlled operating entity without external institutional capital.

There is no proprietary software platform, AI/ML capability, or disclosed technology infrastructure; the public website was designed by an external vendor (ClicksOnCall.com), and order capture is supported by phone, fax, and a basic online catalog. Customer support and ordering rely on a single phone line (415-883-9005) and fax (415-883-9063). The company describes itself as offering "American Products Made in the USA" with low wholesale order minimums, small-orders-welcome policy, no back orders, and fast processing — a positioning consistent with a niche, small-scale consumer goods operator rather than a scaled, venture-backed brand.

Name

NEW PRODUCT DEVELOPMENT, INC.

Legal name

New Product Development, Inc.

Website

https://beyondallexpectations.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

New Product Development, Inc. (d/b/a Beyond All Expectations) is a privately held Novato, California-based consumer products company that manufactures and sells flavored warming massage oils, edible body lotions, and intimacy fragrances to adult consumers via DTC e-commerce, wholesale retail, and home party channels across the United States.

Ownership category

akta.pro rank

Product category

Intimate Wellness Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

Keywords

• Flavored massage oils
• Warming massage lotions
• Intimate wellness products
• Edible body lotions
• Unisex spray cologne

Headquarters

HQ city

Novato

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Retail Sales: One-time purchase model for individual consumers purchasing massage oils, lotions, potions, and colognes through the company website. Products are priced individually from $11.95 to $19.95.
2. Wholesale/Bulk Sales: Wholesale distribution to approved retail stores with low order minimums and no back orders. The company emphasizes fast order processing and delivery for retail partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

NEW PRODUCT DEVELOPMENT, INC., operating as Beyond All Expectations, manufactures and sells flavored warming massage oils, edible body lotions, and unisex spray cologne designed to enhance romantic and intimate experiences. The product portfolio consists of five physical consumer product lines made with pure food-grade ingredients and vegetable glycerin, sold directly to consumers via e-commerce and to retailers through wholesale distribution.

Product overview

NEW PRODUCT DEVELOPMENT, INC. operates as a consumer products company selling intimate wellness and romance enhancement products under the Beyond All Expectations brand. The portfolio consists of five distinct product lines: Making Love Massage Oils (five sensual flavors with Vitamin E and ginseng, priced at $15.95 for 8 oz), Making Love Passion Potions (six flavors of warming lotions, 4 oz), Hot Licks Warming Lotions (twelve erotic flavors with vegetable glycerin, priced at $11.95 for 4 oz), Making Love Body Lotion (unisex fragrance lotion, $14.95 for 2 oz), and Making Love Spray Cologne (unisex spray cologne, $19.95 for 1.7 oz). Products are marketed as mood enhancers for romantic experiences and are sold directly to consumers via the website and through retail/home party channels. All products are made with food grade ingredients and are edible.

Differentiator

Problem solved

Functional benefit

Brands

• Hot Licks Warming Lotions: Warming lotions available in twelve erotic flavors including Ambrosia, Champagne, Cherry, Cinnamon, Cookies 'N Cream, Mint Chocolate, Passion Fruit, Peach, Pina Colada, Raspberry, Strawberry, and Watermelon. Made with Pure Food Grade Ingredients, Aromatic Food Flavors, Vegetable Glycerin.
• Making Love Massage Oils
• Making Love Passion Potions
• Making Love Body Lotion
• Making Love Spray Cologne

Products and services

• Making Love Massage Oils

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights2 records

Direct peers

• Sliquid: Sliquid is a direct peer producing intimate wellness and personal lubricant products, including flavored massage oils and body lotions. It is comparable to Beyond All Expectations in product category, flavor-forward positioning, and D2C plus wholesale distribution.
• Sensuva: Sensuva develops intimate wellness and arousal products, including flavored massage oils and lotions for couples. Comparable to Beyond All Expectations on flavored warming intimate topicals and D2C-led distribution.
• Earthly Body: Earthly Body manufactures massage oils, lotions, and natural personal care products sold through D2C, wholesale, and professional spa channels. Comparable to Beyond All Expectations on flavored massage oils, lotions, and natural ingredient positioning.
• System JO: System JO manufactures flavored intimate wellness products, including massage oils, lotions, and arousal creams. It competes head-to-head with Beyond All Expectations on flavored warming massage lotions and edible formulations.

Emerging players

• Unbound: Unbound is a direct-to-consumer intimate wellness brand offering lubricants, massage oils, and arousal products. Comparable to Beyond All Expectations as a modern emerging brand pursuing the same D2C consumer with overlapping product formats.
• Dame: Dame is an emerging intimate wellness brand focused on vibrators, lubricants, and massage oils. Comparable to Beyond All Expectations on adjacent product categories and overlapping D2C consumers in the modern intimate wellness segment.
• Maude: Maude is a venture-backed direct-to-consumer intimate wellness brand offering lubricants, massage oils, and body care. It is comparable to Beyond All Expectations as an emerging modern brand pursuing the same consumers via D2C with a more contemporary design and marketing approach.
• Cake Beauty: Cake Beauty produces body care, massage, and bath products with sweet dessert-inspired flavors. Comparable to Beyond All Expectations on flavor-forward body lotions and massage products marketed through D2C and mass retail.

Broad incumbents

• Astroglide: Astroglide (owned by Church & Dwight) is a mass-market intimate wellness brand with personal lubricants and warming products. It is comparable to Beyond All Expectations as a broad incumbent in the same category with significantly larger scale and retail distribution.
• K-Y: K-Y (owned by Reckitt) is a leading mass-market intimate wellness brand offering lubricants, warming gels, and related products. Comparable to Beyond All Expectations as a broad incumbent in the same intimate wellness category with much wider retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-product-development-inc.

Revenue estimate

Valuation estimate

Number of profiles

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 NEW PRODUCT DEVELOPMENT, INC.