Ever wonder who’s keeping your bedroom slippery and satisfying? If you’ve been around the adult retail block, you’ve damn well seen those clear ID Lubricants bottles staring back at you from the shelves. They’re the unsung heroes of slick fun, and behind them? Westridge Labs, a southern Cali outfit that’s been churning out lube for over three decades like it’s their sacred calling. And now, in 2025, they’re not just slathering on the good stuff—they’re tossing sex toys into the mix. Buckle up, because this isn’t your grandma’s lube story.
The Slippery Slope to Success
Back in ’92, Gregg Haskell—engineer, chemist, and lube visionary—got fed up with water-based lubes drying out faster than a cheap one-night stand. He teamed up with some top-tier lab coats and birthed Westridge Laboratories in ’93. The mission? Longer-lasting, consumer-trusted slickness. And hell, they delivered. ID Lubricants hit the scene with crystal-clear bottles—none of that opaque mystery crap—so you could see exactly what you’re rubbing into your life.
From Garage Grit to Global Grip
Haskell didn’t just stumble into this gig. The guy’s a triple threat: engineering know-how, chemistry chops, and a manufacturing brain that doesn’t quit. That combo turned ID into a name you’ll spot in over 40 countries—North America, Europe, Asia, South America, you name it. We’re talking about a brand that went from a garage dream to a global player, all while keeping its focus razor-sharp on what matters: making shit feel good.
“My goal was to develop a superior line of lubricants,” Haskell told XBIZ, “which quickly became trusted by consumers.” No kidding. Those double-lettered bottles? Instant icons.
The Holy Trinity of Lube
ID’s got three big hitters in its lineup, and each one’s a legend in its own right. First up, ID Glide. This water-based bad boy is the fan favorite—long-lasting, non-sticky, and wipes off like a dream. Perfect for quickies or marathon sessions, no mess, no fuss. Then there’s ID Millennium, the silicone-based beast. Waterproof and damn near eternal, it’s the go-to for anyone who needs their lube to outlast the action—think poolside banging or shower play.
And don’t sleep on ID Free. Glycerin and parabens got the boot here, catering to the health nuts who still want a slick ride. FDA-cleared and skin-friendly, it’s the natural pick for sensitive types. Haskell says it’s been a decade in the making—proof they’re listening to the crowd screaming for cleaner options.
Red Tape and Raw Pleasure
Here’s the kicker: making lube ain’t just mixing some goo and slapping a label on it. Haskell warns wannabe lube lords to brace for a regulatory shitstorm. In the U.S. and EU, lubricants are classified as medical devices. That means FDA approvals, CE markings, and a laundry list of safety checks. Every drop’s gotta be nontoxic, hypoallergenic, and mucous-membrane-safe. One wrong move, and you’re screwed—and not in the fun way.
“One of the biggest challenges is ensuring compliance with various regulations,” Haskell says. “The formulation, manufacturing processes, and packaging must meet rigorous standards.”
– Gregg Haskell
Westridge has this down to an art after 30 years. They’re not just sliding by—they’re setting the bar.
Toys Join the Party
2025’s the year ID Lubricants said, “Why stop at lube?” Enter ID Wellness Essentials, their new sex toy line dropping 18 SKUs at a wallet-friendly $30 average. Tested and packed in their FDA-registered digs, these toys are Westridge’s bold leap into pleasure hardware. From vibes to rings, they’re betting big on keeping the good times rolling—literally.
Haskell’s crew is hitting trade shows hard, training retail grunts, and hyping their wares. But don’t expect a direct-to-you store anytime soon—they’re all about boosting their brick-and-mortar pals with social media blitzes and giveaways. Smart move in a world where online giants are eating everyone’s lunch.
What’s Next for the Slick Kings?
So where’s this lube empire headed? Haskell’s still in the trenches, obsessed with keeping ID ahead of the curve. Consumers today aren’t just chasing a quick fix—they want health, safety, and mind-blowing pleasure. Westridge is juggling scientific precision with horny demands, and they’re nailing it. With toys in the mix and global reach expanding, ID’s not just a household name—it’s a bedroom staple.
- ID Glide: The all-purpose slick fix.
- ID Millennium: Silicone stamina for the long haul.
- ID Free: Clean, mean, and FDA-green.
Over three decades in, Westridge Labs proves they’re not just about lube—they’re about owning the pleasure game. What’s their next trick? Stick around, because these slick bastards aren’t slowing down.
