No Beating Around The Bush: The Rise Of Vagiceuticals & Intimate Care

Forbes

3 days ago

close up woman and healthy womb concept getty
Gone are the days when Summer's Eve was the default for what was once narrowly defined as 'women's intimate care'—and thank goodness. Today, a new generation of brands are reshaping the conversation, where skincare science merges with women's intimate wellness to support the health of our most delicate areas.
From microbiome-friendly cleansers to hydrating serums, a growing array of products is addressing the specific needs of women. But this shift goes beyond beauty. It's about honoring holistic well-being, embracing our bodies without shame, and empowering us to feel confident at every stage of life.
As more women open up about the hormonal fluctuations that shape nearly every phase of our lives, intimate care is becoming a meaningful part of both the wellness conversation and our daily routines. According to Global Market Insights , the women's intimate care market was valued at $40.3 billion in 2023 and is projected to reach $59.8 billion by 2032.
'From Halle Berry and Naomi Watts (who I interviewed about a year ago) opening up about their menopause journeys to Olivia Munn raising critical awareness around early breast cancer detection, and Halsey and Amy Schumer candidly sharing their struggles with endometriosis, a growing number of high-profile women are helping to destigmatize taboo health topics,' says Dr. Roxanne Pero, OBGYN and Medical Advisory Board member for O Positiv Health over email. 'Their vulnerability is empowering others to speak up—and it's making a difference.' She adds that in her own practice, more women are reporting symptoms like shifts in body odor or intermittent vaginal itching. 'It validates just how powerful it is when women realize they're not alone.'
Hygiene Hero Courtesy of Hygiene Hero
Michelle Yeh, founder of Hygiene Hero, was one of the first to bring science-backed, menopause-focused products into the intimate care space in 2022. 'The brand is rooted in science, sensuality, and self-love. We create clean, effective, and elegant solutions for concerns often ignored by mainstream beauty and health industries,' she explains.
With over 30 years in the beauty world, it was her own menopause journey that exposed the glaring lack of intimate wellness solutions. 'Most products were made for men's convenience, masked with synthetic fragrances, or loaded with chemical-based ingredients that compromised long-term health,' says Yeh. 'That's when I realized women deserve better. Intimacy doesn't have an expiration date.' Menopause Meets Microbiome: Inside Hygiene Hero's Approach
Hygiene Hero debuted with microbiome-balancing vulva care products formulated to address hyperpigmentation, ingrown hairs, irritation, and age-related skin changes. In 2023, Yeh launched a first-of-its-kind product designed for labial skin dryness and discomfort—with ingredients that also enhance desire. 'This is how our VipStick Serum , our self-proclaimed world's first skin-nourishing pleasure primer for your 'lower lips,' came about,' says Yeh.
I've been loving the products I've tried from Hygiene Hero—especially the Private Bars and Perfect Pause VV Oil, a moisturizer-lubricant hybrid designed for women in menopause. What Are Vagiceuticals—And Why Women Need Them Now
Plum Courtesy of Plum
Another innovator in the space is Plum , which launched in 2025 with two pharmacist-developed formulations dryness in a serum and a spray to address vaginal—what co-founder Lisa Krady coined 'vagiceuticals,' a term she tells me over a call she decided not to trademark to keep the category open for others to provide solutions.
'Over 50% of women will experience vaginal dryness at some point in their lives. That's a lot of women who weren't being offered solutions that spoke to them,' Krady explains. 'We wanted the opposite of the outdated, clinical products women felt they had to hide in a drawer—so we created vulvovaginal care that's both clinically proven and shelf-worthy.' 'Skincare for the Vulva Deserves Clinical Rigor'
Vagiceuticals, she explains, are science-backed, hormone-free products designed specifically for vulvovaginal skin. 'Before Plum, options were either mild, but ineffective long-term or relied on strong hormonal ingredients suitable only for severe cases,' says Krady. 'We saw an opportunity to offer something safe, effective, and empowering.'
Clinical testing, she adds, is non-negotiable. 'Skincare for the vulva requires a different level of care. It must be evidence-based, thoroughly tested, and guided by real expertise. Our team includes experienced pharmacists and a medical advisory board specializing in women's health. This is a category that demands intention and clinical rigor.'
