The subject of intimate beauty is becoming less intimate—and the market is seeing substantial increases as a result.
At one time, the topic of intimate beauty was considered taboo, and products were limited to mass retail aisles. But the U.S. market started to gain significant momentum in the last few years, and now, against the pandemic backdrop, intimate beauty products are expected to record a 13% increase in 2020, according to Kline’s soon-to-be published Intimate Beauty Care: U.S. Market Assessment and Opportunities. Encompassing bikini care, such as hair removal and ingrown hair prevention products; intimate cleansers, including washes and wipes; and intimate moisturizers, such as personal lubricants and external moisturizers for the intimate area, all product categories are forecast to influence growth.
At the heart of this fast-growing market is the wellness movement, including areas such as lifestyle, fitness, and self-care. There has been a noticeable transition of self-care products from luxury items to essential merchandise in recent years, and the wellness trend has been heightened during quarantine. This has led to notable growth of intimate beauty care products, along with items closely associated to the market like sex toys and menstrual care.
While brands have seen strong demand for their core offerings, indie players have also started to explore new categories with wellness in mind, including bath and candles as well as fast-growing beauty categories like facial skin care. Fur, known for its signature product Fur Oil, launched a bath product and a limited-edition candle in 2020. Meanwhile, Rosebud Woman recently debuted a nourishing body oil, and The Honey Pot added menstrual cups, an emerging alternative to traditional period care products, early in the year.
Kline’s Intimate Beauty Care: U.S. Market Assessment and Opportunities will be published next month. The report provides an analysis and commentary on sales of intimate beauty care products in the United States, focusing on market size and growth, key trends and developments, intimate beauty care categories, and forecasts that predict the possible impact of the COVID-19 pandemic on the U.S. intimate beauty care market.
As consumer attitudes toward sexual wellness and feminine hygiene continue to shift, creating opportunities for marketers and retailers alike, understanding the consumer mindset as it relates to intimate beauty is important for existing brands and new entrants. Interested in a consumer survey on this topic? Chat with an expert!