Formulation Concepts

Marketing Insight for formulating in your intimate zones

Embracing Intimate Care

Navigating the conversation of intimate care can be difficult, however, the movement to empower those of all genders to embrace body positivity and sexual wellness is pushing brands to reach outside their comfort zones. As we look to embrace the  growing demand for intimate care products, understanding the challenges of formulating for one of our most sensitive and cherished parts of our bodies becomes imperative when tapping into the market for intimate care.

Market Background

The growth of the Intimate Care Market is largely being propelled by the rising demand in North America, which has seen a six-fold increase in product launches between 2020 and 20231.  In the US, the Intimate Wash Market alone was valued at USD 3.25 Billion in 2022 and is projected to reach USD 6.06 Billion by 2029, with a CAGR of 9.3% during the forecast period (2023-2029)2.

Premium and specialized ingredients with added benefits can open doors to success in the intimate care market, taking it beyond the realm of basic hygiene.

The market is largely focused on sensitive skin, as the intimate region has the thinnest stratum corneum3, resulting in a weaker skin barrier and increased sensitivity to irritants, allergens, and harsh chemicals.

In addition to pH Neutral, and Botanicals, top claims4 include Dermatologist tested, hypoallergenic, additive-free, alcohol-free, and fragrance-free. Among the top claims, we also see a demand for odor-neutralizing, and anti-bacterial products  without disrupting the body's own regulation of the intimate microbiome


Bye-Bye Body Bumps Mask-to-Scrub

Introducing our soothing and balancing body mask-to-scrub, specially formulated to tackle ingrown hairs and razor bumps. Infused with Phytosphingosine, it improves the appearance of red, inflamed, and blemished skin, while ROVISOME® Sensitive NG, with the natural power of calendula and licorice root extract, soothes sensitive areas of the body. Our NaTrue certified micro-granular silica provides gentle exfoliation, leaving you with smooth and radiant skin. This product is also equipped with natural and mild preservatives, dermofeel® PA-12 and dermosoft® 7GA MB, to protect against bacterial growth and extend shelf life. Say bye-bye to body bumps and hello to healthy smooth skin with our body mask-to-scrub.


Love Bubbles Foaming Wash

Our ultra-hydrating foaming wash is a gentle solution for cleansing sensitive areas of the body. The light and airy cloud-like foam is formulated with minimal ingredients to promote gentleness while removing impurities. Formulated with HyaCare®, a skin-identical hyaluronic acid, it deeply hydrates and improves skin elasticity. LACTIL® provides a blend of humectants in an aqueous solution, adapting to the natural moisturizing factor (NMF) of human skin. TEGO® Betain 810 MB is a mild cleanser that effectively removes impurities without stripping the skin of its natural oils. Our foaming wash also uses dermofeel® PA-12 to support foaming activity and Verstatil® BL non GMO for natural preservation. Experience gentle and sensational cleansing with our ultra-hydrating, foaming wash.


Tender Moments Micellar Spray

Our light and easy-to-use micellar spray is perfect for cleansing intimate areas of the body. Formulated with SOPHANCE® LA-A, a mild cleanser that is gentle even on mucus membranes, and TEGO® Natural Betaine, it effectively removes impurities without causing any irritation or dryness. Verstatil® BL non GMO is used for natural preservation, while sustainable cosmetic actives help support the skin's natural barrier. This micellar spray is perfect for on-the-go cleansing and can be used on all skin types. 


Barrier Babe Intimate Skin Serum

Our Intimate Serum is a nourishing formula that absorbs quickly, leaving skin conditioned, yet dry to the touch. Infused with SPHINOX® Immulance, it strengthens the skin's immune barrier, while enzymatic emollients and ECOHANCE® CARE PS3 provide a sustainable and caring sensory experience. For added protection, dermosoft® 7GA MB offers full-spectrum antimicrobial properties. Kiss irritation goodbye!


Pure Bliss Booty Lift Cream

Our booty lift cream is formulated with high-quality ingredients that work together to provide a lifted and firmer bum. It includes dermofeel® Toco 70 non GMO and Verstatil® SL non GMO for natural preservation. Additionally, it contains dermofeel ® viscolid MB and our enzymatic emollients for a blissful silky texture. With TEGO® Pep UP and SPHINOX® Lift peptides to stimulate collagen production, and HyaCare® to hydrate and reduce inflammation, this powerful formulation helps to plump and reduce the appearance of uneven texture, giving you the confidence to sway your hips all day long. 


1Mintel GNPD, 2020-2023
2Maximize Market Research. (2021). Intimate Wash Care Products Market: Global Industry Analysis and Forecast 2020-2029.
3Baki, Gabriella. Introduction to Cosmetic Formulation and Technology, Second Edition. John Wiley & Sons, Inc., 2023
4Mintel GNPD, 2018-2023, Global