Inside pjur: Brand Values as a Lived Mindset

At pjur, we often talk about products, innovations and quality. But behind all of this lies something that is at least as important to us: the mindset that guides our actions.

“A brand only becomes credible when people understand what it stands for,” says founder and CEO Alexander Giebel. “Our values are not a theoretical concept. They are the benchmark for everything we do.”

These values are exactly what make pjur the brand it is today. They shape decisions, provide orientation and create trust internally and externally alike. They define how we think, how we act and how we take responsibility.

From this foundation, our four brand values emerge.

How Respect, Curiosity, Reliability and Ambition Shape Our Actions

Brand values are easy to formulate. They only become truly relevant, however, when they guide decisions and are tangible in everyday life. At pjur, that is exactly what they do: they are not a theoretical mission statement or buzzwords but lived practice. Our values determine how we develop products, how we communicate and how we interact with people – both internally and externally.

For more than 30 years, these values have formed the foundation of our brand. They provide orientation in a constantly changing market and establish a clear stance in a sensitive environment. They define what pjur stands for and just as consciously, what we do not stand for.

Respect Is Our Core and Our Compass

Everything begins with respect. It is the core of the pjur brand and the basis of every decision we make. For us, respect means recognizing individual ways of life, valuing diversity and taking responsibility. Especially in the context of intimacy and sexuality, this is not a given, it is a conscious commitment. Respect means taking people seriously in their self-determination. It stands for consent, mutual appreciation and an open, respectful approach to sexuality. This mindset runs through everything we do: from product development and marketing to collaboration with retail partners around the world.

This conviction is also reflected in pjur’s vision.

“pjur was founded with the vision of improving people’s quality of love and life worldwide,” says founder and CEO Alexander Giebel. “We want to enhance intensity and reduce physical irritation – always with the utmost respect for the intimate lives of our customers.”

For us, respect is not an abstract concept, but the standard by which we measure our actions. It helps us draw clear boundaries and make decisions that are guided not only by the market or business objectives, but by our values. This also means consciously forgoing opportunities when they do not align with our mindset.

Curiosity Means Thinking Further and Discovering More

Curiosity is the driving force behind development. It stands for openness, a desire to explore and the willingness to question things. Without curiosity, there would be no innovation, no new perspectives and no genuine progress.

Internally, curiosity means questioning familiar ways of thinking and seeing change as an opportunity. It motivates us to improve existing processes and explore new paths.

Externally, this mindset translates into products, content and formats that encourage people to experience their sexuality consciously and self-determinedly. It is not about performance pressure or predefined expectations, but about openness and inspiration. We want to invite people to engage with their own intimacy… At their own pace and in their own way. For beginners as well as experienced explorers, we create offerings that provide orientation without being patronized.

At pjur, curiosity is also reflected in how we communicate: through educational content, collaborations with experts and products that address real needs. It is the foundation that allows us to remain relevant as a brand and to continuously evolve.

Reliability Creates Trust

Trust is built through reliability. It is the foundation of every strong brand and especially crucial in a field as personal and sensitive as intimacy. At pjur, reliability begins internally with clear processes, defined responsibilities and an uncompromising commitment to quality.

Externally, reliability means products that consumers and retail partners can depend on. For us, quality is not a marketing promise, it is a mindset. It starts with the careful selection of raw materials, continues through development, testing and certifications, and does not end with the product launch.

We consciously avoid shortcuts that could compromise safety or quality. “Quality doesn’t come from speed, but from consistency,” says Alexander Giebel. “And from the willingness to continuously question your own actions, even when it’s uncomfortable.”

This reliability is what has made pjur a trusted brand for decades. It gives consumers confidence and creates the foundation for long-term partnerships around the world.

Ambition Means Responsibility

For us, ambition does not mean being louder or faster. Ambition means taking responsibility seriously and striving to continuously improve. It drives us to further develop standards, optimize processes and set benchmarks as a brand.

Internally, ambition means never being satisfied with the status quo. Externally, it is reflected in the commitment to communicate values transparently and to prioritize long-term brand strength over short-term effects. We do not believe in quick success at any cost, but in sustainable growth based on trust and credibility. For us, growth is not an isolated goal. It exists in interplay with quality, reliability and responsibility.

Ambition at pjur means choosing the more demanding path when it is the right one. And showing conviction, even when it would be easier not to.

Conclusion: Values You Can Feel

At pjur, brand values are not a theoretical construct, but a lived reality. Respect, curiosity, reliability and ambition provide orientation in everything we do. They shape our products, our communication and our collaboration. They ensure that pjur remains reliable, credible and responsible, even in a sensitive market environment.

These values create trust because they are tangible. They help us make consistent decisions, secure uncompromising quality and approach change with openness. At the same time, they provide clear guardrails when it comes to setting boundaries and taking a stand.

This is how a brand is created that offers more than just products; it offers orientation. A brand that takes people seriously and respects their intimacy. And a brand that will continue to stand on a stable foundation in the future.

That is what “Feel the Real” means to us: a mindset that can be experienced in every detail.