Urban Outfitters made sexual wellness history by teaming up with female-founded Lovability Inc., a sexual wellness company known for their chic condoms and lube. Lovability is now the the first lube ever sold by Urban Outfitter since the store formed in 1970 and just the second condom company. Lube is often stigmatized, as too many people falsely assume that if you need lube for sex, there must be something wrong with one or all partners given the myth that vaginas are supposed to get wetter than Niagara Falls all on their own. To start, not everyone has a vagina, and lube is absolutely crucial for anal sex. Additionally, lube can make vaginal sex more comfortable and safer, and who wouldn’t want that? By selling lubricants along with skin and hair products, Urban Outfitters is helping normalize and mainstream sexual wellness.

Urban Outfitters has had their glaringly problematic moments, such as this “Femme” t-shirt that appropriates LGBTIA+ culture. However, they’ve also had their applaudable moments, such as using trans and plus-size models in campaigns. The decision to sell Lovability is another step in the right direction. Currently available online are Lovability’s signature Babe with the Power condoms, their Hallelubeyah lube, and Bae Spray, an aromatherapy body mist that claims to enhance your natural pheromones. The products will be sold in nine US flagship stores starting this April.

It’s no wonder that Lovability’s products are now sold alongside beauty products, as their packaging is so cute you’d mistake them for lip balm or hair gel. Their Babe with the Power latex condoms come in beautiful and discrete little tins and their Hallelubeyah aloe-based lube comes in a cute tube (not to mention how dope those product names are). The company was founded by Tiffany Gaines, who felt that mainstream condom companies were marketing towards a masculine consumer base. She wanted to encourage safer sex by creating a product that feminine consumers would want to buy, and thus Lovability was formed. The condom tins indeed look like makeup, and now with Urban Outfitter’s partnership, hopefully carrying condoms and lube in your purse will become as common as toting around chapstick.


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