When pjur was founded in 1995, society’s perception of sexuality was different from what it is today. Intimate topics were rarely discussed openly, and many aspects of sexuality were still considered taboo. Lubricants were a niche product and were still far from being perceived as a natural part of sexual wellbeing. Terms such as sexual wellness, sexual health or sexual self-determination hardly played a role in public discourse.
But, things were different within the queer community, especially among gay men. There, high-quality lubricants were already a natural part of self-determined sexuality for many people. Quality, safety and reliability already played an important role back then. At the same time, experiences were discussed more openly within the community and knowledge was shared more frequently. This created an awareness of the importance of high-quality intimate products that was ahead of its time in many respects.
This is exactly where the story of pjur begins.
The first people to try our products and recommend them to others quite naturally came from the queer community. Not because pjur had deliberately chosen them as a target group, but because there was a genuine need there. The community was familiar with the product category, knew what mattered when it came to high-quality lubricants, and placed its trust in a young brand. For pjur, this trust was much more than a successful start. It shaped our development and strengthened our conviction to develop intimate products that meet the highest standards of quality and safety.
This trust was a special affirmation for pjur. Because the values the brand stands for today were already part of its identity back then. Respect, openness and the recognition of different realities of life have been part of our identity since the company was founded. That is why we do not see diversity as a trend, but as an integral part of our history.
For us, respect means treating people with the same openness regardless of their sexual orientation or gender identity. And it means acknowledging that the queer community is an indispensable part of our history.
Respect Has Been Part of Our DNA Since 1995
Since its founding, pjur has pursued a clear vision: to improve people’s love lives and quality of life around the world. It has never been about telling people how they should live their sexuality. Rather, we wanted to develop products that support them – safely and without social judgement.
Alexander Giebel, Founder and CEO of pjur, describes this aspiration as follows:
“pjur was founded with the vision of improving people’s love lives and quality of life around the world. Respect is not just an empty phrase for us; it is the foundation of every decision we make. Especially in the sensitive area of intimacy and sexuality, it is our responsibility to take a stand and provide guidance.”
Today, many companies talk about diversity and inclusion. For pjur, however, these values are neither a social trend nor a marketing strategy. They have been part of our identity since the company was founded. The queer community has been an important part of our story from the very beginning and has played a decisive role in shaping the development of our brand.
More Than a Community. Part of Our History.
For pjur, the queer community has never simply been a target group. It has been a companion and a trusted partner.
Conversations about needs, product quality and what is truly important to people in the area of intimacy began at an early stage. This trust has helped pjur continue to evolve and become the brand it is today.
Over the years, this close connection has developed into a long-term commitment.
Whether at Christopher Street Day events, Cologne Fetish Pride, the LOLALAND Neo Revue, the SEX NOW exhibition at the NRW-Forum Düsseldorf or our long-standing partnership with KiezTour Berlin, pjur supports projects that bring people together and promote an open approach to sexuality.
For us, it is not about being visible during Pride Season or creating short-term attention. Our commitment is an expression of our connection to a community that has accompanied pjur since its beginnings and remains an important part of our history to this day. For us, support does not end with Pride Season. It is reflected in long-term partnerships, open dialogue and giving queer people space and visibility. Because real change is not created through individual campaigns, but through continuous commitment and the willingness to listen to one another.
Products Created from Real Needs
Our close connection to the queer community has always been reflected in our product development as well.
Products for safe and comfortable anal intercourse have been among pjur’s most important product categories since the very beginning. Not because they follow a trend, but because they were created based on the needs of people for whom high-quality products in this area have always been a matter of course. To this day, we develop anal products that meet the highest standards of quality, safety and comfort.
At the same time, we know that intimacy looks different for every person. That is why we develop products for a wide range of needs – from products specially tailored to the sensitive intimate area of women to the particularly skin- and mucous membrane-friendly pjur med range. Especially within the LGBTQIA+ community, there are people with very different physical conditions and needs. Particularly gentle formulations can, for example, be important for trans or non-binary people as sensitive skin or mucous membranes require especially high compatibility.
For us, it is not about developing products for individual, clearly defined groups of people. It is about listening to people, taking their needs seriously and creating products that support them in their individual sexuality in the best possible way.
An Attitude That Shapes Our Everyday Work
Today, pjur works with people from a wide variety of countries and cultures. Different perspectives enrich our daily work, but one conviction connects everything we do: Every person deserves the same respect.
This attitude is reflected not only in our products or partnerships. It also shapes the way we interact with customers, retailers, employees and communities around the world.
For us, diversity does not mean emphasising differences. Diversity means recognising people in their individuality as a matter of course.
Conclusion: Without the Queer Community, pjur Would Not Be the Same Brand
The story of pjur is inseparably linked to the queer community. Long before high-quality lubricants found their way into the mainstream, they were already a natural part of everyday life for many people within the community. The product category was familiar, quality and safety played an important role, and knowledge about high-quality intimate products was shared openly.
That is why we do not see our commitment to the queer community solely as a social statement or a time-limited initiative. It is an expression of our connection to a community that has accompanied pjur from the very beginning and placed its trust in our brand early on.
Respect at Our Core means treating every person with openness, appreciation and respect. But it also means saying thank you. Thank you to the community that has helped write our story from the very beginning and remains an indispensable part of pjur to this day.
Because without the queer community, pjur would not be the brand it is today.