The intimate care sector in India is experiencing a renaissance, marked by new partnerships and funding rounds this year. Intimate care startup Ugees partnered with premium innerwear brand Krvvy, while menstrual hygiene startup HealthFab raised ₹20 crore from Atomic Capital, according to inc42.com. Last year, Sirona’s founders reacquired the startup from Good Glamm Group, signaling renewed investor and founder interest in this category.
These developments reflect a broader expansion of the intimate care market beyond traditional feminine hygiene products like sanitary pads and tampons. The category now includes period underwear, intimate washes, postpartum recovery items, baby rash-care solutions, anti-chafing products, men’s hygiene, sexual wellness, and adult incontinence care. Rithish Kumar, cofounder of Pee Safe, noted that sanitary pads remain the largest segment within menstrual care, which continues to dominate women’s hygiene, but adjacent categories are growing as consumer awareness and comfort increase.
The sector’s growth is supported by the evolution of organised distribution channels such as ecommerce marketplaces and quick commerce platforms, which have made intimate care products more accessible. This shift is enabling these products to transition from purely functional items to lifestyle and wellness routines, expanding the market potential. The reacquisition of Sirona and HealthFab’s funding round highlight investor confidence in the category’s long-term prospects.
HealthFab’s ₹20 crore funding from Atomic Capital and Ugees’ partnership with Krvvy are concrete indicators of the sector’s momentum. The intimate care market’s expansion is expected to continue as distribution channels strengthen and consumer acceptance grows, reshaping the landscape of personal care products in India.