Introducing Niches & Nooks; a microbiome-friendly intimate care line

THE WHAT? Maesa has unveiled its latest incubated brand: Niches & Nooks will hit shelves with a range of pH-balanced products featuring microbiome scents. The line is designed to refresh, cleanse and care for your ‘nooks’ and is the company’s first foray into intimate care.

THE DETAILS The line comprises a cleanser, refreshing towlettes, chafing barrier spray and body and fabric fragrance mist. All products are free-from dyes, sulfates, parabens, phthalates and talc and are available in three signature scents: Soft Clementine, Airy Vanilla and Fresh Fig.

THE WHY? Oshiya Savur, Chief Brand and Marketing Officer at Maesa, reveals, “Intimate care plays a vital role in a woman’s hygiene routine, yet it remains surrounded by shame. Society has conditioned us not to be vocal about it, and for a long time, the industry has used language more suited to dishwashing than to caring for women’s private parts.

“However, in this day and age, with TikTok views for intimate care content rising by 64 percent and 43 percent of Gen Z consumers feeling comfortable discussing it, we’re on the cusp of a cultural shift. Intimate care is becoming a real and meaningful part of the conversation. With the launch of Niches & Nooks, we’re sparking an open dialogue and positioning ourselves as a cool confidante for everyone.”

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