Intimate care is evolving, so here are the new opportunities to tap into

Published: 25-Sep-2023

With the intimate care category growing in sophistication, IFF reveals how brands can use microbiome claims, textural improvements and supplementation to appeal to the ever more discerning consumer

You need to be a subscriber to read this article.
Click here to find out more.

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.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

Relevant companies

You may also like