This New Lube Is Basically Skincare for Your Sex Life
Emily Morse famously advocates for a “lube on every nightstand”, and Instagram’s favourite sexologist has a point. A good lubricant reduces friction, makes things more comfortable, and can make sex even more enjoyable. The problem is that not every lube is worth reaching for, and not all of them are kind to intimate skin. For some of us, artificial fragrances and heavily synthetic formulas can lead to irritation (and even painful sex). But as the lines between beauty, self-care, and sexual wellness continue to blur, a growing number of brands are treating intimate care with the rigour usually reserved for skincare. Hoily is one of them.
The newly launched British brand is giving the category a skin-first overhaul. Conceived, formulated, and made entirely in the UK, Hoily’s first product is an oil-based lubricant (£30) designed to hydrate intimate skin while adding that much-needed glide. The lightweight blend is more than 99.9% naturally derived and contains 750mg of pure CBD isolate. But one thing worth knowing before you buy: because it’s oil-based, this lube shouldn’t be used with latex condoms or silicone sex toys.
The formula skips parabens, silicones, and fragrance in favour of olive-derived squalane, hemp seed oil, jojoba, coconut oil, calendula flower extract, bisabolol, and vitamin E — the kind of ingredients you’d expect to find in a face oil. For founder Dominik Mytko, that was precisely the point.
“We built Hoily because intimate wellness deserves the same standards we hold our skincare to — clean ingredients, honest formulation and zero compromise,” he explains. “Pleasure is part of wellbeing, and it’s for everyone. That’s the whole idea behind ‘for every body’.”
That ‘for every body’ ethos runs through the whole brand. There’s no gendered, overly clinical, or strictly functional messaging here. Instead, Hoily frames intimate care as a natural extension of everyday wellbeing, regardless of gender, size, or desire.
The brand’s debut lubricant is available now at hoily.co.uk, shipping exclusively within the UK.