Once a taboo subject, feminine intimate care is getting easier to talk about and is also coming more into the focus of cosmetic brands. Women are becoming more attentive and open about matters of the “intimate area”, such as pelvic floor health and vaginal balance. Current products range from well-known intimate wash lotions and intimate deodorants to accessories for effective pelvic floor muscle training and anti-aging care. According to WGSN Beauty, the market is set to grow to a value of 33 billion euros by 2026.
In the cosmetics industry, we are used to seeing one trend give way to the next. However, the sustainability and naturalness trend is proving persistent, and has even grown over the recent years out of its niche to become a megatrend that is here to stay. The conscious selection of raw materials in consideration of environmental and ethical criteria is becoming increasingly important even for manufacturers of conventional cosmetics.
The cosmetic industry plays a vital part during the pandemic, delivering basic personal care and hygiene products, hand sanitizers, thus supporting our wellbeing. At the same time the current situation has made consumers rethink their opinions and needs with regards to care products.
Korean (K-Beauty), German (G-Beauty), and Australian brands have been all the rage in the U.S. in recent years. Consumers see them as reliable, compatible with the skin, and safe (or at least safer than others). They could even be the reason behind a trend that is already well established in the U.S. but has also been gaining popularity in Germany over the last year: Clean Beauty.