VIP Interview With Abra Lee Founder And CEO Of SuperSlyde

Abra Lee is the founder and CEO of SuperSlyde, a company that developed a perfect silicone lubricant. Abra was unable to find the perfect personal lubricant himself, so he made it his aim to develop an affordable personal lubricant which would be readily available to purchase in adult lifestyle centres and online adult shops without having to seek it out in niche stores.

He researched what people thought about silicone lubricant and he had found that most of the people he had come across had not tried it and did not know how silicone lubricant could positively affect their sexual lifestyle. With this in mind, he founded the company AARI (Abra Advanced Research International Pte Ltd) alongside his partner Dr. Stuart Koe, Pharm.D who is also the founder of Fridae one of the world’s largest online LGBTQIA+ communities in Asia. Through hard work and determination they developed SuperSlyde which they now sell worldwide.

SuperSlyde is available in 10ml, 100ml, 250ml and 400ml, so people are able to buy it in an amount which suits their sexual lifestyle. Using just a little amount of SuperSlyde goes a long way, so you will find you won’t need to reapply as much as other lubricants. SuperSlyde has been designed to feel like it is barely there, it is tasteless and scentless. This is a VIP interview with Abra Lee the founder and CEO of SuperSlyde.

Tell me about yourself?

Really thanks for inviting me to do this interview. My name is Abra, born and raised in Hong Kong from a humble family. I was a part time and full time swimming coach for 11 years in Hong Kong before I moved to Singapore and started SuperSlyde. When I was 16, I was a studdent and a gay activist; Now, I will say I am a businessman but deep down there is the blood of an activist still running through my veins.

Swimming coach
Image: Swimming Coach Abra Lee

What are your favourite accomplishments of all time working for SuperSlyde?

There are a few, the first must be winning the 2013 Eros Shine Award for Best Lotion & Potion in Australia. I got selected as one of Singapore’s top 65 local brands and received 2 adult industry best lubricant award nominations this year for the 2018 XBIZ Award and the 2018 AVN ‘O’ Award.

Award winning personal lubricant
Image: Eros Shine Trophy

What are your favourite quote’s that inspire you?

“Sutesare in a day success” is a book title of Yanai Tadashi, founder of Japanese clothing brand, UNIQLO. Basically, it means you should only satisfy with your success for today and stay hungry for tomorrow.

How did you develop the perfect silicone lubricant SuperSlyde? How long did it take? What was the process like?

People always thought it would be I was f**king around and collecting data, the answer is far more boring than that… hahaha. We studied all the competitors’ formulas in the laboratory then imported the raw material silicone from Holland and developed a few rounds of formulas in the in-house laboratory of ICM Pharma. We then hired focus groups, who reviewed the formulas which went back and foward for a few rounds, to select our flagship formula.

I am so glad we did the focus groups, at first I personally loved formula A, and the focus group’s results ended up rating formula B as the best and A as the lowest, I almost launched the formula the market doesn’t like.

It took us 18 months to develop the formula that we are satisfied with.

Silicone personal lubricant
Buy Now | Bestselling silicone lubricant SuperSlyde

How did you find Dr. Stuart Koe? How did working with the founder of Fridae impact SuperSlyde?

We met in a Xmas circuit party in Hong Kong, and he found my profile on Fridae, so cliché isn’t it?

When I met him, I was already a level 2 certified swimming coach, less than 3 people in Hong Kong have that at my age. I planned to be a coach for rest of my life, until I met him and it changed my life.

I must admit that it’s an upper hand to launch SuperSlyde after Stuart’s achievement of Fridae, he has connections and a reputation with a great business sense. He is also has a Phr D in HIV medicine. That definitely made things easier.

Silicone lubricant designers
Image: Dr. Stuart Koe & Abra Lee

What are the benefits of SuperSlyde being manufactured in Singapore by ICM Pharma?

First of all, I am proud of it being a made in Singapore product, when almost everything is made in China nowadays. We are aiming for quality, and made in Singapore does send out a positive impression to customers.

And ICM Pharma is one of the biggest pharmaceutical manufacturers in Singapore which provides products to hospitals and army force; SuperSlyde is proud to claim that we follow the pharmaceutical GMP standard, customers can rely on our product’s quality. At the end, it is a product people use on their genitals, better choose something made with a better quality, isn’t it?

How would you describe what SuperSlyde feels like?

SuperSlyde’s personality is daring, sexy, fun, yet competent; we chose colourful packaging because we believe sex is not something that can hide in the dark.

Texture wise, SuperSlyde is specially formulated to be extra long lasting and slippery, enhancing the sensibility to achieve another level of intimacy.

What does your company value the most?

Customers! Always make sure customers come first and cum first! 😀

What are your favourite memories from working with SuperSlyde?

Reading the Google map of SuperSlyde retailers on the world map scale, always made my day, especially after we launched in North America and this year we are starting in Europe, South Africa, Saudi Arabia and more. Seeing People can purchase SuperSlyde from Alaska to Cape of Good Hope, New York to Sydney, is really satisfying. (For today, stay hungry tomorrow)

There are few more though, last year SuperSlyde sponsored 2 events in USA. SuperSlyde sponsored Washington DC Pride at their biggest gay club town, we did a video backdrop that rotated which linked LGBTI history with the brand, East & West. This was my favorite piece of marketing material SuperSlyde did so far.

LGBTQIA+ gay pride awareness
Image: Abra Lee at the Washington DC Pride
SuperSlyder sponsored a charity event
Image: Video Backdrop

At the Miami White Party, we were the official lube sponsor. All the revenue of the party was donated to HIV NGO Care Resources. I am very proud of my brand as we did something for the LGBTI community.

SuperSlyde supporting charity
Image: SuperSlyde at the Miami White Party

Also in Hong Kong, we did a charity fundraising edition of SuperSlyde for Big Love Alliance to raise funds for sexuality equal rights that made me proud as well.

Are there any other hidden uses of SuperSlyde that other people have discovered?

There are a few actually. It can be used as a sun barrier, lip balm and as hair conditioner. It can also be applied on the nipples and genitals for cross country running and competitive cycling.

Since SuperSlyde is made with silicone, we find that our customers can also use it for various other purposes. For example, you can safely use it as a makeup primer before you apply foundation. Some people also use it to tame flyways in their hair.

Can SuperSlyde be used safely with different sex toy materials and other adult lifestyle products without impacting the material?

SuperSlyde is safe to use with sex toys, condoms and all, but not with silicone made sex toys. That’s because all silicone lubes contain a solvent that will melt silicone made products, not only SuperSlyde, all silicone lube are the same.

Can we look forward to new products from SuperSlyde?

SuperSlyde is always trying to satisfy all different customer’s needs. So we are planning to launch a formula specific for women, and also a cleaner for people who love to be clean and tidy as much as they love sex.

I have heard SuperSlyde supports charity programs. What charities does SuperSlyde support?

On the other hand, there are a few charity programs under development: A long-term fundraiser for Hong Kong Big Love Alliance for LGBTI community, Shelter for LGBTI youth in Singapore, sponsoring physical challenge/handicapped community NGO in Taiwan and Hong Kong and many more are coming. It is really a big thanks for all those who support our brand SuperSlyde, we can keep our good will to serve back the others in needs.

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