On September 29, 2026, BeautyNewsDaily covered the launch of Hoily, a new British intimate-wellness brand whose first product is a CBD-infused, oil-based personal lubricant. The 50 ml bottle costs £30 and is sold only at hoily.co.uk, with UK-only shipping. It contains 750 mg of THC-free CBD isolate and, per the brand, is "over 99.9% naturally derived," fragrance-free, and contains no parabens or silicones.

Why It Matters

Hoily is a small launch, but it fits a clear trend. Lube is being repositioned from a functional product into intimate skincare, the same move as System JO's Vitalize line and Foria's organic lubes, and that brings beauty-aisle pricing (£30 for 50 ml) and ingredient-list marketing. It also tests the UK's CBD rules: the cosmetic route lets brands avoid the Food Standards Agency's novel-food regime, which applies to ingestibles, as long as they make no medicinal claims. Hoily's hedged wording suggests it knows that. The condom incompatibility is the commercial weak spot. An oil-based lube cannot be marketed for safer sex, which limits it to the solo, toy-free or fluid-bonded market and keeps it off the pharmacy shelf where most UK lube sells.

The formula reads like a face oil, and that is deliberate. The published ingredient list starts with caprylic/capric triglyceride and coconut oil, followed by olive-derived squalane, jojoba, hemp seed oil, a beeswax-based emulsifier, sunflower oil, cannabidiol, bisabolol, vitamin E and calendula. Founder Dominik Mytko told BeautyNewsDaily: "We built Hoily because intimate wellness deserves the same standards we hold our skincare to — clean ingredients, honest formulation and zero compromise." The brand's tagline is "for every body," and its marketing avoids gendered or clinical language. The product page says it was developed "in accordance with UK cosmetic safety standards."

The trade-offs are the usual ones for oil-based lube, and Hoily states them up front. It is not compatible with latex condoms ("oils can weaken latex and increase the risk of breakage") and may degrade silicone toys, though it should be fine with glass and stainless steel. The brand also warns that CBD isolate contains no detectable THC but that results on drug tests "cannot be guaranteed." Its claims about CBD are hedged ("known for its calming and skin-conditioning properties… may enhance intimacy"), which is the right approach, because there is little clinical evidence for topical CBD's effect on arousal.

Sources

Update — 2026-10-04

Initial entry — story first created.