Women Intimate Care Wipes Market Report 2026

The women intimate care wipes market size has grown strongly in recent years. It will grow from $5.95 billion in 2025 to $6.3 billion in 2026 at a compound annual growth rate (CAGR) of 5.9%. The growth in the historic period can be attributed to rising awareness of feminine hygiene, increasing availability of personal care products, expansion of urban working women population, growth of retail personal care distribution, acceptance of disposable hygiene products.

The women intimate care wipes market size is expected to see strong growth in the next few years. It will grow to $7.76 billion in 2030 at a compound annual growth rate (CAGR) of 5.3%. The growth in the forecast period can be attributed to increasing demand for sustainable intimate care products, rising penetration of online personal care channels, growing focus on microbiome-friendly formulations, expansion of premium feminine hygiene ranges, increasing consumer education on intimate wellness. Major trends in the forecast period include increasing demand for ph-balanced intimate wipes, rising preference for natural and organic formulations, expansion of dermatologically tested products, growing adoption of convenient on-the-go hygiene solutions, enhanced focus on skin-safe and hypoallergenic materials.

The growing population of working women is expected to drive the expansion of the women’s intimate care wipes market in the coming years. The rise in the number of working women is influenced by higher levels of education, changing social norms, economic requirements, and greater employment opportunities for women. Intimate care wipes offer working women a convenient and efficient way to maintain hygiene, freshness, and comfort throughout a busy day. For example, in February 2024, according to the Japan Institute for Labour Policy and Training (JILAF), a Japan-based government-affiliated agency, the employment rate for women in Japan reached 53.6% in 2023, reflecting a 0.6-point increase. Therefore, the increasing participation of women in the workforce is supporting the growth of the women’s intimate care wipes market.

Key players in this market are prioritizing the development of sustainable and user-friendly formulas, including vegan and cruelty-free options, to meet the rising consumer preference for environmentally conscious and ethically manufactured products. These wipes are tailored for sensitive hygiene needs without using animal-derived ingredients or engaging in animal testing during production. Victoria’s Secret's launch of its Coconut Milk and Rose Intimate Care Collection in July 2023 is an example of this trend, offering vegan and cruelty-free products that deliver gentle and effective intimate hygiene solutions. This collection underscores a commitment to ethical standards while ensuring convenience and confidence for consumers.

In January 2024, Compass Diversified Holdings, a publicly traded holding company based in the United States, acquired The Honey Pot Company for $380 million. This acquisition by Compass Diversified Holdings aims to fuel brand growth, broaden product offerings, and support holistic wellness and accessible feminine care through innovative solutions. The Honey Pot Company is a US-based consumer products company specializing in feminine care products.

Major companies operating in the women intimate care wipes market are Procter & Gamble Co., Johnson & Johnson, Kimberly-Clark Corporation, Reckitt Benckiser Group PLC, Hindustan Unilever Limited, Unicharm Corporation, Equate, Marico Limited, Prestige Consumer Healthcare Inc., Burt's Bees, Veeda Inc., Guy & O'Neill Inc., Seventh Generation Inc., Rael Inc., Cetaphil, The Honey Pot Company, Cora life, Sliquid LLC, SweetSpot Labs LLC, Good Clean Love LLC, Biokleen, Sustain Natural LLC, vagisil, Natracare, La Fresh Group Inc.

North America was the largest region in the women intimate care wipes market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the women intimate care wipes market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the women intimate care wipes market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The women's intimate care wipes market consists of sales of pH-balanced wipes, sensitive skin wipes, postpartum wipes, and flushable wipes. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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