Trend Digest: Intimate Care

CATEGORY / Beauty & Wellness TAGS / intimate care, trend alert, trend digest Fractals LAB / Jolie DATE / August 6, 2020

Trend Definition:

Innovative products aimed to improve intimate well-being and sexual pleasure in women.

Trend History:

Brands and products are tapping into this new profitable market, driven by XZ consumers. 
 Strictly connected with the return on ancient rituals, ancestors’ connection and sacred femenine, femcare is now a thing in beauty, with issues that goes from ecologycal impact evaluation to body positivity. 

Conscious women in their 40 are tired of being ignored by beauty brands and have risen up the quest for a more diverse representation of women of all ages in the beauty commercials and product offers. Femcare is very related to the concept of well-ageing and since people are developing a more natural attitude about the ageing theme, we expect the trend will grow in the next years.

At the same time, driven by neofeminist advocates like Emma Watson, people have started to embrace the no wax trend, and the demand for grooming oils for pubic hair is gaining importance towards the years. 

At the same time, with the spread of Vaginal Coaches and Kegel’s gym practices, Gen Z are already conscious about their intimacy, and a full series of skincare products linked to pleasure have already entered the market.

Trend Evidences:

Rosebud  is a brand that offer products and information to support all of the cycles in a woman’s life: her lifecycle, her sexual cycle, her reproductive cycle, her seasonal cycle. The brand calls itself a “vehicle for respect for the feminine in the world.”

Since its foundation in 2014, Foria continues to lead as the most trusted voice at the intersection of CBD infused products and female sexual health and wellness. They offer wellness elixirs, aromatic vaporizer, feminine suppositories, and intimate massage oil, targeting different concerns (menstrual pain relief) or specific needs (sexual enhancement) and are conceived for every stage of a woman’s life.

Korean brand Two Lips promotes luxury Vulva care products and rituals with a complete line of dedicated skincare, masks included. The “ME TIME” one includes a Vulva mask, Hydrating and Brightening serum and a Blemish Cream.

Zennial brand Queen V has created an easy- to-follow three-step process to maintaining, healing and enjoying the Vagina, with a genZ fresh look and feel.

The Honey Pot  offers a complete line of feminine care system that cleanses, protects, and balances the vagina. The founder Bea says she started the business because she was suffering from bacterial vaginosis for months and couldn’t get relief. Products are herbal based and with 100% DIY feeling.

Lady Suite was specifically designed to give intimate skin some much-needed love. Their products were created to treat a number of issues, from razor burns to ingrown hairs to dryness, and bring quality, non-toxic skincare to women’s bikini area.


Founded by Lo Bosworth and backed by medical experts, Love Wellness products provide another  great option for those looking for natural intimate care products. Plus, they characterize for a fresh, colorful packaging that makes you want to share them on Instagram! 

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