Beyond Empowerment - Redefining Inclusivity in Intimate Wellness

Feminine identity- and its adoption by intimate wellness brands - has always reflected the codes of the times. Victorian women were cast as symbols of moral virtue, with purity baked into everything from soap adverts to personal products. By the mid-20th century, the “new woman” emerged—modern and independent, yet defined by how well she looked rather than how well she was. Aspirational standards prioritised outward polish over internal well-being, creating a dichotomy between appearance and substance.

In the late 1990s and early 2000s, clinical minimalism took hold. Brands like Clearblue embodied this shift with sleek, sterile branding reflecting the third-wave feminist ethos of autonomy, precision, and professionalism, tying feminine identity to science and control.

By the early 2020s, however, this narrative was beginning to fray. The cold, austere branding of the previous era felt alienating to younger consumers craving warmth, intimacy, and inclusivity. Enter the pastel-coded revolution. Brands like Thinx, Lelo and The Honey Pot embraced softer aesthetics and messaging that celebrated individuality and emotional well-being. Pastels, once seen as infantilising, became symbols of playfulness, self-awareness, and feminist joy.

Menstrual products and intimate wellness brands began breaking taboos, creating a space where periods, sexual pleasure, and self-care started to become normalised. Yet, these brands still often place the cognitive load on women, leaving them to navigate complex and sensitive topics largely on their own. This raises the question: how can brands shift the dial from empowerment to enablement, creating solutions that alleviate rather than add to this burden?

In sexual wellness, the shift is especially stark. Once dominated by hyper-sexualisation - think Ann Summers bombshell aesthetic- the category gave way to pastel-coded pleasure, candy-coloured products that looked like they could have been designed by the likes of Sofia Coppola or Petra Collins. This has now evolved further into a new wave of neutrally toned, minimalist designs that reject overt eroticism in favour of subtle luxury. Brands like Maude embrace this shift, framing pleasure as an extension of wellness, with sophistication replacing sensationalism.

Minimalist brands such as Medicine Mama and Uberlube reflect this progression, moving from playful pastels to timeless aesthetics that emphasise quality and understated elegance. This marks a new direction in marketing—intimacy is no longer about spectacle but thoughtful design and elevated experiences. Yet this premium-coded approach raises the question: can it truly cater to the full spectrum of needs in feminine wellness? To ensure these products serve more than just a privileged few, brands must consider inclusivity in all forms—cost, availability, gender identity, and cultural relevance—broadening their vision to meet the needs of a more diverse audience.

Minimalism’s association with exclusivity risks alienating consumers who cannot afford to participate in this elevated vision. This aesthetic, while sophisticated, may inadvertently deepen inequities in the category, leaving those already underserved in the conversation around feminine wellness even further behind. Without addressing accessibility and inclusivity at its core, the promise of empowerment risks becoming an unattainable ideal.

As this category evolves, it must take note of the lessons learned from the broader wellness industry. Glossy promises of unattainable ideals and pseudoscience have left consumers disillusioned. To avoid these pitfalls, brands must champion authenticity, inclusivity, and systemic advocacy. This means going beyond surface-level narratives to address real issues—affordable period care, destigmatising intimate health, and tackling structural inequities.

The future of feminine wellness demands brands go beyond empowerment by offering resources and support that resonate across diverse cultural norms, gender identities, and socioeconomic realities. By reducing the cognitive load on women and positioning themselves as allies across all life stages, brands can create solutions that are truly inclusive, accessible, and meaningful to all.?