Vaginal Moisturizer Market

Global Vaginal Moisturizer Market Research Report Global Industry Analysis, Size, Share, Growth, Trends, Regional Analysis, Competitor Analysis and Forecast 2024-2032: By Type (Water-Based Lubrication, Silicone-Based Lubrication, and Oil-Based Lubrication), By End-user (Retail Stores, Hypermarkets/Supermarkets, Pharmacies/Drugs Stores, Specialty Stores, and Online Channels), By Application (Personal, Medical, and Others), and Region (North America, Europe, Asia-Pacific, and Rest of the World)

Consumer Goods & Services | February 2024 | Report ID: EMR00558 | Pages: 301

The global vaginal moisturizer market was valued at USD 2.39 billion in 2023 and is estimated to reach approximately USD 5.03 billion by 2032, at a CAGR of 8.6% from 2024 to 2032.

The increasing need for intimate care products that support women's comfort and health has given rise to the market for vaginal moisturizers. These moisturizers provide hydration and balance to the vaginal area while easing the discomfort and dryness associated with it. They are designed to replenish moisture and improve vaginal health in general, with a focus on natural components and pH balance. With a growing number of solutions to suit different needs and tastes, the market for vaginal wellness products is growing and enabling women to give their intimate health and well-being priority.




Report Attribute


Estimated Market Value (2023)

2.39 Bn

Projected Market Value (2032)

5.03 Bn

Base Year


Forecast Years

2024 - 2032

Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment- By Type, By End-user, By Application, & Region

Segments Covered

By Type, By End-user, By Application, & Region

Forecast Units

Value (USD Billion or Million), and Volume (Units)

Quantitative Units

Revenue in USD million/billion and CAGR from 2024 to 2032

Regions Covered

North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, and the Rest of World

Countries Covered

U.S., Canada, Mexico, U.K., Germany, France, Italy, Spain, China, India, Japan, South Korea, Brazil, Argentina, GCC Countries, and South Africa, among others

Report Coverage

Market growth drivers, restraints, opportunities, Porter’s five forces analysis, PEST analysis, value chain analysis, regulatory landscape, market attractiveness analysis by segments and region, company market share analysis, and COVID-19 impact analysis.

Delivery Format

Delivered as an attached PDF and Excel through email, according to the purchase option.


Global Vaginal Moisturizer Dynamics

Product innovation is aided by technological developments in formulation and delivery techniques, which improve user experience and efficacy. Market dynamics are shaped by regulatory modifications and healthcare professionals' endorsements, which impact consumer trust and adoption. Additionally, societal changes that de-stigmatize discussions about women's intimate health accelerate market expansion. In a market that is defined by both established competitors and new entrants, brands must differentiate themselves and capture market share through competitive pricing tactics and effective marketing campaigns.


Global Vaginal Moisturizer Drivers

  • Increasing Awareness of Vaginal Health

The need for vaginal moisturizers is rising as people become more conscious of vaginal health. Women are looking for answers for problems like vaginal dryness more and more as discussions about women's personal health grow more transparent and de-stigmatized. Increased acceptability and use of vaginal moisturizers results from people prioritizing their vaginal health as a result of this increased awareness. The need to preserve vaginal health is also emphasized by advocacy organizations and healthcare professionals through educational initiatives, which propels the demand for these goods.

  • Rising Aging Population and Hormonal Changes,

The need for vaginal moisturizers is largely driven by the aging population and hormonal fluctuations in women. Hormonal changes brought on by aging, especially during menopause, can cause vaginal dryness and discomfort. The market for vaginal moisturizers is expanding as more women look for relief from these symptoms in order to preserve their personal comfort and quality of life. This demographic trend emphasizes the need for efficient solutions designed to meet the unique requirements connected to aging-related vaginal health issues and hormonal changes.



  • Lack of Comprehensive Education and Awareness

It's possible that many people, particularly in some cultural contexts, don't know enough about vaginal health issues and products like moisturizers. This lack of knowledge may cause people to be reluctant or hesitant to look for these products, which would impede market expansion. Furthermore, false information or taboos around intimate health might reinforce false beliefs, which makes it harder to disseminate factual information and discourages consumers from using vaginal moisturizers.

