Vaginal personal care is a growing segment within beauty. There are cleansers, balms and firming serums and much more all designed for “down there.” Both indie and multinational brands are innovating by way of supplements, salves and other self-care products for the intimate area. According to Persistence Market Research, the global feminine hygiene products market is expected to reach $38 billion by 2026, growing at a CAGR of 6.9%.

Meanwhile, the global feminine intimate care market (washes, wipes, moisturizers/creams, etc.) was valued at $1.1 billion in 2018 and is expected to register a CAGR of 3.4% from 2019 to 2025, according to Grand View Research. The gains are attributed to increasing awareness of genital hygiene. More women are informed about health risks of skin diseases in the intimate area.

In addition, rising awareness about the products offered by manufacturers has influenced female consumers to prioritize their genital hygiene, which is contributing to the women intimate care market growth, said the Grand View report. Growing use of intimate wash products among sportswomen is encouraging women to trust products as well.

New and Noteworthy
The biggest thing in women’s wellness right now is multi-use products. According to Kaylyn Easton, founder and CEO of Chiavaye, a women’s care line in Denver, CO, “I think that the pandemic has made people realize what’s important and essential to have.”

Made and manufactured in the U.S., for women by women, Chiavaye is an all-natural, vegan personal moisturizer and lubricant that helps women find pleasure through all stages of life. During this pandemic, Easton expanded her business by building a manufacturing facility in Colorado. Chiavaye will debut in 4,500 Walmart stores in October.

“Whether you’re stuck at home or traveling the world, it’s easier and more affordable to live if you adopt a more minimalistic lifestyle,” she told Beauty IO. “With all-in-one products, you’re able to pamper and treat yourself at a price you can afford. There tends to be a stigma with multi-use products because some think you’re sacrificing quality, but that’s quite the opposite. The product needs to be even more luxurious and effective to cater to face, hair, body and more.”

Reaching out to all ages is another way to find success right now in women’s wellness.

Combe Inc.’s Vagisil brand has launched a line for teens. OMV! by Vagisil includes intimate and body wash, wipettes and anti-itch serum that is designed to meet the cleansing and care needs of a new generation of young women, and help them feel comfortable and confident in their vaginal health.

Vagisil engaged with 2,500 teen girls and their mothers, and health experts, to develop the OMV! by Vagisil collection. The gynecologist-tested line was designed to help young women address various need states related to their vaginal health, from feeling fresh during their period to dealing with vaginal itch.

“The Vagisil brand believes confidence starts with feeling comfortable in your own body. OMV! by Vagisil was created to support our brand mission: empower young women to feel comfortable talking about their vaginal health needs and provide solutions so they can be shameless about their bodies,” said Vagisil CEO Keech Combe Shetty. “As a leader in women’s vaginal health for more than 45 years, it was very important that we invited young women to have a say in the making of these products, ensuring that every aspect of the line is what they want and need in an intimate care product.”

The products—All-Day Fresh Wash, No-Sweat Wipettes and Bikini Anti-Itch Serum—come in a Vanilla Clementine scent that is designed for sensitive intimate areas, said the company. The collection is free of dyes, parabens, and MIT preservatives.

The newest products from Summer’s Eve includes a fragrance-free line designed to remove odor-causing bacteria. This range includes a gentle cleansing wash said to be ideal for the shower and individually-wrapped cleansing cloths for on-the-go usage. Both are free from dyes and parabens and balanced to a woman’s natural pH.

Whether one is logging on to a Zoom fitness video, chasing kids around the house or taking the dog for a walk, Summer’s Eve Active line is specifically made for women with an active lifestyle. The line includes a cleansing wash and individually-wrapped cleansing cloths that are infused with proprietary Acti-Cool technology—a special blend of eucalyptus and mint essential oils to remove odor and sweat while giving a boost of freshness. All products are free from dyes and parabens and balanced to a woman’s natural pH.

“More and more, we’re seeing women creating their own extensive self-care routine full of cultivated products. They are looking for the best product for every part of them. So we at Summer’s Eve work to provide the best in specialized intimate care. As we innovate and continue to develop new offerings, we never compromise on quality, ensuring we’re always providing the best products for her,” said Jeanne Collins, vice president of marketing at Prestige Consumer Healthcare, Tarrytown, NY.

An indie line of wellness supplements, Queen V, is making waves in the mass market. Queen V DD Probiotic balances yeast and bacteria while also supporting digestive, immune, and antioxidant health. It is made with turmeric and grapefruit seed. Meanwhile, Queen V UTMI is an antioxidant and anti-UTI supplement. It contains D-Mannose, a sugar known to maintain UT health, as well as cranberry, an ingredient that supports the urinary tract lining.

Queen V was founded in 2018 by 26-year-old entrepreneur Lauren Steinberg who is intent on making feminine care fun, and the opposite of embarrassing. She maintains that she can empathize with women, after countless personal battles with vaginal infections. Steinberg was also named to Forbes 2019 30 Under 30 for Retail & Ecommerce. According to the company, Queen V is on track to generate $6 million in revenue this year and stateside is available at Target, Free People, Urban Outfitters, Riley Rose, and Dolls Kill.

Another vaginal care brand on the rise is pH-D Feminine Health, the only certified woman-owned company in the feminine hygiene space and the manufacturer of the first-to-market and best-selling pH-D Boric Acid Suppositories. The suppositories have been a bestseller on Amazon for five years straight and the brand is now available in over 8,000 brick and mortar locations including CVS and Target stores nationwide—a figure that will expand to more than 20,000 this year as it enters new retailers like Walgreens.

