The category of intimate care is in a moment of evolution, as wellness and beauty converge.
Consumers are increasingly viewing their bodies as interconnected ecosystems.
This presents opportunities for brands to expand intimate care beyond menstruation and the physical symptoms associated with it, as well as supporting ageing demographics.
According to a Mintel survey[1], feminine wipes and feminine washes are the most purchased feminine hygiene products.
While intimate hygiene continues to benefit from a heightened focus, intimate care has evolved beyond basic hygiene into a pillar of wellbeing as lines between beauty and wellness blur, driving an increased focus on sexual and vulvovaginal health.
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