Intimate Hygiene and Care Concept

Market Drivers & Consumer Needs

Market Dynamics

  • Increasingly open and active communication in ads, media, by celebrities, indie brands.
  • “Self-Care” & “Whole Body Beauty” are on the rise.
  • Intimate Care becomes an essential part of body care for all genders and all ages, contributing to a positive self image, good body feeling and overall well-being.


  • Growing consumer awareness and interest to use innovative intimate products.
  • Modern intimate care routines go beyond simple “wash”, they comprise a broad product variety to comfort the body in intimate areas and keep it healthy.
  • Personalization and tailor-made products are on the rise.

Formats & Ingredients

  • Consumers seek for convenient, easy to apply product formats and modern, pleasant textures.
  • Increasing awareness for carefully selected, and natural-based ingredients in Personal Care - just good enough, for the most sensitive body areas.


Intimate Cleansing

Daily gentle cleansing is an important aspect of intimate hygiene and overall intimate health.
Due to the specific environment of the intimate area, special care needs to be taken. 

  • The intimate area is more prone to irritation and/or contact dermatitis
    Take care to avoid contact with irritants. 
    Harsh soaps can irritate the skin and mucous membranes, therefore wash with gentle cleansers. 
    Wash only the external area. 
    Do not over-wash the area (once daily often suffices). 
  • The specific (acidic) pH of the intimate area is important to control the micromilieu and microorganisms
    Avoid classical bar soaps and bubble baths, which can upset the pH as they have a more alkaline pH.
    Use mild cleansers with a pH tailored to the intimate area (pH 4.2 to 5).
  • Use any perfumed products sparingly, and/or use fragrances that are explicitly shown to be suitable.

Source: Chen et al 2017;

The Intimate Hygiene & Care Concept “Fresh, Safe & Well-Cared For”