Kiehl’s Taps into Global Intimate Care Market

Kiehl’s Since 1851 is venturing into the intimate care market with the launch of Kiehl’s Personals.

Tapping into the $45 billion global intimate care market and embracing Gen Z’s openness about sexual wellness, Kiehl’s Personals will be introduced by Ilana Glazer in the brand’s latest campaign video, “Who Wants to Be a Million-Hair?”

According to Kiehl’s, 66% of women-identifying and 47% of male-identifying Gen Z consumers in the US remove hair, leading to issues like ingrown hairs, bumps and uneven skin tone in intimate areas. Furthermore, in 2023, the industry saw a rise in searches for ways to stay fresh, specifically to improve odor, according to brand, which is part of L’Oréal Luxe.

Inspired by market research, the new Kiehl’s Personals collection will launch with two new products—an ingrown hair treatment and an all over body deodorant. These products address Gen Z’s high rates of hair removal and their need for effective solutions to ingrown hairs, bumps and odor control, said the brand. Designed for all skin types, tones and genders, Kiehl’s new products are tested for safety by both dermatologists and gynecologists.

Ingrown Hair & Tone Corrective Intimate Drops offer a gender-neutral approach to tackling ingrown hairs and uneven skin tone. They are formulated with a blend of AHA’s for improved ingrown hair conditions and astaxanthin and jojoba oil to promote even skin tone and fortify the skin’s protective barrier. The dual-action formula provides visible results by effectively clearing 90% of ingrown hairs in three days and enhances the skin tone of intimate areas within two weeks, per the brand.

Over & Under Cream to Powder Deodorant is described as a 96-hour product gentle enough for all areas of the body. Created to neutralize odors in the under arm, pubic and intimate areas, the deodorant is formulated with gentle acid blends to help counteract body odor, while the cream to powder finish helps minimize the feeling of discomfort caused by friction. Lightly scented and gender neutral, this deodorant is formulated without aluminum and talc, according to the brand.

These new products will be featured as part of the brand’s launch on TikTok Shop, on sale via the shop beginning Aug 1.

New Campaign

Kiehl’s is not only entering a new category with this intimate grooming line, but it’s also making a statement against outdated body-hair taboos. The brand tapped Glazer, an advocate for body-positivity and LGBTQIA+ rights, and professional waxer Chloe Dein, for a campaign video. The game-show-style film, “Who Wants to Be a Million-Hair?” seeks to change the way people talk about (or neglect to talk about) body hair and odor.