DALLAS—Health-conscious lube and lotion developer Sliquid has undergone a makeover with a modern look and improved formula featuring even greener versions of its existing natural ingredients, continuing the brand’s quest to find and use the safest, simplest components.
The two significant ingredient upgrades involve swapping a non-toxic hypoallergenic additive and broad spectrum preservative for two natural alternatives that not only offer better results but also are naturally derived—making for a more eco-friendly, organic product.
“Sliquid is synonymous with women’s health and safety and our fabulous chemist regularly discovers and tests safer versions of ingredients necessary for the shelf life and functionality of the product,” Sliquid CEO Dean Elliott said. “The new formula has become that much safer for your body—we used it and love it and once the testing feedback came back with the same accolades, we made the formulation change immediately.”
Cyamopsis, a conditioner naturally derived from guar gum, replaces a synthetic additive (polyquantonym 007), while potassium sorbate has replaced DMDM hydantoin used as a broad spectrum preservative.
“We generally use one half of one percent of preservative in all of our products, just enough to kill potential mold spores from getting in during the bottling process,” Elliott said.
The company’s chemist also specializes in developing body-safe and/or organic cleaning and bath products sold in natural retailers such as Whole Foods. Finding, researching and testing natural alternative ingredients is a regular task. And to match Sliquid’s new formulation, the 4.2-ounce and 8.5-ounce containers are made from the same recyclable material used to package the Sliquid Organics line, and feature a new gender-neutral label that better appeals to a broader customer demographic.
“Even though Sliquid will always cater to women’s safety, we wanted to make sure our gentlemen consumers weren’t completely turned off by our feminine packaging,” Elliott said. “Our market research revealed there was a large handful of men to whom our signature label—featuring the Sliquid Gal—didn’t appeal. Plus the new look seamlessly ties into Sliquid Organics, and the two lines look great together on the shelf.”
Following vast market research on the retail front both in the U.S. and overseas, the new Sliquid line was perfected and will be ready for shipping after Labor Day.
“It’s always been a very clean and natural product, however now the packaging truly equates to the caliber of the formulation,” Elliott said. “Sliquid H2O, our flagship product, has been considered the cleanest of water-based lubes for years and now the packaging matches our reputation.”
For product and/or ordering information, visit Sliquid.com.
