pjur

pjur (pronounced "pure") is a maker of personal lubricants and intimate-care products, run by pjur group Luxembourg S.A. from Wasserbillig, Luxembourg [4]. Its founder, Alexander Giebel, still leads the company as chief executive, and he describes it as a family business that has grown into a global team. The range covers water-based and silicone-based lubricants, stimulation and delay products, and a line of largely natural intimate-care items, which the company says are sold in more than 70 countries on five continents [3].

Although the head office is in Luxembourg, every product is made in Germany, and at least one outside review has described pjur as a German company. The company is best known for its silicone lubricant pjur ORIGINAL, and for the way it has positioned lubricant as a regulated medical product rather than a cosmetic. In 2026 it received the StorErotica Award as "Lubricant Company of the Year", a trade honour from the sexual-wellness industry.

pjur was founded by Alexander Giebel, who is named on the company's own leadership page as "CEO & Founder" of pjur group Luxembourg S.A. [2]. The company has not published a founding year on its main pages. Instead, its chief operating officer, Ralph Ehses, dates the start of the business to the moment the first bottle of lubricant left the company's warehouse, more than 30 years ago, and the company's 2026 award announcement likewise says it has been developing intimate products for more than three decades.

Family ties still run through the management. Patrick Giebel serves as chief financial officer, while Andrea Giebel is the person responsible for regulatory compliance. In her own statement on the company site, Andrea Giebel says the aim from the start was to bring safe, high-quality products with real practical use to the international market.

Giebel frames his work in personal terms. He writes that improving the love lives of people worldwide is the vision that drives him, and stresses that all pjur products are "Made in Germany".

The brand is owned and operated by pjur group Luxembourg S.A., a company entered in the Luxembourg trade and companies register under number B 57423 [4]. Alexander Giebel chairs its board of directors. No outside parent group, investor or acquisition is documented, and the company presents itself as a family business.

The brand's nationality is described in two ways. The company itself gives its headquarters as Wasserbillig, Luxembourg, and states that it produces exclusively in Germany [3]. A 2009 review in The Tech, the student newspaper of the Massachusetts Institute of Technology, called pjur "the German company" [8]. The two accounts fit together: the corporate seat is in Luxembourg, while manufacturing and the "Made in Germany" label are German. A January 2026 profile on the adult-industry site The Sin Edit describes the same arrangement, noting that pjur is headquartered in Luxembourg and produces only in Germany [9].

According to the company, its purpose is to improve people's love lives and quality of life. pjur says it wants to help people enjoy sex without worry, increase their sexual wellbeing and approach their sex lives free of taboos, on the view that a fulfilling sex life builds self-confidence. The short tagline on its home page is "Feel the Real."

Quality and safety are the two values the company returns to most often. It says it makes no compromises on either, works daily to improve its products and uses certified ingredients. pjur also describes its range as "premium", a label it applies to its lubricants and to its intimate products in general.

Growth, in the company's telling, depends on partners. The group says it is always looking to widen its network of international business relationships, and its operations chief credits local partners and distributors for its reach. Its public activity reflects this: recent campaigns have been run jointly with the partner company ORION, among others.

The brand has also tied its image closely to LGBTQ+ visibility. Its "Celebrate Queerness" campaign presents intimacy as something without limits, and in 2026 the company supported the Spartacus truck at CSD Berlin, the city's Pride parade, and summarised a season of Pride and community events across Europe.

pjur lists more than 60 products across several categories. The core of the range is lubricant, in water-based, silicone-based and specialised formulas for particular uses, such as products for sensitive skin, for use with sex toys or for anal sex. Around this sit stimulation and delay products for men and women, massage products and intimate-care items.

The best-known product is pjur ORIGINAL, a silicone-based lubricant. In its 2009 column, The Tech called it "the best-selling silicone-based lubricant in the world" and also praised Aqua, the brand's water-based formula [8]. The writers noted that the bottles came in a sleek, cylindrical shape so plain that they could be mistaken for shaving cream.

Other product families include pjur INFINITY, sold in both a water-based and a silicone-based version, and the stimulation products pjur MAN Lust and pjur WOMAN Lust. The latter, which the company describes as "clitoral stimulation in a bottle", was presented as a new product in 2026.

The pjur ORGANIC line takes a different direction. The company says each product in it was developed to meet demand for natural, vegan intimate care that is gentle on the skin. It includes pjur ORGANIC Touch, a water-based lubricant with 98 per cent natural ingredients; pjur ORGANIC Fresh, a fragrance-free cleansing foam with 99 per cent natural, vegan ingredients; and pjur ORGANIC Care, a fragrance-free intimate cream with 97 per cent. The vegan and fragrance-free claims apply to this line, not to the whole portfolio.

No third-party ethical certifications, such as cruelty-free or organic labels, are documented for the brand.

Much of pjur's public identity rests on medical-device regulation. In the European Union, lubricants are classed as medical devices, and pjur states that all of its lubricants fall into class IIb, the category for products inserted fully or partly into the body. The company says this means its lubricants can be used safely with latex condoms.

pjur says it has been a certified manufacturer of medical devices since 2014, with a quality management system under the international standard ISO 13485:2016 [2]. It also says it is among the first and few lubricant makers to hold certification under the EU Medical Device Regulation (MDR), the stricter framework that has applied since May 2021 [5].

The company has made this a point of public education. On its quality page it explains that products failing to meet the new rules may no longer be sold as lubricant and count instead as cosmetics, meant only for use on the outside of the body. It links the tighter rules to the scandal in which the French firm Poly Implant Prothèse filled breast implants with industrial silicone, and urges buyers to check labels on lubricant as carefully as they would on food or skincare.

In July 2026, pjur received the StorErotica Award as "Lubricant Company of the Year" [7]. The prize was presented at the ANME Founders Show, a sexual-wellness trade fair held from 13 to 15 July 2026 at a hotel near Burbank airport in California. The company describes the award as one of the most important in its industry, recognising quality, innovation and long-term commitment.

Independent press coverage of the brand is sparse. The 2009 column in The Tech, by Christine Yu and Lena Chen, is the clearest outside assessment: it recommended pjur Original and Aqua, noted that the products "never dry out", and said the brand had converted one of the writers into a regular user of silicone lubricant [8].

pjur is an active company. Its news page lists regular updates through the second half of 2026, including official sponsorship of Olivia Jones's anniversary summer party in the St. Pauli district, a joint presence with ORION at the Deichbrand music festival, a "Sex For Breakfast" event in London with Alix Fox, and, on 29 September 2026, an appearance with ORION at a film premiere in Copenhagen [6]. The company continues to publish blog articles on sexuality and intimacy, and it reports selling its products in more than 70 countries.