We navigated uncharted paths of how to say natural lubrication without saying ‘moist’ or ‘wet’ (too gross, too X rated), and whether yoni, vulva or just ‘down-under’ are best suited to describing where the product goes (we went with the latter). After 6 years of development, and almost 2 years of brand creation, Into the Wylde’s ‘Wylde One’ water-based lubricant is finally set to launch on Monday 13th April, and we hope will resonate with sexually active women of all ages, reawakening play and lubricated lovin’.