Five Brands To Watch in Women’s Sexual Wellness

With the current menopause renaissance, new and emerging brands in vaginal health aren’t afraid to lay it all out on the table when it comes to women’s sexual health.

Here are the top brands to watch in women’s sexual wellness.

Evofem Biosciences: ‘Science with a Soul’

Evofem Biosciences, a San Diego-based reproductive health company has claimed August as “Say Vagina Month.”

According to CEO Saundra Pelletier, “Say Vagina Month” is aimed at deterring the social stigma, online censorship and “shadow-banning” of the anatomically correct language regarding the female anatomy.

Evofem’s mission is to empower women by providing products that give women the control and flexibility they desire. The company touts an FDA-approved hormone-free contraceptive called Phexx.

“When you decide to do this work and advocate for women’s health, particularly in a climate like ours politically, it’s not very popular,” she said during a TEDx talk. “You get sidelined, you get pushed aside. And so you become a warrior for women’s health care because what you know is that women don’t need more choices. We need better ones.”

Bawdee: A Holistic Approach to Intimate Wellness

“We say vagina. We say vulva. We talk about lubrication, discharge, orgasms, menopause, BV, thrush and sex in normal language,” said Emily Harper, cofounder of vaginal health brand Bawdee. “Our tone is playful, but the mission underneath it is serious: women should be able to understand and talk about their bodies without feeling embarrassed. The more normally and openly we talk about vaginal health, the less stigma that surrounds it. If Bawdee can help shift sexual wellness more into the mainstream, then we’ve served our purpose.”

Some of Bawdee’s bestsellers include Glide, an aloe-based lube designed to support a healthy vaginal microbiome and pH; Yum, a coconut oil, vanilla-flavored lube that doubles as a massage oil; Fem, an all-in-one daily vaginal health probiotic; and Eden, a pH balanced intimate wash praised for its soothing and nourishing formulation.

Kindra: Vaginal Health Built on Kinship

Vaginal health brand Kindra says it aims to transform vaginal health and sexual wellness for women navigating their changing bodies and profound hormonal shifts. Built on the idea of kinship, Kindra launched during covid-19.

Kindra’s founding team consisted of startup veterans who had scaled companies to over $100 million with more 10 years of relationships with chemists and formulators who were committed to clean formulas for the intimate care category. The brand’s intellectual property is a patented biomimetic, skin-calming peptide that targets the pathways behind itching, burning, stinging and sensitivity.

“These symptoms show up across nearly every life stage, a massively wide spectrum of conditions, and have historically gone under-treated,” said Hasti Nazem, co-CEO and head of product and education at Kinda. “We pair it with clinically proven ingredients to nourish, heal, and protect the delicate skin moisture barrier, securing FDA registration as an over the counter, non-Rx drug. Notable additions to the formula include hyaluronic acid, omega-rich extracts, and vitamin E. The Daily V Lotion and V Relief Serum are Kindra’s hero products, delivering not one but two formulas so women can tailor to their unique needs.”

Alubri: A Menopause Mentor

Feminine health brand Alubri says it aims to give women comfort, confidence and vibrancy at every life stage. Combining lubrication and relief with a feminine twist, Alubri was conceived by gynecologist Dr. Nicole Kerner with help from past executives of Burt’s Bees.

“Women tell us they’re sleeping more comfortably, exercising with greater confidence, enjoying intimacy again and simply feeling more like themselves,” said Dr. Kerner.

After spending more than two decades as a gynecologist, Dr. Kerner witnessed a pattern of women coming into her office with the same litany of symptoms: vaginal dryness, irritation, pain with intercourse and recurrent infections— all of which presented a blow to their quality of life.

Alubri’s bestsellers include its Vaginal Moisturizing Gel and Vulva Balm. The Moisturizing Gel provides long-lasting hydration while supporting a healthy vaginal environment. The Vulva Balm has become a go-to solution for women seeking everyday comfort and protection from dryness and irritation for delicate vulvar skin, according to officials.

The star ingredient is its proprietary Activated Oil Complex, which is designed to support a healthier vaginal microbiome.

“The vaginal microbiome plays an essential role in women’s health,” explained Kerner. “When it’s healthy, it’s dominated by beneficial Lactobacillus bacteria that help maintain the vagina’s naturally acidic environment and protect against unwanted bacteria. When that balance is disrupted—which commonly happens during menopause as estrogen declines—women become more susceptible to infections like bacterial vaginosis (BV), urinary tract infections (UTIs) and yeast infections.”

PlusOne: Focusing on the Pleasure Principle

Wellness by Ulta Beauty continues to expand its collection of brands. A recent addition is PlusOne, which be found in 1,300 Ulta stores and online.

Maria Warrington, CEO, Beacon Wellness Brands, calls the brand’s recent partnership with Ulta as “validation.”

“We have found that nearly 80% of Ulta’s guests now define wellness holistically — physical, emotional and intimate. Once discovery stops being the barrier, the business changes shape,” said Warrington. “The [cultural] shift didn’t create demand; it removed friction. Demand was always there. What changed is that retailers stopped treating the category as a risk and consumers stopped treating it as a secret.”

PlusOne’s top sellers are the Dual Vibrating Massager, Vibrating Bullet and the Rose Toy Arouser, a sleekly designed external vibrator.

PlusOne will be expanding with key retailers in October with products centered on consumer demand for libido and menopause support.

“The name is a promise about longevity; we’re your PlusOne for life, there with you through every stage of it,” said Warrington. “A first product someone buys in their twenties, fertility-friendly formulas when they’re trying to conceive, menopause care and support for sleep and desire in their forties and beyond. Most brands in this category pick a moment. We wanted to be the one that stays — the constant as everything else changes.”