Niches & Nooks has launched a new line of intimate care products designed to address the often-overlooked needs of personal hygiene. The brand, which is a new initiative from Maesa, aims to bring attention to intimate care with a fresh approach that includes pH-balanced essentials and microbiome-friendly scents. The product line has been developed with the guidance of dermatologists and gynecologists, ensuring that the formulas are both effective and gentle on the skin.
The collection features a variety of items, including a gentle cleanser, refreshing towelettes, a chafing barrier spray, and a body and fabric fragrance mist. Each product is crafted to prioritize skin health and is free from harsh ingredients such as dyes, sulfates, and parabens. The offerings are available in three signature scents—Soft Clementine, Airy Vanilla, and Fresh Fig—as well as a fragrance-free option for those who prefer unscented products.
Oshiya Savur, Chief Brand and Marketing Officer at Maesa, commented on the importance of intimate care, stating, “Intimate care plays a vital role in a woman’s hygiene routine, yet it remains surrounded by shame.” The brand seeks to foster open discussions about intimate care, particularly among younger generations who are increasingly comfortable discussing such topics.
Niches & Nooks has enlisted brand ambassadors, including Serena Kerrigan and board-certified OBGYN Dr. Fran Haydanek, to help break down stigmas and promote education around women’s health. Kerrigan, known for her confident and relatable persona, expressed her excitement about the brand’s mission to make self-care modern and essential. Dr. Fran aims to provide accessible information on women’s health, emphasizing the importance of celebrating women’s bodies in all forms.
The products are available exclusively at Target and Target.com, marking a significant entry into the intimate care market for Maesa. With a focus on effective formulas and a modern approach, Niches & Nooks aims to redefine the conversation around intimate care.