Good Vibrations’ Vendor Spotlight: Wet
An interview with Michael Trigg, CEO and Founder of Wet International!
Good Vibrations was founded in 1977 by Joani Blank and to this day continues to be woman-focused and queer-friendly. The executive and top level management team is all woman-run, many of whom have been with the company for 20 years! From Executive Vice President Jackie Strano and Chief Cultural Officer and Staff Sexologist Dr. Carol Queen, to our Purchasing Manager Coyote Days, who corresponds with many new companies entering the adult novelty industry, Good Vibrations supports women and queer folks in leadership positions.
Many of our vendors are LGBT-owned businesses and we’ll be spotlighting these extraordinary companies in a series of interviews with the people who make it happen.
This interview by Coyote Days profiles Michael Trigg, CEO and Founder of Wet International – a gay-owned business leading the market on quality lubricant for everyone!
How’d you get started? What gave you the idea?
In the late 80’s everyone was very concerned about the transfer of HIV. We saw the growth of condoms skyrocket. Because condoms are more likely to break without the use of a lubricant the timing was right to hit the market with a “FUN” packaged lubricant. At the time lubricant use was increasing 15% per year. People were beginning to understand that a lubricant not only eased condom use but enhanced their pleasure a great deal. The company began in 1989, in a 1000 square foot facility. We quickly grew every year and now work from a 52,000 square foot factory in Valencia, California. I began the company by maxing out $150,000 on my credit cards and selling off real estate investments I made throughout the 80’s… and you thought Donald Trump was the only one highly leveraged in the 90’s!
What obstacles have you found along the way?
Our biggest challenge has been companies copying our packaging in attempts to confuse our loyal customers. Through aggressive litigation, patents and trademark registrations, we remain the preferred brand.
What does it mean to you that you own an LGBT-run company?
We have an incredibly diverse team here. We all come together to care for the company and create the best products available. That is very rare in a business. I believe this to be the biggest reason for our growth today. I am semi-retired. This allows me to really focus on new products and marketing as well as my philanthropic endeavors. Wet sponsors and donates to the work of over 300 non-profit organizations every year. We continue to expand our education goals by providing thousands of Safe Sex Information kits all over the world. Companies have their own Karma and this is something we have done from the beginning. I feel fortunate to be able to contribute back to the LGBT community year after year.
Which of your products is your personal favorite?
Our premium silicone formula, Wet®Platinum®, is definitely my favorite. Great colorful and clean packaging gets a consumer to buy your product once, but it’s the consistent quality inside that keeps them loyal. We are constantly improving our products as better ingredients and formulating processes come along. We never become complacent in the marketplace. I am never happy until I am certain we are the best in both areas. Products (like life) are always changing. Adapt and improve and you will always remain on top. By following this credo, Wet Platinum continues to be on top of our best-seller list.
Wet Synergy Lubricant
Wet Naturals Sensual Strawberry Lubricant
Wet Syngergy +Cool Tingle Lubricant
What’s next for the future?
Well… I wouldn’t tell you what I bought you for your birthday ahead of time. The joy is in the surprise. My competitors are “wetting” (no pun intended) themselves reading this question and hoping I might answer, but it would not be very smart of me to discuss my new products. I can say this… they will add to the pleasure of whatever your sexual interests are. I will give you one teaser. Our next Curiosity Rover is heading straight for Uranus…
Thanks Michael, and keep up the great work. Find Wet at GoodVibes.com.
Stay tuned for upcoming interviews and woman and LGBT-run business spotlights in future posts on Good Vibrations’ Online Magazine!