Intimate beauty trends

Intimate beauty trends

Before the coronavirus, our lives went a thousand miles an hour and many times we did not have time to pay attention to small details. The pandemic taught us that we must dedicate more time to our personal care and precisely the category of intimate beauty is one of those that has grown the most in times of quarantine and pandemic. Now we have more time for intimate care and cleaning to be more detailed, more conscious and with the importance that the area deserves.

This category represents a great innovation opportunity for the cosmetics industry and the figures prove it. Projections indicate that the global market for feminine intimate care has a projected CAGR of 4% between 2020 and 2030 and will exceed $37 billion in 2030. Some women say that men can be a bit sloppy on this topic. However, the men’s intimate care market also represents a huge market opportunity and is projected to be worth $217 billion (including shaving and deodorant products), with a CAGR of 9.5% to 2030. Next, we will see some of the trends that are on the rise.

Intimate green: In the market we see a great focus on the launch of organic and plant-based products for intimate care. For this reason, many brands that are seeking certifications from international organizations such as USDA, ICEA, Ecocert, etc. Sustainable intimate care is on the rise.

Cleantimate: Although this concept is niche, it is interesting to explore. That is why we see new proposals for shampoos for intimate hair.

Odour control: There is a great advance in new technologies that help control odours in the intimate area. Therefore, this is a benefit that is undergoing significant development in products aligned with diversity and inclusion.

Conscious menstruation: In 2022 we have seen how brands and social networks begin to talk about menstruation without complexes. The goal is to live a conscious menstruation. Now the trend is to talk about menstruation openly in all generations. Inclusion is also starting to be important in this segment. We recently saw a very interesting launch, it is Cycle by Freda, which has been designed for the care of menstruation in transgender people. Freda is a British company that fights against menstrual inequality in all its forms and believes that access to period care is a basic human right.

Prescription-based: The consumer wants to avoid buying wrong products due to ignorance. In addition, not all people use the same products, due to pH, allergies and skin type. Consumers are demanding more safety in use and that is why consultations with doctors and gynaecologists regarding the type of formulations that should be used are becoming more and more frequent. The gynecologically designed claim is on trend.

Intimate biome: This year we are seeing a boom in products that help balance the microbiome of the intimate area thanks to mechanisms provided by pre, pro and post-biotic active ingredients. We are also seeing diversity in concepts that include products for all genders.

CBD intimate: We are seeing products that help increase pleasure in intimacy formulated with CBD and aphrodisiac botanicals such as ashwagandha, shatavari, asparagus extract, ginger and ginseng among others. These formulations are designed to maintain pH and to be compatible with latex and silicones and are stated to be free of allergens and potential irritants such as glycerine, gluten, phthalates, sulphates, parabens, alcohol, artificial colours and synthetic fragrances.

Facial inspiration: There is a boom in products for the intimate area where we see a transfer of facial technology in this area. For example, intimate moisturizers that contain peptides to stimulate collagen production. Other ingredients are also trending, such as hyaluronic acid, polysaccharides and amino acids, among others.

Intimate perfumes: New perfumes for underwear that also help keep this area fresh.

Intimate Cleansing: We are seeing specialization in liquid soaps specially designed to maintain pH and control odours, intimate cleansing gels and dry genital cleansers (which do not require water to use).

Intimate fitness: This is one of the most interesting trends in which cosmetics can contribute. This is the only exercise you can’t do in the gym… Statistics indicate that 1 in 3 women suffer from pelvic floor disorders, which is responsible for bladder and bowel control and a healthy pregnancy. Strong pelvic floor muscles are absolutely crucial for intimate wellness. The pelvic floor is in trend and on the net we see tutorials and products designed for its maintenance.

Hydrating Body Wipes: Wet wipes that help moisturize and eliminate odour and can be used after exercise, before intimacy or to freshen up.

Let’s remember that there are powerful insights that can inspire innovation in cosmetics. Recently, a friend told me that: “Intimate beauty should be the same as for your face, because your vagina is your other face! You have to take care of it to keep it firm, hydrated and soft. In addition, it must always smell good… They are the two faces of a woman”.

We are definitely facing a new trend. Care culture is the new black!

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John Jiménez is a pharmacist from National University of Colombia with a master's in sustainable development and specialization studies in marketing, cosmetic science and neuromarketing. He has 30 publications in scientific journals and a book chapter in cosmetic formulation. He has been the recipient of the Maison G. de Navarre Prize (IFSCC USA 2004), Henry Maso Award (IFSCC USA 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He also has been a speaker at various international conferences in Europe and Latin America. Since 2019, he has written a trends column for In-Cosmetics connect, Since 2013 a trends column for Cosmetics & Toiletries Brazil and since 2020, a column on neuromarketing for Eurocosmetics. He also has authored and co-authored articles and served on the Scientific Advisory Board for Cosmetics & Toiletries magazine. Jiménez additionally served as president of Accytec Bogotá (2017-2019). He joined Belcorp in 2005 and currently is Senior Researcher for skin care, suncare and personal care categories. Before joining Belcorp, he worked in Laboratorios Esko, Whitehall AH Robins and Fresenius Medical Care in Colombia.

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