DALLAS — Family, industry friends, and associates are mourning the loss of Sliquid founder Dean Elliott, who passed away this morning.
In August of last year, Elliott informed his Facebook friends about his diagnosis of advanced-stage pancreatic cancer and has since provided updates on his chemotherapy treatments in his characteristic upbeat manner.
Elliott led a vibrant and multifaceted career spanning nightclubs, reality TV, voiceovers, and the pleasure industry. Growing up in a musical household alongside jazz legends and later working as a Manhattan nightclub bouncer, Elliott’s life was marked by adaptability and grit. In 2001, he created Sliquid’s safe, organic lubricants after recognizing a gap in the market for clean, body-friendly products.
With a relentless drive and inspiring spirit, Elliott grew Sliquid to become a brand known for its commitment to inclusivity, with collaborations such as the Buck Angel T-Collection. Known for his larger-than-life personality, Elliott was named Community Figure of the Year at the 2024 XBIZ Honors Awards and also won Businessman of the Year in 2016. Under his leadership, Sliquid earned several accolades for its products, cementing its status as a trusted name in sexual health and wellness.
Colin Roy, Sliquid senior VP, posted a tribute to Elliott on Facebook, remembering when he first met Elliott as a 21-year-old web designer.
“We clicked from day one, and it was a whirlwind, as many things with Dean often were. Dean was my friend, my mentor, my father figure, and it’s a gut punch every time I think of him being gone. People used to ask us in public if I was his son, and he would always act offended that anyone would think he was old enough to be my father. And even though I’ve long since greyed, and that hasn’t happened in many years, it tears me apart that no one will ever be able to ask again.
“Dean had a vision from the start to build something special, and the brand we built together reflected all the best things about him — his love for people, his love for animals, and his unwavering dedication to making everyone feel seen. Dean never forgot a person’s name, their accomplishments, or their struggles. He had a story for every situation, often the most incredible tales you’d ever hear. It aches to think of all the stories I won’t get to hear.”
Sex educator Ashley Manta shared, “Heartbroken to learn that Dean Elliott passed away this morning. I don’t have the right words yet, but he made an indelible mark on the world, the industry, and me. Dean, I miss you already. I’ll wear the frames you got me and always remember your fabulous taste in literally everything. Fuck cancer.”
Vibratex Director of Marketing Sarah Tomchesson also shared a tribute to Elliott and his “larger than life spirit.”
“Dean Elliott and I forged an unlikely friendship,” she said. “I must have been all of 26 when I first met Dean. He was an experienced business owner, macho, gregarious and bombastic. I was a scrappy, idealistic, sex educator trying my hand at running a business and learning a lot by trial and error. We just clicked. It soon became the running joke that every time we talked, he cried (which he swore up and down he never did). Dean gave me good advice and insisted I know my worth. I’d like to think I offered him a space to be vulnerable (a queer femme’s magic power, IYKYK). A few years back, I hurt his feelings and he told me. I am deeply grateful for the honesty we shared, the opportunity to repair, and mostly I am grateful to have known him. Sending my condolences to his family and his industry family. Dean, we love you.”
Sex educator Jamye Waxman called the news of Elliott’s passing devastating.
“Thinking of you and all of us he called family,” she said. “We should all live with a quarter of the zest and gusto Dean had.”
XBIZ Associate Publisher Sara Ramirez shared a photo of her and Elliott posing mid-air as they jump.
“What started as a professional connection grew into a bond that I will always treasure,” she said. “You were larger than life, with an incredible passion for everything you did. I’ll miss your energy, laughter, and friendship. Rest in peace, Dean.”
Williams Trading sales representative Paul Reutershan said, “He took on cancer the way he lived his life — hard charging and with all his energy and strength.
Tantus founder Metis Black added, “Bigger than life, Dean was always the most generous friend. May his memory be a blessing.”
Vibratex owner Shay Martin said, “I’m so sad to hear this. He was a wonderful, funny, kind man every time I saw him. I will forever miss him walking around the trade shows using the Magic Wand as a mic.”
Eldorado CEO Wanda Garland added, “He will be missed — always had a big hug for me — a unique human being. [He] fought so hard.”
Industry vet Dennis Paradise said, “We were all blessed by his presence and friendship. He set an example for us all.”
