Intimate care boom in Japan
Societal attitudes towards women’s intimate health have been undergoing a transformation. As awareness grows, women are increasingly empowered to seek products that align with their personal health and lifestyle choices.
Japanese ingredients company, Toyo Sugar, has observed that intimate care was gaining significant traction in its home market.
The company cited evolving consumer preferences and an increasing awareness of personal hygiene as the major drivers of the category.
The increased interest reflects a broader cultural change towards greater acceptance and understanding of women’s health in the conservative country.
“Japan has been a little late in the intimate care market. This is probably due to the culture and how intimate care has been seen as a taboo. But now, we are seeing more and more people talking about it,” said Mahamadou Tandia, general manager, Toyo Sugar.
Speaking to CosmeticsDesign-Asia, Tandia said the firm started noticing an uptick, albeit a slow one, two years ago.
Tandia credited Generation Z for their outspoken discussions on intimate care on social media.
“This is definitely having an effect on manufacturers and innovators. We have seen cosmetic companies creating and developing intimate care brands. For sure we think it’s going to be a big market in Japan in the next few years,” he said.
At the end of 2023, Japanese cosmetics company Kanebo, a subsidiary of the Kao Coporation, debuted its first feminine care series, TWANY&me.
“The truth is that many women are interested in taking care of their intimate areas, but have yet to do so because they are unaware of the specialised products that can help or because they feel hesitant to seek advice or make purchases,” Junichi Sasaki, brand manager of TWANY, told us then.
Intimate care sits at the intersection of health and personal care, addressing essential hygiene while catering to broader health and wellness goals.
This dual focus on health and personal care offers unique opportunities for innovation.
Moving forward, Toyo Sugar expects to see ingredients that offer holistic benefits beyond basic ones like moisturisation.
“Some ingredients we are seeing in intimate care products are prebiotics and even probiotics. It’s about improving the microbiota because when you improve microbiota, there’s the possibility of preventing certain things like infections,” said Tandia.
He added that Toyo Sugar was looking through its product portfolio to see how it can address market demands.
Currently, its top ingredient for intimate care is C-mo 2G, a glyceryl glucoside which has been in the market for at least a decade.
“For years it has been in skin care and hair care as a moisturiser, to improve skin barrier and things like that. For intimate care it also improves moisture and skin barrier, but also improve biofilm and is anti-inflammatory,” said Tandia.
Moving forward, the company expects to see the category expand beyond personal care to include products such as dietary supplements that support women’s intimate health.
This is driving the company to develop solutions that could potentially be transformative for the category.
“We’re investing a lot in intimate care products now that we have started with C-mo 2G. We have other products like Alpha Glucosyl Hesperidin and Alpha Glucosyl Rutin ― these are bioflavonoids, antioxidants, but we believe that they have certain benefits that we can tap into."
Revival of ancient heritage
The growing focus on holistic health is driving a global shift towards practices that nurture both the mind and body.
“It’s not just Asia. Globally you are seeing people into yoga and meditation, practices which are rooted in historical and cultural traditions. The trend of well-being, emotional well-being, the brain-skin connection, are really important trends,” said Nathalie Lefebvre, business manager, active naturals, Hallstar Beauty.
As beauty consumers continue to seek out natural and holistic solutions, it is unsurprising that Hallstar Beauty has observed a renewed interest in ingredients linked to traditional Chinese medicine (TCM) and Ayurveda.
This revival is fuelled by the growing appreciation for culturally rich, time-tested remedies.
Lefebvre emphasised the enduring value and proven efficacy of traditional ingredients.
She elaborated that many of these ingredients have demonstrated numerous beneficial properties.
Furthermore, their continued use since ancient times can be interpreted as evidence of their effectiveness and reliability over time.
APAC general manager of Hallstar Beauty, Eileen Zhang, echoed Tandia’s view on the importance of the intimate care category, noting how traditional ingredients could meet the needs of consumers.
“In certain application fields, we’ve noticed an extra need for safety and low irritation. For instance, private hygiene, which we know is an important growth segment. So there’s an opportunity for TCM and Ayurveda ingredients.”
She added that there could be applications for such ingredients in the oral care category as it is also strongly linked to health.
At the same time, the industry is witnessing greater sophistication as companies seamlessly blend ancient wisdom with modern innovation.
“By adding modern technology to ‘old school’ ingredients, we are making it relevant for the younger generation,” said Zhang.
Lefebvre highlighted the firm’s BLISS Oléoactif as an example. The ingredient is derived from sunflower seed oil and the sap of the linden tree, or Tilia Cordata.
Zhang highlighted that some tilia trees have strong links to Buddism and considered sacred in some parts of Asia.
The ingredient inhibits the Monoamine Oxidase A (MAO-A) enzyme, boosting serotonin production and constraining the impact of stress on skin. According to the firm, its benefits are similar to that of sun exposure.
The company will continue to explore this area further moving forward.
“At the beginning, we may have the thinking that TCM ingredients are just for Chinese customers but we are seeing interest globally because of this idea of holistic beauty. So going forward, we will investigate this field,” said Zhang.
