life-changing and many times life-interrupting stages ,” says Ridgeway . She adds :
Five frequently-seen concerns in aging women include : 1 urinary incontinence ( leakage of urine ) 2 pelvic organ prolapse ( bulging toward the opening of the vagina ) 3 painful sex ( often related to vaginal dryness ) 4 vulvar skin irritation ( the skin on the outside of the opening to the vagina ) 5 fecal incontinence “ With the conversation surrounding these issues moving out of the doctor ’ s office and into the public arena with social media , women are becoming more aware and focused on anti-aging products , services and solutions for the whole body , not just the face .”
Like the skin on our face , many of these intimate skin issues relate to estrogen , or the lack thereof , as production in the body slows as women age . This is the hormone needed for collagen production , which keeps skin elastic and healthy . Studies show that women ’ s skin loses close to 30 percent of its collagen in the first five years of menopause , in their late 40s to early 50s . This causes skin on the outside of the vulva and the vaginal walls on the inside to get thinner and drier , causing pain and discomfort , which can also compromise confidence .
The Intimate Care Market is Growing According to Cosmetics and Toiletries ,“ Female intimate care is having a moment . While it ’ s not a new segment , it has been reinvented and follows the emergence of trends for other soft-spoken areas such as sexual wellness , period care and menopause . It is a natural extension of selfcare , holistic beauty and health — and it ’ s enlightened by changing consumer attitudes and body positivity , among other factors .”
The women ’ s intimate care products market was estimated to be valued at US $ 28.88 billion in 2023 and is expected to reach $ 43 billion by 2033 , according to Future Market Insights . The adoption of women ’ s intimate care products is likely to advance at a compound annual growth rate of four percent during this period . Women ’ s intimate care products currently account for around 19 percent of the global skincare market . Consumer demand for organic and natural products is also surging as people become more aware of the dangers of chemicals used in women ’ s hygiene products .
What Women Are Looking For In a recent survey by market researcher Mintel , more than 1,000 women aged 18 and older were asked , “ Excluding price , what factors are most important to you when choosing a nonprescription health / wellness product ?” l l l
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52 percent said easy / convenient to use 43 percent said recommended by a medical professional 28 percent said made with natural / organic materials and ingredients 25 percent said free from certain ingredients 9 percent said brand owned / founded by women
50 percent of U . S . skincare consumers believe the most important skincare product claim is that it is proven to be effective .
These results are no surprise to Susan Goldsberry , co-founder and CEO of Ina Labs .“ I ’ ve had the privilege of formulating products for some of the largest cosmetic conglomerates , the most popular indie brands and the most trusted medical companies , yet I was surprised to find the lack of innovation , aesthetics and clean product formulas available within the women ’ s intimate health care space ,” says Goldsberry .“ For decades , this category has been dominated by medicinal brands . Today , the intimate skincare category is evolving , moving closer to the higher standards of beauty with elevated formulas , unique ingredients and innovation previously only offered in facial care .”
Intimate Care is the New Facial Care What does all of this mean for spas ? Mintel recommends treating the intimate skin area like facial skin . The intimate
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