Beyond
Definition.

SecreTrunk began with a belief that would later become three simple words:

No Labels. No Gender. No Limits.

Its founder, Luke, grew up on the outskirts of Suzhou, China, in a relatively traditional environment.

There were many unspoken expectations about how people should live, who they should become, what could be openly discussed, and what was better kept private.

Conversations around sexuality, intimacy, the body, and different ways of living rarely happened.

For a long time, the world Luke knew felt relatively small.

That began to change when he moved to Beijing for university.

Living in a much larger city exposed him to people, ideas, identities, and lifestyles he had never encountered before. It was the first time he began to understand that life did not have to follow a path already written by someone else.

Later, Luke studied in London.

Living in one of the world’s most international cities gave him another perspective on identity and belonging. Different cultures, languages, backgrounds, and ways of expressing oneself existed side by side, often within the same street, classroom, or community.

London strengthened an idea that had already begun to take shape in Beijing:

There is no single correct way to live a life.

After his studies, Luke moved to Hong Kong for work.

But travel changed his perspective even further.

From Thailand, South Africa, and Egypt to Europe, Japan, and the United States, he encountered people living completely different versions of life.

Different cultures.
Different skin colors.
Different relationships.
Different expressions of gender.
Different definitions of family, intimacy, success, and happiness.

He also met his partner while traveling.

Over time, these experiences led him to a simple realization:

Human connection does not need to begin with a label.

Attraction can cross nationality.
Understanding can cross culture.
Connection can exist beyond gender, age, background, and social status.

The more of the world Luke saw, the harder it became to believe that people should fit neatly into predefined categories.

And that idea would eventually become the foundation of SecreTrunk:

No Labels. No Gender. No Limits.

When Luke began looking more closely at the pleasure industry, he noticed a contradiction.

An industry built around desire, curiosity, and exploration was still filled with assumptions about the people using its products.

Many products were still designed primarily around heterosexual relationships.

The real experiences of gay men, Side communities, BDSM and Fetish audiences, and other less represented groups were often treated as niche considerations rather than meaningful starting points for design.

Some products were available to these communities.

Far fewer were genuinely designed with them in mind.

Luke also noticed something else.

Traditional adult products often looked unmistakably like adult products.

Loud colors.
Explicit imagery.
Suggestive packaging.

They seemed designed to be hidden.

Luke began asking a different question:

Why should pleasure have to look secretive?

Why couldn’t an intimate product sit naturally beside fragrance, skincare, headphones, or any other beautifully designed object?

Why should the object itself announce someone’s sexuality, preferences, or private life to everyone around them?

And more fundamentally:

Why should a product decide who it is for based only on gender?

These questions became the starting point of SecreTrunk.

In October 2025, SecreTrunk was founded in Hong Kong under HONG KONG LUANJIN NETWORK TECHNOLOGY CO., LIMITED.

The brand began with real, underserved needs within the gay male community.

But it was never intended to stop at one identity.

SecreTrunk was born from a specific community while believing in something much broader:

People are always more complex than the labels placed on them.

That belief became SecreTrunk’s philosophy:

Beyond Definition.

And its clearest expression:

No Labels. No Gender. No Limits.

No Labels.

Because no single word can completely describe a person, their desires, or the way they choose to live.

Gay. Straight. Bi. Side. Top. Bottom. Kink. Vanilla.

Labels can help us communicate.

But they should never become boundaries.

No Gender.

Because pleasure does not need to belong to one gender.

A product should respond to bodies, preferences, sensations, and real human needs — not simply to whether someone is categorized as male or female.

No Limits.

Not because there should be no boundaries.

Personal boundaries, consent, and safety always matter.

What we reject are the artificial limits created by convention:

what you are supposed to enjoy,
who you are supposed to love,
how you are supposed to express yourself,
and what kind of life you are supposed to choose.

At SecreTrunk, those decisions belong to you.

Travel did more than change Luke’s view of people.

It also changed the way he thought about products.

Modern intimacy does not always happen at home.

People travel.

They date.

They stay in hotels.

They spend weekends in different cities.

They meet partners while away.

Yet many pleasure and personal-care products were never designed around this reality.

They can be bulky, obvious, inconvenient, or difficult to carry discreetly.

That is why portability and discretion have become important parts of SecreTrunk’s product philosophy.

From compact personal-care products and travel-friendly douching solutions to portable pleasure devices and app-connected hardware, SecreTrunk starts by asking how people actually live.

For us, innovation does not always mean adding more technology or complexity.

Sometimes it begins with a much simpler question:

How are people really living?

And then designing for that reality.

A product should adapt to a person’s life.

A person should not have to adapt to the product.

SecreTrunk’s idea of moving beyond labels does not stop with physical products.

The brand has participated in Pride, Folsom, LGBTQ+ community activities, and charitable initiatives, connecting with people from different backgrounds and ways of life.

These experiences reinforced something Luke had already learned through travel:

When people enter the same space and temporarily leave behind their job titles, income levels, social status, and everyday identities, something interesting happens.

A founder can talk to a student.

A corporate executive can meet an artist.

A programmer can connect with someone whose life looks completely different from their own.

For a moment, people can stop performing the identities expected of them.

They can simply be themselves.

This idea is also shaping the future of SecreTrunk’s digital experiences.

Imagine meeting a stranger without first seeing their face.

No occupation.

No income.

No follower count.

No carefully constructed profile.

Perhaps all you know is their voice.

You enter a conversation.

A character.

A late-night scenario.

A shared story.

And only then do you begin discovering the person behind it.

When appearance, profession, wealth, and social labels disappear for a moment, what remains?

A voice.

Curiosity.

Humor.

Desire.

Chemistry.

Personality.

Something more human.

That, too, is what No Labels means to us.

Growing up in a traditional environment outside Suzhou, Luke could never have imagined all the different lives he would eventually encounter.

Beijing opened the first door.

London widened the view.

Hong Kong brought him into an even more international environment.

And travel showed him just how many different ways there are to live, connect, love, and understand yourself.

Today, that journey has become part of what SecreTrunk represents.

Where you come from does not have to decide who you become.

You can come from a small town.

From a conservative environment.

From somewhere where being different feels difficult.

And still discover that the world is much larger than the rules you grew up with.

You can leave.

Study somewhere new.

Travel.

Meet people unlike anyone you have known before.

Question what you were taught.

Understand yourself differently.

And choose your own way of living.

SecreTrunk does not exist to tell people who they should become.

We want to create products, technology, experiences, and spaces that give people the freedom to ask:

Who am I without the labels?

What do I actually want?

What feels right for me?

And if nobody else gets to write the rules, how do I want to live?

That is the world SecreTrunk wants to create.

No Labels. No Gender. No Limits.

Beyond Definition.

Your Pleasure. Your Rule.