System Jo (often stylized as JO®) is an American intimate-wellness and personal-care brand. It is primarily recognized for its range of personal lubricants, sexual-wellness products, stimulation items, massage products, and related intimate-care goods. The brand traces its origins to 1999, when a silicone-based lubricant was developed for gynecologists treating vaginal dryness. System Jo was subsequently established as a consumer brand in 2003.1

The brand is associated with United Consortium Inc. and CC Wellness LLC, and is based in Valencia, California. Its products have been distributed internationally, and its portfolio has expanded substantially beyond the original lubricant that launched the business.2

The U.S. trademark record for SYSTEM JO identifies CC Wellness LLC as the owner of a registration for personal lubricants, with the original registration dating to January 21, 2003. A later trademark filing covering a much broader range of intimate-care products was registered in 2023.34

1999: Origins

The history of System Jo begins before the brand itself existed. According to company accounts, a group of gynecologists required a high-quality lubricant for patients experiencing vaginal dryness. In response to this medical need, United Consortium developed a silicone-based lubricant. This product eventually became known as JO Premium.

This medical and professional origin is central to System Jo’s brand identity. Rather than beginning as a conventional consumer adult-products company, the brand presents itself as having originated from a healthcare-related formulation problem.

A 2014 New Zealand Commerce Commission document independently described United Consortium as entering the personal-lubricant market in 1999 by developing a silicone lubricant for women experiencing vaginal dryness.3

2003: Brand Establishment

As demand for the lubricant grew, the company created System Jo as a dedicated consumer brand in 2003. The name was intended to represent a broader “system” of intimate products, rather than a single lubricant. The company’s historical explanation describes the concept as creating a system of quality intimate products designed around different consumer needs.4

The SYSTEM JO trademark was filed in the United States in 2001 and registered in 2003. The original registration covered personal lubricants.

System Jo’s corporate structure involves multiple entities. Historically, System Jo has been described as a division or brand of United Consortium Inc. A 2014 government competition document explicitly described System Jo as a division of United Consortium.

Current reseller and contact materials continue to identify United Consortium Inc. at 29000 N. Hancock Parkway, Valencia, California 91355, USA.

Meanwhile, trademark records identify CC Wellness LLC as the owner of major System Jo trademarks. An organic-certification directory describes the company as “CC Wellness, LLC dba United Consortium.”5 Simplified, System Jo is the consumer-facing brand, while United Consortium and CC Wellness are the associated corporate entities behind it.

System Jo began with lubricants but has evolved into a broader sexual-wellness and intimate-care portfolio. The current trademark portfolio reflects categories including:

• Personal lubricants (water-based, silicone-based, anal, flavored)
• Vaginal moisturizers and serums
• Sexual stimulation gels and sprays
• Massage oils, gels, and lotions
• Intimate hygiene products
• Body-care and skin-care products
• Adult-toy cleaning products
• Shaving products
• Other sexual-wellness products

These categories are reflected in the company’s later trademark filings. The company’s international website currently describes a portfolio of more than 230 references across lubricants, stimulants, body care, supplements, hygiene, and massage, although this figure is a company claim rather than an independently audited number.

JO Premium

JO Premium is arguably the product that defines the brand historically. It is the silicone-based lubricant that traces its origin to the 1999 formulation developed for gynecological use. System Jo has continued positioning Premium as one of its flagship long-lasting lubricant products.6 Its importance to the brand is similar to a “heritage product,” representing the original formula and the medical-development story behind System Jo.

JO H2O

JO H2O represents the brand’s water-based lubricant family. The range has expanded into different variations, including flavored and sensory formulations. System Jo positions its water-based products around easy cleanup and versatility. The brand’s Chinese-language site, for example, describes H2O as a major water-based range alongside Premium silicone products and Hybrid products.

JO Hybrid

System Jo also offers hybrid lubricants, combining characteristics associated with water- and silicone-based formulations. The purpose is to occupy the middle ground, offering water-based convenience with some of the longevity and slip associated with silicone. Exact properties and compatibility depend on the individual formulation.

Stimulation Products

Beyond lubrication, System Jo has developed products intended to provide various sensory or stimulation effects. These include products marketed around warming sensations, cooling sensations, tingling, enhanced stimulation, arousal, and flavored experiences. The company’s trademark filings specifically cover gels and sprays intended to enhance or prolong sexual arousal.7

DONA by JO

One of System Jo’s notable extensions is DONA by JO, a bath/body and sensual-care line. The brand’s history describes DONA as an expansion beyond traditional lubricants into products designed around bath, body, and couples’ experiences. The company places its introduction around 2013. This expansion demonstrates how System Jo has attempted to position itself not simply as a lubricant manufacturer, but as a broader sexual and sensual wellness brand.

System Jo’s positioning can be summarized around four key ideas:

1. Medical/Scientific Heritage

The company’s strongest differentiator is its origin story: the original product was developed in response to a need identified by gynecologists. This gives System Jo a heritage distinct from brands that originated primarily in the adult-entertainment or sex-toy retail sector.

