From organic period products to alternative options such as the menstrual cup and disc, the women’s sexual health market is experiencing a renaissance.

What’s notable alongside the influx of new products being manufactured is the reduction of stigma when discussing women’s health – something that Rachael Newton, founder at Nixit, one of Canada’s leading period care brands, has been able to take advantage of in the creation and launch of the company’s newest product.

“Our community is very open to sharing their menstrual cup tips and tricks – whether it’s insertion positions, removal techniques, etc.,” she explains. “We learned that many of our users found that using lubricant made insertion even smoother.” It was this insight that led to the production and launch of Nixit’s water-based personal lubricant.

Newton says that by combining Nixit’s offerings to include lubricant, the brand is simplifying the buying process to become a “one-stop-shop” for menstrual needs. This launch now completes a set that includes cup cleanser, on-the-go wipes and discs.

But Nixit’s lube doesn’t just appeal to menstrual cup users. Broadening its customer base, the lube is also compatible with toys and most condoms.

Newton says that you won’t see Nixit releasing products every month – the process takes years to design, develop and research. But the slow-and-steady approach has meant trust built between the brand and its consumers. “We’re very proud to be one of a small number of [menstrual product] companies authorized for sale by Health Canada,” she says. “Our customers know that when they buy from us, they will receive a safe, well-made, premium product.”

The lube was formulated to have a thicker consistency so it’s less likely to slide off of cups – it also means that it lasts longer in general. It’s 100% naturally derived, free from glycerin, parabens and sugar, and is pH-matched for body use.

But the formula wasn’t the only thing that was made with intention. The bottle design was created to be displayed proudly in its frosted green encasement, and Newton hopes this meant-to-be-seen packaging helps further the conversation in general.

“When I founded Nixit in 2019 with our hero disc-style menstrual cup, I wanted to create a bold, bright and aesthetically-pleasing product – from the cup itself to the reusable box. [Consumers] deserve products they are excited to use and talk about. Nixit’s ultimate goal is to remove the stigma surrounding menstruation and sexual wellness so people can have better relationships with their bodies. One of the ways that happens is through driving discussion,” she says. “Now, our lube is following suit. We believe there should be no shame in using lube. While it has historically been a product that is kept hidden in drawers, ours is designed to sit confidently on your nightstand.”

Based on Nixit’s loyal customer base, the new launch is a grassroots effort that doesn’t require heavy investment into its marketing plan. “We’re providing information to our customers and leads by partnering with creators who openly share their experiences with our products, providing USPs through emails and SMS, and leveraging our own social media to share the news,” says Newton.

Nixit also makes it known that its email and SMS subscribers are the first to know when product launches, partnerships and sales are happening.

Nixit’s lube can be purchased online in Canada or the U.S., and also comes bundled with Nixit’s collection of other SKUs.