No lube necessary if you do it the right way:
https://youtu.be/5nGO0qNTCd8
True! Most folks have no clue how to properly place ear plugs. I used to have to walk a shop floor and write up people with no or obviously improperly worn ear plugs. Enforcement was after a major investment in ear plug training and many warnings of upcoming enforcement after one former employee sued for hearing loss because she was not forced by management to properly wear ear plugs at work.
This video is pretty basic, but does cover the process if everything works. Most folks who have problems allow too much time between compression and insertion. The plugs start to decompress as soon as compression stops. I keep rolling until just before sliding the plug in. Otherwise, it ain't going.
If these home cures don't fix you up get yourself to a real doctor because I'm not a medical expert, just a parent and grampa with little income for doctors' bills. I can also still hear well after many years working in noisy jobs, shooting, playing loud music (disco band, I'm so ashamed), riding motorcycles, racing a variety of vehicles with open headers, and 10 years of marriage to a screaming lunatic. Earplugs properly used do work.
I prefer foam ear plugs. I prefer the simplest ones because any hard plastic doo-dads and funky shapes raise the price, lower the attenuation rating, and cause pressure points that hurt. There are various sizes, shapes, and densities of foam ear plugs. If one style just doesn't do it for you, try another, until you find a set that fit. I even see people wearing different plugs in each ear because canals are not always the same on both sides.
The purple ones from Walmart are my favorite. They are softer than most, and though look bigger and therefore less comfortable in the bottle, they do hold compression for proper insertion but patience is required to allow them time to decompress--20 to 30 seconds before trying to don a helmet. They conform nicely to the natural size and shape of my ear canals, resulting in 16 hour a day comfort. They are relatively cheap and can be tossed without bankruptcy. They also allow moisture to escape, so I assume some air flow. Only on the hottest, most humid days do I suffer moist ears, which can contribute to ear infections. That's why I avoid swimmer plugs on the motorcycle--waterproof plugs can contribute to ear infection.
If you feel lumps and bumps here and there the plug is probably not properly inserted. Most often a time lapse between compression and insertion allows decompression to begin before the plug is all the way in. Normal reaction to this is to attempt to force the expanding plug in to place, resulting in folds in the material that feel like lumps. It is then necessary to allow the plug to fully decompress on its own and start over. I'm impatient so carry extra plugs so I don't have to wait for decompression every time I screw up. Even after wearing ear plugs for 45 years I still occasionally screw up putting them in. Never give up!
The bulk pack of foam earplugs from Walmart is cheap enough I don't clean them. Replacing when they get gooey gets rid of pathogens. Normally I wash my ears while showering, then gently and carefully dry my canals with a paper towel covered little finger, then Q-tips. Gently and carefully is the key. Otherwise, you can give yourself swimmer's ear. This normally gets all the wax out so even daily use of plugs allows a couple weeks before they get gooey. Usually they loose their ability to hold compression so are not usable before getting gooey, anyway.
Lots of ear plug comfort issues are due to unrecognized inner ear filth and infections. Some people tolerate the low grade pain of toting ear wax and/or unneeded critters for years. Here are a couple of things to try that are very common home remedies and preventatives that have worked for my fellow employees, kids, grandkids, and me for years.
Hydrogen peroxide does not kill germs very well, even with all that bubbling. It is very good for taking ear wax into solution, though. You can even safely use it to clean wax from your ears. A couple drops will bubble like crazy if wax in your year. When the bubbling stops, stick a paper towel in your ear and roll over to drain. (Bubble one ear while draining the other.) Repeat until no more bubbling with fresh hydrogen peroxide. Wipe your ear dry and it will be pretty clean so your ear plugs don't get really gooey really fast.
If you need to be concerned of ear infections, a solution of 50% rubbing alcohol, 25% white vinegar, and 25% distilled water is very effective. Do the hydrogen peroxide first for crud removal, rinse well in the shower and allow each ear to drain, then a drop or two of this solution kills and/or prevents most biologicals in about 10 minutes due to creating an unappealing acidic environment. Drain and dry, you're done. This is also a common cure for swimmers ear.
So, there you have it! Sometimes preparing your ears for plugs allows easy application and good comfort. Go ahead and spoil yourself so you're not one of the fools at the meet and greet sounding like a bull with a bee in its bottom from damaged hearing.