Female sexual health and wellness has been a source of uncertainty and fear among women because the subject has historically been considered taboo and is often shrouded in misinformation. VFiles conducted a survey in 2023 asking 1,550 females ages 18 to 35 questions related to attitudes and feelings towards vaginal health, sexual wellness, and early intimate experiences. The research revealed that 56% of women worry that their vagina carries a bad odor and 49% said they worry about this during sex. Furthermore, 50% were unaware that their vaginas have a microbiome, and 25% of Gen Z did not know which products they should use to care for their intimate areas on a regular basis. With brands increasingly looking to break down taboos and identifying femcare as a market with space to create and explore, the global feminine hygiene market is set to grow dramatically over the coming decade, and by the end of 2031 is expected to hold a value of $127.6 billion.
To celebrate the brands that champion science-based vaginal health and wellness, BeautyMatter has put together a roundup of the brands paving the way in the femcare category.
LaMaria
Dr. Manuela Maria Vazquez worked as an OB/GYN when she was inspired to create LaMaria. Vazquez was underwhelmed by the products available for patients with vaginal dryness, so she decided to create a wellness line that provides clean and effective nourishment with natural ingredients. LaMaria’s demographic focuses on women over 30, the age at which estrogen production starts winding down.
Since hitting the market in 2021, the brand has released two products. Its hero product, the Carioca Feminine Moisturizer ($75), utilizes a powerful blend of phytoestrogens―estrogen-mimicking plant nutrient compounds scientifically shown to stimulate collagen―as well as hyaluronic acid, and elastin production for healthy, hydrated skin. The Mineira Phytoestrogen-Infused Face Moisturizer ($158) utilizes the same blend of ingredients to create the same effects as the feminine moisturizer but for the face. LaMaria taps into not only the femcare category, but also the growing postmenopausal consumer base, as it’s estimated 1.1 billion women will be postmenopausal by 2025.
Momotaro Apotheca
Coming into its sixth year of operations, Momotaro Apotheca is a certified organic and cruelty-free vulvovaginal care line that produces proactive plant-based products to address symptoms stemming from infection and general irritation without interfering with pH balance, hormones, and pheromones. Co-founder Lindsay Wynn went into the intimate care category with her partner Taylor Samuelsen when Wynn started struggling with recurrent bouts of bacterial vaginosis (BV) and yeast infections.
The couple worked on a salve for eight months to banish Wynn’s symptoms once and for all, which resulted in the creation of the Momotaro Apotheca Salve ($37). The salve is designed to replenish moisture and protect the skin from sex-, exercise-, or clothing-induced irritation; it contains natural anti-inflammatories, such as calendula and goldenseal, which comfort symptoms of yeast and bacterial infections. Regular use helps to balance the body’s pH and support its natural self-healing abilities.
The brand offers a range of prescription-free solutions to common vulvovaginal issues, like The Suppository ($30), a 100% plant-derived formulation (Oregon grape, coconut oil, calendula, and echinacea) designed to relieve symptoms of yeast infections and irritation. When launching new products, Momotaro Apotheca claims to see an 80% return customer rate. The brand aims to create a compassionate environment for those with vulvas from puberty to menopause, through its holistic approach to products and ingredients and support of philanthropic organizations such as Planned Parenthood and Leaping Bunny.
AH! YES
Founded in 2003, AH! YES is one of the long-term players in the femcare category. Founders Susi Lennox and Sarah Brooks started AH! YES after finding that lubricants and moisturizers on the market only focused on sensation without consideration for the aftermath of using them such as unpleasant stickiness, health side-effects, and unnatural textures. All the brand's formulas are designed to be side-effect-free and contain no concerning chemicals, hormones, parabens, glycerine, or known skin irritants.
Ingredients used in AH! YES products, such as AH! YES VM Vaginal Moisturizing Gel ($13) and AH! YES WB Water Based Lubricant ($13) include organic aloe vera, organic flax extract, and synergized plant-based gums—guar, locust bean, and xanthan. Sold in over 113 countries, the brand is organically certified by the Soil Association, meaning all ingredients, manufacturing, bottling, packaging, and storage meet stringent organic purity standards. AH! YES has built a strong relationship with healthcare professionals and provides products in the UK through the National Health Service (NHS).
LOLA
Founded in 2014 by Jordana Kier and Alex Friedman, LOLA is a subscription-based service for femcare products such as lubricants, tampons, cleansing wipes, and vibrators. The company has raised a total of $43.8 million in funding since its inception and $8.64 million in its most recent round in 2020.
