NORTHRIDGE, Calif. – Thirty-five years ago, in a humble garage, the B Cumming Company was born.

Named for the late Bill Cummings and co-founder Bill Mazer, who now serves as the company’s president, B Cumming set out to manufacture and market a lubricant for the gay community. According to Mazer, the only lube available at the time was Crisco shortening—and that, quite frankly, was not an optimal solution.

Cumming and Mazer developed Elbow Grease, an odorless, tasteless and 100-percent waterproof fix for the problem.

Today, Elbow Grease remains a staple of the B Cumming product lineup, but the company has expanded its offering to encompass a range of other personal lubricants. Not bad for a product born of necessity and…ahem…desire.

YNOT.com: Crisco is inexpensive, easily available and discreet. Why was a replacement was necessary?

David Mazer: People could easily tell if you were into the fisting lifestyle because of the distinct odor Crisco left behind. The odor would linger for a few days.

The Original Elbow Grease Cream formula was developed by a chemist in a private-label cosmetic facility as an alternative to men using Crisco for fisting.

What is the story behind the name?

We were all into the fisting community. Bill [Cummings] came up with both the name Elbow Grease and the tagline, which we still use today: “The All American Lubricant that’s as American as Apple Pie & Even Your Mother Told You to Use It.”

At the time Elbow Grease was introduced, were there many lube options for men?

At the time Elbow Grease was introduced, there was another option simply called LUBE. The problem was that it was made using Crisco and cold cream.

Crisco had a problem going rancid and left a terrible odor on your skin, sheets and towels. The introduction of Elbow Grease created a bevy of new sexual lubricant products for men. They included Open End, Masturbation Cream and Men’s Cream, just to name a few. None except Elbow Grease are around today.

You have managed to hold your own in the adult market despite seismic changes such as the advent of the internet and the mainstreaming of gay culture. Has the product changed over the years to keep up?

The product itself has not changed. We adhere to the same formula. The packaging has gone through some updating and modification, but the Elbow Grease formula is still the best cream on the market—the standard many have tried to imitate but have never been able to duplicate.

Despite remaining on top—so to speak—in your product category, B Cumming has diversified over the past 35 years.

We have added three more types of cream: Light Cream which is thinner, a warming Hot Cream, and Cool Cream, which leaves a refreshing tingle. Next we introduced a complete line of water-based massage gels called H2O. Elbow Grease H2O is available in three formulas: Thick Gel, Thin Gel and Hot Gel.

We also have a full line of FUSION silicones that include Original Bodyglide, which offers a thin and ultra-slippery experience; Deep Action, which is thicker; and Double Impact, a hybrid silicone that will not harm silicone toys. Additionally, we have a full line of massage products for women called Encounter that are certified vegan, pH balanced, and paraben- and sugar-free.

After 35 years, what do you see as being the key to success?

Our dedication to consistency and quality.

What’s next? What are your future goals?

To listen to the needs of our customers and continue to meet their needs. If we provide them with the products they’ve wanted for the past 35 years, they will continue to want our products for decades to come.