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JOYDIVISION was founded in 1994. It was the creator of the first ever 100% natural lubricant (BIOGLIDE) and Europe's most popular lubricant brand (AQUAGLIDE). Their passion lies in the production of sensually erotic lifestyle products that meet the highest quality standards. Their success lies firstly in the high-quality products they offer, and secondly in the great number of innovations they regularly introduce. For example, JOYDIVISION was quick to identify the emerging ecology trend, and expanded its product portfolio accordingly. JOYDIVISION's mission is to help people experience greater sensuality and enjoyment.