
There is a new Dutch company that markets ‘body lubes’. It’s Diva Time! is a woman-run company dedicated to making women more aware of their bodies and the pleasure it can give them. Danny Linden, founder of It’s Diva Time! sent us two products in exchange for an honest review.
You don’t think you need lubricant? Then read this review and think again …
About ‘It’s Dive Time!’

A short conversation with Danny Linden preceded this review. She has been working in the erotic industry since 1995. In 1995 she started the erotic lifestyle store Absolute Danny until 2013. After that she was manager of the Pure Lust stores in Amsterdam for more than 6 years. Since April 2020 she started her new company It’s Diva Time!
“It’s Diva Time! Is a woman-run company specializing in Female Pleasure Products. A passionate company dedicated to making women more aware of their bodies and the pleasure it can give them through the right intimate (care) products,” Linden says. Happy Diva Body Lubricants is the intimate care & wellness label of It’s Diva Time! that consists of 9 different products.
I asked Danny why she started this company. “You wouldn’t say it, but there are still taboos to be overcome in 2020. I have clearly experienced that all these years in the workplace at the Pure Lust boutiques. 25 years ago I wanted to break taboos with my erotic boutiques (in Amsterdam and Hamburg) and now actually I want to do that again. “
Lube: do you really need it?
“Using lubricants or not, is an example of an existing taboo that is bigger than you may think. Many men and women still think that using lubricants is for a dry vagina. Or pain with penetration. Those stuck ideas often go accompanied by shame. A sense of uncertainty, there is something wrong with me. And that is not necessary”, said Linden. “That is why I tried to design the packaging of the Happy Diva Lubricants in such a way that they have a cheerful and mischievous appearance. With this I wanted to take the first step that the idea about the use of lubricants should be broken open. More Joy & Pleasure, that’s what it gives you! Why would you want to miss out on that? “
Happy Diva Body Lubricants are aimed at experiencing a more comfortable, enjoyable and satisfying sex, solo or with a partner. Of course, the products can also be used for relief of problems, such as vaginal dryness due to hormonal changes, stress, medicines, etc. and for any discomfort after sex.
Tested: ‘Happy Diva Dare Me Anal Relax Body Lube’ & ‘Happy Diva Spice Me up Stimu Gel’
The complete line of Happy Diva consists of various lubricants on both a water and silicone basis, an ‘after sex gel’ and lubricant with a flavor or stimulating additives. There is also a ‘veggie’ variant. You can view the full range on the It’s Diva Time! Website.

I was asked to test two products:
Happy Diva Dare Me! Anal Relax Body Lube. This is a water-based lubricant, especially for anal use, that is easy to combine with condoms and silicone toys. It is slightly thicker and contains mint which has a slightly relaxing effect on the sphincter.
And Happy Diva Spice Me Up! Stimugel. This is a water-based lubricant that is extra stimulating for both her and him. A stimulating gel is intended to have an easier orgasm, or to make your clitoris (or glans) extra sensitive, to get into the mood faster.
Both products come in a fresh and cheerful box, with a clear indication of the ingredients and a short manual in several languages. The bottles have a pump that makes dosing very easy. And – not unimportant – All Happy Diva Lubricants are dermatologically and clinically tested.
Happy Diva Spice Me up Stimu Gel

Let me start with the stimulating gel. It should be no secret that my partner (female) and I are a lover of stimulant gels. In general, these are lubricants to which a cooling or warming ingredient has been added, which provides additional stimulation and stimulation. That is especially nice, for example if you want to enjoy sex for a long time, if you have already had an orgasm (a few times) and just want that little bit extra. But also for people who have trouble having an orgasm, it can be just that little bit extra that you can get over the edge.
The Spice Me Up stimulating gel contains menthol, among other things. This provides a very light tingling feeling. This can be felt immediately after application and that feeling remains for a few minutes. It is not extreme, but slightly stimulating.
TIP: Not only lubricate it in the obvious places (clitoris, glans), but also put a little around the anus and on the scrotum. The menthol will be clearly felt in these spots and it is guaranteed to be an exciting feeling!
What I particularly like about this gel is that it is not too watery. Therefore it does not ‘run’ and it is easy to apply and distribute. I also noticed that it takes a while for the lubricant to be absorbed by the skin. Only after some time you could possibly apply some extra. Furthermore, it does not feel sticky and it is easy to wash off.
In short, a pleasant gel with just a little extra stimulation.
The PROS of the Happy Diva Spice Me up Stimu Gel:
- Easy dosing with a pump
- Clear mentioning of the ingredients
- Can be used together with silicone toys
- Mildly stimulating and tingling feel, which gets you aroused more
- Not watery
- Not sticky
- Lasts relatively long
- Easily washable
The CONS:
- Contains glycerine (perhaps you should avoid this when you often have vaginal infections, also read this)
Happy Diva Dare Me! Anal Relax Body Lube.

I have to admit that I am always a bit suspicious when I see the words ‘relaxing’ and ‘anal’ on a bottle of lube. Sometimes such gels contain numbing ingredients. Fortunately, this is not the case with this lubricant. The Anal Relax gel from Happy Diva contains the fairly harmless menthol extract that should provide a slightly numbing effect. Some people are hypersensitive to this. Therefore, always test a little bit on the inside of your elbow for allergic reactions.
This Anal Relax lube is a bit thicker than the stimulating gel. And that is good for anal use. It therefore continues to work just a little longer. In addition, it contains oat extract, which has a nourishing effect, for example with minor skin damage. This gel does not stick and is easy to wash off.
We liked Happy Diva Dare Me! Anal Relax gel for anal use.
The PROS of the Happy Diva Spice Me up Stimu Gel:
- Easy dosing with a pump
- Clear mentioning of the ingredients
- Can be used with silicone toys
- Slightly thicker, specially for anal use
- Not watery
- Not sticky
- Lasts relatively long
- Easily washable
The CONS:
- Contains glycerine (perhaps you should avoid this when you often have vaginal infections, also read this)
- Be extra careful when you are hypersensitive to menthol (test it first, for instance on the inside of your elbow!)
Final verdict
It’s Diva Time! is a new Dutch company. By women, for women. But actually also a bit for men. If these two products are a precursor to the rest of the range, this is a brand that deserves a lot of attention! Excellent products from a sympathetic company with a good story.
Follow It’s Diva Time! on Instagram or Twitter. Or read the blog by Danny.
All It’s Diva Time! products are available at Bol.com or at the It’s Diva Time! website.

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the approach of the Founder is amazing!