When women take the reins, they do it with conviction, and this includes their personal care for “down there.”
The indie beauty invasion is pushing the boundaries of innovation -- taking on more than just toxic tampons and poorly designed pleasure tools. I have seen firsthand at our Indie Beauty Expo events how these brands are changing the game. (And I encourage you to see for yourself at IBE New York, August 21-22).
With next-level devices and sleek modern designs, female entrepreneurs are coming to market with safer solutions making women’s private affairs more convenient, enjoyable, and better for the body and environment.
These female-led brands are taking Fem-Hygiene by storm.
There are several indie heavy weights in the smart and safe period category like Knours, a clean skincare brand that revolves around a woman’s cycle using A.I. to sync your menstrual cycle with your skincare needs.
The Knours App integrates medical facts and user data into a first-in-class smartphone app. Through a combination of user input and data from studies, the Knours app learns user's cycle and hormonal changes, and curates a custom-tailored experience including Knours skincare regimen, unique reminders, and whimsical text messages.
Hello Cup, Organicup, and Saalt
FDA registered Hello Cup, created by registered nurses Mary Bond and Robyn McLean are tackling the waste epidemic-- 45 billion tampons and single-use sanitary pads end up in landfills globally each year-- by creating a medical-grade TPE (thermoplastic elastomer), Hypoallergenic and recyclable menstrual cup that, containing no “nasties” and free of silicone, rubber, latex, BPAs and heavy metals.
Organicup and Saalt, also front runners is the menstrual cup category, addressing women’s monthly cycles and elevating the experience by making it friendlier to the environment and to a woman’s body.
Sexual health crusader Dame, is not only making the big “O” normal dinner table conversation and creating modern-looking sex toys, they are even taking on the MTA. The Brooklyn-based sexual health company is taking legal action against New York’s Metropolitan Transportation Authority for refusing to run its vibrator advertisements.
Pelvic floor strengthening system Kegelbell is bolstering this category and taking pussy power to the next level. Co-founder of Kegelbell, Dr. Stephanie Schull likens the tool to a “gym for your vagina” helping to strengthen the vaginal muscles to minimize leaks, amplify your sex life. Strengthening your pelvic floor also helps speed up recovery after childbirth.
Bra in a Box
Gone are the days of uncomfortable straps, scratchy material and misfitted bras. The next generation bra isn’t even really a bra-- no underwire, straps or cups are involved.
Bra in a Box founders Penelope Przekop and Phoebe Horak took their backgrounds in nursing, biology and engineering to create a simple yet highly effective nipple cover for women who don’t need a lot of extra support.
Horak created a patent-pending box that allows the nipcos—made from a single layer of solid silicone allowing them to lay flush with the skin— to stick directly to the inside eliminating the need for flimsy plastic.
Green beauty brands are riding high (by going low) from developing pleasure inducing oils and serums. Well respected green beauty brand Graydon Skincare created Intimacy Oil “for all your body parts”, including, well, down there for all those pleasure inducing moments.
Graydon is Leaping Bunny certified, vegan and uses blue tansy, hemp seed oil and squalane for their hydrating, soothing and calming properties.
CBD-infused Quim has three sensation inducing oils for after the bath, before bed, after sex, when PMSing or menstruating, postpartum, or anytime, really.
Happy Clam, Night Moves and Oh Yes! are all contributing to the vagina health space too.
Lastly, beloved Province Apothecary lays it all out there with “Lover’s Oil” blending 10 of the most sensual essential oils into a non-toxic rich and moisturizing base for a heightened aromatherapy experience.
Solutions Made for Women - A Frontrunner in Personal Care
Multitasking products, beautiful design and custom-created solutions made for women, by women, are quickly positioning this category as a frontrunner for “the most fun” in personal care.
Indie Beauty Expo - Upcoming Shows
Attend Indie Beauty Expo in New York next week -- or stay tuned for IBE's next edition, in London on October 23-24, 2019, followed by Los Angeles on January 29-30, 2020.