Jimmyjane's Sensual Care line gives garish lube the slip

The problem with sexual lubricant isn’t that it doesn’t work. In fact, Jimmyjane president Robert Rheaume is quick to point out quite the opposite: citing that 9 out of 10 women find sex more pleasurable with lube, according to The Journal of Sexual Medicine.
No, the problem with lube is that it looks too much like lube. Lube needs to get out of its own way.
Enter: Jimmyjane. The high end sex product company counts Wallpaper* favourite Yves Béhar among its collaborators. And now it’s here to disrupt that garish little plastic bottle undoubtedly shoved into the bottom of your nightstand drawer.
Rheaume comes to Jimmyjane from Chanel and sister company Bourjois. So it’s no surprise that the company’s new Sensual Care line of organic water-based lubricant and natural toy cleanser borrows directly from perfume and cosmetics typologies.
The bottle is frosted glass instead of plastic and the label with ingredients and instructions is removable, making the lube virtually indistinguishable from a sleek, unisex fragrance. The brand name is embossed on the bottle, serving a dual function as a grip for when things inevitably get slippery.
It’s a product intended to be left out on one’s vanity, or displayed unselfconsciously on the bathroom counter. It’s his and it’s hers.
‘Great design to me means making the design approachable to anyone,’ says lead industrial designer Carolina Formoso.
The experience of the lube begins with the packaging experience, Formoso explains, through the thoughtful presentation of a box that’s actually exciting to unwrap. Of note, travel size versions of the lube and cleaner come paired in a set. The lettering calls to mind the youthful, fresh font of Marc Jacobs.
Rheaume dreams of a world where his products can sit alongside lip plumper and brow pencils at the beauty counter of a department store. To him, acclimating the shopper to this idea begins with designing for consumer comfort.
‘Good design can transcend any concerns a person has about a category,’ Rheaume says. In kind, the company’s ergonomic sex toys typically adopt an abstract shape that eludes the stereotype of the replacement phallus.
‘We’re trying to democratise sex products for the masses,’ he explains, putting few limits on the artistry this might entail: ‘it can look like a Jonathan Adler ceramic.’
The bottle is frosted glass instead of plastic and the label with ingredients and instructions is removable, making the lube virtually indistinguishable from a sleek, unisex fragrance. The brand name is embossed on the bottle, serving a dual function as a grip for when things inevitably get slippery
It’s a product intended to be left out on one’s vanity, or displayed unselfconsciously on the bathroom counter
Travel size versions of the lube and cleaner come paired in a set
‘Great design to me means making the design approachable to anyone,’ says lead industrial designer Carolina Formoso
INFORMATION
For more information, visit the JimmyJane website
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
-
Photographer Mohamed Bourouissa reflects on society, community and marginalised communities at MAST
Mohamed Bourouissa unites his work from the last two decades at Bologna’s Fondazione MAST
-
Behind a carefully composed geometric brick façade, a New Delhi residence rises high
AKDA’s design for this New Delhi residence explores new geometries and high densities
-
Let there be light: a closer look at Prada’s stripped-back S/S 2026 show set
‘This is the first time the Fondazione is completely bare, with the light coming in,’ said Raf Simons backstage at Prada’s ‘light, fresh, colourful’ and ‘human’ S/S 2026 men’s show in Milan
-
Sculptural sex toys made by womxn for womxn
New retailer ILOH empowers us to take control of our sexual wellbeing through intelligently designed products
-
Lust object: Studio Cremaster tackles taboos around sex and sex toys