The feminine hygiene products market casts a wide net. The classification covers sanitary napkins, tampons, panty liners and vaginal wellness products.

ResearchandMarkets, the world’s largest market research store, reports that the global feminine hygiene market will reach US$27.73 billion by 2025 – up from US$20.96 billion in 2020., the most comprehensive collection of market intelligence products and services on the Internet, reveals that the feminine hygiene market in Australia reached AUD$397.8 million in 2019 and is on track to hit AUD$454.6 million by 2024.

Two major factors are driving the market. Rising incomes in the Asia/Pacific area, the fastest-growing market in the world, and the modern vaginal health movement in developed countries, which has seen the rise of women-for-women vibrators, new generation lubricants and vaginal wellness SKUs.

Reckitt Benckiser (RB), the UK-based multinational consumer goods group with revenues of AUD$22.76 billion in 2019, has acquired Queen V. The US-based brand makes vaginal health products such as The Spritzer, a deodorising rosewater spray, and P.S. I Lube You, an aloe-based lubricant.

Queen V was founded by Lauren Steinberg in 2018 and will join KY jelly and Durex, the world’s biggest condom brand, in RB’s global business unit.

The company was backed by Lightspeed Venture Partners, the same investment company involved in Lady Gaga’s Haus Labs. Queen V’s products are sold in Walmart and CVS drugstores in the US.

Steinberg, the daughter of a gynaecologist, says her mission is to “de-stigmatise the word vagina”. Last December, online beauty retailer, Adore Beauty, expanded beyond its core range of beauty and skincare SKUs into sex toys and vaginal wellness products

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