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The “down there care” market—the crossroads of feminine hygiene, sexual wellness, and intimate care—is booming. The global feminine hygiene and sexual well-being markets are fast-growing categories, estimated at $28-30 billion in 2020 and projected to expand at a 5% CAGR to reach $38-40 billion by 2025, according to hygiene, health, and nutrition brand Reckitt.
The demand is there. Plus, research analyzing internal sales and Google trends data showed a 783% rise in demand for “female wellness” and a 176% increase in revenue, highlighting a clear shift in buyer behavior.
But here’s the catch: some of this growth is rooted in outdated ideas and harmful myths.
Some supplements and pelvic floor trainers are genuinely helpful. But we’ve also seen products like vaginal washes claiming to "fix" what doesn't need fixing, or TikTok trends like yoni pearls and vaginal steaming that make gynecologists cringe.
So, the question isn’t just how to tap into this rapidly expanding category but how to do so authentically and responsibly. In a marketplace full of pink packaging and surface-level empowerment, a real connection with consumers demands more than buzzwords and pretty labels. As a women-owned business with a female-led team, we know this firsthand. It’s not just good business—it’s personal.
In this guide, we’ll explore how CPG brands can navigate this sensitive space with integrity, busting myths while honing in on a niche that speaks to today’s informed consumers.
Feminine hygiene and sexual wellness are not entirely new categories, but how we—especially women—think about them has changed dramatically. Before, you might find some pH-balanced lubricant next to the condoms or personal cleansing wipes for post-sex clean-up in the tampon aisle. But this new cohort of products spans skincare, body wash, wipes, and everything in between.
Education on how or when to use your brand is vital because it might not be intuitive to everyone.
Products like Rael’s Gentle Foaming Feminine Wash didn’t exist 10 years ago. And those that do find it familiar might confuse it with a vaginal douche—a big no-no by today’s women’s health guidelines.
A Reckitt study found that while 76% of respondents believe they understand intimate care, over half are unaware that the vagina has a microbiome, indicating a gap in their knowledge. Aligning with medical professionals who can explain the difference between hygiene and harmful practices can help bridge that gap and immediately set your brand apart. Plus, these experts add a layer of trust for those concerned about their health.
Similar to the skincare category, market research firm Mintel notes consumers are increasingly health-conscious and taking a more holistic approach to their well-being. This shift is particularly pronounced among Gen Z, who are more inclined to choose cruelty-free and vegan products, as well as those with natural, non-toxic ingredients, compared to their older counterparts. For this generation especially, synthetic fragrances and chemical additives are seen as red flags because of potential health impacts and concerns over environmental sustainability.
Products that incorporate prebiotics and probiotics to support the vaginal microbiome are gaining traction—similar to the rise of microbiome-friendly skincare.
We’ve seen this lately with brands like Medicine Mama go hard on messaging about vulva care rather than vaginal cleansing. Their vulva balm, designed to relieve “dryness and irritation brought on by (peri)menopause, postpartum, sexual activity, and grooming,” is clear about when to use it. And their founder Dr. Clare Bertucio is front and center of their marketing materials—including other board-certified OBGYNs–to provide science-driven information and push back against misconceptions.
Doctor-founded or endorsed brands have a strong advantage in intimate care, similar to skincare. These endorsements build trust and help consumers feel confident they’re making safer choices. Medicine Mama’s doctor-formulated products fit this trend, offering the expertise and transparency shoppers want.
Odor is a common experience, yet nearly one-third of those surveyed report feeling embarrassed by it. And that’s just one of the many topics. Vaginal dryness, postpartum incontinence, and (hello!) periods are all normal, and yet we have aisles of products designed to hide it as much as possible.
Doctors are concerned that fears about vaginal odor being unclean are often passed down from older generations and are now spreading on social media and blogs. A 2002 study found that Black women are more likely to use douches (58.5%) compared to Hispanic women (35.6%) and white women (26.6%).
This presents a crucial opportunity for “down there” brands to step up and promote body confidence. By normalizing healthy, natural processes, brands can shift the conversation from shame to self-care.
Remember how skincare brands made acne less of a big deal? We can do the same thing here.
Brands like Megababe have set a great example by tackling traditionally taboo topics—such as sweat, odor, hygiene, and intimate care—with empowering and inclusive language. Rather than tiptoeing around these subjects or implying shame, they embrace them head-on, encouraging their customers to use their pH-balanced Bidet Bar “in the back, front or both—that’s up to you—to feel more confident, clean and comfortable!”
Note that it’s not about masking or changing whatever you have going on below the belt. It’s about feeling fab in your own skin.
The intimate care market is no longer limited to products for fertility and pregnancy. Today’s consumers are looking for solutions that address their unique needs at every life stage, from puberty to menopause and beyond.
After all, the UK publication Professional Beauty reported that menopause products also saw high growth, with a 69% increase in perimenopause products year-on-year in 2023 and 73% for menopausal capsules (supplements).
Part of the opportunity here is thinking about multifunctional uses for products. While some have a specific use case, like a UTI support supplement, others can easily blur outside their intended use—and that’s a good thing!
Take internet darling Luna Daily, another doctor-founded feminine care brand. Their Hydrating Everywhere Spray-To-Wipe can be used with toilet paper as an eco-friendly alternative to cleansing wipes (think post-intimacy, bathroom clean-up, or during menstruation). When chilled, it helps with hot flashes and night sweats while hydrating the skin. They also offer a product with aloe and calendula that helps relieve swelling, pain, bruising, and inflammation after delivery.
Expanding product lines to include postpartum and menopause care shows your commitment to supporting women throughout all stages of life. It also opens up opportunities to feature diverse body types and ages in your marketing, highlighting your brand’s versatility and adaptability.
To truly connect with your audience in the feminine care market, you must develop content that resonates on a personal level.
We suggest looking at platforms like Reddit and TikTok to understand people’s questions and concerns. With over 20% of Americans using TikTok for health advice before seeing a doctor, it’s a valuable source for hearing directly from potential consumers.
Pay attention to the content creators are making—whether it’s funny, informative, or based on real-life examples. This can provide valuable insights for shaping your own content strategy. Blog posts, infographics, and videos with experts can explain the benefits of your products and demystify how to use them.
Regardless of the approach, your messaging should always promote empowerment and body positivity, steering clear language that suggests inadequacy or shame. From our experience, whether discussing mammograms or creating award-winning medical aesthetics campaigns, we’ve found that women respond better to positive, supportive messages. Focus on helping them embrace their best selves with your product as a helpful ally.
To build trust and credibility, seek support from medical professionals. If your brand doesn’t have an MD founder, aim for official endorsements from gynecologists or dermatologists. Another route is to explore brand ambassadors or key opinion leaders, like nurses, physicians, or health educators, with prominent social media followings. Make sure to prioritize individuals known for sharing accurate health information.
By emphasizing transparency in your messaging and maintaining a supportive tone, you’ll build trust and foster a genuine connection with your consumers, encouraging them to view your brand as a trusted partner in their intimate care journey.
As the “down there care” market continues to evolve, successful brands will need to prioritize education, inclusivity, and responsible marketing.
The future of this category lies in destigmatizing intimate health, promoting body positivity, and addressing the diverse needs of consumers across all life stages. Since myths and misconceptions about genitalia persist, leveraging expert endorsements is essential to offering advice that truly supports women’s health and well-being. The brands that will thrive in this space can balance innovation with integrity.
Ultimately, the future of marketing in this category will be about creating a dialogue that normalizes intimate care as an essential part of our health, paving the way for more open, informed, and positive conversations about women’s bodies.
