India's intimate care market evolves beyond hygiene into wellness and lifestyle

The intimate care market in India is expanding beyond traditional products into a broader ecosystem. Brands now address a wide range of consumer needs, from hygiene to wellness and lifestyle. This shift reflects growing demand for trusted, high-quality solutions in a once-niche category. Digital-first brands have driven much of this growth. They prioritised localisation and consumer education to build trust before focusing on sales. Ecommerce and quick commerce platforms have also played a key role by offering private, convenient access to these products.

The category now covers more than just menstrual hygiene. It includes period underwear, intimate washes, postpartum recovery items, baby rash-care solutions, anti-chafing products, men's hygiene essentials, sexual wellness goods, and adult incontinence care. Menstrual hygiene remains the largest segment, but adjacent categories are growing faster.

Recent developments highlight the sector’s momentum. Earlier this year, intimate care startup Ugees partnered with premium innerwear brand Krvvy. Menstrual hygiene startup HealthFab secured ₹20 Cr in funding from Atomic Capital. Additionally, the founders of Sirona, a feminine hygiene brand, reacquired the startup from Good Glamm Group last year. Success in intimate care depends on product quality, brand trust, and strong distribution. Repeat purchases are a major driver of growth. As the market evolves, Indian startups continue to expand their offerings, building trusted brands across wellness, recovery, and lifestyle segments.