profile

Executive Seat: Carmen Mortazavi Reinvents California Fantasies

California Fantasies, located in Orange County, is a manufacturer of quality cosmetic and personal products. Carmen Mortazavi, who took over California Fantasies this past June, is not one of those owners who ignores valuable information — it’s a lesson she learned from her mentors.

While Mortazavi is still relatively new to California Fantasies, she’s not new to the personal lubrication industry. Mortazavi got her start in the industry over a decade ago at Trigg Laboratories, the makers of the Wet brand of personal lubricants. She was a senior sales executive at Trigg before moving to Westridge Laboratories, where she worked her way up to vice president of sales before moving on to California Fantasies. “I’ve had the great experience of working with two of the largest personal lubricant companies,” Mortazavi said, noting that her tenure at both companies was an excellent learning experience. “Michael Trigg, the owner of Trigg Industries, was very instrumental in my development, as well as Greg Haskell, the owner of ID, who was a major influence on my approach to business. I credit these two men for my future success. They both have taught me lessons you can only learn by experience.”

In the past, there’s has been a tendency to brand lubricants for male or female. This automatically cuts out an important and major part of our market. My vision is to manufacture products that appeal to all the markets. —Carmen Mortazavi

In keeping with the that lesson, Mortazavi’s first two months at the helm of California Fantasies involved weekly trips to meet with her distributors, buyers and store employees across the country to introduce her product line. The result was a drastic overhaul of the California Fantasies product line that emphasized a movement towards gender-neutral products. The only product that wasn’t altered in any way is the Razzels line of flavored warming lubes that continues to be the company’s best-seller. “‘If it isn’t broken don’t change it.’ You don’t want to change your number one lube line. People clearly like the Razzels.” However, Mortazavi does intend to expand the Razzels line by introducing a new flavored, nonwarming line next year.

The first order of business for her company makeover was to change some of the packaging and names of the bottle products to accommodate mainstream retailers. “It has to be subtle and discreet and not too suggestive,” Mortazavi said.

The overhaul has not been limited to design and branding. A prime example of this change is the warming lubricant line that was formerly known as Silvver. Based on customer feedback, Mortazavi reformulated the product and then focused on repackaging and rebranding the warming lube. In November, the company relaunched the line as California Fantasies’ Playful Warming Lubricant. Mortazavi said. “In the past, there’s has been a tendency to brand lubricants for male or female. This automatically cuts out an important and major part of our market. My vision is to manufacture products that appeal to all the markets.”

Mortazavi is involved in product development along every step of the way. She ensures that her customers are receiving the type of quality products they deserve by overseeing every step of product development, from formulation to packaging to marketing to sales.

She’s expanded the market to South America, already establishing into the Mexican adult and pharmacy outlets. “The international market requires that you understand the culture to be successful. You can’t expect to conduct business in the same way that you do in the U.S. market.”

Future plans include expanding into Europe, but for the moment, she’s dedicated to supporting her existing relationships. “My plans are to support the distributors domestically that are supporting California Fantasies, Inc.”

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

Tips for Keeping the Adult Retail Trade Show Momentum Going

Trade shows are a whirlwind of energy, excitement and opportunities. You spend days on a vibrant, buzzing show floor, making valuable connections and discovering innovative and exciting new products. You spend time, energy and money to be a part of this fabulous circus.

Rin Musick ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
opinion

How Adult Retail Is Shaping Sexual Health One Customer at a Time

Remember back in health class, when they taught us about boundaries, consent and how many nerve endings are in the clitoris? Of course you don’t, because it didn’t happen. In fact, sex education is still severely lacking in much of the U.S.

Kimberly Scott Faubel ·
trends

Meet the Up-and-Coming Pleasure Brands of 2025

Over the past year, the pleasure industry has witnessed the emergence of new brands across various adult retail categories — brands that are now entering 2025 with ambitious goals for success and growth in their sophomore year.

Ariana Rodriguez ·
profile

WIA Profile: Nefertiti Mitchell

Local retailers are the backbone of the pleasure industry. Driven by passionate business owners who are deeply dedicated to sexual wellness, brick-and-mortar stores serve as safe spaces that uplift and delight customers — while greasing the wheels of commerce for manufacturers and distributors.

Women In Adult ·
profile

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

"We never know where life’s going to take us,” says Mike Savage. He should know. The pleasure biz veteran, who describes himself as “a poor Irish kid from Philly,” first made his name in the adult retail biz over the course of a nearly 40-year career.

Ariana Rodriguez ·
profile

Sensually Yours Founder Shellee Rose on Boosting Sex Positivity in Hawaii

Honolulu pleasure store Sensually Yours has served Hawaii for 40 years, establishing itself as a top destination for adult products. Founder and President Shellee Rose says her most important strategy for achieving four decades of success has been prioritizing customers.

Quinton Bellamie ·
profile

Gregory Dorcel on Building Upon His Brand's Signature Legacy

“Whether reflected in the storyline or the cast or even the locations, the entertainment we deliver is based on fantasy,” he elaborates. “Our business is not, and never has been, reality. People who are buying our content aren’t expecting reality, or direct contact with stars like you can have with OnlyFans,” he says.

Jeff Dana ·
Show More