His appearance on the popular Vox show “Die Höhle der Löwen” drew quite a stir: after all, the investors around Judith Williams and Ralf Dümmel don’t see products about anal sex every day—and certainly not presented as charming as by “anuux” founder Marius Baumgärtel. The keyword: “bird feed” (TheColu.mn reported).
Baumgärtel, who also runs the company “Queere Haushaltshilfe” (Queer Domestic Help), brought this supposedly taboo topic before a million-strong audience and shows: it’s important to talk about it — because insecurity or discomfort often prevail. Although there was no deal with the Lions, Baumgärtel looks back on the experience positively.
What his circle had to say about his appearance, whether he would do anything differently today and how the idea for “anuux” came about in the first place, he discusses in an interview with TheColu.mn.
With “anuux” you developed a product intended to make anal sex more hygienic and comfortable. What prompted this idea — and how did you move from idea to execution?
In my twenties I worked at a nonprofit for chronically ill people and first encountered the consequences of long-term medication — for example HIV medications that led to bowel inflammation. We petitioned for keys to public toilets so affected individuals could participate in social life again. Later I saw at friends’ places how much time they spent on enemas — spontaneity was out of the question. After my own health issues, I began fiber experiments, but the effect was unstable. That’s how the idea for “anuux” was born.
Many people feel insecurity or shame around anal sex. What do you want to convey to them with your product and your communication?
I approach the topic in a relaxed way — like a conversation about baking a cake. Many respond with giggles or withdraw. I myself was surprised at 18 when I first heard about rectal douches. I want to show: shame is unnecessary. Anal sex affects many people, including heterosexuals. Confidence helps with dating and experimentation.
You deliberately put a supposedly taboo topic into the spotlight. Why do you think it’s especially important today to talk openly about sexuality and body functions — even on television?
There are more and more formats for sexual education. In my youth there was only “Dr. Sommer” — very heteronormative. Today I can share knowledge, especially about the many forms of love and what to watch out for.
Your pitch on “Die Höhle der Löwen” was open, queer, and sex-positive. How did you prepare for that moment — and what was most important to you in your presentation?
It was important for me to present the topic in a relaxed and confident way. The conversations I had at street festivals and trade shows helped. I didn’t want to come across as a token gay. The product comes from the queer community, but it’s meant for all sex-positive people. Visibility happens when we’re seen as normal — and our topics as such. Especially given the current political climate, I wanted to present myself as a citizen and an entrepreneur, not as a TV caricature. Also to break down prejudices — my own grandma is a hater of gays.
Even though there was no deal, the investors’ response was surprisingly positive. What do you take away personally and for your company from the appearance?
My stance fits a niche product. We’re opening up with new variants for the broader market. I’ve realized I need to focus more on my core tasks — so I’m delegating responsibilities. By the end of the year, we’ll have restructured.
You mentioned that your product performs particularly well at BDSM trade shows. What feedback do you get from the queer scene — and how does it differ from feedback elsewhere?
The heterosexual-dominated BDSM scene is curious and positive. Within the queer community, feedback is mixed — from skepticism to enthusiasm. Older individuals stick with the classic anal douche; younger people are more open. We take every piece of feedback seriously and have developed the product accordingly: larger packages, pouches instead of cans, changed dosing recommendations. Last summer we increased the contents by 50 percent — without raising the price. That imitators exist shows we hit a nerve.
And how did your personal circle — family, friends, perhaps neighbors — react to “anuux”? Were there open conversations, puzzled looks, or did you gain new fans for your product idea?
My conservative family reacted surprisingly positively. Neighbors were enthusiastic. Many were genuinely happy for me — including those who had advised me against it at first.
On the show you also spoke about the challenges of promoting your product online — the so-called “shadow bans.” How do you experience digital censorship of queer content, and how do you deal with it?
I’ve been watching this for years. First lesbian content got shadowbanned, then queer audiences disappeared. Today even PG-rated erotic content can cause a ban. Right now we must stay visible — and bring others along so our rights and our colorful society are preserved.
If you had another chance to return to “Die Höhle der Löwen” — would you do anything differently? Or was the mix of openness, humor, and stance your key to visibility?
I was true to myself — calm and natural. Friends and neighbors said I came across as I am in private. I would do it exactly the same again. And I would still stand by my values, even if there happened to be another “No Deal.”
And finally: if you could really take Judith Williams to KitKat — what would be your outfit of choice?
Leather, black, a strapped vest and black pants. My accessory? Judith on a leash. (laughs)
