VIP Interview With Abra Lee – CEO & Founder of SuperSlyde

Abra Lee is the founder and CEO of SuperSlyde, a company that developed a perfect silicone lubricant. 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. Available in adult lifestyle centers and online shops, without the need for niche stores.

About Abra Lee 

He researched what people thought about silicone lubricant and found that most of the people he had come across had not tried it.  Most 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.

Designed to feel like it is barely there, it is tasteless and scentless.

Interview with Abra Lee – 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.

Before starting SuperSlyde in Singapore, I coached swimming in Hong Kong for 11 years, part-time and full-time. When I was 16, I was a student 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.

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.

Selected among Singapore’s top 65 local brands, SuperSlyde received nominations for two adult industry best lubricant awards in 2018.

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?  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.  Then we 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.

Developing the formula took us 18 months to reach satisfaction.

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. At my age, fewer than 3 people in Hong Kong shared my achievement. I intended to coach for life until meeting him altered my plans.

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 and is also has a Phr D in HIV medicine.  That definitely made things easier.

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

In a market dominated by Chinese manufacturing, I’m proud of our Singapore-made product. Our quality focus resonates positively with 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.

SuperSlyde’s specially formulated texture ensures extra-long lasting slipperiness, elevating intimacy to new heights of sensibility.

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.

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.

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.

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 serves as a sun barrier, lip balm, and hair conditioner. Additionally, it’s suitable for nipple and genital application in sports like 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?

SuperSlyde is always trying to satisfy all different customer’s needs.  So we are planning to launch a formula specific for women.  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.  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.

Just A Dab Of SuperSlyde Will Get You Going!

SuperSlyde lubricant is a fantastic treasure that includes the best ingredients in every sense.  It’s a delicately developed sensual lubricant. It consists of a majestic synergy of ingredients!

This is a premium formula. Using it during sexual intercourse generates a heat effect, intensifying as you move.

You’ll be gliding so fast during intercourse and you’ll feel so much intense pleasure, you won’t worry about pain or injuring your partner because the pleasure will be so rewarding.

It is a modern dimension of essential ingredients which will leave your delicate skin feeling moisturized and fine to the touch.

This will allow you to turn your lover on the most delicious dessert, this is like a multi-orgasmic option for you to put a heat and excitement whenever you want.

Be ready to enjoy your erotic dessert.

Any part of your body will be now an erogenous zone because the product will make every inch of the body massage worthy.  Delivering exquisite ecstasy leaving a silky barrier on the skin.

It is a marvelous way to increase pleasure by adding a lot of lubrication. Always read the product label before using any personal lubrication.

SuperSlyde lubricant enhances enjoyment and intensifies relationships, meticulously developed for that purpose.

Let the sliding power and penetration capabilities of this lubricant be part of your “new” intimate moments. Non-irritating, non-staining, compatible with condoms, medically tested, and pH-neutral.

Confidence guaranteed

Use it for anal stimulation as it will not be absorbed by the body so it can be perfect for beginners in anal sex as for novices. It is made specifically for special and natural lubrication for intimate relationships.

Be prepared to revolutionize your erotic life and that of your partner with this lubricant that will allow you to discover new experiences and awaken all your senses.

Take a relaxing bath or have sex in the shower, as the lubricant is silicone it will not wash off. Superslyde lubricant has one of the world’s largest fanatic followings.

Initially I thought the cost was a little high. But when I worked out that a little goes the longest way it was easy to see that it was much more economical than lube I previously had to reapply mid session.

There is nothing comparable to the quality and it evenness and richness is something truely amazing to experience.