By  on March 2, 2018

Now that talking openly about menstruation is no longer taboo, skin-care lines formulated for monthly hormonal shifts are muscling into the $9.2 billion category. Three brands — all geared toward changes caused by hormonal fluctuations — are launching this quarter alone. These upstarts join menstrual underwear, feminine wipes and vaginal moisturizing gels as products changing the conversation about feminine products and opening up new sales opportunities.

Since the products cut across several categories from soaps pH-balanced for the vaginal area to premium moisturizing creams, industry consultant Allan Mottus believes the subcategory could exceed $350 million within two years. Mintel’s Sarah Jindal, senior global innovation and insights analyst, Beauty and Personal Care agreed there is huge potential in customizable, personalized regimens appealing to consumers that recognize changes in their skin throughout the course of the month.

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