Founded in 1904, we've been making sex more comfortable for women across the world for decades. Nowadays though we have a bigger ambition: to help women prioritise themselves everywhere from the bedroom to the boardroom. We're on a mission to give women the tools to help bring their most authentic self to the moment.


Tube of K-Y lube from 1904

K-Y is born in NYC

Like so many colorful stories, ours starts in New York City, though at the time, you might have had to bribe your doctor to take us home.


Hollywood pin-up girl

Sexuality gets the Hollywood treatment

Cinema takes the pin-up girl to the mainstream. Although it viewed women from a biased male POV, film boldly glorified female sexuality to challenge long-held social values.


Birth control pills

The thrill of the pill

After years of effort, the section of the Canadian Criminal Code making it illegal to advertise or sell birth control was finally removed in 1969. Combine this with the Feminist Movement and, you have yourself a full-blown sexual revolution.


Pride takes stride Person waving Pride flag from window

Pride takes stride

Canada's first Gay Pride Celebrations take place in Vancouver and Montreal, marking a decade since Stonewall and over a decade of brave sociopolitical action in the LGBTQ+ community. Hell yes.


Magazine with picture of a male centerfold and a couple on the beach

K-Y becomes a bedroom staple

We finally get the green light to sell our lubes in stores across North America. We go on to become synonymous with sex and an icon of the era.


Tube of K-Y lube from the 1980's

Power in every space

Canada elects our first female Prime Minister, another example of women reclaiming power in every aspect of our lives. Bedroom, boardroom, and beyond.


Woman wearing patent leather thigh high boots and long gloves

K-Y makes a splash

It took just shy of two Millennia for the world to see their first lube ad. Our inaugural campaign was beyond words.


K-Y's first advertisement

Love is Love

The federal Civil Marriage Act came into force on 25 July 2005, making same-sex marriage legal across Canada. Canada became one of only four countries to protect our rights to love who we want.


Two men looking at a phone

Sex gets smart

The information age makes sex more diverse, accessible, and anonymous. In 2012, Tinder launched in Canada making our dating pool broader than ever, and the perfect match just an arms length away.


Drag queen in neon green leotard and pink curly wig

Pleasure becomes priority

Canadians under lockdown have become more attuned to what makes us happiest alone and in our partnerships. Gender’s non-binary, sexuality is fluid, needs are celebrated, and sex? Well, it’s whatever you want it to be. More inclusive. More diverse. It's owning your pleasure, every day.