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.
For Jeng, juggling responsibilities like social media content, new product development, and marketing and brand strategy entails connecting the dots between company and consumer. Her specialty, however, is emphasizing the personal values she shares with the ID Lubricants family, such as inclusivity, ethical transparency and body-safe product standards.
My advice is to stay curious, challenge norms and never hesitate to advocate for ethical and body-safe standards.
This month’s edition of Women in Adult is Jeng’s chance to shine: for her diverse artistic talents, sharp business acumen and dedication to effective, authentic brand storytelling.
XBIZ: What attracts you to marketing and brand management?
Jia Jeng: I’ve always been fascinated by the power of storytelling and how brands can shape consumer perception and experience. Marketing allows me to combine creativity with strategy, crafting narratives that not only sell products but also build trust and connection with customers.
XBIZ: Was ID Lubes your first job in the pleasure industry?
Jeng: Yes. Before ID Lubricants, I worked in brand management in the beauty and wellness sectors. The transition to sexual wellness felt like a natural evolution, as I was already passionate about industries that empower individuals to feel good about themselves. I was also intrigued by the idea of working in a field that combines science, wellness and intimacy.
When I learned about ID’s long-standing reputation and commitment to quality, I recognized an opportunity to apply my marketing expertise to a brand that truly enhances people’s intimate experiences. The pleasure industry has been an exciting and dynamic space to grow in. I love the challenge of breaking taboos and fostering open, positive discussions about sexual wellness.
XBIZ: What are your responsibilities at ID? Have they changed since you started there?
Jeng: As the brand manager for ID Lubricants, my role includes product development, marketing strategy, social media engagement and brand positioning. I ensure our messaging aligns with our mission of promoting high-quality lubricants that enhance intimacy and pleasure.
My responsibilities have certainly expanded! I now lead brand initiatives that focus on innovation, inclusivity and global outreach. I’m also involved in launching new product lines, such as our new pleasure toy brand ID Wellness Essentials, which has provided a fantastic opportunity to further shape the brand’s future.
XBIZ: What do you particularly enjoy about being a woman in the sexual wellness space today?
Jeng: Being a woman in this industry allows me to advocate for inclusivity, education and empowerment. There’s something incredibly rewarding about working in a field that helps people feel more comfortable with their bodies and desires. Since I started, I’ve noticed significant progress — more women are taking leadership roles, brands are becoming more body-positive and there’s greater emphasis on sexual health, rather than just pleasure. While there’s still work to be done, I see more women’s voices shaping the conversation, which is both inspiring and necessary.
XBIZ: How has the ID brand evolved over the years to reflect those trends?
Jeng: ID Lubricants has always been dedicated to quality and safety, but in recent years, we’ve shifted further toward health-conscious formulas and inclusive messaging. We’ve introduced products like ID Free, which is free from harsh ingredients, and ID Toy Lube, specifically designed for use with pleasure devices. Today’s consumers are more informed and demand transparency, so we’ve concentrated on education, clear labeling and expanding options to meet various needs.
XBIZ: Where is marketing and social media headed for pleasure brands like ID? Has the world become any more welcoming to pleasure and lube brands lately?
Jeng: Social media has been a double-edged sword for pleasure brands. While these platforms offer direct access to consumers, restrictions on adult content continue to challenge how we engage online. However, we’ve seen progress in normalizing conversations around sexual wellness — many mainstream influencers and wellness brands now discuss topics like pleasure, lubrication and body confidence more openly.
Moving forward, I anticipate a shift toward more educational content, strategic collaborations, and alternative marketing channels such as podcasts and sex-positive communities, to navigate platform restrictions while still reaching audiences authentically.
XBIZ: How can the next generation of women make the pleasure industry even more accommodating, welcoming and transformative?
Jeng: The next generation of women has the power to drive even greater inclusivity and innovation in the pleasure industry. They should continue advocating for diversity in product development, marketing and representation — ensuring that all bodies, identities and experiences are recognized and celebrated.
XBIZ: Any advice for up-and-coming professionals in this sector?
Jeng: My advice is to stay curious, challenge norms and never hesitate to advocate for ethical and body-safe standards. This industry thrives when passion meets purpose, so if you believe in what you’re doing, your impact will extend far beyond just sales — it will shape societal attitudes and personal empowerment.
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 businesswomen.
