According to the "2023 China Female private Care White Paper" released by iResearch, data shows that the overall market size for private care in China reached 32.27 billion yuan in 2022 and is expected to rise to 48.49 billion yuan by 2027, with a growth rate of 10.4%.
On digital platforms, such as Xiaohongshu, public attention to private care is also continuously increasing.
According to Xiaohongshu data from 2022 to 2024, the discussion heat of notes on private care surged 21 times, and the reading volume increased by 713%.
According to Xiaohongshu data from 2022 to 2024, the discussion heat of notes on private care surged 21 times, and the reading volume increased by 713%.
The female private care market is emerging from the "hidden corners" to become a new business opportunity.
Due to relatively conservative culture, topics related to private areas such as menstruation and libido are often seen as taboo. However, with the improvement of women's education levels and increased attention to their own health, private care is no longer a hidden need but gradually becoming part of modern women's daily care.
Due to relatively conservative culture, topics related to private areas such as menstruation and libido are often seen as taboo. However, with the improvement of women's education levels and increased attention to their own health, private care is no longer a hidden need but gradually becoming part of modern women's daily care.
Cleansers as the core product of private care brands have become an entry-level product for consumption.
On the Douyin platform, it is noteworthy that the search index for private cleansers has reached 48,000, a year-on-year increase of 759.7%. In 2023, consumers purchased private care products an average of 4.7 times, with annual personal consumption reaching 342.7 yuan.
On the Douyin platform, it is noteworthy that the search index for private cleansers has reached 48,000, a year-on-year increase of 759.7%. In 2023, consumers purchased private care products an average of 4.7 times, with annual personal consumption reaching 342.7 yuan.
Changes in product prices and category development
The pricing of private cleansers is usually within a hundred yuan, while maintenance products are slightly higher, concentrated between 200-400 yuan. With the influence of physiological cycles, lifestyle habits, and other factors, women's demand for private care has become more refined, such as odor removal, moisturizing, etc.
The pricing of private cleansers is usually within a hundred yuan, while maintenance products are slightly higher, concentrated between 200-400 yuan. With the influence of physiological cycles, lifestyle habits, and other factors, women's demand for private care has become more refined, such as odor removal, moisturizing, etc.
Major companies are joining the competition
Among the top ten best-selling private cleanser brands on Tmall, brands like Fu Yan Jie and Intima are leading. Intima, a professional private care brand with a history of 30 years, has achieved sales exceeding 180 million yuan on the Douyin platform, commanding a significant market share.
In August 2018,June 2020, in the field of private care, international daily chemical giants such as Procter & Gamble, Kao, and Reckitt have long been active. Kao's Laurier and Procter & Gamble's Whisper and Tampax have accumulated experience in women's menstrual care products. Meanwhile, Procter & Gamble's Gillette brand also launched an private care kit, including private shavers, care gels, and soothing essences.Since the beginning of this year, Unilever has injected capital into the female private body care brand Luna Daily through a venture capital company in July. The products emphasize microbiome balance, natural ingredients, and exclude sulfates and irritating chemicals to ensure the products are vegan and sustainable. Luna Daily offers three basic series of daily care, fragrance-free, and moisturizing options to fully meet women's care needs. In June, the L Catterton fund under LVMH acquired the Stripes Beauty brand, focusing on providing health and beauty solutions for peri-menopausal women aged 40 to 50. Stripes Beauty has developed products such as private care gel, facial moisturizing essence, and probiotic vitamin capsules to help women gracefully transition through physiological changes.
Among the top ten best-selling private cleanser brands on Tmall, brands like Fu Yan Jie and Intima are leading. Intima, a professional private care brand with a history of 30 years, has achieved sales exceeding 180 million yuan on the Douyin platform, commanding a significant market share.
How to explore new market potential in private care?As "her health" becomes more refined and diverse, the private care market has become a hotspot for consumer goods companies to expand new business and seek growth. Domestically, this market is still in its early development stages and faces many challenges. Finding effective breakthroughs is crucial for companies wanting to enter the market. The skin pH of women's private areas is different from other body skin, with higher sensitivity and a normal pH range of 3.8-4.4. Precision design and scientific innovation in products are key steps to opening the market. Due to the complex and highly sensitive physiological structure of women's private areas, brands need to ensure scientific rigor in product efficacy and ingredients. **Sophisticated private care is not only a reflection of quality life but also a deep-seated self-pleasure experience.** Brands must design and provide products based on the needs of different ages and demographics to meet the increasingly advanced consumer demands. In addition to regular physiological cycle care, pregnancy and postpartum care, product design should also cater to daily scenarios, such as prolonged sitting office work, outdoor sports, fashion enthusiasts, travel, and business trips.