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DALLAS — Family, industry friends, and associates are mourning the loss of Sliquid founder Dean Elliott, who passed away at 59 years old.
Dean is survived by his partner, Cynthia; their two children, Lukas and London; his sister, Doriane; and nephew, Bodhi.
In August of last year, Elliott informed his Facebook friends about his diagnosis of advanced-stage pancreatic cancer and had since provided updates on his chemotherapy treatments in his characteristic upbeat manner.
Born and raised in New York City, Elliott was part of an entertainment family. His father was a storied jazz musician, and his mother was an actress and business manager. His early work life started in the '80s, holding court as a bouncer at the fabled Manhattan nightclubs Studio 54 and The Roxy. Elliott inherited his parents’ talents, garnering a love for the entertainment industry, even experiencing his own brush with movie stardom when he was cast in the '80s cult-classic breakdance film "Beat Street."
Elliott could easily be described as the quintessential New Yorker. He was loud, with a recognizable New York voice that often entered the room before he did. That bombastic voice would eventually lead him to a thriving career as a voiceover actor, securing a long-term contract as “the voice” of Atlantic Records. His effortless talent earned him a plethora of voiceover spots with brands like Volvo, WWF, AMC Theaters, and even the narrator role in the MTV cartoon comedy series "Spy Groove."
As reality TV began to dominate the television landscape in the '90s, Elliott saw an opportunity to expand his career. Under the guidance of his company, Production Cargo, he found himself navigating location logistics, including security, medic, and transportation for a variety of high-profile shows.
It wasn’t until the early 2000s that he married his wife, Cynthia, who shared a passion for scuba diving. Little did he know, this relationship would inspire his greatest accomplishments. Together, Cynthia’s career in consumer products and Dean’s incessant drive for problem-solving conceptualized the need for reinvention.
According to his XBIZ Premiere profile from 2020, he didn’t like that it was hard to understand the ingredients on the back of lube bottles. Already feeling like it was time to reinvent himself, he said, “You know, let’s come up with a cleaner and greener way of doing these lubricants.”
Starting with meager resources, Elliott began his pleasure products career in a combination of two locations, neither very glamorous: a 400-square-foot one-room office space and his traveling sales office, which was simply the trunk of his car. Every day he would load his trunk with cases of Sliquid and head out on cold sales calls with the goal of not returning home until the very last case of that day’s run had been sold. In no time at all, he was taking orders from stores that he was unable to fill on the spot.
With a relentless drive and entrepreneurial spirit, Elliott grew Sliquid to become a brand known for its commitment to inclusivity, with collaborations such as the Buck Angel T-Collection. Known for his larger-than-life personality, Elliott was named Community Figure of the Year at the 2024 XBIZ Honors and also won Businessman of the Year in 2016. Under his leadership, Sliquid earned several accolades for its products, cementing its status as a trusted name in sexual health and wellness.
Colin Roy, Sliquid senior VP and the first employee to be hired by the company, said, “Dean Elliott’s presence will be deeply missed — by his family, by me, and by the industry he cared for so passionately. Dean was the kind of person who always remembered your name, your accomplishments, your struggles, and had a story to share for every moment. He had an incredible love for people, a deep compassion for animals, and a vision that shaped a legacy brand built on that very love. I can only hope to honor his vision and guide it forward for another 20 years. Dean, I love you, man.”
Friend to both Elliott and Cynthia, Michelle Marcus campaigned for the Sliquid brand before eventually joining the team in 2009 as the director of sales and marketing. “
It’s difficult to summarize a family-ship of nearly 24 years in just a few words," Marcus said. "Dean always pushed me to be my best and presented me with new challenges. He was always present for the important moments in my life, like a sibling. His presence was magnetic, and his passing has left a huge hole in my heart. I will honor our friendship and his contribution to my professional accomplishments by continuing to help grow and build this company, as he envisioned it. Dean was and will always be loved by ‘the girls’ and me.”
Erik Vasquez, Sliquid VP of marketing, said, “Dean was so much more to me than just my boss. He was a father figure to me. He believed in me when I didn’t have the courage to believe in myself. I always thought of him as the ‘Mayor of Anytown, USA’ because no matter where he was, he made friends with the people around him by shining his mega-watt light, that was his personality and heart, directly on them. Though that light has dimmed, I believe the warmth he cast on the ones who got to stand in that light will last a lifetime. I’m going to miss my friend dearly.”
Cynthia Elliott, Sliquid co-founder, said she is deeply honored to step into a new chapter of leadership and carry on Elliott’s vision for innovation.
"I want to take a moment to thank you all for your unwavering commitment to our company," she said. "Looking ahead, we will continue to build on the strengths that have made Sliquid a leader in our industry. Together, we will continue to adapt to the evolving landscape while staying true to our core values. Our top priority is to foster Dean’s wishes by continuing forward with business as usual in this somber time, as we honor his dynamic persona adored by us all."
Sex educator Ashley Manta also shared her thoughts on Elliott with a Facebook tribute.
“Heartbroken to learn that Dean Elliott passed away this morning," she said. "I don’t have the right words yet, but he made an indelible mark on the world, the industry, and me. Dean, I miss you already. I’ll wear the frames you got me and always remember your fabulous taste in literally everything. Fuck cancer.”
Vibratex Director of Marketing Sarah Tomchesson also shared a tribute to Elliott and his "larger-than-life spirit."
"Dean Elliott and I forged an unlikely friendship," she said. "I must have been all of 26 when I first met Dean. He was an experienced business owner, macho, gregarious, and bombastic. I was a scrappy, idealistic sex educator trying my hand at running a business and learning a lot by trial and error. We just clicked. It soon became the running joke that every time we talked, he cried (which he swore up and down he never did). Dean gave me good advice and insisted I know my worth. I’d like to think I offered him a space to be vulnerable (a queer femme’s magic power, IYKYK). A few years back, I hurt his feelings and he told me. I am deeply grateful for the honesty we shared, the opportunity to repair, and mostly I am grateful to have known him. Sending my condolences to his family and his industry family. Dean, we love you."
Sex educator Jamye Waxman called the news of Elliott's passing devastating.
"Thinking of you and all of us he called family," she said. "We should all live with a quarter of the zest and gusto Dean had."
XBIZ Associate Publisher Sara Ramirez shared a photo of her and Elliott posing mid-air as they jumped.
“What started as a professional connection grew into a bond that I will always treasure,” she said. “You were larger than life, with an incredible passion for everything you did. I’ll miss your energy, laughter, and friendship. Rest in peace, Dean.”
Williams Trading sales representative Paul Reutershan said, “He took on cancer the way he lived his life — hard charging and with all his energy and strength."
Tantus founder Metis Black added, “Bigger than life, Dean was always the most generous friend. May his memory be a blessing.”
Vibratex owner Shay Martin said, “I’m so sad to hear this. He was a wonderful, funny, kind man every time I saw him. I will forever miss him walking around the trade shows using the Magic Wand as a mic.”
Eldorado CEO Wanda Garland added, “He will be missed — always had a big hug for me — a unique human being. [He] fought so hard.”
Industry vet Dennis Paradise said, “We were all blessed by his presence and friendship. He set an example for us all.”
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