Integration of fragrance and skin care
Fragrance has long been a key component in skin care, dating back to ancient civilisations such as the Egyptians or the Greeks, which have incorporated fragrant oils into their beauty routines for both their pleasant aromas and skin benefits.
In modern times, fragrances were perceived by some as being a potential irritant, driving many consumers towards fragrance-free formulas. This trend was especially notable among individuals with sensitive skin.
However, the increased appreciation of fragrance post-pandemic saw a renewed interest in the benefits of fragrances in cosmetics, such as relaxation or mood enhancement.
“We’re starting to see the trend of having fragrance in skin care. Our customers are very intrigued by it. This is an opportunity, a white space,” said Nicolas Lasbistes, regional director of marketing, DSM-Firmenich.
The company showcased this potential in Sunsense3, a range of sun protection formulas designed to transform the daily chore of putting on sun care into an indulgence, said the firm.
The range enhances the sensory experience of sun care by prioritising pleasant scents, comfortable textures, and an overall enjoyable application experience.
These factors are increasingly becoming as important as efficacy as performance as wellness and self care take the spotlight.
“Sun care is not just for use at the beach, it has become part of daily care. Previously, when you think of sunscreen scents, you think of coconuts. But now as it is part of an urban lifestyle, we want to create new ideas for sunscreen,” said Yusuke Saito, senior director, beauty & care APAC, perfumery & beauty, DSM-Firmenich.
He emphasised the significance of scent in humid climates, where the heat and humidity often lead to increased perspiration.
Furthermore, Saito added that the focus on a positive sensory experience with sun care products links to the trend of well-ageing by promoting consistent sunscreen use, which is crucial for skin health.
The range recognises the growing consumer demand for sun care products with pleasant scents. According to the firm, 31% of female sun care buyers expressed interest in sun care that smells like their favourite fragrance.
The development of the Sunsense3 represents the synergy achieved through the merger of DSM and Firmenich, combining their long-standing expertise in UV protection, scents, and fragrance technologies.
NZ: Undertapped opportunities
New Zealand boasts one of the world’s richest reserves of native flora and fauna, many of which remain unexplored for their cosmetic and nutritional benefits.
This unique biodiversity positions New Zealand as a promising hub for discovering high-efficacy natural ingredients that align with the global demand for sustainable and science-backed beauty solutions.
“New Zealand is untapped in terms of the discovery or development of potent actives for the cosmetic industry and also for beauty-from-within, which goes hand in hand. We are one of the rare places in the world that has the most of the native flora and fauna,” said Andrea Taimana, founder and chief science officer of Kiwi cosmetic actives manufacturer Organic Bioactives.
Taimana highlighted that New Zealand more than 70% of land and marine botanicals in New Zealand are endemic.
“The fact that they remain endemic means a lot of the plant’s DNA goes far back inhistory. So they develop super protective mechanisms that enable them to protect themselves against the harsh environmental conditions. Because while we don’t have pollution in New Zealand, we do have very harmful UVB rays,” said Taimana.
She added that New Zealand’s native plants contain high levels of antioxidants and polyphenols, offering powerful antimicrobial and antifungal properties.
These actives contribute to healthy, resilient skin and scalp biomes, which are increasingly at the forefront of cosmetic trends.
“While past beauty innovations focused on anti-ageing and sun protection, modern cosmetic science has advanced significantly, deepening our understanding of the skin’s surface and inner layers. This shift has expanded the focus of cosmetic actives to address critical concerns like a compromised skin biome, which is linked to various skin issues,” said Taimana.
She added: “New Zealand is truly, an amazing playground for developing cosmetic actives. Not only do we have a clean and pristine land environment, New Zealand is also in a very unique position in the marine environment.”
Elaborating, Taimana said New Zealand’s proximity to Antarctica and its surrounding sub-Antarctic currents ensure that pristine water flows around its shores.
This is crucial for the wild and sustainably harvested marine actives, said Taimana, such as algae and other species, which thrive in these pure conditions.
“We have an abundance of marine species, specifically, algae. As you know, we are very much in love with our red algae and we know that we have more than 400 species of red algae in New Zealand’s waters, with more than 200 endemic to New Zealand. There’s so much to explore.”
Howard Moore, echoed Taimana’s views. Moore is the chief executive of New Zealand company Keraplast, which recovers bioactive keratin proteins from regeneratively farmed New Zealand wool.
“There is so much under-utilised potential. For a start, there’s a hundred thousand tonnes of wool,” said Moore.
The company primarily harvests wool from crossbred sheep. Unlike premium wools such as merino, this wool is often regarded as a waste product.
“Our sheep are different from those in many other countries because they feed exclusively on pasture—just grass, nothing else. They graze naturally without the need for concentrates or processed feed. What’s even better is that the farmers who supply us practice regenerative farming," said Moore.
With growing interest in ingredient sourcing and transparency, New Zealand companies like Keraplast, which source from farms practising regenerative farming, are keen for cosmetic brands to understand and value their sustainable processes.
“This approach involves mixed pastures with diverse grass and herb species, allowing sheep to graze freely while naturally fertilising the land. As a result, these regenerative farms not only support healthy ecosystems but also sequester carbon, contributing positively to the environment. I think this is a wonderful story,” said Moore.
