The women’s intimate care products market is estimated at US$38.43 billion ($57.37 billion) by 2032, growing at 4.1 per cent compound annual growth rate (CAGR) through 2022-2030, according to Future Market Insights.
More specifically, it highlights the overall demand for intimate wash care products as projected to grow at a vigorous CAGR of 9.3 per cent between 2022 and 2032, totalling around US$8 billion ($12 billion) by 2032.
Identifying these trends and the gap in the Australian market, Lindy Rama-Ellis (formerly Klim) launched her intimate wellness brand, Fig Femme, in 2020.
Speaking exclusively with Retail Beauty when visiting Australia from Bali, Lindy said the idea was years in the making, especially after giving birth when she was offered a frozen condom to put in her underpants.
Lindy now has four children – Stella, Frankie, Rocco, and Goldie – and said the Restore Mask, which is designed to be placed on the vulva, was a great gift for a new mum, as well as soothing following a wax or laser treatment.
Although Lindy has seen phenomenal success in Australia, with her brand available in 490 Priceline stores, she says launching in the middle of a pandemic was not easy, and that she was attacked for “playing on women’s insecurities”.
“It took a lot of education, particularly on things like podcasts, for me to explain that my aim is to normalise the conversations around women’s intimate-wellness by creating a range of sophisticated products that foster a self-care culture that is honest, nurturing and empowering,” she said.
A “pinch me” moment was when Kourtney Kardashian endorsed and promoted the Fig Femme range on her Poosh wellness website, which also helped to dissipate some of the initial backlash Lindy faced after launching the brand.
Lindy is currently looking to expand the range, which includes a Refresh Daily Wash and Revive Hydrating Mist in addition to Restore Mask and has trademarked the name Fig Homme in preparation for a potential men’s range.
“I’ve got new SKU’s coming out and a few things in product development,” she said. “I’m potentially looking at investors to expand the brand further and take it to the next level.”