On April 30, 2026, German intimate-care brand pjur announced that pjur ORGANIC Fresh and pjur ORGANIC Touch had been awarded the internationally recognized Vegan Trademark by The Vegan Society — completing the certification of pjur's full ORGANIC range, after pjur ORGANIC Care received the same trademark earlier in 2026. The Vegan Trademark requires that products contain no animal-derived ingredients and that no animal testing be conducted at any stage of manufacturing. pjur ORGANIC Fresh is a fragrance-free cleansing foam (99% natural vegan ingredients) that turns paper tissues into rinse-free wipes, and pjur ORGANIC Touch is a water-based personal lubricant (98% natural vegan ingredients).

Why It Matters

The intimate-care category is increasingly being underwritten by clean-beauty and natural-products certification systems originally designed for skin and food. pjur's full-line Vegan Society certification is the most complete example yet of an intimate-care manufacturer applying the standard tools of the wellness industry — third-party ethics labels, ingredient transparency, line-wide consistency — to a category that for decades resisted any external standards beyond FDA classification. For Sephora, Whole Foods, and the wave of clean-beauty retailers expanding sexual wellness shelf space (covered in our 2026-retail-trends-couples-anal-menopause story), pjur's certification removes a frequent buyer objection.

"We combine the highest standards of quality and performance with a clear focus on people, animals, and the environment," said pjur founder and CEO Alexander Giebel in the announcement, which was distributed via EAN Online, Europe's largest erotic-trade publication. The certification matters less for chemistry — most water-based and silicone lubricants are already inadvertently vegan — and more for shelf positioning at retailers like Sephora, Whole Foods, Boots UK, and the growing tier of natural-products retailers carrying sexual wellness SKUs that require third-party ethics certifications as a condition of placement.

pjur is one of a handful of European intimate-care brands (alongside Yes!, Sutil, and Good Clean Love) that have explicitly built natural-and-vegan formulations as a marketing wedge against the dominant Reckitt-owned Durex/K-Y portfolio in the lubricant category. The full ORGANIC range — Care, Fresh, Touch — now provides a single-brand vegan-certified lineup covering cleansing, hydration, and lubrication, which is unusual in a category where vegan certification still tends to be SKU-by-SKU rather than line-wide. The company also showcased the unrelated but newer pjur MAN Lust paracress-based stimulation gel at the Altitude trade show in Las Vegas in late March 2026.

For mainstream retailers stocking sexual wellness — particularly Target, Sephora, and Whole Foods Market in the U.S., which have all expanded their intimate-care shelf space in 2026 — vegan certification removes one of the standard objections from clean-beauty buyers who otherwise treat lubricants as a more cautious vendor category. The Vegan Society trademark is more credible to those buyers than self-attestation, which is the more common posture among American intimate-care brands.

Sources

Update — 2026-05-01

Initial entry — story first created.