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Wicked Toy Love is a thick water based lubricant made specifically for use with sex toys. Its jelly-like consistency is the whole point: it clings to a dildo, plug or vibrator rather than running off it, so the glide is still there when the toy is. There's no flavour, warming or cooling, just a plain, slick gel. If you own a mix of silicone, glass and plastic toys and want one lube that suits all of them, this is a straightforward choice.
Liquid lubes are lovely on skin but frustrating on toys: they slide off curved surfaces and pool on the sheets. A gel holds its shape for longer, coats evenly and stays in place through the first moments of insertion, which is when you most need it. Wicked describes Toy Love as non-drip and slick enough for every kind of toy play. It feels cushioned rather than watery, and it thins slightly as it warms on the body.
Because it's water-based, Toy Love won't react with silicone the way some silicone lubes can, so it's the easy pick for a silicone collection. Wicked lists it as safe for all toys and for latex, so it works with latex condoms and with toys in glass, metal, ABS plastic, TPE and rubber too.
The formula is water and propylene glycol, thickened with cellulose gum and hydroxyethylcellulose, with aloe leaf extract and olive leaf extract. Wicked says it is free from glycerin and parabens, and the product is vegan. If you've avoided gels in the past because of glycerin, this one doesn't use it.
Squeeze a little onto the toy and spread it from tip to base; add some to yourself as well. For anal toys, be more generous and reapply as you go: water-based lube gradually absorbs, and a top-up brings it back. A little water also revives it if it starts to feel tacky late in a session. Afterwards, everything rinses off with warm water.
If a toy moves between partners, or between anal and vaginal play, a condom over it is the simplest way to keep things clean, and Toy Love works with latex. Apply the gel over the condom rather than under it, so the condom stays put and the outside stays slippery.
Wicked makes a cooling version, Toy Breeze, with the same thick, toy-friendly body plus a cooling agent. Pick Toy Love if you want glide and nothing else, if you're sensitive to minty or cool sensations, or if you're buying one gel to share between different kinds of play.
New toy owners who aren't sure which lube matches their toy, people with a mixed collection, and anyone tired of lube dripping off a vibrator. It's less suited to long water play, such as the bath, where any water-based lube washes away; a silicone lube does that job better with non-silicone toys.
Water, propylene glycol, cellulose gum, hydroxyethylcellulose, aloe barbadensis (aloe vera) leaf extract, disodium EDTA, olea europaea (olive) leaf extract, citric acid, potassium sorbate, sodium benzoate.
Read our guide to lube for sex toys, or browse more water-based lubes and the Wicked range.
Helpful answers about Wicked Toy Love Gel Water Based Lubricant.
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