If you’ve spent any time in gay-friendly sex spaces, chances are you’ve seen Boy Butter, the cheeky personal lubricant with packaging that would look commonplace in a grocery store dairy aisle.
Turns out, the brand was started by Eyal Feldman, a now-44-year-old Israeli-born swimmer who has a history degree and competed in the Gay Games.
Before selling the lube, Feldman worked full-time at the gay clothing company Nasty Pig. He said he recognized (ahem) a “hole in the market” because there weren’t organic personal lubricants that lasted as long as silicone but washed off with water alone. Sensing this, he found a manufacturer and launched Boy Butter using a $100,000 loan from his parents.
He used to market his products on gay social media spaces, RuPaul’s DragCon and national leather events, using muscular thirst influencers. But he recently told Outsports that he’s planning on running future commercials on ESPN, NFL Network and FOX Sports, something that could curdle the milk of the latter network’s conservative viewers.
How about we take this to the next level?
Our newsletter is like a refreshing cocktail (or mocktail) of LGBTQ+ entertainment and pop culture, served up with a side of eye-candy.
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
The aforementioned publication noted that, five years ago, the telecommunications company Comcast refused to air a Boy Butter ad in Chicago because it apparently thought watching a sexy ginger man churning butter was “too risqué.”
The ad, which featured thirst model Seth Fornea, had already run on VH1 in NYC, Los Angeles, San Diego and nationwide on Canada’s OutTV.
Comcast reversed its decision five days later, but before then Feldman began a media blitz highlighting his corporation’s censorship of a gay ad.
These days, he ran a Boy Butter during Thursday Night Football on an NFL Network replay. His latest ad, a black-and-white ad of two shirtless men running on the beach (which honestly looks more like an arty cologne commercial) will soon air on ESPN.
It may seem odd for gay lubricant ad to air during a mainstream sporting event, but Feldman see his product like any other personal care product, like toothpaste or shampoo, and says that everyone can use it, regardless of their gender or sexual orientation.
“Sex is the second-most important drive after feeding yourself,” he told Outsports. “It’s an important part of our lives.”
Queerty also featured Feldman in 2013 after he completed a swim across the Dead Sea, the world’s saltiest body of water.
Brian
My ex introduced me to Boy Butter years ago. Such a great product! And it’s nice to know that our dollars are staying within the community.
abfab
They’ve come a long way from knishes and pickles!
Cam
And by “They” you mean?
Cute when the right wing troll exposes their screename so obviously.
Den
Excuse me? I sense the unmistakable odor of antisemitism. Very much on the rise these days, and having been the focus of it as a kid, it is something I have no tolerance for at all. You’re not funny.
Den
And by the way, pickles and knishes are Ashkinaz, not Israeli! Ignorant twit.
Kangol2
abfab, seriously, WTF? Did you really need to turn your comment into an opportunity to issue an anti-Semitic dog whistle? Dude, get help and quickly because that is an illness. Don’t walk, RUN to get help.
Den
Way more audible than a dog whistle! Especially to those of us who are Jewish. The right has worked hard to normalize racism, antisemitism, xenophobia, hatred for LGBT people, and any other divisive hatred and fear they can. It’s all they’ve got, since they have no constructive policy and all their legislative goals are destructive or restrictive of freedoms and enfranchisement!
eidolonnyc
Sounds like a well-meaning joke to me. Lighten up people — it’s lube!
abfab
Thank you NYC! All these movie goers here and they’ve never seen Crossing Delancey? Oy vay. How very provincial. . I’m guessing they know nothing of a knish or the borscht belt or Jewish comedians or really much of anything. All that lube has gone straight up thier asses and into their brains.
And for what it’s worth (which is absolutely nothing but I’ll say it again) you guys spend most of your time making JOKES about, oh the list is too long.
SDR94103
hunky. LOL
BrokebackBob
Just stop and consider that this 44 year old man’s nadir of achievement is the invention of a personal lubricant.
Lindoro Almaviva
And considering this comment is yours, he’s got you beat by a long shot. Eyal is not only hunky, but a complete sweetheart
Cam
You mean starting a business and becoming wealthy by spotting a need in the market?
Funny, right wingers love to tell us about how Trump failing means he’s a successful businessman, but the second an openly LGBTQ person succeeding enrages you.
Your trolling is sad and weak.
smittoons
You do know that a nadir refers to a person’s figurative lowest ebb, right? So you are saying that after his undeniable success in establishing marketing this product, he can only go on to even better things. What a nice thing to say!
dbmcvey
Hey Bob, what have you done?
Also, I think you meant “zenith”, not “nadir.” “Nadir” is the low point, “Zenith” is the high point.
nitejonboy
My god he’s F’ING gorgeous! I want his boy batter, err I mean butter, I mean I need to order some yeah that’s what I meant lol
Cozmo2
I want a T-shirt
Tom M
BDS !!
This shold not even be here, and Queerty should be ashamed of posting this article.
The Apartheid Zionists in Palestine whould not be given any attention, but shunned. Would Queerty also post artickes from Apartheid South Africa ?
Just a shameful display. Please reconsider, Queerty !
Boycott Divest Sanction !!
Den
The people of Israel are not the government. Just as we were not all Trumpists while he was in power. The history, cultures and politics of the region are more complex than you are apparently able to understand. Despite the Palestinians being an occupied people in the territories, neither side has the moral high ground, as the governments of both are corrupt. And there is a well established progressive movement in Israel.
Additionally (though I would not expect you to know anything about Israeli demographics), only 30% of Israeli citizens are Ashkinazi at this point. The majority are Mizrahi (Arab and North African Jews), and Arabs (20% of the population is non Jewish Arab people, mostly Sunni Muslims, but 7% Christian) who are either Christian or Muslim. The notion that Israel is somehow a white European colonial presence is bull.
dbmcvey
Boy Butter is a US company.
bachy
As someone who works in advertising, I found the use of the voice of what sounds like a 5 y/o child in the 4th advertising concept a little, er… questionable….
james7
Hilarious that jealous queens are jumping up and down and flushing like toilets over what they perceive is wrong with the success of Boy Butter and it’s founder. Hard earned success in our community should always be celebrated.
smittoons
It’s pretty on-brand. See: community pile-on for Billy Eichner.
nm4047
clearly my interpretation of ‘hunk’ differs greatly to that of the writer.
dbmcvey
Maybe it does. Does that mean the writer is wrong? It seems like many people agree with him.
scotty
mmmm now that’s some good Bussy. butter up in.