  • Potential Side Effects or Allergic Reactions to Ingredients

Even though the purpose of these products is to reduce discomfort, negative side effects may discourage users from using them. People may get discomfort, inflammation, or other adverse reactions, which makes them wary of or steer clear of vaginal moisturizers. Furthermore, when consumers have unfavorable results, questions regarding safety and effectiveness surface. This undermines consumer trust in the product category and impedes market expansion as customers look for alternatives or stop using the items entirely.



  • Growing Demand for Innovative Product Formulations

New solutions with improved safety, efficacy, and user experience are more sought after as consumers get more discriminating. Because of this demand, manufacturers are compelled to spend money on R&D, which results in the development of sophisticated formulations with state-of-the-art components and delivery methods. Businesses can set themselves apart and take up more market share by catering to the changing demands and tastes of their customers.

  • Collaborations with Healthcare Professionals and Gynaecologists

By collaborating with reputable medical professionals, businesses may use their experience and authority to inform consumers about the value of vaginal health and the advantages of utilizing moisturizers. Healthcare professionals' recommendations can increase customer confidence and trust in these items, increasing the rate of adoption. These collaborations also help to ensure that product development is aligned with clinical standards and effectively meets the needs of particular patients by providing insightful input.


Segment Overview

  • By Type

Based on type, the global vaginal moisturizer market is divided into water-based lubrication, silicone-based lubrication, and oil-based lubrication. The water-based lubrication category dominates the market with the largest revenue share in 2023. Water is the primary ingredient in these moisturizers' formulation, which makes them lightweight and simple to clean. With a natural feel that resembles the body's natural lubrication, they offer momentary relief from dryness and pain in the vagina. Silicone compounds are the primary constituents of silicone-based moisturizers, which offer a smooth, long-lasting lubrication. They are perfect for use in water-based activities like swimming and showering because they are water-resistant.  Mineral oil, coconut oil, or organic plant oils are examples of the oils used in the formulation of oil-based moisturizers.

  • By End-user

Based on the end-user, the global vaginal moisturizer market is categorized into retail stores, hypermarkets/supermarkets, pharmacies/drug stores, specialty stores, and online channels. The online channels category leads the global vaginal moisturizer market with the largest revenue share in 2023. Customers can buy vaginal moisturizers discreetly and conveniently from the comfort of their homes with the help of e-commerce platforms and online stores. Specialized businesses that sold mostly pharmaceutical and medical supplies. big-box stores that offer a wide range of merchandise, including personal hygiene items like lubricants for the vagina.  Conventional retail establishments that include a variety of businesses such general merchandise, beauty, and convenience stores.

  • By Application

Based on application, the global vaginal moisturizer market is segmented into personal, medical, and others. The personal segment dominates the vaginal moisturizer market. This category includes vaginal moisturizers that are mostly used for intimate health and personal hygiene. Products in this category are frequently sold to people who are looking for relief from irritation, dryness, or discomfort in their vagina as a result of menopause, hormonal changes, or certain drugs. Vaginal moisturizers that are suggested or prescribed by medical practitioners to treat particular medical diseases or concerns are included in the medical sector.


Global Vaginal Moisturizer Overview by Region

The global vaginal moisturizer market is categorized into North America, Europe, Asia-Pacific, and the Rest of the World. North America emerged as the leading region, capturing the largest market share in 2023. With so many women in the area, interpersonal health and wellness are becoming more and more important. Furthermore, vaginal care products are widely accepted and well-known, thanks to intensive marketing campaigns and educational initiatives. Another factor bolstering market domination is the availability of a broad selection of items via a variety of retail channels, such as pharmacies, supermarkets, and internet platforms. Furthermore, the availability of premium and cutting-edge vaginal moisturizers is guaranteed by a robust healthcare infrastructure and the presence of top brands and producers, solidifying North America's position as the industry leader.

