The Intimate Care Brand We've Been Missing
Scrolling on TikTok can inevitably lead to rampant misinformation when it comes to all things beauty, wellness, skincare, and most alarmingly: intimate care.
Options available to consumers have always been a bit questionable at best, and at their worst, can directly cause serious body shame. It would appear no one can agree upon what's normal, safe, or appropriate when it comes to properly caring for the most private spaces and places on our own bodies.
Which is precisely why the world needs PRIVATES.
Founded by Lauren Breuer and Paras Kansra, PRIVATES set out to provide an intimate body wash that was inclusive to everyone, as well as gentle and effective.
"Our mission is to break the stigma around intimate care and offer a product that respects and cares for your most sensitive skin, much like how you treat your face. We found that there was nothing on the market for the both of us," the founders share.
Historically, intimate care has been starkly classified as being "for men" and "for women," but the reality is that every single person has sensitive skin in their personal regions that needs to be adequately cared for.
"We all tend to use generic body wash to clean down there which is not good. So if something as strong and harmful as body washes were being used, a gentle cleanser, catered to the pH of both men and women is a much needed product," they explain.
There's absolutely no reason to gender intimate hygiene.
PRIVATES is actively disrupting the category with its unisex approach that challenges the way traditional brands were marketing in this space, ultimately declaring that our intimate skincare is very much universal and not at all taboo.
So, what are most intimate care brands currently getting wrong?
The founders share that most brands "either over-complicate with unnecessary ingredients or oversimplify without addressing the specific needs of intimate skin. A prevalent issue is the use of artificial fragrances, which are often added to cater specifically to women or men, or to position products as medical or sexual rather than as part of an everyday routine."
Adding that "these fragrances are unnecessary and can be harmful, as they often contain chemicals that may irritate sensitive skin, disrupt the natural pH balance, and even cause allergic reactions. Despite these risks, many brands continue to include artificial fragrances in their products, relying on the misconception that intimate care products need to have a pleasant scent to be effective."
A common practice is even launching the exact same product and formula base, but marketing it as being "for men" or "for women" with different branding and fragrance profiles.
"This reinforces unnecessary gender distinctions and can mislead consumers into thinking they need gender-specific products for effective care. The truth is, intimate hygiene is about maintaining health and comfort, not about masking natural scents," PRIVATES explains.
Why are these fragrances a no no?
The founders clarify that "artificial fragrances can create unnecessary worry and confusion about what is "normal" or "healthy," leading to the misuse of products. At PRIVATES, we believe intimate care should be simple, effective, and free from unnecessary additives, making it a natural and healthy part of everyday life."
How does PRIVATES help to effectively balance pH?
The Intimate Wash has been strategically developed for this purpose and to help consumers maintain a healthier microbiome. Free from harsh chemicals, it's made to be gentle and effective for everyone. PRIVATES also formulates with a minimalistic, curated approach, keeping ingredients limited to the essentials.
There's (4) key hero ingredients featured:
COCAMIDOPROPYL HYDROXYSULTAINE. Derived from coconut oil, this mild surfactant gently cleanses the skin without stripping it of its natural moisture, making it ideal for sensitive areas.
PROPANEDIOL. A natural, skin-friendly humectant that helps to hydrate and soften the skin, ensuring the product is gentle and non-drying. It also enhances the absorption of other beneficial ingredients.
ALOE VERA LEAF JUICE. Known for its soothing and hydrating properties, Aloe Vera calms and moisturizes the skin, making the product gentle enough for daily use on intimate areas.
TURMERIC (CURCUMA LONGA) ROOT EXTRACT. With anti-inflammatory and antioxidant benefits, Turmeric protects the skin from irritation and environmental stressors, promoting overall skin health.
Why do we care about balanced pH?
PRIVATES explains: "the pH of intimate skin is naturally more acidic compared to the rest of the body. This acidic environment is crucial for maintaining the natural flora and protecting against harmful bacteria and infections. Because intimate skin is more sensitive and delicate, even small disruptions in pH can lead to irritation, discomfort, and an increased risk of infections, for example, using body wash."
The brand stresses that "maintaining a balanced pH is essential not only for comfort, but also for the long-term health of this sensitive area. Using products that respect this natural balance helps ensure that your intimate skin stays healthy and protected."
Consistent with their emphasis on intentional minimalism in formulation, PRIVATES has launched with (1) SKU as they enter the intimate care market. This allows its founders to maintain focus on quality and also gather more targeted feedback from their audience.
Ultimately, they envision expanding their portfolio to have a comprehensive range of products catering to intimate care while maintaining their values and mission.
Here at Beauty Brief HQ, we love the sleek minimalism of the PRIVATES aesthetic, too. It's not something you often see this for this category.
"The sleek, minimalist branding reflects our belief in simplicity and transparency. We wanted to move away from the overly gendered and often clinical designs in this category to create something that feels modern, approachable, and unisex," the founders share.
On Founding Their Brand
"The decision to start PRIVATES stemmed from a personal need and a gap we saw in the market. As a couple, we were buying intimate products, but noticed they often contained so many nasty ingredients, and we found ourselves purchasing two different brands for the same purpose — one for each of us. This experience highlighted the lack of inclusive, high-quality products that everyone could use," they say.
Adding that "we were motivated by the desire to create something that truly served and respected all users, regardless of gender. We wanted to launch a product that was not only safe and effective, but also aesthetically appealing — something people would love keeping in their shower and using every day, not just for medical or sexual purposes."
Conclusion: What Consumers Need to Know About Intimate Care
It's essential, but it shouldn't be as complicated as those countless TikTokers make it seem.
Maintaining a balanced pH is crucial
Protecting the microbiome is key
Disrupted balance = discomfort, irritation & infections
Intimate care is every day care
Intimate care is not only sexual or medical
The PRIVATES Intimate Wash retails at $34.00 for 10oz and is available here.
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