profile

System JO: Converting Consumers One Stroke at a Time

Who knew that a simple customer request would result in a quality brand that has been popular for 10 years and counting? Nutraceutical company United Consortium, a manufacturer of personal care products, had been doing contract manufacturing for many years when a product initially sold to just doctors became so popular, it was forced to grow by launching a new brand in 2003.

“After we first formulated a silicone lubricant for women with vaginal dryness, we began looking at the sensual care market as a whole,” says Marketing Manager Cassie Pendleton. “We felt strongly that we would be able to offer a premium product and answer to the need/want for high-quality ingredients and formulations.”

We strive to offer the highest quality products as well as be a go-to source for information on sensual well-being as a whole. -Cassie Pendleton

System JO was born, the company using only pure, vegetablebased pharmaceutical-grade glycerin in its lubricants. The line includes JO H20, JO Premium and a JO Flavored line of products. The company notes it was the first to develop a lubricant that warms on contact, along with flavored lubricants with no artificial sweeteners or aftertaste and a water-based lube “as silky smooth as silicone.”

“The consumer wants and appreciates quality, especially when we’re speaking about products used on and in the most intimate areas of our bodies. Quality matters and plays a huge part in our success,” says Pendleton. “United Consortium’s growth can be attributed to many things, though I think it mostly centers around our philosophy in doing business. The JO brand centers around our tagline: ‘Meet Your New Best Friend’. This tagline really encapsulates our goals as a manufacturer. We aim to be a trusted company; a company and a brand you would go to, like you would a best friend, for answers/solutions to intimate needs and wants.”

As is inherent in its name, System JO provides a system of sensual products. Pendleton notes they are much more than a lubricant company, manufacturing products for all areas of sensuality — from lubricants to stimulation gels and serums. They also offer pheromone and shaving products and even have a breast-enhancement cream.

“We strive to make products for all aspects of sensuality,” she says. “There have been many innovations and advances in the last 10 years that have been exciting to see in our industry. We welcome those that have led to opening up the conversation of sexuality and ‘detabooing’ the subject matter. The hope is that we continue to break down the stereotypes associated with the nature of the products we make and sell and open the consumer up to more possibilities as a result.”

Because of the increased acceptance in society, the company has seen growth over the years. Nonetheless, Pendleton says consumers will never be able to receive the education and service that adult retailers can offer. That’s why System JO has made it a priority to equip its adult retail partners with the tools to not only sell the product, but to inform and consult with a consumer at the store level — something she says “is of the utmost importance to us.”

“Consumers have so many options. Through education and offering premium products, we hope to become their first choice. We focus on providing any and all information as it relates to any product we make. By doing this, we feel that consumers will make the right choice for themselves,” Pendleton adds. “We’ve seen manufacturers really become aware of this and begin to pay more attention to the importance of store-level education. Retailers should know that they have a key role in educating the consumer on sensual care and well being. With educated store employees, they’re able to offer not only products, but a tailored service to their customers.”

System JO plans to continue to create new and innovative products that answer to the consumer’s needs and wants in an effort to fulfill the company philosophy. Instilling that simple message is part of a bigger effort to change consumers’ perception of personal pleasure products, and supports their main objectives of quality and education.

“We strive to offer the highest quality products as well as be a go-to source for information on sensual well-being as a whole. Our focus has always been and will always be to provide the safest, most effective products on the market,” Pendleton says. “Many people may believe these are only products to solve ‘issues.’ We offer products and see these items as not only that, but enhancement products. Once you start viewing the world of lotions and potions as enhancement products, there’s so much more to discover. The best advice we give to consumers is to educate themselves. We pride ourselves in creating products from a research standpoint, and we will never compromise quality. We encourage consumers to buy the same way — based on information and high standards.”

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

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 ·
opinion

Westridge Labs Celebrates the History, Future of ID Lubricants Brand

If you work in adult retail, you know ID Lubricants. With its classic, clear bottles and consumer-friendly pricing, ID has maintained a home on brick-and-mortar shelves since the brand’s inception, way back when physical stores were still the name of the pleasure game.

Colleen Godin ·
Show More