When we talk about the cosmetics industry, innovations are happening on a day-to-day basis. It was not far in the past when we used to think cosmetics was only about manufacturing soaps, or working in Salons to put tons of makeup for weddings.

This industry has changed now, and it's not only because of the technological advancements happening in this industry but also deeper research done by R&D departments, that help organizations to come up with products that one would even not have heard before.

What are we talking about?
Coming straight to the point, we are talking about intimate hygiene cosmetic products. These products were not so common in several countries in the recent past.

Products that claim to help maintain intimate hygiene have become popular for 4 to 5 years now. Before that people would know about products like these after they have got some urinary infection, and then some doctor would suggest them the same.

How are intimate hygiene products changing the cosmetics industry?
One needs to understand, intimate hygiene products were not so good in the past. This is because most of the time intimate hygiene products were used by women, who usually have a more acidic environment near the urinary opening.

Most of the recent past intimate hygiene products were like liquid soaps, which were more alkaline in nature.

Nature has made a body part and its pH as acidic to perform a certain task, like to get rid of germs, fungi, and bacteria, that might prosper in a wet and dark area of our body.

When we use alkaline products, the pH of intimate areas changes, which might result in further irritation and issues or even exposure to severe infections.

Now, this doesn't mean that all intimate hygiene products are bad, but one must take advice from a doctor before using any such product, as it might be required or it might not be required at all.

Also, doctors will be able to provide alternatives or suggest good brands, who have better formulations for intimate hygiene.

Now, as the cosmetics industry is growing, intimate hygiene products are also getting more popular. Although these products were becoming popular for the last 5 to 6 years, this pandemic has accelerated the speed of popularity of hygiene products.

People especially women across the world have started taking hygiene on a much stricter note, which is a good step, and this has boosted the sales of intimate hygiene cosmetic products a lot.

Are you a cosmetic startup?
This is a question, that anyone with good knowledge about supply and demand will ask. The reason is, cosmetologists, who are good in research and development with relevant experience with companies in the cosmetics industry are scarce.

There are several companies, and startups, which are growing in India and several other countries in the cosmetics industry, and the competition is increasing day by day.

This gets our focus to the market expansion, and change of direction of manufactured products, which was initially done by big brands, and the formulations were tested in several countries, but now several startup companies have emerged in India, who have good experience of formulating really good products, who can take this opportunity in intimate hygiene products.

This is also because there are not many companies with really good products for intimate hygiene cosmetic products.

Startups, who have strong research and development teams, can focus on this particular segment of people or users, who are more hygiene conscious, and this segment is increasing on a day-to-day basis.

Although initial profits in this cosmetic product segment are low, it has been found that as the brand awareness increases, and if the product is good, companies get really good sales in this segment.

Do people consider intimate hygiene products bad?
Initially, it was thought that using intimate hygiene products regularly is bad for health and intimate areas because the products were changing the pH environment of intimate areas.

Now, this is not the case, several companies have formulated products, that are gentle to use, and don't alter the biological environment of the intimate areas.

How do you see this industry grow?
As the normal cosmetic product market seems saturated and has a really good amount of competition, having an intimate hygiene product sets you apart.

Men are left behind in this segment, there is a lot more opportunity than one can think if the product is really good.

As an essential cosmetic product, intimate hygiene products are going to increase in demand, and there is going to be demand for this kind of product for both females and males.

So, if you are going to go ahead and have thought of working on a cosmetic startup, I would suggest going and hiring a research and development expert, who can work on intimate hygiene products, as these products will be in demand more and more, and this is not because we are becoming sophisticated and people have lots of money to spend, but the reason being that people are becoming more aware of their personal and intimate hygiene, which is important, and hence the use of these products will be on a hike over coming years.