profile

WIA Profile: Cheryl Sloane

WIA Profile: Cheryl Sloane

Uberlube’s singular line of no-nonsense silicone lubricant is the epitome of “If it ain’t broke, don’t fix it.” Since 2004, the company has focused on an eponymous lubricant that’s so effective, they’ve never felt the need to hide behind flashy marketing or work themselves into a frenzy over yearly new product releases.

Simply put, Uberlube speaks for itself, and so does Cheryl Sloane’s long-standing career with the company since making the leap from Uberlube retailer to dedicated team leader.

From product to packaging to customer service, we stand behind the quality in all that we do.

It’s rare to find a pleasure business that can survive on a single product. Sloane and her close-knit team, most of whom are also women, know it’s this pinpoint focus that’s made their brand so well-respected. Sloane and the Uberlube team are happily one-trick ponies. They don’t need any tricks up their sleeves to convince consumers that a good silicone lube can fix everything from a dry sex life to frizzy hair to athletic chafing.

In this month’s edition of XBIZ Premiere’s Women in Adult, we’re honoring Sloane as a force in the world of intimate health.

XBIZ: How is the very beginning of your 2022 going so far? Is there anything exciting you’d like to share with your clients and industry friends?

Sloane: Really busy. We are so happy to see our retailers back in business and ordering more and more product. We introduced new colors in our travel sizes for this holiday season. Red and gold are both doing well, so that’s exciting to see.

XBIZ: How is the state of the lubricants market right now? Are there any intriguing sales trends you’ve noticed recently?

Sloane: We’ve seen some volatility in products offered in the lube market. Here at Uberlube, we have been able to keep up with increasing demand while ensuring supply chain needs for the coming years. Manufacturing our own product right here in Illinois gives us the opportunity to plan for our needs well in advance.

XBIZ: Will Uberlube be expanding on its brand this year, or will you continue to focus on your signature, best-selling and eponymous silicone lubricant?

Sloane: Well, at Uberlube, we only make one thing: premium quality silicone lubricant. It is flying off the shelves and we always attribute that to quality control. Our customers are loyal because they know what they are getting.

XBIZ: Circling back to the reason you’re a featured “Woman in Adult,” your impressive career — please enlighten us. What is your position on the Uberlube team? What kind of team contributions do you make that you’re most proud to share?

Sloane: I was actually the first retailer to sell Uberlube way back when. I believed in it then and I believe in it today. When Uberlube appeared on the adult scene, it helped to change the lube conversation. The beautiful bottle, the smooth and silky feel and the attention to detail caught the customer’s attention, especially the female customer. Truthfully it was an easy sell, and we sold a lot of Uberlube.

Now, many years later, I have joined the team as the brand director and have the privilege of talking about quality all day long. Our focus is education, and I am proud to say that we have expanded our education team to five people who are in stores and on Zoom talking about the versatility of Uberlube. As happy as I am with our increased sales, I am most proud of our commitment to sexual well-being through our medical provider program. Uberlube has two medical advisors and we partner with thousands of doctors to educate the public about the value of lube in a healthy, happy sex life.

XBIZ: Which fellow female industry colleagues are you proud to call friends or mentors?

Sloane: There are so many women in our industry who have paved the way. I appreciate all of them. However, I have to say that I am most proud of the education team we have put together at Uberlube: Amy Baldwin, our lead educator and co-host of the Shameless Sex podcast; Nina Helms; Debra Phillips, my sister; and Erica Lemke, certified sexologist and author of “Feel Sexy Again.”

XBIZ: What does the Uberlube team forecast for their products and marketing as we head into the rest of the new year? Are there any trend leads you’re following that will influence coming product or line launches?

Sloane: Our plan is to stay the course and continue to support our retailers while also growing our online presence. We have several marketing strategies waiting to launch while we complete a website update and refine some of our processes. Our medical program is growing every month and we plan to expand our educational resources for providers and consumers. We are putting considerable resources into production and ordering systems that will help us maintain our commitment to speedy delivery even as sales grow. We will also expand our abilities for drop shipping and affiliate management.

XBIZ: Why do you think the world continues to look to Uberlube as a global leader in the lubricants market?

Sloane: We are completely committed to quality. From product to packaging to customer service, we stand behind the quality in all that we do. Our worldwide expansion has happened with steady increases in foreign markets allowing Uberlube to constantly evaluate and further commit to these core values.

Each month, XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Kraig McGee Blends Family Biz Experience, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
Show More