Maxx Appelman came up with the idea of honey oil and honey lubrication while he was in high school. After being put off by the high price and unattractive packaging of personal lubricants, Appelman decided to make his own product with an investment of $20,000. He decided the cute bear jars used to package honey would be perfect, though in the beginning neither the oil nor the lubricant contained honey.
After being asked by many customers if his lubricant contained honey, Appelman decided to add a small amount and highlight its benefits in marketing materials. Appelman says he intends to give a portion of his profit to a foundation that will help protect bees from colony collapse disorder.