Throughout the forecast period, Asia-Pacific is anticipated to post a significant CAGR. The market for these products in the region is being driven by growing disposable incomes, shifting cultural attitudes toward discussing delicate subjects, and growing awareness of intimate health. Further driving market expansion are the increasing urbanization, the expansion of women's empowerment programs, and the entry of international brands into developing nations.



Global Vaginal Moisturizer Competitive Landscape

In the global vaginal moisturizer market, a few major players exert significant market dominance and have established a strong regional presence. These leading companies remain committed to continuous research and development endeavors and actively engage in strategic growth initiatives, including product development, launches, joint ventures, and partnerships. By pursuing these strategies, these companies aim to strengthen their market position, expand their customer base, and capture a substantial share of the market.

Some of the prominent players in the global vaginal moisturizer market include,

  • Reckitt Benckiser Group plc
  • Johnson & Johnson
  • The Yes Company
  • Good Clean Love
  • Pfizer Inc.
  • Combe Inc.
  • Mayer Laboratories, Inc.
  • BioFilm, Inc.
  • C.B. Fleet Company, Inc.
  • Sliquid, LLC, and various others.


Global Vaginal Moisturizer Recent Developments

  • In November 2023, Pharmavite LLC, the company behind Nature Made vitamins, has acquired Bonafide Health, a company dedicated to providing innovative menopause management solutions, as part of its strategy to broaden its portfolio of women's health brands.
  • In March 2022, Queen V, a feminine hygiene brand, makes a comeback to the market after being acquired by Reckitt Benckiser. 2,000 CVS locations across the country sell lubricants, bubble baths, and wipes that are pH and microbiome friendly.


Scope of the Global Vaginal Moisturizer Report

Vaginal Moisturizer Market Report Segmentation



By Type

  • Water-Based Lubrication
  • Silicone-Based Lubrication
  • Oil-Based Lubrication

By End-user

  • Retail Stores
  • Hypermarkets/Supermarkets
  • Pharmacies/Drugs Stores
  • Specialty Stores
  • Online Channels

By Application

  • Personal
  • Medical
  • Others

By Geography

  • North America (USA, and Canada)
  • Europe (UK, Germany, France, Italy, Spain, Russia and Rest of Europe)
  • Asia Pacific (Japan, China, India, Australia, Southeast Asia and Rest of Asia Pacific)
  • Latin America (Brazil, Mexico, and Rest of Latin America)
  • Middle East & Africa (South Africa, GCC, and Rest of Middle East & Africa)

Customization Scope

  • Available upon request


  • Available upon request


Objectives of the Study

The objectives of the study are summarized in 5 stages. They are as mentioned below:

  • Global Vaginal Moisturizer Market Size and Forecast: To identify and estimate the market size for the global vaginal moisturizer market segmented by type, by end-user, by application, region and by value (in U.S. dollars). Also, to understand the consumption/ demand created by consumers of vaginal moisturizer between 2019 and 2032.
  • Market Landscape and Trends: To identify and infer the drivers, restraints, opportunities, and challenges for the global vaginal moisturizer market
  • Market Influencing Factors: To find out the factors which are affecting the sales of vaginal moisturizer among consumers
  • Impact of COVID-19: To identify and understand the various factors involved in the global vaginal moisturizer market affected by the pandemic
  • Company Profiling:  To provide a detailed insight into the major companies operating in the market. The profiling will include the financial health of the company's past 2-3 years with segmental and regional revenue breakup, product offering, recent developments, SWOT analysis, and key strategies.


Intended Audience

  • Healthcare Professionals
  • Retailers
  • Manufacturers
  • Researchers and Academics
  • Consumers

Research Methodology

Our research methodology has always been the key differentiating reason which sets us apart in comparison from the competing organizations in the industry. Our organization believes in consistency along with quality and establishing a new level with every new report we generate; our methods are acclaimed and the data/information inside the report is coveted. Our research methodology involves a combination of primary and secondary research methods. Data procurement is one of the most extensive stages in our research process. Our organization helps in assisting the clients to find the opportunities by examining the market across the globe coupled with providing economic statistics for each and every region.  The reports generated and published are based on primary & secondary research. In secondary research, we gather data for global Market through white papers, case studies, blogs, reference customers, news, articles, press releases, white papers, and research studies. We also have our paid data applications which includes hoovers, Bloomberg business week, Avention, and others.

