What Makes a Lube Body-Friendly? Aia* Founder Explains

Simone is the co-founder of Aia*, a modern, sustainable, and transparent sexual wellness brand, with products made in the Netherlands and packaging designed to be left out rather than hidden. Aia* takes a strong stance on pH-balanced formulations and products free from perfume, silicone, sulphates, and parabens.

In our interview, Simone’s route into the category is personal and practical. She begins with a common “natural” shortcut, coconut oil, then hits the moment many people do: learning that “natural” does not automatically mean “suitable for every context”.

We’ll be candid: this origin story matters because it mirrors how people often shop for intimate products: via hacks, recommendations, and whatever feels least cringe in the aisle. Our job, as we see it, is to keep the tone human while keeping the information usable.

When “Natural” Is Not Enough: The Real Science (and Real Life) Behind a Body-Friendly Lube

There are some products you do not want to think about too much in the moment. You just want them to work. Lubricant is one of them.

But after talking with Simone, founder of Aia*, I left the conversation thinking: we should be talking about lube more. Not in a cringe way, not in a “medical leaflet” way, but in a normal, grown woman, wellness-meets-real-life way.

Because for a lot of us, “down there” issues are far more common than we admit. Sensitivity. Irritation. Thrush. That recurring UTI that seems to appear the moment you start enjoying yourself again. And sometimes it is not “your body being dramatic”. It is what you have been putting on it.

This article is based on our conversation with Simone about why she created Aia*, what she learned while researching lubrication, and what “body-friendly” really means when it comes to something this intimate.

The Coconut Oil Phase (and the Wake-Up Call)

Simone’s starting point will feel familiar to a lot of us: the desire to keep things “natural” and simple.

She was using coconut oil because, on paper, it sounds perfect: natural, minimal ingredients, no fragrance, no weird additives. Then she discovered two big problems:

It is not pH-balanced for the vagina
It can compromise latex condoms if condoms are being used

That was the moment she realised “natural” does not automatically mean “safe for vaginal use”. Coconut oil is also antibacterial, which sounds like a good thing until you remember the vagina is a microbiome, and antibacterial products can disrupt the balance you actually need.

Her takeaway was simple: if you are putting something inside or around your vulva and vagina, it should respect that environment, not fight it.

Why Lube Packaging Matters More Than We Admit

Something I loved in this conversation is how honest Simone was about the experience of lubricant, not just the ingredients.

She said she never found a brand that spoke to her. Natural lubes often looked aggressively “green and leafy”, while other brands leaned into neon, passion-fruit energy. Nothing felt modern, confident, or like it belonged in your bedroom without killing the vibe.

And honestly: yes.

Lube is intimate. It should not feel like you are pulling out a product that makes you cringe, or something you want to hide in a drawer like contraband. Simone wanted to create something beautiful and seamless: a product that supports the moment, not interrupts it.

This is also why we love the glass bottle. It is practical, easy to keep within reach, looks good on your bedside table, and quietly normalises sexual wellness as part of everyday life.

The Three Things That Really Matter: pH, Osmolality, and “What Even Is This Formula?”

When Simone started researching, she fell into the deep end of lube science, and if you have never heard the word osmolality in a sexual wellness conversation, you are not alone.

Here are the big learnings she shared, in human terms:

1) pH Balance

A good lubricant should be as close as possible to the vaginal environment. Everyone’s vaginal pH sits within a range and shifts through life stages, but the closer a lube is to that environment, the less likely it is to disrupt things.

2) Osmolality

This is one of those topics that feels niche, but it matters. Osmolality relates to how a product interacts with the body’s cells and moisture balance. Simone explained that, ideally, you want a lube with an osmolality that is kinder to vaginal tissue than a very high one. It is also hard to test consistently because batches can vary and testing requires specialised equipment.

Translation: it is complicated, but it is part of what separates “looks clean” from “actually considered the body”.

3) Ingredients That Make Sense

Simone talked about common debates like glycerine. Some people avoid it entirely, often because of worries about yeast infections. Simone’s view was more nuanced: some individuals are sensitive, but it is not automatically a universal issue. Bodies differ. Microbiomes differ. And research is difficult because “vagina” is not a one-size-fits-all lab environment.

What we appreciated most was the honesty: no fearmongering, no magic claims, just a founder trying to create something that works for real bodies.

