As the personal care industry evolves, there’s a growing opportunity to support men’s intimate health with well-formulated, natural ingredient-based products.
At O&3, we understand the importance of supporting modern lifestyles with personal care solutions that are functional, thoughtful, and safe.
As conversations around self-care and personal wellness continue to evolve, there’s one area that remains significantly under-discussed – intimate hygiene for men.
While grooming habits such as skincare, fragrance, and haircare are becoming part of daily routines and rituals, intimate hygiene is still overlooked or poorly understood but maintaining hygiene of the genital area is just as vital as brushing your teeth or washing your face.
And as consumer awareness grows, so does the incredible opportunity for brands to innovate within this category. The global market for men’s intimate hygiene products was valued at $13.2 billion in 2024 and is projected to skyrocket to $30.4 billion by 2034, with a CAGR of 8.9%. This surge is fuelled by evolving attitudes towards male grooming, an increased focus on self-care, and a clear demand for discreet, effective, and natural product options.
At O&3, we believe brands and formulators have a key role to play in shaping this category. By offering natural, purpose-driven solutions, we can create products that help men build routines to support hygiene, comfort, and confidence.
Why male intimate care deserves more attention
When it comes to intimate hygiene, the personal care industry has long prioritised women, offering a wide spectrum of products framed around health, cleanliness, pH balance, and lifestyle. Feminine care brands often lead with empathetic messaging, wellness-driven routines, and proactive education on self-care.
By contrast, intimate care for men has remained under-marketed, under-discussed, and often misunderstood, frequently reduced to general body washes or overlooked entirely. But the need is just as real.
Maintaining intimate health should be considered a fundamental part of men’s grooming and skincare, right alongside:
Preventing bacterial buildup
Managing friction and moisture
Supporting the skin microbiome
Boosting comfort and confidence
Issues like irritation, odour, sweat, friction, and dry or inflamed skin in the genital region are not gender-specific, and for many men, particularly those with coarse hair, active lifestyles, or hot climate exposure, these concerns are daily realities.
While women’s intimate pH is typically around 5.5, a man’s is generally more alkaline. Using products with an inadequate pH, such as a feminine intimate wash or even conventional shower gels, can disrupt the skin’s protective barrier. This imbalance can lead to irritation, discomfort, and potentially increase vulnerability. Therefore, for proper male intimate hygiene, it is essential that there are products available, formulated with an adapted pH and skin-friendly ingredients.
Just as consumers now seek face oil for men, natural beard oil, or organic beard dye as part of a complete grooming routine, intimate care is becoming part of that same wellness evolution.
It opens the door for brands to support male customers in a more natural, confident, and informed way. This evolution also includes the growing interest in body oil for men and natural body oil for men, as consumers look for natural solutions for their entire body, including intimate areas.
The rise of natural body oil for men and intimate solutions
Formulators developing for this space need to consider evolving consumer preferences:
Fragrance-free and sulphate-free options to reduce irritation and sensitivity.
Incorporate well-chosen essential oils for men that are safe and non-irritating for intimate use or explore specific essential oil blends for men designed for sensitive skin. While perfume oils for men might be too strong for intimate areas, there is a broader trend towards natural scents, with natural ingredients such as tea tree, aloe vera, witch hazel, and calendula known for their antimicrobial and soothing effects.
Eco-friendly formats, including biodegradable wipes, low-waste packaging, and refill systems.
To succeed in this category, brands must combine functionality with discretion and formulations should reflect that. Some of the formats we are seeing gain momentum include:
pH-balanced intimate wash for men with minimal surfactants. These are excellent natural intimate wash for men options and contribute to the growing demand for natural men’s intimate cleansers.
Soothing post-shave balms for the groin or inner thigh.
Anti-chafing creams enriched with calendula, oat, or shea.
Natural intimate sprays or roll-ons that neutralise odour without synthetic fragrance.
Wipes infused with aloe and witch hazel for on-the-go refreshment.
