How everything began: Why does pjur exist?
1 April 2025
Are you a pjur fan who uses our products regularly? Then you already know about us pretty well. But do you really know everything about the pjur brand? Do you know how everything began and that pjur was the first company to bring a silicone-based lubricant to the market? No? We want to explain more about it to you now: why pjur exists today, how pjur became so famous and what makes pjur so successful today. Come with us on a little journey through time!
- Today, everything is sold under the motto ‘Feel the Real’
- How it all began
- The first silicone-based lubricant: pjur ORIGINAL
- The yellow dot
- These are the milestones that make pjur what it is today
- The focus has always been the same: your love life and highest quality standards
Today, everything is under the motto ‘Feel the Real’
Today, you know pjur is the brand with the “Feel the Real” motto, which stands for premium high-quality products that are sold in more than 70 countries and have numerous loyal customers around the globe. With more than 60 premium products for the genital area in different categories, including premium water-based or silicone-based lubricants, products for stimulation and to delay climax, and special scene products, pjur is one of the most successful companies in the erotic industry with 30 years of experience as of this year. But this has not always been the case, and a lot has happened in the past 30 years.
How it all began
Back in 1995, neither pjur nor silicone-based lubricants existed. But that changed when pjur was founded, and it came out with the first silicone-based lubricant: “pjur ORIGINAL”. Pjur could quickly convince many users of the advantage of silicone-based lube over water-based lubricants, and its first silicone-based lube was a success on the market.
- The first silicone-based lubricant: pjur ORIGINAL
Back then, silicone lube was something completely new, and it could win over many people with its advantages over water-based lubricants. Silicone-based lubricants are primarily made from silicone, which is why the skin does not absorb them, and they remain on the outer layer of the skin. Compared to water-based lubes, they have an extra long-lasting lubricating effect. In addition to this lubricating effect, pjur’s silicone-based lubricants have other advantages: They are particularly well tolerated by the skin and do not contain any preservatives. Thanks to the extra-long lubricating effect, they can also be used to give a sensual massage. The first silicone-based lubricant, Pjur ORIGINAL, offered numerous advantages that no other lube on the market could.
In this blog, you can learn even more about the differences between water and silicone lubes.
But this was not the only thing that set pjur apart from other companies in the erotic industry back then. Since the very beginning of the company’s history, pjur has always focused on one thing: the quality of its products. The company started taking this approach with its selection of high-quality silicone for use in its silicone-based lubricants.
- The yellow dot
The yellow dot has also been the brand’s trademark since the very beginning, undeniably standing for the pjur brand. The company’s founder, Alexander Giebel, wanted to establish a brand that customers would quickly and easily recognize what it stood for: improving everyone’s love lives and quality of life with the highest quality standards, regardless of whether they are young or old. For 30 years, the pjur brand has achieved this with many small and big milestones:
These are the milestones that make pjur what it is today
1995: As previously mentioned, pjur was founded in 1995, and the first silicone-based lubricant, pjur ORIGINAL, was brought on the market. The yellow dot has been the brand’s trademark since the company was founded in 1995.
1996: In 1996, founder Alexander Giebel wanted to market pjur products in other countries besides Europe. So the company expanded to the USA, which opened up a significantly larger sales market for the pjur brand and products. This expansion enabled pjur to increase brand awareness early in the company’s history.
1998: In 1998, the company expanded to Australia. Pjur tapped into another large market, and its lubricants were available to even more customers.
2001: Of course, the company did not just stop with silicone-based lube. In 2001, pjur launched the popular pjur AQUA series. The brand’s popular water-based lubricants have won many people over with numerous advantages.
2003: Pjur products were sold in 50 countries just eight years after pjur was founded in 2003.
2007: In 2007, pjur introduced another successful series: the BACK DOOR series. These products were specially designed for anal sex; they picked up on the increasing popularity of anal sex and were thus targeted at the needs of customers. To this day, the products in the BACK DOOR series are one of the most popular pjur products on the market.
2010: With the increasing awareness of the skin’s special needs, especially in the genital area, the company released the pjur med series in 2010. The gentle formulations of the pjur med series were specially designed for dry and very sensitive mucous membranes and pjur med products have since become a permanent part of the pjur’s product range.
2013: Pjur also focuses on women as a target group. In addition to the successful silicone-based lube, pjur WOMAN, the company launched a water-based lubricant in the WOMAN series, pjur WOMAN Nude. It has no additives and was developed especially for women’s sensitive skin. The WOMAN series also includes pjur WOMAN Aloe, pjur WOMAN Vegan and pjur WOMAN Aqua. Another product in the pjur WOMAN series is pjur WOMAN After you shave.
2014: Very high-quality ingredients should be used when products are used in the genital area. Pjur realized this early on and has been manufacturing medical products since 2014.
2019: Since 2019, pjur has even been a certified manufacturer of medical devices in accordance with standard EN ISO/ISO 13485. If you would like to learn more on this topic, which will become even more important in 2025, you can have a closer look here. As of 2025, lubricants are only permitted to be called a medical device or product if they meet the requirements of Class IIb medical devices, which ensures the products are safe for your body.
2020: It is hard to believe, but pjur celebrated its 25th anniversary in 2020.
2022: In 2022, after 27 years in business, pjur was ready to refresh its brand. Pjur wanted to refine the brand’s core and values, including making visual changes to the brand and brand communication. Pjur was again able to set a completely new focus for the brand: more significance, clearer values, more brand recognition and stronger differentiation from the competition. After finishing the initial redesign of online channels, the company wanted to gradually adapt all of its products in order to rewrite the brand’s future.
2024: The brand’s redesign was in full swing in 2024. Slowly but surely, more and more products were fitted with the new label design, making them ready for pjur’s successful future. Pjur has also been focusing more and more on sustainable products, thereby also taking an important step towards its fruitful future. Among other things, pjur relies on vegan and paraben-free products.
2025: And here we are in 2025, the year in which pjur is celebrating its 30th anniversary. Pjur looks back on an impressive company history – which we have just looked at – with numerous great products, many achievements and most importantly, you as loyal pjur users!
The focus is always the same: your love life and the highest quality standards
When it comes to your intimate moments, only the best will do. This has been pjur’s company philosophy for many years. Pjur strives to improve the quality of people’s love lives and lives so that everyone can enjoy sex without any discomfort and increase their sexual satisfaction. Pjur always keeps an eye on quality and, thus, your safety when providing high-quality products for use in the genital area during the most beautiful pastime in the world 
Image source: pjur intern
