A SENSUAL skincare brand is making waves with its face serum that doubles as a lube — yes, that kind of lube.
Its CEO opened up about how her own awkward moments inspired the line, which also includes feminine wipes — and revealed the proof her products have saved at least one marriage.
Brittany Lo, 32, is the CEO of Beia, a beauty brand that combines skincare with sexuality.
“The idea of sex-conscious skincare is that we understand that 80% of women say their number one insecurity in the bedroom is body image,” she told The U.S. Sun.
“So much of orgasming and pleasure is mental.
“I believe that if you are not feeling your most confident self and trying to get intimate, it’s not about, ‘Here’s a toy, here is a product, go have fun.’
“It’s already too late. You’re already in your head about, ‘Do I smell? Can they feel this body blemish?”
Lo said she knows this feeling all too well, having lived and loved in New York City in her 20s.
“I still remember going home with one or two people and being like, ‘Oh my gosh, I stink.’
“I don’t have a makeup wipe to use, toilet paper is just not cutting it, I don’t see his deodorant. Let me use a random towel with water and soap and I’m cleaning my armpits.
“And then I got a little smarter and I would pack an individually wrapped makeup wipe, but they have alcohol in them.”
She said after those years of trial and error, she came to the conclusion that women need more options.
“I was like, there has to be a better way than me using dish soap on a random gross towel on the floor or a makeup wipe to stay hydrated.”
Lo said that the aim of her skincare line is to empower women through products that target common concerns that some may find embarrassing to talk about.
“How do we address these intimate, almost embarrassing concerns that many women in particular experience, but we really don’t openly talk about over coffee or cocktails?” she said.
“If you sweat really easily and maybe sometimes when you sweat, you stink, or you have razor burn that’s really irritating, or bumps on your butt or back,” she said.
“If you can address these intimate concerns and build your sensual confidence before your intimate moments, it allows you to be more present and ultimately get the pleasure you deserve.”
Lo said that all too often, products related to sex and intimacy are just too embarrassing for some people.
This is due to their neon packaging or otherwise gaudy look that may cause lovebirds to stow them away.
“When you think about hiding something in the back of a sock drawer, especially a lot of the neon toys or lubes or whatever, you’re hiding them,” she said.
The other piece of that is it doesn’t say ‘feminine wipe.’ It doesn’t say ‘vagina wipe.’ It really just says ‘Refresh Wipe.’
Brittany Lo
“And so by the time you actually have that occasion to use it, you forget about it.
“Our little philosophy is, ‘How do we integrate it into our everyday routine?’
“Maybe you’re using our serum to hydrate at night, on a daily basis, that’s already beautifully displayed on top of your nightstand.
“So, when you do have those intimate moments, it’s already top of mind, and it makes it easier for you to integrate into your whole nighttime or daytime routine, as well as your intimate rituals, too.”
After nearly 100 iterations of the product, Lo’s team came up with the perfect consistency for a face serum that doubles as lube.
She told The U.S. Sun she sought to create a lubricant that wasn’t too oily or goopy.
We had a sales associate that sold our serum, and she was like, ‘Brittany, I had a customer that came up to me and said, thank you, this serum saved my marriage.’
Brittany Lo
“It’s a little bit of a different feel,” she said of Beia’s Body and Intimacy Serum.
“But, at the same time, it almost feels a little bit more like our natural lubrication, which is kind of the purpose, right? You want it to feel as natural as possible.”
That’s not the only product that can be used on more than one part of the body. In fact, Lo emphasized her aim to put out skincare staples with multiple uses.
“Our refresh wipes — you can use these after the gym, on your back, and your armpit. You can use it during traveling.
“So, if you want to use it head-to-toe there’s no alcohol, there’s no fragrance, most wipes do.
If a woman’s experiencing flashes, it’s a really nice, cooling, refresh moment.
Brittany Lo
“They’re like 99% water. Our first one is tea tree water, so it’s very soothing. It removes odors and it just gives a really nice refresh moment to you.
“You can use it on your face, you can use it on your body.”
“The other piece of that is it doesn’t say ‘feminine wipe.’ It doesn’t say ‘vagina wipe.’ It really just says ‘Refresh Wipe.'”
The sexy skincare brand also carries a setting spray for the whole body.
“If a woman’s experiencing flashes, it’s a really nice, cooling, refresh moment,” she said.
She added that many fans have taken the liberty of using it all over.
“We had a woman during the pandemic where her skin was super dry on her hand, like spray it all over her hands, legs, and body,” she said.
“It’s ideally instead of using a whole lotion, you can really just be refreshing your whole body.”
Lo added that it’s possible to use it everywhere due to the ingredient list.
“[The setting spray] is really more for arms, legs, like chest, face, but the formulations are so clean that it does allow people to be a little bit more adventurous.”
Beia’s products don’t come cheap, but Lo said there is a good reason for the price tags.
She emphasized the multi-purpose use of each product as well as the elevated presentation
“Part of [the price] is, one — packaging alone. Two, is that it’s a body and intimacy serum,” she said.
She added that what the Beia Body and Intimacy Serum, $42, can do alone, is way pricier by purchasing separate products.
“Body serum pricing, which is generally in our premium space, goes up to $80 plus, and lubricants might be in that $20 to $30 range and then even massage oils,” she said.
She noted that using higher-quality ingredients also increases costs.
Lo said that she’s received love for her products while out in about, even when shopping at Neiman Marcus.
“We had a sales associate that sold our serum, and she was like, ‘Brittany, I had a customer that came up to me and said, thank you, this serum saved my marriage.’
“And I was like, wait, ‘What? What do you mean by that?’
“And she said that she was feeling really nervous because she thought she lost interest in her husband because she wasn’t feeling horny or she just wasn’t enjoying sex anymore.
“So she thought she was having relationship issues, but the reality is it wasn’t her. I don’t know what had changed, but she was experiencing more dryness in her lady parts.
“So then she used the serum and now she’s like, ‘Oh my gosh, it wasn’t my husband. I just needed a little something to help me feel more pleasurable during those moments.'”
