Women Intimate Care Market Size, Share and Analysis by Type (Intimate Wash, Intimate Wipes, Soaps, Creams, Powder, and Others [Gel, and Moisturizer]), by Distribution Channel (Online and Offline Store [Supermarket/Hypermarket, Pharmacies, Retail Stores, and Others]), and Regional Forecast, 2024-2032

Good intimate hygiene is important for maintaining both physical and mental health as poor intimate hygiene creates an ideal environment for germs to grow, leaving the body vulnerable to diseases. Intimate care products such as washes, wipes, and creams help balance the vaginal pH level, prevent itchiness & bacterial infection in the intimate area, and grow good bacteria such as lactobacillus. The rising consumer awareness and preference for sanitary products are increasing the demand for intimate care products worldwide.

Social media is contributing to a positive change in consumers’ lives as individuals are increasingly involved in a progressive conversation regarding periods, women’s hygiene products, and women’s health. Furthermore, increasing instances of intimate hygiene campaigns, product premiumization, rising consumer expenditure capacities, and increasing urbanization are the other prominent factors that are driving the growth of the intimate care market.  

Impact of COVID-19 on Global Women Intimate Care Market

There is a notable shift in demand globally towards hygiene, and intimate care products since the beginning of the COVID-19 pandemic. The COVID-19 pandemic has affected economies and industries in several countries due to lockdowns, travel restrictions, and business closures. One positive aspect amid in pandemic is that consumers are increasingly emphasizing their health and hygiene. Furthermore, women are becoming more aware and familiar with menstrual hygiene and the numerous products available in the market to meet their basic needs. With the ongoing COVID-19 crisis, a sizable number of users are unwilling to compromise their health and hygiene and are willing to spend more on personal hygiene products they value. Additionally, consumers have been stockpiling hygiene products due to the fear of product shortage and a weak supply chain since the pandemic.

Key Insights

The report will cover the following key insights:

• Overall market of global women intimate care market


• Factors that will assist global women intimate care market growth in coming years.


• Comprehensive information on the factors that will affect the growth of global women intimate care market vendors.


• Impact of COVID-19 on global women intimate care market.


• Recent Trends & Development of global women intimate care.


• Comprehensive analysis of the global women intimate care market segments based on product type, distribution channel, and region.

Regional Analysis

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North America holds the largest market share in the global intimate care market. Individuals in North America are becoming more aware of infections in intimate areas and related issues, such as itching, irritation, and bacterial vaginosis. This factor is contributing to the demand for various products such as tampons, sprays, and internal cleaners across North American markets. Moreover, the rising number of working women in the U.S. and Canada is encouraging brands to spread awareness regarding personal hygiene in North America.

Key players covered

Market participants have been introducing new products as they are realizing that the pandemic is making consumers more aware of the importance of maintaining hygiene. The companies are reshaping their health, intimate, hygiene, and personal care products to meet a diverse range of consumer needs. Numerous companies are focusing on acquisition to expand their businesses into new markets. In March 2020, Hindustan Unilever Ltd (HUL), an Indian subsidiary of Unilever, a UK-based consumer goods company, acquired VWash, a female intimate hygiene brand owned by Glenmark Pharmaceuticals Ltd), an Indian pharmaceutical company.

List of key players

• Glenmark Pharmaceuticals (Mumbai, India)


• Midas Care Pharmaceuticals Pvt. Ltd (Mumbai, India)


• Sanofi (France, Europe)


• C.B. Fleet Company, Inc. (Virginia, United States)


• Namyaa Skincare (Delhi, India)


• Masmi (London, United Kingdom)


• Procter & Gamble (Ohio, United States)


• The Himalaya Drug Company (Bengaluru, India)


• Unicharm (Tokyo, Japan)


• Emilia Personal Care (Georgia, United States)

Women’s Intimate Care Market Segments Analysis

By Product Type

The intimate wash segment accounts for the largest market share in the global intimate care market. Intimate washes help in maintaining optimum pH levels and avoiding vaginal discomfort. Regular use of intimate wash helps in preventing irritation/itching, dryness, infection, and unpleasant odor around the intimate area and helps remove a range of viruses and infections. Furthermore, intimate wash can be used during pregnancy, and periods and does not harm in any way. On the contrary, soaps/gels disrupt the pH balance of intimate areas as they contain chemicals such as glycerol, added perfumes which can cause harmful bacterial infection.  

By Distribution Channel

The offline segment holds the largest market share in the global women's intimate care industry. The availability of a wide range of products on display at retail stores offers customers numerous options to choose the product of their preferred brand. Furthermore, items in stores enable consumers to learn about new products in the market. However, social-distancing and stay-at-home orders encourage consumers to shop differently. In recent months, consumers’ online purchasing has increased significantly across various categories, notably for essentials, hygiene, & intimate care products. This trend is likely to continue even after the covid-19 crisis.

Key Development/Initiative

• September 2021: Lunette, a Europe-based menstrual cups manufacturing company, launched two new intimate care products, ‘lunette intimate wipe’, and ‘the lunette intimate cleanser’, which contain Nordiac botanical oil that help in preventing vaginal dryness, irritation/itching, and infection.


• March 2021: Piramal Pharma, an Indian pharmaceutical manufacturing company, launched ‘I-gentle intimate wash’ to provide women a contemporary solution for their intimate hygiene needs. This intimate wash contains lactic acid that helps maintain the vaginal pH level and features neem, tulsi, and tea tree oil.


• March 2021: Peptonic Medical, a Sweden-based pharmaceutical company, launched ‘VagiVital V cleanser’ for women intimate health.