Kiehl’s Personals makes debut alongside campaign starring Ilana Glazer
Kiehl’s is venturing into new territory following the launch of a new line of products—Kiehl’s Personals.
Tapping into the $45B global intimate care market and Gen Z’s openness about sexual wellness, the company created the line following extensive market research.
“The intimate care category is reaching a climax—currently an estimated $45B global market. And Gen Z is breaking taboos as not only the most fluid generation but also the generation working to decrease the stigma of sexual wellness and actively seeking out information for how to care for 'down there' on social media,” A Kiehl’s executive told Inside Beauty.
Information uncovered by the research found that 66% of women-identifying and 47% of male-identifying Gen Z consumers in the U.S. remove hair, leading to issues like ingrown hairs, bumps, and uneven skin tone in intimate areas.
[Read more: Natural beauty takes center stage]
The brand sought to create the line’s two hero products—Ingrown Hair & Tone Corrective Intimate Drops and the Over & Under Cream Powder Deodorant—designed for all skin types, tones and genders.
To spread the word about the line, Kiehl’s tapped none other than actress and comedian Ilana Glazer to star in its campaign, alongside professional waxer Chloe Dein, which serves as a PSA in the form of a game show titled “Who Wants to Be a Million-Hair?”
“Although the market for intimate care is rising, we saw an opportunity to elevate the efficacy, with dermatologist and gynecologist-tested formulas that brought all-new aesthetics & formulation design. Kiehl’s, a brand known for its apothecary efficacy and clinically tested formulas, has the foundation to bring safe, yet effective products that consumers are looking for with a dopamine-boosting sensory experience. The time is now to bring the conversations out in the open and onto a larger stage, normalizing all things sexual wellness,” Kiehl’s stated.
The Ingrown Hair & Tone-Corrective Intimate Drops are formulated with a blend of AHA’s for improved ingrown hair conditions. They contain astaxanthin and jojoba oil to promote even skin tone and fortify the skin's protective barrier, the brand said. Additionally, the product provides results by clearing 90% of ingrown hairs in three days and enhances the skin tone of intimate areas within two weeks, per the brand.
The Over & Under Cream to Powder Deodorant is a 96-hour deodorant gentle enough for all areas of the body. It helps neutralize odors in the underarm, pubic and intimate areas, and features a formula that contains gentle acid blends to help counteract body odor, while the cream-to-powder finish helps minimize the feeling of discomfort caused by friction.
[Read more: Kiehl’s targets discoloration, SPF protection with Auto-Tone]
When it came to choosing its hero products, Kiehl’s shared that it was inspired by how “consumers are looking for ways to stay fresh—in 2023, we saw the rise of consumers hacking the supplement fenugreek to improve odor down there. However, odor hacks such as this one are not recommended by dermatologists. Kiehl’s had the opportunity to develop a deodorant that has powerful odor control and friction reduction down there, and is also tested for safety with both dermatologists and gynecologists.”
Kiehl’s Personals products will be featured as part of the brand’s launch on TikTok Shops, and also are now available on the Kiehl’s website and in-store as well as through Ulta.com and in Ulta Beauty stores nationwide. Additional retailer rollouts will happen later in the year.