“Why Water-Based?” Because Condoms, Compatibility, and Real Life

Aia* is water-based, and the logic is straightforward:

Oil-based products are not compatible with latex condoms
Water-based is generally more versatile for different situations and for use with silicone and glass toys

Simone also wanted a texture that felt silky and soft, without being sticky, and without forcing you to reapply constantly.

That said, she also reframed reapplying in a way we loved: if the bottle is right there, reapplying does not have to be a nuisance. It can be part of the playfulness.

We are big fans of anything that turns “maintenance” into “more pleasure”.

The Biggest Myth: Wet Does Not Always Mean Turned On

If there is one misconception Simone wishes would disappear, it is this:

Being naturally wet does not always mean you are aroused
Being dry does not always mean you are not aroused

Hormones, stress, alcohol, medication, cycle phases, perimenopause, postpartum, anxiety, hydration, nerves, the pace of the moment: all of it affects lubrication. Bodies are not vending machines. Arousal and natural lubrication do not always sync up perfectly, and that is normal.

This myth causes so much silent pressure, especially for women. And it fuels lazy assumptions from partners. We are not here for that.

The UTI Connection No One Told Us About: “Going Too Quickly”

One of the most useful parts of our conversation was when Simone shared something she heard from a sexologist that genuinely shifted her own experience:

If you go into penetration too quickly, before your body is ready and lubricated enough, you can be more prone to irritation. For some people, that may increase the risk of UTIs.

Simone said she used to struggle with UTIs regularly. She tried all the classic advice, cranberry, constant peeing, managing symptoms, and still felt stuck. When she slowed down and gave her body more time, and communicated more clearly, the recurring UTIs largely stopped.

That is not a small thing. UTIs can become serious fast. And yet so many of us were never taught the basics of what “ready” can look like.

Which brings us to the bigger point we keep coming back to at Fable & Femme:

Comfort is not optional. Pleasure is not a performance. And “just get on with it” is not sex education.

So, What Actually Makes a “Body-Friendly” Lube?

If Simone had to explain it simply, she’d say:

It should be as close as possible to the vaginal environment
It should support balance, not disrupt it
It should be made with ingredients chosen with intention, not just aesthetics
It should be formulated with both safety and stability in mind, because a product that spoils quickly is not sustainable or safe

She also made an important point about preservation: “natural” does not mean “no preservatives ever”. If a product has zero preservation, you might have a lube that expires in weeks. The goal is to balance cleanliness, safety, durability, and sustainability, which is exactly the kind of behind-the-scenes work most of us never see.

The Part I Loved Most: “I Want Women to Feel Empowered”

At the end of our chat, I asked Simone how she hopes someone feels the first time they buy Aia*.

Her answer was exactly why we stock it:

She wants people to feel empowered in their own pleasure. Like they can put it on the bedside table, not hide it. Like it belongs in their life.

That is the energy we are building at Fable & Femme too.

What’s Next for Aia* (and Why We’re Excited)

Simone shared that Aia*’s massage candle is close to launch, and she is also working on lingerie. She is interested in exploring formulations with ingredients like CBD in the future, but she is realistic about how long proper testing and regulation can take.

Final Thoughts: Lube Deserves Better PR

If there is one thing our conversation with Simone made clear, it is this: lubricant should not be treated like an awkward add-on or a last-minute fix.

It is part of intimate wellness. It is part of comfort. It is part of safer, more enjoyable sex. And for many people, it can be the difference between pushing through discomfort and actually feeling present in their own body.

What we love about Aia* is that it takes something often hidden, rushed, or misunderstood, and reframes it as something considered, beautiful, and genuinely useful. The formula matters. The packaging matters. The way we talk about it matters too.

Because “body-friendly” should not just mean soft branding and a beige label. It should mean asking better questions: Is this compatible with my body? Is it suitable for how I use it? Does it support comfort instead of disrupting it? And does it make me feel confident enough to keep it within reach?

That is why we are proud to stock Aia* at Fable & Femme. It fits exactly where we think sexual wellness should live: not hidden away, not wrapped in shame, but calmly, beautifully, and unapologetically part of everyday self-care.

So yes, we think lube deserves a place on the bedside table.

Preferably in a glass bottle.

Unapologetically yours,
Fable & Femme