Vaginal dryness and itching are about as fun as it sounds, and it can be intense. It's also pretty embarrassing to have to explain. Plum's patented-peptide based formulas have been saviors and offer fast relief. I particularly like the preventative protection the products provide with consistent use. The Vagina Is Self-Cleaning—So What Should We Use?
Clue Medical expert Dr. Marcella Israel, OB/GYN, echoes the need for caution. 'The vagina is a self-cleaning organ with a delicately balanced ecosystem. In most cases, inserting products—even water—can disrupt that balance and cause irritation or infection,' she shares over email. Instead, she encourages focusing on education around vulvovaginal anatomy and function. 'I always advise patients to avoid irritants like scented soaps, harsh detergents, and unnecessary additives.' The First-Ever Serum for Breast Skin
Savior Beauty Courtesy of Savior Beauty
Intimate care is also expanding beyond the vulva. Carla Guerra, former executive at La Mer and Dior, launched SAVIOR Beauty in 2024 to address the often-overlooked skin of the breasts. Inspired by her breast cancer journey, Guerra created the first serum formulated specifically for this delicate area.
'SAVIOR isn't about firming, lifting, or making the breasts larger,' she shares with me on a call. 'This product is patent pending, clinically proven, and dermatologist-tested to treat the unique needs of breast skin.' 'The Beauty Industry Has Ignored This Area for Too Long'
According to Guerra, the breast is one of the most dynamic and sensitive parts of a woman's body—affected by everything from hormonal changes to clothing friction and life stages like PMS, pregnancy, and menopause. She explains, 'With fewer oil glands and a weaker barrier, the skin is more prone to dryness, irritation, and long-term damage—yet it's largely been ignored by the beauty industry.'
SAVIOR's clinical testing included 30 women over 35, half of whom had undergone some type of breast surgery. 'The results were exceptional,' says Guerra. 'Participants reported improved texture, reduced redness, and stronger skin barrier function within two weeks.' Additional benefits included microbiome restoration and protection against environmental stressors.
I love this serum. It sinks right into the skin and provides a great base for makeup to cover sun damage on my decollete. I also give the brand bonus points for the glass bottle being stunningly beautiful—one that made coveted real estate space on my bathroom counter. Natural Support for Hormonal Wellness
The Way Apothecary Courtesy of The Way Apothecary
The Way Apothecary, founded by Francoise Decatrel in 2024, takes a holistic approach to personal care, offering aromatherapy-based bath and body products that support hormonal balance, emotional well-being, and nervous system regulation. 'The Way Apothecary is a sanctuary for the modern woman in midlife,' says Decatrel. 'But the brand is also deeply rooted in content—supporting women through lifestyle, not just products. On the site, there are sections that go into mind, body, and spirit with journal entries, meditations, and soon, some classes too. There's also the podcast, The Way Home to Yourself.' Supporting Midlife with Ritual, Not Resistance
The brand's Women's Circle collection includes shower gels and body oils in three formulations tailored to different stages of midlife. 'These phases begin as early as our late 30s and unfold through perimenopause and beyond,' Decatrel explains. 'Each formula supports shifting needs—skin, hormones, mood—while offering deeper nourishment through ritual.'
Her inspiration came from personal experience. 'I dealt with reactive skin, anxiety, and a deep shift in how I felt physically and emotionally—symptoms I later recognized as perimenopause,' she says. As a clinical aromatherapist, she began formulating products to support rather than suppress these changes. 'It was transformative.'
Decatrel's goal: a natural alternative to HRT. 'Essential oils interact with the limbic system through the olfactory pathway, influencing mood, memory, and stress response,' she says. 'Some also support hormonal balance by regulating estrogen, modulating cortisol, or easing progesterone-related symptoms.'
I have been using the body oil regularly and found great relief to my intense and chronic mastitis almost immediately upon application, which has truly been a godsend for me. I also find the fragrance of the oils both uplifting and calming. Real Solutions for Real Bodies
These are just a few of the brands leading the way with innovative, thoughtful solutions—and this is only the beginning. As someone navigating perimenopause, it's deeply encouraging to see more science-backed options addressing the personal, often-taboo challenges women face.
I've used many of the products mentioned here, and they've truly changed how I care for my body. I now enjoy the ritual of tending to areas I once felt conflicted about. It feels good to celebrate them—not hide them—as essential parts of who I am.