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62 PROFILE
WET WET WET
Entrepreneurs are people who find new markets in
You can sense the fun in the company’s web site:
the places where others wouldn’t even dream of
yesyesyes.org. Think Meg Ryan in Harry Met
looking. Susi Lennox and Sarah Brooks found their
Sally. And in their strap line: “Change Your
World From The Inside”.
niche in the world of intimacy products…and
changed many lives in the process.
Susi and Sarah set up near Alton,
Hants, in 2003. The sex products
The Luberation Laboratory manages to pull off a very difficult trick, very
industry had begun to elevate
successfully. The company has produced the world’s first certified
itself out of the gutter where it had
organic personal lubrication products, to the most exacting clinical
languished for so long (and, to be
standards, allowing women whose bodies cannot tolerate the
honest, where a majority of it still sits). Ann
synthetic chemicals found in traditional lubricants because of cancer
Summers was becoming an openly discussed
treatments, to enjoy sexual intimacy with their partners for the first time
household name, up-market sex shops were opening in swanky
in years. Menopausal women have also rediscovered their sex lives
parts of London and of course gay culture was way out in the open.
thanks to them. It is a genuinely wonderful thing that Susi and Sarah’s
business has achieved. “Both of us, having worked in and consulted to the petroleum and
pharmaceutical industries, had felt compromised by the prevailing
And yet they have simultaneously managed to retain a sense of ethics of our then clients and we saw the chance to create a
mischief and fun that recognises their products are also very much on successful business based on our values and ethics,” Susi says.
the shopping list of anyone who enjoys sex but who prefers such “Reality checks on the idea revealed a serious gap in the market,
products to be as pure as their own bodies. To be honest, once you and we decided to give dignity to a category of products that
read what is in some of the other products on the market it is a wonder traditionally have been marketed as either corrective or suggestive.
anyone would go near them. An analysis of competitors’ ingredients horrified us, and we became
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