1. The G-Spot Is Overrated
For decades, the industry has pushed the idea that the G-spot is the main source of pleasure for women.But the truth? 75% of women achieve climax through non-penetrative intimacy – which means the real “sweet spot” is the C-spot: the clitoris.
2. The Industry’s Been Targeting The Wrong Spot
We’ve established that the G-spot is overhyped while the C-spot is overlooked.The industry has focused on facilitating vaginal penetration with lubricants for “a smooth glide,” while putting the clitoris—women’s main source of pleasure—in the backseat.
3. Lubes Are Designed For Men, Not For Women
If you think about it, lubricants have always been designed for men, making intimacy easier for them. They create a mechanical slipperiness for a smooth glide. But do they elevate women’s intimate pleasure? No—they only reduce discomfort or pain at best.
4. It’s Not A Lube. It’s A Revolution!
Prima wasn't built by an industry that ever asked women what they wanted. It exists because the shelf was full of options designed around someone else's convenience, and none of them were designed around hers.
Frustrated with lubes full of chemicals and mainly designed to serve men, Prima set out to disrupt the male-focused industry by prioritizing women's "pleasure zone"—the clitoris and the labia—with skin-nourishing, arousal-enhancing, sensory-stimulating ingredients, to elevate women's intimate joy while caring for their long-term skin health.
5. Award-Winning Formula
This innovation has won multiple industry awards, including the Best Sensory Skincare 2024 Sexual Wellness Award and the 2025 Earth Day Beauty Award for Best Pleasure Serum. It was named "a game-changer leading the way in the intimate care space" by Forbes magazine in 2024.
Sourced From Nature. Backed By Science.
Our proprietary Prima 5-Oil Complex consists of organic olive oil and organic avocado oil for deep hydration; organic beeswax to seal it in and protect; an organic honey and propolis blend (honey, royal jelly, sunflower lecithin, propolis, bee pollen) for skin-loving comfort; and organic sea buckthorn oil, rich in nourishing fatty acids.
No fragrance. No hormones. No estrogen. No steroids.
Read these before you decide.
Priya,
41
Verified Buyer
"Six tubes in the bin. I counted them. Six. Two antifungals, a wash, a wipe pack, and two creams from the pharmacy that both stung. This is the first thing I've put on that didn't sting on the first application, which is honestly the only thing I wanted from it."
Kate,
29
Verified Buyer
"Jeans. That's the review. I'm wearing jeans again."
Amara,
38
Verified Buyer
"It's in my handbag, so I actually use it. Everything else I bought lived in the bathroom cabinet, which meant four days of using it and then forgetting it existed until the next bad week. This is the size of a lip balm. It's in my bag. I use it every morning without deciding to."
Lauren,
45
Verified Buyer
"My skin finally got a quiet week. I think what I had wrong was that I kept treating it. Something new every flare. Nothing ever got a calm stretch to just settle. Three weeks of the same boring thing every single day and it's a completely different situation down there."
See the size of it in real hands
Prima LipStick
Daily care for your vulva, and nothing else.
- Made only for the outer skin
- On in 15 to 20 seconds
- No fragrance, hormones or estrogen
- Every ingredient printed, all organic
- 30 days to get your money back
Danielle M.
I didn't notice it working. I noticed I'd stopped doing the little thing I did every time I sat down at my desk. That was week two. I haven't gone back, and I've thrown out six things that all stung.
What over 65,000 women are saying
Over 72M Views On Instagram
The things you'd ask
The ones that matter, answered the way you'd actually ask them. Nothing dodged.
Will it burn? Everything else did.
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That is the first thing we built for. There is no fragrance in it, no hormones, no steroids, and nothing whose job is to numb or to kill. Patch test it first, the way nobody in this aisle ever tells you to. If it stings, you get your money back.
Could it make things worse?
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The things that made it worse were doing a job. An antifungal is killing. A wash is cleaning. An anti-itch cream is numbing. Skin that is only sore does not need any of that done to it, and there is none of it in here. It is a moisturiser and nothing else.
What is actually in it?
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Organic olive oil, organic beeswax, organic avocado oil, an organic honey and propolis blend of honey, royal jelly, sunflower lecithin, propolis and bee pollen, and organic sea buckthorn oil. That is the label, in order, complete. It contains propolis.
Isn't this just an oversized lip balm?
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It is that size on purpose. The jars and tubes you own live in a bathroom, and a thing in a bathroom gets used when it is bad, not every day. What makes it different from a lip balm is what is in it and where it was built to go: skin that is already sore.
$39.99 for a stick. Why?
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Because it is one thing you use daily instead of four you buy in a panic. Add up the anti-itch cream, the wash, the second box of antifungals and the one you were told to try. On Subscribe & Save it is $29.99, the only saving on this page.
I'm on a prescription. Do I stop it?
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No. This is a moisturiser; it is not a replacement for anything a doctor gave you, and nothing here is a reason to stop a treatment. It sits alongside whatever you were prescribed and does the job none of them was built for: keeping the skin.
I was told to leave it alone.
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You were told not to wash it, scent it or treat it, and that was right. Nobody ever said the other half out loud. Leaving skin alone and moisturising skin are two different acts. You already do the second one to your face and your hands without arguing about it.
How do I know it's my skin and not an infection?
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You don't, from a page. Some soreness down there is an infection. Some of it is skin that is dry and damaged, and there has never been anything decent to put on that. This is built for the second one, every day, and it doesn't pretend to be the first.
Do I really have to use it every day?
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That is the whole idea. Everything in the drawer was bought for a flare and abandoned the moment it settled, which is why the flare kept coming back. Skin gets moisturised daily everywhere else on your body. This is the first thing built to do that here.
Why not the tub in the bathroom cabinet?
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Because those were built for a nappy, a chapped lip or a scraped knee, and you are borrowing them. This was built for one part of the body, to go on it every day, with a list short enough to read. And the tub stays in the bathroom. This goes in your bag.
What if it doesn't work for me?
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Thirty days, money back. That is the promise, and it is the one thing nothing else in that drawer offered you when it burned. The worst case here is a stick you stop using. The best case is that jeans and a chair stop being decisions.