Dean Elliott, Founder of Sliquid, Has Peacefully Departed

Dean Elliott, the entrepreneur behind one of the industry’s most beloved lubricant brands, Sliquid, has sadly lost his fight with cancer at 59 years old. Dean is survived by his partner, Cynthia, their two children, Lukas and London, his sister, Doriane, and nephew, Bodhi.

Elliott founded Sliquid in 2002, initially offering just 2 SKUs. Under his 22-years of steadfast leadership, he grew his company into a legacy brand that now boasts a product range consisting of over 100 SKUs, spanning 6 collections.

Born and raised in New York City, Elliott was part of an entertainment family. His father, who he was deeply connected to, was a storied jazz musician; his mother was a beautiful and talented actress and business manager. His early work life started in the 80s, holding court as a bouncer at the fabled Manhattan nightclubs, Studio 54 and The Roxy. Dean inherited his parents’ talents, garnering a love for the entertainment industry, even experiencing his own brush with movie stardom when he was cast in the 80’s cult-classic breakdance film, Beat Street.

Elliott could easily be described as the quintessential New Yorker. He was loud, with an instantaneously recognizable New York voice that often entered the room before he did. That bombastic voice would eventually lead him to a thriving career as a voiceover actor, securing a long-term contract as “the voice” of Atlantic Records. His effortless talent earned him a plethora of voiceover spots with brands like Volvo, WWF, AMC Theaters, and even the narrator role in the MTV cartoon comedy series, Spy Groove.

As reality tv began to dominate the television landscape in the 90s, Dean saw an opportunity to expand his career. Under the visionary guidance of his company, Production Cargo, he found himself navigating location logistics, including security, medic, and transportation for a variety of high-profile shows.

It wasn’t until the early 2000s that he married his beautiful wife, Cynthia, who shared a passion for scuba-diving. Little did he know, this relationship would inspire his greatest accomplishments. Together, Cynthia’s career in consumer products and Dean’s incessive drive for problem-solving conceptualized the need for re- invention.

Enter, the lubricant market … As stated in an XBIZ Premiere profile from 2020, he didn’t like that it was hard to understand the ingredients on the back of lube bottles. Already feeling like it was time to re-invent himself, he said, “you know, let’s come up with a cleaner and greener way of doing these lubricants.” This is where his entrance into our industry takes place, and his legacy brand, Sliquid, begins.

Starting with meager resources, Elliott began his pleasure products career in a combination of two locations, neither very glamorous; a 400 sq ft. one room office space, and his traveling sales office, which was simply the trunk of his car. Every day he would load his trunk with cases of Sliquid and head out on cold sales calls with the goal of not returning home until the very last case of that day’s run had been sold. In no time at all he was taking orders from stores that he was unable to fill on the spot.

His determination to succeed in solving that pesky ingredient problem has been realized over the past two (2) decades that Sliquid has been in operation. With his savvy business mindset and ability to connect with people, he built himself and his family a strong and flourishing business.

Dean was a force of nature wherever he went. His love for people and their stories was endearing. He never met a stranger, only a new friend. Dean was also a champion of women’s rights, animal rights, and human rights. He was a trusted friend and ally to the LGBTQ+ community.

As remembered by his loyal staff, “you couldn’t accompany him through airport security, or even the grocery store, without someone yelling his name in excitement to see him. He knew everyone, from the person checking for lube in his suitcase to the person that helped him find snacks at his favorite Costco.”

Colin Roy, Sliquid Senior VP and the first employee to be hired by the company, said, “Dean Elliott’s presence will be deeply missed—by his family, by me, and by the industry he cared for so passionately. Dean was the kind of person who always remembered your name, your accomplishments, your struggles, and had a story to share for every moment. He had an incredible love for people, a deep compassion for animals, and a vision that shaped a legacy brand built on that very love. I can only hope to honor his vision and guide it forward for another 20 years. Dean, I love you, man.”

Friend to both Dean and Cynthia, Michelle Marcus campaigned for the Sliquid brand before eventually joining the team in 2009, as the Director of Sales and Marketing. “It’s difficult to summarize a family-ship of nearly 24 years in just a few words. Dean always pushed me to be my best and presented me with new challenges. He was always present for the important moments in my life, like a sibling. His presence was magnetic, and his passing has left a huge hole in my heart. I will honor our friendship and his contribution to my professional accomplishments by continuing to help grow and build this company, as he envisioned it. Dean was and will always be loved by ‘the girls’ and me.”

“Dean was so much more to me than just my boss,” said Erik Vasquez, Sliquid VP of Marketing. “He was a father figure to me. He believed in me when I didn’t have the courage to believe in myself. I always thought of him as the ‘Mayor of Anytown, USA’ because no matter where he was, he made friends with the people around him by shining his mega-watt light, that was his personality and heart, directly on them. Though that light has dimmed, I believe the warmth he casted on the ones who got to stand in that light will last a lifetime. I’m going to miss my friend, dearly.”

“As Co-Founder of Sliquid, I am deeply honored to step into this new chapter of leadership and carry on Dean’s vision for innovation in this space. I want to take a moment to thank you all for your unwavering commitment to our company. Looking ahead, we will continue to build on the strengths that have made Sliquid a leader in our industry. Together, we will continue to adapt to the evolving landscape, while staying true to our core values. Our top priority is to foster Dean’s wishes by continuing forward with business as usual, in this somber time, as we honor his dynamic persona adored by us all,” said Cynthia Elliott, Sliquid Co-Founder.

“Dean was a person that would make an everlasting impression on you when you met him. He was a tough businessperson with a good heart. Always there with a smile and a big hug. He fought to the end, and I will never forget him. Rest in peace, Dean,” said Wanda Garland, Eldorado Trading Company.

“Dean was a truly great person. He may seem like a tough person on the outside but he’s soft in the inside. He embraced everyone with open arms. Not only was he an industry colleague, an Aneros partner but more importantly, a friend. We will truly miss his charm, sarcastic jokester, ally for the community and his warm heart,” said Brent Aldon, ANEROS.