Data Collection

Data collection is the process of gathering, measuring, and analyzing accurate and relevant data from a variety of sources to analyze market and forecast trends. Raw market data is obtained on a broad front. Data is continuously extracted and filtered to ensure only validated and authenticated sources are considered. Data is mined from a varied host of sources including secondary and primary sources.

Primary Research

After the secondary research process, we initiate the primary research phase in which we interact with companies operating within the market space. We interact with related industries to understand the factors that can drive or hamper a market. Exhaustive primary interviews are conducted. Various sources from both the supply and demand sides are interviewed to obtain qualitative and quantitative information for a report which includes suppliers, product providers, domain experts, CEOs, vice presidents, marketing & sales directors, Type & innovation directors, and related key executives from various key companies to ensure a holistic and unbiased picture of the market. 

Secondary Research

A secondary research process is conducted to identify and collect information useful for the extensive, technical, market-oriented, and comprehensive study of the market. Secondary sources include published market studies, competitive information, white papers, analyst reports, government agencies, industry and trade associations, media sources, chambers of commerce, newsletters, trade publications, magazines, Bloomberg BusinessWeek, Factiva, D&B, annual reports, company house documents, investor presentations, articles, journals, blogs, and SEC filings of companies, newspapers, and so on. We have assigned weights to these parameters and quantified their market impacts using the weighted average analysis to derive the expected market growth rate.

Top-Down Approach & Bottom-Up Approach

In the top – down approach, the Global Batteries for Solar Energy Storage Market was further divided into various segments on the basis of the percentage share of each segment. This approach helped in arriving at the market size of each segment globally. The segments market size was further broken down in the regional market size of each segment and sub-segments. The sub-segments were further broken down to country level market. The market size arrived using this approach was then crosschecked with the market size arrived by using bottom-up approach.

In the bottom-up approach, we arrived at the country market size by identifying the revenues and market shares of the key market players. The country market sizes then were added up to arrive at regional market size of the decorated apparel, which eventually added up to arrive at global market size.

This is one of the most reliable methods as the information is directly obtained from the key players in the market and is based on the primary interviews from the key opinion leaders associated with the firms considered in the research. Furthermore, the data obtained from the company sources and the primary respondents was validated through secondary sources including government publications and Bloomberg.

Market Analysis & size Estimation

Post the data mining stage, we gather our findings and analyze them, filtering out relevant insights. These are evaluated across research teams and industry experts. All this data is collected and evaluated by our analysts. The key players in the industry or markets are identified through extensive primary and secondary research. All percentage share splits, and breakdowns have been determined using secondary sources and verified through primary sources. The market size, in terms of value and volume, is determined through primary and secondary research processes, and forecasting models including the time series model, econometric model, judgmental forecasting model, the Delphi method, among Flywheel Energy Storage. Gathered information for market analysis, competitive landscape, growth trends, product development, and pricing trends is fed into the model and analyzed simultaneously.

Quality Checking & Final Review

The analysis done by the research team is further reviewed to check for the accuracy of the data provided to ensure the clients’ requirements. This approach provides essential checks and balances which facilitate the production of quality data. This Type of revision was done in two phases for the authenticity of the data and negligible errors in the report. After quality checking, the report is reviewed to look after the presentation, Type and to recheck if all the requirements of the clients were addressed.

Frequently Asked Questions

On the basis of Geography, the vaginal moisturizer market is classified into North America, Europe, Asia Pacific, and the Rest of the world
According to vaginal moisturizer market research, the market is expected to grow at a CAGR of ~8.6% over the coming years.
Asia-Pacific is expected to register the highest CAGR during 2024 - 2032
North America held the largest share in 2023.
The major players operating in the global market include, Reckitt Benckiser Group plc, Johnson & Johnson, The Yes Company, Good Clean Love, Pfizer Inc., Combe Inc., Mayer Laboratories, Inc., BioFilm, Inc., C.B. Fleet Company, Inc. Sliquid, LLC, and various others.

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