LOS ANGELES—Joe Bolstad—founder of Kama Sutra, one of the oldest and most iconic brands in the pleasure products industry—died Tuesday in his Westlake Village, Calif., home. He was 84.
Bolstad and his business partner, the late Hal Hauser, in 1969 founded Kama Sutra Company, a company that distinguished itself early on by choosing to make quality products that were more about romance than sex.
From elaborate packaging reminiscent of that found in high-end department stores, to delicate flavors, and PG-rated descriptions on how to use the product, Kama Sutra developed a line that was unique and designed to appeal to a wide spectrum of customers.
The company’s very first product, Kama Sutra's Oil of Love®, had a giant ripple effect, revolutionizing the adult industry. Still as sought after now as it was when it debuted, Oil of Love® was the catalyst for the romance category itself.
It all started with Bolstad’s vision. In the politically turbulent 1960’s, he saw that in order to make the world a better place, he needed to find a way to bring people together. He founded Kama Sutra with a passionate but simple purpose- to help people create joyful experiences of intimacy in their lives. Through the giving and receiving of love, physically and emotionally healthier human beings emerge, and the world reaps the rewards.
“We’ve had a loyal following since we opened our doors,” Bolstad told AVN in an interview for the company’s 40th anniversary. “Somehow our products seem to work for each new generation, and we get the same reaction today from 20-year-olds that we get from 60-year-olds who have been using our products since they were in their 20s.”
Over the past 50 years, Bolstad saw the importance in the ability for his brand to evolve with the ever-changing demands of the consumer, while at the same time staying true to his original vision. Today, Kama Sutra boasts a collection of more than 100 SKUs, each product designed to embody Bolstad’s mission to bring people together.
Before founding Kama Sutra, Bolstad worked as an advertising director in Los Angeles. He grew up in Minnesota. After attending The University of Minnesota and a two-year service in the military, he made his way to the West Coast. There, Bolstad attended Art Center College of Design,
“Art and design had always been hobbies for me, and I was hoping that I could find a career in advertising. I decided to put my head down, work like a dog night and day—and eventually, I became a fairly talented art director and designer in the Los Angeles area,” he said.
Even today, Bolstad’s passion for art and design was obvious. He remained active in the company right up until the day prior to his passing. In the past decade, Kama Sutra became a family business with Bolstad’s wife, Marla Lee, as company president, and his sons Nicholas and Patrick in sales and marketing.
In his personal life, Bolstad was a talented golfer and playwright. He always loved football and mentored many youths on the local high school football team in his spare time. Bolstad was often described as unforgettable and one-of-a-kind. He was known for his sense of humor and made a lasting impact on everyone he met. Bolstad was an extremely generous, giving person who was always willing to help others, especially those who were less fortunate than he.
Bolstad will be dearly missed by his family, friends and employees.
Kama Sutra will honor their beloved founder’s legacy and continue Making love Better in a world that desperately needs it.
