Why this new sexual wellness brand is pitching to be the ‘Tom Ford of lube’

By Alessandro Carrara | Published: 25-Mar-2025
Wellness

As beauty pulls back on sexual wellness, Lubify is fighting to elevate the category and maintain the conversation around pleasure for women

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Lubify, a newly launched US sexual wellness brand, has set itself the lofty goal of becoming the “Tom Ford of lube”.

It is an ambitious statement from the new beauty entrant, which was created by false lash brand Lash Star Beauty founder Orla Maguire.

But what exactly does attaining a ‘Tom Ford’ status mean? 

“My goal is to elevate lube to a luxury status, just as Tom Ford did with beauty,” Maguire told Cosmetics Business.

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