pjur's 2026 Pride Push: More Than Just a Season of Support

Emily Wilson · 2026-10-14

When a brand says it supports the LGBTQIA+ community, you've got to wonder: is it just a rainbow logo in June, or is it something deeper? For pjur, a lubricant company based in Wasserbillig, Luxembourg, 2026 proved it's the latter. They showed up—not just at the big parades, but at the smaller, grassroots events that often get overlooked. And they did it with a consistency that feels less like marketing and more like a genuine commitment. So let's break down what pjur actually did this year, and why it matters for anyone who cares about authentic allyship. ### From Cologne to the Hamptons: A Year of Showing Up pjur's 2026 calendar was packed. They kicked things off in May with Cologne Fetish Pride, where they not only had a product presence but also hooked up the winners of the Mr. Fetish NRW 2026 election with surprise packages. That's a nice touch—supporting the community's own celebrations, not just the mainstream ones. Then came the CSD events (that's Christopher Street Day, the European equivalent of Pride) in Cologne, Düsseldorf, and Berlin. At CSD Cologne, which drew around 1.5 million visitors, pjur was represented by media personality Luca Valentino. In Berlin, they rolled with their own truck alongside Spartacus Berlin, f2f, and Carnal. And in Düsseldorf, the LOLA LAND ensemble carried the pjur flag. They even made it across the pond to the Pines Party in the Hamptons, with an ad in the accompanying magazine. But here's where it gets interesting: pjur didn't stop at the big events. ### Beyond the Main Stage: Smaller Events, Big Impact A lot of brands focus on the headline-grabbing parades and call it a day. pjur went further. They supported: - The Olivia Jones Summer Party - The Gay and Lesbian Street Festival Berlin - The Gimme Moritz CSD Party and Snuskbingo as part of Gothenburg Pride - CSD Saarbrücken (with free sachets) - KOSI.MA in Mannheim - The Schwule Sommercamp of Aidshilfe Baden-Württemberg (also with free sachets) These might not make international headlines, but they're the heart of local queer communities. By showing up—and bringing free products—pjur signaled that every space matters, not just the ones with the biggest crowds. And then there was the Rave The Planet Parade on August 15 in Berlin. pjur partnered with Minimal Vibes and Naughty Vibes, handing out goodie bags on a joint truck and SachetCards at the pre-party. The parade's motto was "IMAGINE LOVE," continuing the legacy of Berlin's legendary Loveparade. It's the kind of event where visibility and joy go hand in hand, and pjur was right there in the mix. ### CELEBRATE QUEERNESS: A Campaign With a Message In the fourth quarter, pjur launched its CELEBRATE QUEERNESS campaign. This wasn't just about slapping a rainbow on a bottle—it was about starting conversations. They interviewed drag queen and entertainer Margot Schlönzke for their blog, diving into topics of identity, self-determination, and sexuality. Jennifer Parry, Brand Director at pjur, put it perfectly: "Pride creates visibility. But diversity, acceptance and respect must not be limited to one season or individual events. They are part of pjur's brand identity and shape what we stand for as a company. That is why we do not see our commitment to the queer community as a one-off initiative, but as an attitude that we live by in the long term and make visible together with our partners." That quote says it all. For pjur, this isn't a checkbox—it's a core value. ### Why This Matters for the Adult Industry In an industry that often gets stigmatized, pjur's approach is refreshing. They're not shying away from their connection to the LGBTQIA+ community; they're celebrating it. And by supporting both major Pride events and smaller grassroots gatherings, they're demonstrating that allyship isn't about photo ops—it's about consistent, meaningful engagement. For consumers, that's a reason to feel good about choosing pjur. For other brands, it's a benchmark. And for the queer community, it's a reminder that some companies actually walk the walk. So next time you see a pjur product, you'll know: it's not just about personal pleasure. It's about standing with a community that deserves visibility, respect, and a whole lot of love.