From the little blue pill Viagra to Cialis and Levitra, sexual aids for men are already a multibillion dollar business. But the latest drugs tackle an altogether different problem: premature ejaculation, or PE.
 

According to reports, the biggest contender on the market is a new drug called Promescent, an over-the-counter spray that has been approved by the Food and Drug Administration.

The product contains lidocaine to reduce sensitivity and allow for a longer-lasting performance. Since it's absorbed quickly, the effect won't be transferred to sexual partners, and its makers say that it doesn't diminish climax for the user.

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CNBC reports on a rival product called Tempe, which relies on prilocain and is arriving soon on the European market.

While the drug is designed to help men who suffer from PE, meaning they ejaculate often in less than a minute, Promescent is also being used by people who don't actually need it. Jeff Abraham, CEO of a four-year-old pharmaceutical company called Absorption Pharmaceuticals that makes the drug, told CNBC that "there is a tremendous recreational component."