The brand expanded in March with pH-D Instant Vaginal Odor Rinse and pH-D Holistic Feminine Deodorant Spray. Both can be used with the pH-D Boric Acid Suppositories as a complete system to promote vaginal balance and eliminate and prevent feminine odor. The pH-D Instant Vaginal Rinse is billed as the first and only boric acid rinse on the market, while the pH-D Holistic Feminine Deodorant Spray is said to be the first functional feminine deodorant spray, and the first on the market to use boric acid and amezol, a mix of natural peptide and amino acid derivatives that safely eliminates odors, according to the company.

“The pH-D Feminine Health brand was built around a mission to provide solutions to women’s vaginal issues with products that are always holistic and also backed by science,” said Founder and CEO Deeannah Seymour, Nashville TN. “Women today want to know that the products they’re purchasing are natural and resolve their issues. Wellness products on the market that are truly effective are seeing great success as a result.”

Another women’s wellness brand to watch is Momotaro Apotheca. Made in small batches in Portland, OR, Momotaro Apotheca is a 100% certified organic, non-binary vaginal wellness company that supports the physiological challenges and quality of life issues associated with the nuanced aspects of sexual and reproductive health.

Launched in 2019 with the hero product, the Salve, each existing and new product is developed with specific consideration of issues such as bacterial vaginosis, yeast infections and general discomfort and irritation.

All products are plant-based, organic and crafted to be a part of a positive and compassionate conversation about how gentler, systemically more effective, natural products are essential for health, well-being, and self-care. Momotaro participates in the global give-back program 1% for the Planet, is Leaping Bunny Certified, and uses FSC-certified packaging materials.

“Momotaro Apotheca was inspired by my own experience dealing with recurrent yeast infections and bacterial vaginosis, along with what seemed like a string of bad luck with big-brand over-the-counter and prescription options,” said Momotaro Apotheca Founder Lindsay Wynn. “With simplicity in mind, we created the Salve to safely support the vagina’s natural ability to relieve symptoms like infection and itching stemming from yeast infections, bacterial vaginosis, pH imbalance, and general irritation from sex, clothing and exercise—without disturbing friendly bacteria. We’re a direct-to-consumer company that takes people out of the feminine care aisle with products that acknowledge that feelings, scent and discomfort are not things to be covered up; rather they’re to be discussed and taken care of in a realistic way.”

Billed as naturally antimicrobial, the Salve safely supports the body’s natural defense mechanisms and delivers a subtle cooling sensation upon application. It contains plant-based ingredients such as Echinacea, tea tree, goldenseal, and calendula. Tea tree possesses antibacterial and antifungal properties that spare the friendly bacteria in the Lactobacillus genus, while goldenseal contains berberine, which has been shown to be an effective agent against Gardnerella, an anaerobic bacterium that can occur spontaneously in the vagina or can be transmitted sexually, according to Momotaro Apotheca. Calendula, a natural oil extracted from marigold flowers, has been shown to have antifungal and antibacterial properties. And, Echinacea is capable of a process called phagocytosis, which means bacteria and other microorganisms that cause infection are consumed by other parts of the cell, ultimately boosting the immune system.

In consumer testing, the Salve received positive feedback for immediately addressing symptoms relating to infections. The beauty of the salve is that it can be used to tend to one-off discomfort and infection or daily as a preventive treatment. Momotaro Apotheca’s discrete packaging also makes consumers feel comfortable taking it on-the-go, or leaving it out in the open on bathroom counters.

In addition to the Salve, Momotaro Apotheca added two vaginal wellness products this year. The Tonic is a blend of essential oils designed to invigorate and rejuvenate; it can be added to the bath or applied topically. Hydrosol is a balancing water-based spray for an all over antimicrobial effect and is said to help vaginal atrophy.

Cora’s One Wash is a pH-balanced cleanser for the entire body, including its most intimate areas. It features a tri-oil blend to assist with skin barrier function, according to the San Francisco-based company. Hemp, sunflower and shea work together to leave skin soft and nourished. The formula includes red raspberry and B vitamins. 

A Bright Future
According to Molly Hayward, founder and chief brand officer of Cora, there’s growth opportunities in women’s wellness.

“Consumers with female bodies experience significant hormonal shifts throughout their lives and often suffer through symptoms without awareness or support,” she told Beauty IO. “We think we’ll see increased attention and innovation around products and education that support hormonal health support.”

In its Global Consumer Trends 2030 report, Mintel noted wellness is one movement that will shape intimate care and other categories for the next decade.

According to Gabrielle Lieberman, director of Mintel trends and social media research, Americas, “Well-being is no longer about simply wanting to look after oneself in broad terms, nor is it about the extremes of a total lifestyle change. Instead, a holistic approach is becoming a key motivator of consumer behavior, underpinned by convenience, transparency and value.”

“Over the coming 10 years, there will be opportunities for brands to become well-being partners with customers,” she said. “While the mass market and ‘one-size-fits-all’ approach will still have value, we will see further adoption of bespoke solutions. Clean air and water will become selling points, while conscious movement and mindful exercise will become as important as physical fitness.”

Another future trend to look out for in women’s wellness is a heavier focus toward skin care and internal health, not so much about makeup. According to Easton at Chiavaye, with many shoppers stuck at home, there’s been an uptick in skin care routines and at-home spa experiences.

At the end of the day, women are busy and keeping optimal health head to toe (and in all the spaces in-between) is paramount to success and confidence.

“Convenience and personal control are the core themes connecting these trends in 2020,” said Gina Westbrook, director of consumer trends at Euromonitor International. “Consumers are putting themselves first as they look for ways to simplify their lives.”