2. Premium Ingredients

System Jo repeatedly emphasizes high-quality and pharmaceutical/medical-grade ingredients in its brand communications. Its own “About Us” materials state that JO products are formulated with high-quality ingredients and manufactured according to high manufacturing standards.

3. Variety

Rather than relying on a single flagship lubricant, System Jo has built a large assortment around different preferences, ranging from water-based and silicone-based options to hybrid, flavored, warming/cooling, stimulation, massage, and intimate care products.

4. Sensual Wellness

The company increasingly uses language such as “intimacy,” “sensual wellness,” and “wellness” rather than positioning everything purely as an adult product. This reflects a broader shift in the sexual-wellness industry, where lubricants and intimate products are increasingly marketed as part of ordinary health, self-care, and relationship wellbeing.

System Jo’s own materials state that its products have been manufactured in the United States for more than 15 years in an FDA-approved facility. Its international site also makes claims involving FDA-related standards and ISO 13485.

It is important to note that “FDA-approved facility” does not mean that every System Jo product is individually “FDA approved.” The regulatory status of lubricants can vary depending on the specific product and its intended use. Claims about “FDA approval,” “medical grade,” or “FDA-certified” should be interpreted on a product-by-product basis.

There is an FDA adverse-event database entry for a System Jo personal lubricant manufactured by United Consortium. It concerns a 2017 report involving irritation/discomfort. The existence of an MDR report does not by itself establish that the product caused the event or that the product was unsafe generally.8

System Jo has pursued the organic lubricant segment. The company was listed by CCOF as a certified USDA National Organic Program handler in 2013. Historical industry coverage reported that System Jo received recognition for its USDA Certified Organic Line. This aspect of the brand’s evolution demonstrates its attempt to appeal to consumers interested in ingredient sourcing and organic certification.

System Jo has developed an international distribution network and has appeared in markets across North America, Europe, and Asia. Its current website provides localized versions in multiple languages, including English, Chinese, Spanish, French, German, and Japanese.

A Canadian trademark publication from 2025 shows United Consortium Netherlands B.V. as the applicant for a SYSTEM JO international trademark covering a very broad collection of intimate-care, cosmetic, and sexual-wellness goods. This suggests that the brand’s international intellectual-property strategy has expanded considerably beyond its original lubricant-focused trademark.

System Jo has a relatively long trademark history. The principal U.S. SYSTEM JO trademark details are as follows:

• Filed: June 14, 2001
• Registered: January 21, 2003
• Registration: No. 2,676,717
• Owner: CC Wellness LLC
• Original goods: Personal lubricants
• Current record: Registered and renewed

There is also a second stylized SYSTEM JO registration originally registered in 2003. Its status was later recorded as cancelled/unrevivable in January 2024 because continued-use paperwork was not filed within the applicable grace period. This does not mean the System Jo brand disappeared; the separate standard-character registration remains recorded as renewed.

System Jo has received recognition within the adult and sexual-wellness industry. Historical trade coverage reported that System Jo was named Best Sexual Wellness Brand by ETO and that its USDA Certified Organic line received an AVN Best Product Line award.8

The brand has also been featured or mentioned by mainstream lifestyle and sexuality publications, according to System Jo’s own international marketing materials.

• 1999: United Consortium develops an early silicone lubricant in response to gynecologists’ needs.9
• 2001: SYSTEM JO trademark applications are filed in the United States.
• 2003: System Jo officially becomes a consumer brand; its primary U.S. trademark is registered.
• 2013: System Jo is associated with USDA organic certification activity and expands into additional sensual/body-care categories.
• 2014: Government competition documentation describes System Jo as a United Consortium division with an extensive lubricant and sexual-wellness portfolio.
• 2022–2023: New trademark filings broaden the SYSTEM JO brand into intimate hygiene, skin care, massage, stimulation, and other sexual-wellness categories.
• 2023: The longstanding U.S. SYSTEM JO trademark is recorded as renewed.
• 2024: A separate stylized SYSTEM JO trademark registration is recorded as cancelled after failure to file continued-use documentation.10
• 2025–2026: International trademark activity continues, while the brand’s current websites promote a broad intimate-wellness portfolio.11

1. System JO | Elevating Intimacy & Sensual Wellness
2. 16.23 Zealand.³⁸ System JO is a division of United Consortium Inc., a healthcare provider based in the USA with over 30…
3. SYSTEM JO Trademark of CC WELLNESS LLC – Registration Number 2676717 – Serial Number 76272892 :: Justia Trademarks
4. SYSTEM JO Trademark Application of CC Wellness LLC – Serial Number 97251691 :: Justia Trademarks
5. System JO®
6. Contact General Inquiries — System JO®
7. SYSTEM JO Trademark (USPTO Serial 76272892) – CC WELLNESS LLC
8. MAUDE Adverse Event Report: UNITED CONSORTIUM SYSTEM JO; PERSONAL LUBRICANT
9. System JO A Complete Sexual Wellness Brand From
10. SYSTEM JO Trademark
11. SYSTEM JO Trademark (USPTO Serial 76273660) – CC WELLNESS LLC