It's helping couples gel - literally.
A first-of-its-kind topical gel to treat erectile dysfunction has been given the OK from the Food and Drug Administration for over-the-counter marketing in the US, according to British developer Futura Medical.
Eroxon was granted a "de novo" classification Friday because it's a new type of product, the FDA confirmed Monday.
"FDA set a very high standard in evaluating the effectiveness and safety of De Novo Medical Devices. I am delighted that we met this standard," James Barder, CEO of Futura Medical, said in a statement.
The single-dose tube works by stimulating "blood flow in the penis through a unique physical cooling then warming effect, helping you get and keep an erection hard enough for sex."
Futura Medical claims Eroxon can help users get an erection within 10 minutes of application to the head of the penis, boasting success 65% of the time.
It's unclear when Eroxon will be coming to the US, but it is already available in Belgium and the UK, where a four-pack reportedly costs around $31.
Erectile dysfunction affects as many as 30 million American men, according to Harvard Health, which noted the condition impacts 1% of men in their 40s, 17% of men in their 60s, and nearly 50% of men 75 or older.
Viagra is one of the most popular prescribed medications for erectile dysfunction, however, it usually takes 30 to 60 minutes to kick in.