Water-based cream lubricant I Can't Believe It's Not Boy Butter has been featured as the daily pick in the Stuff We Love video section of iVillage.com-a leading women's media company and online community.
iVillage praised the lubricant as being the "massively popular" follow-up to the original and "equally as popular" coconut oil-based Boy Butter lube and recommended it for use by men or women alike.
After receiving the news, Eyal Feldman, creator and chief executive officer of Boy Butter LLC, shared his excitement with AVN Novelty Business Magazine, saying, "It's wonderful that the product is getting praise from iVillage. They're huge! They're one of the biggest websites on the net and they're female oriented.
"I haven't spent a dime marketing Boy Butter to women; it's all been word-of-mouth," he added. "I'm really thankful for word-of-mouth."
NBC Universal recently purchased iVillage for an estimated $600 million, and the site has a regular spot on NBC's The Today Show. The purchase reportedly was the biggest move NBCU has made in digital media since Beth Comstock became company president last year.
"It's mind boggling if you asked me," Felman continued. "The [iVillage] staff loves it. Women really seem to have taken to Boy Butter. It just goes to show you that women really are a gay man's best friend."
Feldman also was interviewed in a recent segment of "Shake Radio," an LGBT online radio talk show broadcast from San Francisco.