Water-Based Lube

After nearly two years of collaboration with experts in medicine, sex therapy, and design, we've created a new water-based lubricant that delivers more of everything you love. Enjoy a long-lasting, silky-smooth glide without the sticky residue, a body-friendly, plant-based formula designed to complement your body's natural pH, and a beautifully designed, easy-to-use bottle you'll be happy to leave on your nightstand.

There’s a common myth that being wet automatically means you’re aroused and there’s something wrong with you if you’re not ‘wet enough’ - but actually, our bodies are all different and most people benefit from added lubrication to make sex just feel way better!

Because more glide = less friction = more pleasure. Even when your body produces natural lubrication, adding lube can enhance comfort and sensation.

Water-based lube is the most versatile option and is recommended if you want just one lube! It’s easy to clean, condom-compatible, safe to use with all sex toys, won’t stain the sheets, and is suitable for many different types of sex!

Silicone-based lube is often favoured because it lasts longer, but our new long-lasting formula keeps the glide going longer than traditional water-based lubes! Silicone lube is waterproof, making it ideal for use in the shower. As the name suggests, silicone is its primary ingredient.

Every ingredient is chosen with care to make this water-based, plant-derived formula feel smooth, hydrating, and gentle.

• Water (Aqua) – The base of the formula. It carries everything and keeps the product light and smooth.
• Plant-Based Cellulose – A natural thickener that gives the formula its silky, gel-like texture so it doesn’t feel watery.
• Guar Gum – A plant-derived conditioning ingredient that helps the formula feel soft, smooth, and glide easily.
• Potassium Sorbate – A gentle preservative that keeps the product fresh and safe by preventing unwanted bacteria or mould growth.
• Citric Acid – Helps maintain the right pH balance so the formula stays skin-friendly.
• Eucalyptus Strawberry Gum Extract – A botanical extract that can provide a subtle fresh scent.
• Snow Mushroom Extract – A natural hydration booster that helps attract and hold moisture, keeping things feeling comfortable and nourished.

Absolutely! Our lube is completely safe to use with your Normal vibe and is highly recommended because it’s designed to make everything feel better. It's important to remember that Water-based lube is the best option for toys as it won’t damage the material. Plus, it’s easy to clean off both your toy and your skin, making your experience smooth and hassle-free.

All orders arrive in discreet, unmarked recycled mailer boxes (so you can focus on good vibes, stress-free).

We’ve removed common irritants like alcohol and unnecessary additives which can promote infection like glycerin, prioritised long-lasting glide, and developed it with experts to promote your pleasure - no shortcuts or compromises where your health is concerned.

It depends on frequency of use, but a little goes a long way. Most people find 1–2 pumps per session is enough, especially with a lubricant like this designed to be long-lasting without becoming sticky.

This lube is naturally scented, it doesn’t smell artificial and has no obvious fragrance. It’s subtle and almost unnoticeable.

Unfortunately not - but if you have any issues with your product, please let our team know and they’ll be happy to advise you.

Your order will be billed discreetly as a purchase from ‘Normal Wellness'.

Check out our general FAQs, and if you still need help, email our team via hey@itsnormal.com.

Products ordered to Australian or US addresses are typically delivered in 2-5 business days via standard shipping.

For orders to UK / Canada / New Zealand addresses, and express orders to all countries, please check shipping rates & timeline for your country here.

Normal ships to Australia, United States, Canada, United Kingdom & New Zealand.

Free standard shipping is available for orders above $100 (Australia, United States & New Zealand), $200 (Canada) and £80 (United Kingdom). For more details on shipping rates and timelines, check our shipping policy for your country here.