The Luxembourg-based brand unveils pjur ORGANIC and pjur MAN Lust, focusing on natural intimacy and targeted pleasure at this year’s erotic trade fair in Amsterdam.
At the 2025 eroFame fair in Amsterdam, the German-Luxembourgish brand pjur presented two new product lines aimed at enhancing both natural and conscious pleasure experiences: pjur ORGANIC and pjur MAN Lust. Known for its long-standing reputation in sexual wellness, pjur continues to expand its portfolio with products that blend dermatological safety, quality, and modern sensuality. The company’s latest launches highlight a shift toward natural ingredients and mindful self-care, aligning with broader trends in intimate wellness worldwide.
The pjur ORGANIC collection introduces a trilogy of products designed for those who value body-friendly ingredients and gentle, nourishing intimacy. The line consists of ORGANIC Touch, ORGANIC Care, and ORGANIC Fresh—each formulated with over 97% natural and vegan components.
pjur ORGANIC Touch is a water-based lubricant with 98% natural ingredients. It provides moisture and nourishment while remaining compatible with latex and polyisoprene condoms as well as sex toys. Its light texture aims to balance smoothness and comfort, suitable for both solo and partnered use.
pjur ORGANIC Care is a fragrance-free intimate cream made with 97% natural ingredients. It supports skin elasticity and soothes sensitive areas while offering long-lasting hydration. The cream caters to users who prioritize gentle, dermatologically tested care without additives or perfumes.
pjur ORGANIC Fresh takes a different approach by offering a fragrance-free cleansing foam. The formula contains 99% natural ingredients and transforms tissues into soft wipes for the external intimate area. As a leave-on product that requires no rinsing, it suits those who want freshness on the go without disrupting the skin’s natural balance.
According to pjur founder and CEO Alexander Giebel, the goal of the new line is to unite nature and science in a modern way: “With pjur ORGANIC, we offer a product range that combines the desire for natural ingredients with our commitment to quality, effectiveness, and dermatologically tested safety.”
The launch follows an increasing demand for transparency and sustainability in sexual wellness products. Market research from bodies such as the Global Wellness Institute points to a rise in consumers seeking natural, body-safe lubricants and skincare options as part of a holistic approach to sexual well-being.
Alongside its organic line, pjur also unveiled pjur MAN Lust, a new water-based stimulation gel formulated for men. The product features natural Paracress extract (Spilanthol), known for its tingling and warming properties. When applied to the external intimate area, the gel produces an intense, activating sensation that lasts up to 15 minutes.
The company describes pjur MAN Lust as a way to explore arousal more consciously, whether used solo, with toys, or as part of partnered play. It is compatible with all types of sex toys, including silicone-based ones, due to its water-based formula.
In addition to stimulation, the product offers mild skin care benefits. It hydrates and smooths the skin, providing a fresh, supple feeling after application. This combination of functionality and sensory appeal positions pjur MAN Lust within a growing category of products designed to enhance male pleasure without performance pressure.
The use of Paracress extract reflects a broader trend in male wellness, where botanical ingredients are increasingly preferred for their natural and safe profile. Spilanthol, derived from the Acmella oleracea plant, is often used in skincare for its mild numbing and circulation-boosting effects, which can heighten sensitivity and tactile perception.
Both new pjur product lines speak to a changing narrative in the sexual wellness industry. Rather than focusing purely on performance or novelty, many brands now emphasize body awareness, consent, and mindful pleasure. Products like pjur ORGANIC and pjur MAN Lust fit into this evolution by offering users a sense of agency and confidence through safe, tested, and clearly labeled formulations.
The growing consumer interest in natural and vegan sexual wellness products mirrors shifts seen in personal care more broadly. According to Euromonitor International, demand for plant-based and cruelty-free body products continues to climb, especially among younger adults who view sexual health as an integral part of self-care.
At eroFame 2025, pjur’s presentation underlined this message. The brand’s booth emphasized both aesthetic clarity and educational transparency, inviting retailers and distributors to engage in dialogue about consumer needs. The company positioned its new releases not only as product innovations but also as steps toward a more open and sustainable sexual culture.
eroFame, traditionally held in Hanover but relocated to Amsterdam this year, served as a global hub for manufacturers and distributors in the erotic market. The event fostered professional exchange between established brands and new players, highlighting ongoing diversification in the field of sexual wellness.
For pjur, participating in eroFame remains an important opportunity to maintain close relationships with international partners and respond to evolving trends. CEO Alexander Giebel described the company’s vision succinctly: “pjur stands for innovation, quality, and responsible development. With pjur ORGANIC and pjur MAN Lust, we are launching products that inspire and strengthen the retail sector in the long term.”
With the launch of pjur ORGANIC and pjur MAN Lust, pjur reinforces its identity as a brand that bridges sensuality and science, catering to both environmental consciousness and pleasure-oriented innovation. The company’s latest offerings reflect a modern understanding of sexual wellness that values authenticity, safety, and inclusivity.
As natural ingredients, sustainability, and mindful intimacy gain traction in the wellness landscape, pjur’s new releases may signal a continued move toward cleaner, more transparent pleasure products—an evolution welcomed by consumers who seek to align their intimate experiences with their personal values.
