Non-Friction Products: Lubricant for Sustained Male Stimulation

Lubricant engineered for male stimulation and sustained glide

Non-Friction Products is a Toronto company built by men, for men. The question they asked: what do you actually want from lube during extended play, especially with cock rings and male stimulators? The answer was thick, long-lasting slip that doesn't dry out mid-session. Three friends tested 14 formulas before choosing one. Today Non-Friction makes FuckWater: a white hybrid, clear gel, thick gel and pure silicone—each designed for different play styles and condom compatibility.

"When spit and courage aren't enough."

About Non-Friction Products Inc.

Non-Friction Products Inc. is a small Toronto company founded by Robert Gazzoli and two friends with backgrounds in manufacturing, business and chemistry. The company makes one brand: FuckWater. In November 2011, the founders began testing formulas based on what gay men and men in general wanted from a lubricant. By 2013, Toronto LGBTQ magazine Xtra was writing about the new lube, and the tagline "When Spit and Courage Aren't Enough" was already established. In 2017, FuckWater Original gained FDA 510(k) clearance as a personal lubricant. Non-Friction registered the tagline as a US trademark in 2018 and the FUCKWATER name in 2020.

The founders' insight was straightforward: male sexual performance is about confidence and sustained sensation. Thin, watery lubes dry out fast, killing the experience and forcing frequent reapplication. Thick lubes stay put, providing consistent stimulation and glide through long sessions—whether you're using a cock ring, stroker, or solo. Non-Friction Products was built to solve this problem.

FuckWater Four-Formula Range by Non-Friction Products

Why sustained male stimulation needs proper lubrication

Male pleasure during stroking, cock ring wear, or toy use depends on consistent glide. Thin, watery lubes are absorbed or evaporate quickly, leaving friction that ruins sensation and kills the session. Thicker lubes stay put, providing the sustained slip that keeps you in the zone through long play.

Apply lube generously to your shaft and the toy or ring. Add more as soon as anything feels dry. Do not rely on the initial application alone for extended sessions. Non-Friction Products engineered FuckWater Original, Thick and Premium Silicone to stay put longer than thin gels, which is why they suit sustained male play.

Use plenty of lube, go at your pace, and stop if you experience sharp pain. Lube alone does not prevent STI transmission or provide contraception.

Hybrid, Water-Based or Silicone: Making the Choice

The biggest choice when picking a Non-Friction Products formula is the base. Each has strengths and trade-offs for male use.

Water-based lubes rinse off easily and are safe with every condom and sex toy. Their trade-off is that water evaporates or soaks in, so you may need to top up during intense sessions. Silicone lubes do not dry out, making them ideal for long play—but they need soap to clean off and damage silicone toys. Non-Friction's Original is the middle ground: water-based so it rinses, but formulated with dimethicone to extend the glide through sustained stroking.

Choosing your Non-Friction Products formula

For sustained stroking and cock ring wear. Start with FuckWater Original, the white hybrid. It was designed for exactly this—long, comfortable sessions with less frequent reapplication.

For silicone toy compatibility. Choose FuckWater Clear or Thick. Both are water-based and safe with silicone toys and male masturbators. If you want extra grip and cushioning, go with Thick.

For shower play or the longest-lasting glide. FuckWater Premium Silicone is the pick. It does not soak in or evaporate, works under water, and lasts longer than any water-based option.

For travel or trying the range. The 60 ml bottle suits travel and experimentation without committing to a large size.

Safety and care

Before first use: Patch test any lube on your inner arm or shaft. Stop if you feel burning or itching.

Condom compatibility. FuckWater Original is compatible with latex and polyisoprene condoms only. Do not use it with polyurethane condoms. Clear and Thick work with all condoms. Premium Silicone works with latex condoms only.

Sex toy compatibility. All Non-Friction Products formulas are safe with most sex toy materials and male masturbators. Premium Silicone is the exception: never use it on silicone toys, as it can damage the surface. For silicone lube and silicone products, check the manufacturer's compatibility instructions.

Cock ring use. Apply lube before putting on the ring and reapply as needed during wear. Do not wear metal or rigid rings for extended periods without breaks.

Silicone lube safety. FuckWater Premium Silicone makes floors and showers slippery. Wipe up spills to avoid falls.

If irritation occurs: Stop use and speak with a qualified health professional. This information is general in nature and is not medical advice.

Learn more

For detailed comparisons of water-based and silicone lubes, and how to choose the right formula for your play, read our comprehensive guide to personal lubricants.

Browse our full range of sex lubricants at CockRingShop, or explore by type: water-based lubricants, sexual enhancers or massage oils.

Why Shop Non-Friction Products at CockRingShop?

We carry the complete Non-Friction Products range in all four formulas and sizes, from 60 ml travel bottles to 475 ml pumps for regular use and sustained male play. Each product page lists the base, condom compatibility and toy safety so you can match the formula to your stroking style and cock ring choice. Order the Non-Friction Products formula that suits your sessions, and we'll send it in a plain box from our Australian warehouse.

When spit and courage aren't enough.