Premium lube and sex party brand HOWL Worldwide is thrilled to announce it has been awarded the Best Sex Lubricant in the Pleasure & Retail category at the 2025 Euro XMA Awards, for the fan favourite Water-Based Lube. The announcement was made during the ceremony in Amsterdam last week.

HOWL Worldwide, a sexual wellness brand revolutionising intimacy, is building culture – leveraging experiential events and a sex education channel to dismantle shame, celebrate pleasure, and champion inclusivity, but above all, create a lubricant that works for every body. For HOWL, which champions body-safe ingredients and redefines intimacy through inclusive, ethical, and experience-driven sextech, this award is validation of its mission and product approach.

After a successful career directing TV ads and music videos for household names, Samuel founded HOWL in 2019 as a sex-positive rave uniting the LGBTQ+ community through joy and radical inclusivity. When the pandemic paused events, he reimagined HOWL as a wellness brand, launching CBD lubricants that quickly gained traction, landing in Selfridges and securing major press. In 2024, Samuel went full-time as Founder & CEO, raising pre-seed funding, building a queer-led team, and expanding into new product lines and sex education media (HOWL TV).

The XBIZ Euro XMAs, presented by Fansly, celebrate excellence in the European adult industry across various fields including pleasure products, creators, digital media, movies, and retail. 

Samuel Douek, Founder and CEO said, “We are deeply honoured to receive the Best Sex Lubricant award at the XMAs. This recognition reflects not only the quality of our product, but also the values we put at the centre of HOWL: safety, fun, inclusion, and pleasure. We share this award with our community, our team, and everyone who champions being open, curious, and joyful in intimacy.”

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