At one time, the topic of intimate beauty was considered taboo, and products were limited to a dark corner of a mass retail store. But the U.S. market started to gain significant momentum in the last few years, and now, against the pandemic backdrop, intimate beauty products are expected to record a 13 percent increase in 2020, according to Kline. Encompassing bikini care, such as hair removal and ingrown hair prevention products; intimate cleansers, including washes and wipes; and intimate moisturizers, such as personal lubricants and external moisturizers for the intimate area, all product categories are forecasted to influence growth. In the below report, Kline highlights key trends speeding up growth, categories experiencing the most growth in the market, competition and new players, and projections through 2025.

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