It’s time to destigmatize lube

Since launching this product some of our friends have been quick to state they ‘simply don’t need to use lube’. This is directly related to the shame women experience through what’s shown in mainstream media and porn. Women, especially young women, are supposed to get wet in the spark of the moment and stay wet. The stigma, especially in a cis-hetero relationships is that lubricant is only meant to be used when anal is involved. None of this could be further from the truth.

A study from Indiana University’s Center for Sexual Health determined that lube makes it 50% easier - for everyone - to orgasm. We need to detach from the narrative that only the premenopausal and those who are sexually disinterested need lube because the benefits of using lubricant is rewarding for whoever is involved.

1 in every 5 users needs lubricant to relieve painful vaginal dryness, which can be caused by lack of oestrogen, aging, a new birth control method, antidepressants, pregnancy or sometimes due to simply lacking arousal. Out of embarrassment or not wanting to hurt the egos of their partners, women stay silent about the pain or discomfort they may experience during sex. It’s time to speak up, as this is not a sign that someone is doing their job ‘wrong’. Every person is different and some require different methods. This is 2021, pleasure, especially female pleasure should no longer be an afterthought. 

There is the barrier of purchasing lube, especially for the first time buyer. Either it could be the hesitation of walking into a sex store, browsing in your local supermarket with someone lurking behind you, or that you don’t know what type of lubricant to buy (here’s some helpful tips on what ingredients to avoid). Even the fact that Chemist Warehouse stocks the lube under the Family Planning section is extremely outdated and downright uncomfortable. So it is understandable that a study in 2014 published in the Journal of Sexual Medicine, 35% of women had never even tried it. 

FIGR Fluid is developed by one creator who constantly struggles with yeast infections and the other who because of her medication sometimes interferes with her natural lubrication. With only 9 naturally derived ingredients, FIGR Fluid is pH balanced at 4 and has been formulated to mimic naturally occurring lubrication.

There’s no shame if you can’t get wet and it's more common than you might think. So if you struggle with this, you’re not alone. FIGR is for anyone, those who get wet and those who don’t.


Indiana University's Center for Sexual Health

Journal of sexual medicine


Image Credit: Arielle Bobb-Willis

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