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The Story Behind AH! YES

Our Story

The idea

Back in 2003, long-standing friends and colleagues Susi Lennox and Sarah Brooks came up with an idea. They had simultaneously reached a point in life where they wanted to devote themselves to something new, daring and worthwhile, that reflected their values and ethics.

Both had worked at pharmaceutical company Pfizer when Viagra was launched, and were aware of the need for effective intimate lubricants and moisturizers. They discovered that there was a gap in the market for a pure, natural personal lubricant, and set out to ‘change the world from the inside’ by realizing a new concept: a certified organic, plant-based natural range of intimacy products.

In 2006, after three years of painstaking product development, the YES range was launched offering intimate lubricants that were simultaneously body safe, side-effect free and 100% pure and natural, while also being highly effective and pleasurable intimacy products.

Since then, the Company has grown rapidly, increasing the range, the team and reach year on year. Today YES (known as AH! YES in the USA) personal lubricants, vaginal moisturizers and intimate washes are sold to over 93 countries worldwide and counting, helping people everywhere to change their world from the inside.

Why YES?

Finding the right name took almost as long as formulating the products! Have you ever read Ulysses by James Joyce? Thank goodness Susi did. It is a long seduction and on the last page, gosh does she say Yes! Beautifully, wonderfully and repeatedly. It had to be YES. The range is known under the name AH! YES in the USA but are the same pure, natural effective products our American customers have come to know and love.

A quote, discovered more recently highlighted the serendipity of the name choice

“Sex is not the answer, Sex is the question. Yes is the answer”.


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