Intimate hygiene has taken on a whole new meaning with the rise of vagiceuticals and intimate care products that cater to women’s specific needs. Gone are the days of generic products, as a new wave of brands merges skincare science with intimate wellness, supporting the health of delicate areas.
This shift signifies a broader movement towards holistic well-being, body positivity, and empowerment at every life stage. As women increasingly discuss the hormonal changes that impact their lives, intimate care has become a significant part of wellness dialogues and daily routines.
According to Global Market Insights, the women’s intimate care market was valued at $40.3 billion in 2023 and is projected to reach $59.8 billion by 2032. High-profile women like Halle Berry, Naomi Watts, Olivia Munn, and others sharing personal health journeys have played a crucial role in destigmatizing taboo topics, encouraging women to speak up about their experiences.
Hygiene Hero, founded by Michelle Yeh, introduced menopause-focused products in 2022, emphasizing science-backed solutions for intimate wellness. The brand’s products aim to address concerns ignored by mainstream beauty and health industries, promoting self-love and sensuality.
Plum, launched in 2025, coined the term “vagiceuticals” for its pharmacist-developed formulations targeting vaginal dryness. These clinically proven products are designed specifically for vulvovaginal skin, offering safe and effective solutions without hormonal ingredients.
Dr. Marcella Israel, an OB/GYN, emphasizes the importance of maintaining the vagina’s natural balance and advises against using products that may disrupt it. Brands like SAVOIR Beauty have expanded intimate care to include breast skin, addressing the unique needs of this sensitive area with patent-pending serums.
The Way Apothecary, founded by Francoise Decatrel in 2024, takes a holistic approach to personal care, offering aromatherapy-based products that support hormonal balance and emotional well-being. The brand’s Women’s Circle collection caters to different stages of midlife, providing nourishment through ritual and lifestyle support.
These innovative brands offer real solutions for women’s bodies, addressing personal challenges with science-backed products. By embracing these products, women are celebrating and caring for their bodies in ways that were once considered taboo, marking a significant shift towards body positivity and empowerment.
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