pidly growing intimate care industry. Indeed, data from Grand View Research confirmed that the global feminine intimate care market size was valued at US$1.1 billion in 2018 and is predicted to grow at a compound annual growth rate (CAGR) of 3.4 per cent from 2019 to 2025.  Meanwhile, Market Data Forecast revealed that the global sexual wellness market is forecasted to grow from US$30.87 billion to US$48.38 billion at an impressive CAGR of 9.4 per cent in the period between 2024 to 2029. “We want to normalise intimate care and sexual wellness” Kiehl’s has launched two new products specifically formulated for intimate areas, Ingrown Hair & Tone Corrective Intimate Drops, US$29, and Over & Under Cream to Powder Deodorant, US$39.  The first is produced with alpha hydroxy acids (AHAs), astaxanthin and jojoba oil to promote even skin tone and fortify the skin’s protective barrier, while the second is formulated with gentle acid blends to help counteract body odour and minimise the feeling of discomfort caused by friction.  Kiehl’s global brand president Jon Saenz described the new products as logical extensions of the brand’s existing offering.  “Kiehl’s is already known for skin- and hair-care formulas that combine proven efficacy and safety with an unexpected dopamine-boosting sensory experience. Now, we also want to be part of the conversation that helps normalise intimate care and sexual wellness,” he said. What’s driving the intimate care market?  A few factors are driving the rise of the intimate care market.  One of the primary ones is the increased awareness of the sexual wellness category, especially female sexual wellness.  Thanks to sexual wellness educators like Shannon Boodram and blogs like Unbound Magazine, run by Unbound Babes, there is a plethora of content providing information and product recommendations.  A study from global analytics and advisory firm Astute Analytica confirmed that educational content around sexual health has led to a 25 per cent uptick in first-time sexual wellness product buyers. In the past few years, sexual wellness products have also become much more accessible both online and in stores. In addition to direct-to-consumer websites, like the one run by sexual wellness brand Unbound Babes, and multi-brand e-retailers like Babeland, big box and beauty-specific retailers including Sephora, Target and Ulta Beauty have been steadily growing their sexual wellness merchandise.  Another key factor that comes into play is Gen Z’s open-minded attitude toward discussing topics that were previously considered to be taboo.  Appealing to the Gen Z consumer Steven Waldberg, Kiehl’s SVP of global brand engagement and communications, explained that attracting more Gen Z shoppers was one of the reasons behind Kiehl’s launch into this niche self-care category.  “Gen Z is a generation that, in the last few years, a lot of brands have been going after to future-proof themselves, and we understand that,” Walfberg stated. “What Kiehl’s needed to do, from a product offering perspective, was innovate and create products that speak to [Gen Z] and their needs.” Christine Cotter, Ogilvy PR’s head of social, who worked with Kiehl’s to launch marketing materials around the new product line, noted, “Gen Z, who is the main target of this new product line, is so open about everything in their life. They talk to people about everything. They are a very fluid generation, they don’t want to be kept in boxes, and they want to be able to be their authentic selves.” As Saenz, Kiehl’s global brand president, observed, “Part of the reason [the intimate care market is growing] is that Gen Z is coming of age and breaking taboos as the most gender-fluid generation.” However, he noted that while “interest in intimate care is rising, there’s a lack of scientific validation and few clinically tested formulas with appealing aesthetics”. As more mainstream beauty brands dive into this niche self-care category, they must ensure that the products are not only aesthetically pleasing but are carefully formulated to serve the sensitive needs of this growing consumer base.