As startups expand into menopause care, sexual wellness and personal hygiene, established consumer goods companies are stepping up their presence in India’s rapidly growing intimate-care market
India’s intimate-care sector is attracting fresh investor interest as changing consumer attitudes, rising health awareness and the rapid growth of digital commerce transform what was once a niche category into a mainstream personal-care segment.
In January 2026, Gurugram-based Pee Safe raised USD 32 million in a Series C funding round led by OrbiMed. Two months later, Sirona launched what it described as India’s first everyday product range specifically designed for menopausal women, targeting a consumer segment that has historically received limited attention from the personal-care industry. Around the same time, Tamil Nadu-based period-care brand Plush expanded into intimate deodorants and underarm roll-ons, reflecting a broader industry shift towards wellness and lifestyle-oriented offerings.
“The intimate-care category in India has undergone a significant transformation over the past few years. Earlier, conversations around intimate hygiene were limited due to social stigma and a lack of awareness. However, increased access to information, rising health consciousness, greater purchasing power and changing lifestyle patterns have all contributed to the category’s growth,” said Vikas Bagaria, Founder and Chief Executive Officer of Pee Safe.
According to Mordor Intelligence, the global intimate-hygiene products market was valued at USD 32.94 billion in 2025 and is projected to reach USD 44.21 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.12 per cent. Industry executives believe India is benefiting from similar trends as consumers become increasingly willing to spend on specialised products focused on comfort, convenience and wellness.
Younger consumers are emerging as a key growth driver, increasingly viewing personal wellness as an extension of broader lifestyle choices. This shift is creating opportunities for brands to move beyond traditional hygiene-focused offerings and position themselves within larger conversations around self-care, confidence and body positivity.
“Products that were once considered purely functional, or even taboo, are now being embraced for the comfort, confidence and convenience they offer,” said Manveen Sharma, Chief Executive Officer of Pinq Polka. She added that social media, creator-led education and evolving fashion trends have helped normalise discussions around intimate lifestyle products among younger consumers.
Brands Build Broader Portfolios
As consumer awareness grows, intimate-care companies are broadening their product portfolios to improve customer retention and drive growth. Industry participants say the category is evolving from a narrow range of products into a broader ecosystem encompassing hygiene, grooming, wellness and convenience-oriented solutions.
“The market is moving beyond a single-product approach towards a broader ecosystem comprising intimate washes, hygiene wipes, odour-control solutions, period-care products and travel-friendly hygiene solutions,” said Bagaria. He added that consumers increasingly seek comprehensive solutions that fit seamlessly into their daily routines rather than products designed solely to address specific concerns.
The trend is particularly visible among digital-first brands. Sirona, Pee Safe and Sanfe have expanded beyond their original categories to build broader personal-wellness portfolios, while newer players are targeting underserved consumer segments with specialised offerings tailored to different life stages and preferences.
Nua, backed by actor Deepika Padukone and former Unilever executive Vindi Banga, crossed Rs 100 crore in annualised net revenue during FY25 and achieved profitability. MyMuse, positioned as a gender-neutral sexual-wellness brand, reported strong revenue growth and ebitda profitability, while Bold Care has expanded into women’s health through its Bloom brand.
For many companies, diversification is driven by both consumer demand and business economics. With customer acquisition costs on digital platforms remaining high, brands find it more efficient to increase wallet share among existing consumers than rely on a single product category. Industry executives say intimate washes often act as an entry point before consumers explore adjacent products across wellness and personal care.
Established consumer goods companies are also expanding their presence. Hindustan Unilever entered the segment through the acquisition of VWash from Glenmark Pharmaceuticals in 2020, gaining a foothold in intimate cleansing products. Reckitt has broadened its portfolio with an organic intimate-care range, while Kenvue continues to strengthen its Stayfree franchise through premium innovations.
Unicharm has expanded manufacturing capacity in India to support growth of its Sofy brand, while Himalaya Wellness remains active through herbal and Ayurvedic offerings. At the mass-market end, brands such as Niine and Paree are working to expand category penetration through affordable products and wider distribution.
Quick Commerce Reshapes Buying Behaviour
The rise of quick commerce has emerged as one of the category’s strongest growth drivers. Consumers purchasing intimate-care products often prioritise privacy and convenience, making rapid-delivery platforms a natural fit while reducing the hesitation some first-time buyers may experience in traditional retail environments.
Industry executives say ecommerce and quick-commerce platforms have expanded access to products that were previously unavailable or difficult to find in smaller markets. Doorstep delivery has also improved product discovery, enabling consumers to explore specialised offerings without concerns about social stigma.
Blinkit and Zepto have launched campaigns aimed at normalising the purchase of sexual-wellness and intimate-care products, helping bring these categories into mainstream consumer conversations. This increased visibility has coincided with broader efforts by brands to educate consumers about hygiene, wellness and personal care.
“We are seeing particularly strong growth from Tier II and Tier III cities, where awareness is rising rapidly due to digital penetration, ecommerce adoption and greater exposure to personal-care trends,” said Bagaria.
The trend suggests intimate care is no longer confined to metropolitan consumers and is steadily gaining acceptance across a broader demographic base.
Doctors Urge Caution
Despite the category’s commercial momentum, healthcare professionals caution against excessive reliance on specialised products and stress that growing consumer demand should not be mistaken for medical necessity. Dermatologists say many consumers continue to misunderstand the body’s natural mechanisms for maintaining intimate hygiene.
“For most healthy individuals, the intimate area does not require specialised cleansing products. The vulva can generally be cleaned adequately with water or a mild, fragrance-free cleanser. The vagina itself is self-cleaning and maintains its own natural microbiome and pH balance,” said Dr Asma Akhlaq, Consultant Dermatologist at CK Birla Hospitals, Jaipur.
Akhlaq said demand for intimate washes, wipes and deodorants is often driven more by marketing, social media influence and consumer concerns around odour, cleanliness and freshness than by genuine medical need. While such products may be useful in specific circumstances, they are not necessary for routine use by most healthy individuals.
“The increasing demand for intimate washes, wipes and deodorants is largely driven by marketing, social media influence and consumer concerns about odour, cleanliness and freshness,” she said.
According to Akhlaq, products containing fragrances, antiseptics or harsh chemicals may disrupt the skin barrier and microbial balance, potentially leading to irritation, allergies and infections.