And according to market reports, wipes are driving the most growth, with projections placing this segment at $9.5 billion by 2034. Their portability, ease, and discreet usage make them a natural fit for post-gym, pre-date, or travel use.
Whether you’re targeting athletes, commuters, or everyday routines, the formulation focus should be on gentle, non-irritating actives that restore comfort and support healthy skin microbiota.
Essential oils for men’s intimate care products
For brands wanting to incorporate natural solutions, understanding the best oil for men’s private part care means prioritising gentle, carefully selected ingredients. Some of our favourite oils for men’s intimate care products include:
Black Seed Oil
Known for its potential anti-inflammatory and antimicrobial properties, the benefits of black seed oil for men in intimate care could include soothing irritation and supporting overall skin health in sensitive areas.
Borage Oil
Rich in gamma-linolenic acid (GLA), borage oil is excellent for calming irritated skin and supporting the skin barrier, making it ideal for maintaining comfort and hydration.
Coconut Oil
A versatile favourite, the benefits of coconut oil for men include its natural moisturising and mild antimicrobial qualities, which can help keep the intimate area soft and protected.
Olive Oil
Known for its emollient properties, olive oil benefits men by providing deep hydration and a protective barrier, helping to alleviate dryness and friction.
Patchouli Oil
While often associated with its earthy scent, patchouli oil is a great essential oil for men can also offer antiseptic and anti-inflammatory benefits, making it a soothing addition to formulations when diluted.
Pumpkin Seed Oil
Packed with vitamins and antioxidants, pumpkin seed oil benefits men by nourishing the skin and supporting its natural repair processes, contributing to overall skin vitality.
Argan Oil
A lightweight yet deeply moisturising oil, argan oil for men can improve skin elasticity and soothe dryness without feeling greasy, making it perfect for sensitive intimate skin.
Rosemary Oil
While caution is needed due to its potency, diluted rosemary oil can be a great essential oil for men’s intimate care products, due to its antimicrobial properties but should be used sparingly and always in a carrier oil for intimate applications.
This brand explicitly focuses on 100% natural and organic men’s skincare, including a dedicated line for intimate hygiene. They offer intimate washes and creams specifically formulated for men’s pH and sensitive skin, often highlighting ingredients like aloe vera, chamomile, and calendula. Their clear messaging around natural, organic, and vegan certifications makes them a strong player in this segment.
Pee Safe is a broader hygiene brand (known for feminine hygiene products as well) but their push into men’s intimate washes and sprays shows a recognition of the growing market and a commitment to addressing these needs, their products often focus on gentle cleansing and odour control.
Vikas Bagaria, Founder of Pee Safe and vocal advocate for men’s intimate hygiene, said ‘The genitalia are one of the most neglected body parts in men and can collect a lot of dirt and grime, making them prone to infections. Intimate hygiene is important for overall well-being and should form an essential part of men’s daily cleaning routine.’
Known for its use of natural tea tree oil, Australian Bodycare has a specialised range of intimate care products for men. They address common issues like irritation, itching, and odour with products such as intimate washes, gels, and deodorants, emphasising the natural antiseptic and soothing properties of tea tree oil. They focus on dermatologically tested, vegan, and sensitive-skin-friendly formulations.
While not exclusively natural, they have been a pioneer in normalising men’s intimate hygiene, offering a range of products, focussing on freshness, comfort, and addressing sweat and odour. Their strong marketing and focus on specific male concerns have made them a recognisable name.
O&3 thoughts on the future of men’s intimate care products
Men’s intimate care products are no longer a niche but a core part of natural self-care and brands that lead with clean, functional formulations will take the lead.
With a booming market, increasing consumer openness, and a shift toward natural formulations, now is the time for brands to meet men where they are and help redefine intimate care not as a luxury, but as a vital part of daily wellness.
Please note that the views/opinions expressed in this blog are solely our own. It is the responsibility of our clients to conduct the necessary testing to substantiate any claims and ensure compliance with industry standards for every ingredient. We will not accept any liability for claims made based on our content.
