überlube's Take on the Lubrication Market

In a saturated market filled with countless variations and product extensions, Chicago based überlube has taken a decidedly different approach: perfecting one product rather than diversifying into dozens. Cheryl Sloane, the company's Brand Director for the past seven years, offers insight into how this family-owned business has maintained its focus and identity in an industry that often pushes brands toward constant expansion.

"Nothing existed like überlube when we started," Sloane said from the company's Chicago headquarters. "Our product is made here. We have our own factory."

This commitment to local manufacturing sets überlube apart from many competitors who outsource production, giving the company direct control over quality and consistency. The company's origin story centers around founder Stephen Magnusen's vision to revolutionize an often-stigmatized product category.

"Our founder sought to create a lube that was comfortable, body friendly, and inspired joy and pleasure to take the stigma off of lubricants," Sloane said.

This philosophy has guided every aspect of the brand's development, from formulation to packaging design. What's particularly striking about überlube's business strategy is their deliberate resistance to market pressures for product line expansion. Despite Sloane's extensive background in related industries such as lingerie and adult products, the company has remained steadfast in its single-product focus.

"We're not interested in diversifying our product line. It was never in the plan, it didn't exist," Sloane states matter-of-factly. This stance is unusual in an industry where brands typically expand into flavored varieties, different formulations, or adjacent product categories like intimate accessories or wellness items. The decision to maintain this narrow focus stems from the founder's original vision. "Our owner had an idea of what would be pleasurable to him," Sloane muses, though she admits with honesty that the founder's pre-überlube background remains somewhat mysterious. "I have no clue what he did before this, maybe something in sales."

This single-minded approach extends to every aspect of the product experience. Even the packaging reflects the company's commitment to quality over profits. "Our packaging is made out of glass fiber, which shows quality," Sloane explains, highlighting how even container choice reinforces the brand's image.

For Sloane, managing daily operations at this family-owned business means maintaining the delicate balance between staying true to the founder's original vision while navigating an increasingly competitive marketplace.

The company's Chicago factory allows for hands-on oversight of production, ensuring that quality standards remain consistent. Their success suggests that sometimes the most innovative strategy is the simplest one: create something exceptional and stick with it.

But here's an interesting question: what happens when you've mastered one thing so completely? überlube has built incredible trust and loyalty around their core product. Perhaps that's exactly the foundation that could support thoughtful expansion.

Not random product launches for the sake of growth, but carefully considered additions that serve their existing customers even better.