If you work in adult retail, you know ID Lubricants. With its classic, clear bottles and consumer-friendly pricing, ID has maintained a home on brick-and-mortar shelves since the brand’s inception, way back when physical stores were still the name of the pleasure game. As the sexuality space evolved, ID Lubricants moved right along with it. Today, the brand remains a mainstay among retailers worldwide, with new lube additions and even a sex toy line on the menu for 2025.
The signature double-letter stamp on the brand’s lubricant bottles is easily recognizable, but less well-known is the early history of the business and its path to manufacturing quality products.
Manufacturing lubricants requires a delicate balance of scientific precision, safety compliance and consumer education.
In 1993, Gregg Haskell established Westridge Laboratories, the parent company of ID Lubricants. Haskell’s journey into the world of sensual liquids had begun a year earlier, when he recognized a need for longer-lasting water-based lubricants. The available brands dried up too quickly, Haskell found. Sure that vast improvements could be made, he worked closely with top chemists to formulate a new generation of water-based lubricants.
Haskell’s entrepreneurial mindset and expert background in engineering, chemistry, and manufacturing have played key roles in ID’s success.
“My goal was to develop a superior line of lubricants, which quickly became trusted by consumers,” he said. “We were the first to introduce crystal-clear packaging so the consumer could see exactly what they were buying.”
Haskell continues to be very active in the company’s day-to-day operations, aiming to keep the company on top of the diverse needs of the sexual wellness community to provide them with innovative solutions.
Based in southern California, Westridge Laboratories Inc. distributes its products in over 40 countries spanning North America, Europe, Asia and South America.
The ID brand name is best known for three of the company’s collections: ID Glide, ID Millennium and ID Free.
ID Glide — the brand’s most popular lubricant, according to Haskell — is known for being versatile, long-lasting, non-sticky and easy to clean.
ID Millennium is the company’s bestselling silicone-based lubricant, Haskell says, adding that Millennium is especially popular for activities that require longer-lasting lubrication. It doesn’t dry out as quickly as water-based options and is essentially waterproof.
Lastly, ID Free is a water-based lubricant specially formulated without glycerin or parabens.
“For the past decade, consumers have been inundated with warnings that glycerin and parabens should be avoided,” explains Haskell. “So we developed ID Free without them. Yet it’s still long-lasting and proven to be safe. It was recently cleared by the FDA. It’s ideal for individuals with sensitive skin or those looking for a more natural option.”
Haskell cautions that anyone planning to enter the lubricant manufacturing business needs a passion for navigating red tape. Before a product can become a star seller, it must address a long list of regulatory compliance requirements, formulation concerns and safety standards.
“One of the biggest challenges in lubricant production is ensuring compliance with various regulations, especially since lubricants are classified as medical devices in the U.S. and the European Union,” says Haskell. “The formulation, manufacturing processes and packaging must meet rigorous safety and quality standards, including FDA or CE marking certifications. Every ingredient must be nontoxic, hypoallergenic and compatible with sensitive mucous membranes.”
Of course, Westridge Labs has been producing ID collections for over 30 years, so team members are highly experienced in producing lubes that meet regulatory and consumer standards.
“Today’s consumers are more discerning and educated when it comes to sexual wellness products, including lubricants,” notes Haskell. “They seek products that align with their values of health, safety and enhanced pleasure. Manufacturing lubricants requires a delicate balance of scientific precision, safety compliance and consumer education.”
This year, for the first time, ID Lubricants has also stepped into a new sector: the sex toy realm.
The Westridge team recently launched ID Wellness Essentials, its new brand of pleasure toys that features 18 unique SKUs, with retail price points averaging around $30. Each toy is tested and packaged in Westridge’s FDA-registered facility in southern California.
Throughout the year, the ID Lubricants team can be found showing off their latest wares on the road at B2B trade shows, training sales associates — whether on the retail floor or via their computers and phones — and offering daily support whenever and wherever needed.
Though Haskell maintains that ID will never sell direct-to-consumer, the company does work to strengthen sales for its retail partners by engaging in regular B2C marketing through social media channels, giveaways and contests, and sponsorships of consumer events.
“The primary focus of Westridge Laboratories always has been customer satisfaction,” affirms Haskell. “Whether through our high-quality lubricants or our expanding line of pleasure toys, ultimately, we are in the business of providing pleasure to our customers.”