Kier and Friedman have been advocates for the ending of the tampon tax and, for every purchase made, donate menstrual products to their partner charities: Support the Girls, Distributing Dignity, and Simply the Basics. Lola has prided itself on using high-quality, natural ingredients and materials. For example, the brand’s Cleansing Wipe Packets ($11), designed to help decrease sweat around the vulva, are made from an all-natural bamboo viscose material and contain gluconic acid. All packaging is waterproof and recyclable, while the brand’s Ultra Thin Latex Condoms ($9) are made with natural rubber latex and cornstarch powder.
Rael
Founded by three Korean American women in LA, including CEO Yanghee Paik, the brand offers a range of safe and high-performance products made with natural ingredients, like Soothing Feminine Wipes ($14.99) made with soothing hibiscus extract, moisturizing coconut extract, and nourishing mugwort extract, and Soothing Odor-Control Feminine Mist ($5.99) formulated with calming hibiscus extract, pH balancing lactobacillus ferment, and eucalyptus extract.
Paik was inspired to create Rael upon moving to the US because she found the lack of quality feminine care products to be a culture shock in comparison to the advanced technology and designs offered in South Korea. In May 2022, the brand closed a $35 million Series B funding round and announced industry veteran Lauren Consiglio, previously Senior Marketing Executive at Unilever and L’Oréal, as President. Consiglio has been tasked with strengthening Rael’s position in the market, as well as growing the company’s retail and direct-to-consumer business in the US. Rael is currently stocked at multiple online and brick-and-mortar stores such as Revolve, Target, Walmart, and Nordstrom.
Fur
Lillian Tung and Laura Schubert created Fur with the goal of taking care of pubic hair, from bushes to stubble and bikini shaving. Since the brand's 2016 inception, it has been sold in over 1,300 physical stores and online, including Sephora, Urban Outfitters, Ulta Beauty, and Goop. When it came to the design of its products, Fur strayed from stereotypically feminine packaging and took inspiration from vintage Yves Saint Laurent (YSL) perfume bottles to invoke feelings of timeless elegance and luxury.
The brand’s most popular product is the Fur Ingrown Concentrate ($32) designed to gently soothe irritation and banish bumps. The product and brand gained notoriety in 2017 when actress Emma Watson stated she used the oil “anywhere from the ends of my hair to my eyebrows to my pubic hair,” which led to Fur selling out a year’s worth of stock in three weeks. Since then, the brand has appeared on the TV show Shark Tank, striking an on-air deal with Lori Greiner. While behind closed doors the deal never closed, Fur saw a jump in sales after the episode aired. Fur is expected to see more than $20 million in revenue this year.
DeoDoc
Sisters Dr. Hedieh Asadi and Hasti Asadi, along with Professor of Obstetrics and Gynaecology, Dr. Gunvor Ekman Ordeberg, created DeoDoc with aesthetically pleasing, science-backed feminine care in mind. According to Women's Wear Daily (WWD), as of 2021, DeoDoc has done $4 million in sales, doubling year-over-year. Available in 800 online and physical stores, DeoDoc’s product range includes an array of specialist products from shaving foams to lubricant drops and bubble baths. While baths are a popular source of relaxation, bath products aren’t always designed with vaginas in mind. Instagram-worthy bath bombs contain glitters, synthetic dyes, and fragrances which are often a potential culprit of urinary tract infections (UTIs), yeast infections, and BV. In response, DeoDoc created the Gentle Bubble Bath ($35), which is 100% vegan and gynecologically and dermatologically tested. Formulated with shea butter, vitamin E, and olive oil, the bubble bath keeps skin nourished and moisturized and offers a naturally derived floral peach scent. The delicate formula creates foaming bubbles without compromising the vagina’s pH levels.
With the global feminine hygiene products market forecasted to expand at a CAGR of 6.8%, and reach a value of $52 billion by 2023 (up from $37.4 billion in 2018), it’s no longer just about serving a function but instead finding a niche or subcategory to attract consumers. Growth means more choice, and customers are now more likely to purchase products based on factors such as environmental consciousness, aesthetic attractiveness, celebrity endorsement, and much more. This rapidly expanding category has proven to be an opportunity for new businesses to grow and is likely to continue to harbor fresh voices and perspectives over the coming years.
