Intimate Care: Trends and Ingredients for Your Next Formula

As intimate care becomes more popular and the demand rises for formulations that are gentle and pH-balanced, the cosmetic and personal care industry is now booming with different brands and products for your most intimate parts, also known as the ‘Y-zone’.

As you probably know, genital skin is more delicate than facial skin, so it’s important to consider ingredients that are gentle, balanced and non-irritating. Not to mention safe to use. Products that balance microbiome, strengthen the skin barrier and even have cycle-syncing abilities are all paving the way for new niche product development categories such as pregnancy, menstrual and menopause, to name a few.

Let's explore the trends and brands that are doing it well when it comes to intimate care products, the importance of ingredient selection and also spotlight the ones you need for your next project (and of course if you don’t know where to start we can help with that too just get in touch!).

What’s Trending On The Shelves?

Dr Sturm – V WASH and V Drops - This clever duo is suitable for daily cleansing for women's delicate, intimate skin. It works well on sensitive skin types with its mild formula, without removing natural oils and moisture from the skin. To be rinsed off and towel dried before using the ‘V drops’ on the external areas to soothe and hydrate the skin.

Naydaya – Victory Oil – helps to achieve instant relief from intimate dryness (common in Menopause). It has a collagen-boosting element to help soothe the area and combat dryness, which can occur at different hormonal stages. It’s dermatologically tested and contains ingredients such as Pomegranate oil, Mango butter and nourishing oils and Vitamin E to enhance antibacterial properties, reduce inflammation and help promote skin healing.

Luna Daily – This brand is all about Head, Vulva, Knees and Toes (as per their tagline). Luna has been on a mission since launching in 2019, and is changing perceptions in the intimate care field. With its bold, bright packaging and inviting range, it makes intimate care less taboo and more woo! From all-over body deodorants, feminine washes and ‘everywhere’ sprays, it's showing us how brands can truly switch up the narrative and make the subject more fun for consumers with its dermatology + OBGYN approved products.

YES – Cleanse Intimate wash - is another product formulated specifically to cleanse the vulva without disrupting its natural balance. It prides itself on being pH matched to the Vagina supporting the natural microbiome, and designed for the most intimate of tissue without any irritants or harsh chemicals.

Fur – Ingrown Concentrate - The brand’s ingrown concentrate (and textured finger mitt) works perfectly to banish bumps and redness from post-waxing or shaving.

Wype – Toilet Paper Gel - is another great brand when it’s time to do your business (and I don’t mean work!). It has a blend of soothing, moisturising ingredients, including Aloe Vera and Chamomile and is unscented and hypoallergenic, so it’s gentle enough for sensitive skin and suitable for babies too.

My Expert Midwife - Spritz for Bits - 'The OG care for down there'. Spritz for bits helps new mothers with instant relief before and after birth. It’s made with natural oils such as lavender, tea tree and witch hazel and has won multiple awards in 2025.

So now we’ve covered a few of the brands, it's time to think about the essentials when it comes to creating an intimate care product of your own and suitable ingredients to use on such sensitive areas.

What to include in your next formulation?

So as we know, it is a sensitive area that will require many hydrating ingredients such as coconut, jojoba or other oils and botanicals such as aloe vera, chamomile and lavender. We should avoid harsh chemicals and fragrances and opt for gentle ingredients that help maintain a healthy pH and ingredients with antimicrobial properties. Some of our top-pick ingredients include:

BIOLIN P – by Sweetch This prebiotic ingredient helps support and rebalance the skin microbiome, encouraging the growth of beneficial microorganisms. By strengthening the skin’s natural defence system, it enhances overall resilience. In baby care, it can help reduce the risk of nappy rash and irritation, while in intimate care, it supports gentle formulations designed for comfort and microbiome harmony.

Minasolve has a range of products with official intimate care tests on ingredients such as A-Leen 6, a biobased multifunctional ingredient that enhances product protection while acting as a solvent, humectant and emollient. Also Fresh’in Green + a clear, colourless cooling agent that's easy to use and can be added to the formulation process at any stage or temperature for a long-lasting refreshing sensation.

Our partner Vantage also offers a range of ingredients designed to support intimate care formulations. These include METAUPON KMT 30 SF, a sulphate-free, ultra-mild surfactant, and TUCUM HA EFX, valued for its tightening and lifting effects, making it particularly suitable for post-pregnancy care and other hormonal changes. Lipovol® ORIGIN Cacay is highly recommended for reducing the appearance of stretch marks thanks to its regenerative skin properties, whilst Olive Squalane, one of the most widely used ingredients in this category according to Mintel, is favoured for its light, silky sensory profile. Additional options include Marine Fermbiotic, for its skin-barrier support benefits, and DW Jojoba Oil, known for its biomimetic structure and ability to improve skin elasticity.

If you need further support with formulation advice, ingredient selection, or have any questions on this topic, please get in touch with your dedicated sales representative or email sales@adina.co.uk.

Or if you’re looking to develop a brand new project with intimate care in mind, you can also connect with our team at The Beauty Curtain, who will help bring your brief to life.