Johnson & Johnson appears here with K-Y Gel, which is probably the most widely recognised lubricating jelly there is. The description is straightforward: sterile, transparent, water-soluble, non-greasy and non-irritating, in an 82 gram tube. Being water-based, it is compatible with latex condoms and with toys of any material, silicone included, which is the practical reason it has stayed in circulation for as long as it has. It is a plain product rather than a sensory one, with no flavour, no warming effect and no scent, and for plenty of people that is exactly the appeal. It will thicken as water evaporates and comes back with a drop of water rather than more gel. The water-based shelf holds the rest.

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