skincare “ category is evolving beyond hygiene as consumers ’ expectations are becoming more complex . Add facial care inspired benefits such as brightening , anti-aging , firming and hydrating to the intimate area to add value and differentiation .”
Spas , salons , aestheticians and medical professionals alike are adding intimate skincare products and services to their offerings to meet this growing interest and demand , and to increase revenue . Many are expanding their retail product selections to include clean products formulated specifically for intimate skin and clinically tested to prove safety and efficacy . Services are expanding to include vulva facials ( vajacials ) and skin lightening treatments , and shaving and wax services are being updated to include intimate skin specific products in the treatment steps .
Just like the skin on your face and body , intimate vulvar skin ( outer genitalia ) has special needs . And because intimate skin is sensitive , it needs products that are formulated specifically for this delicate area and skin type . Proper pH is also important . The natural pH of the vagina ( internal ) and surrounding vulvar skin is slightly acidic , between 3.5 and 4.5 pH . Products that are not pH-appropriate can disrupt this delicate balance and cause discomfort and irritation . Fragrance can also cause irritation . Intimate skin requires gentle cleansing and moisturizing to keep it clean , hydrated and supple ; oils to nourish , repair and lock in moisture ; and treatment products when issues arise , such as vulvar skin dryness that can lead to painful sex and irritation , or to prevent irritation from excess moisture or repetitive movement .
Educate to Gain Loyalty Mintel also identified the need for “ better education efforts related to women ’ s health , before , during and after major life events , pointing to the opportunity to gain a following ( or loyal clients ) through guidance .” Normalizing
“ Spas , salons , estheticians and medical professionals alike are adding intimate skincare products and services to their offerings to meet this growing interest and demand , and to increase revenue .”
48 PULSE n JUNE 2024