# Clinically Tested Intimate Serums Plum Serum Delivers Targeted Relief for Women Without Hormones By Laura McQuarrie | Published 2024-09-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-plum-serum References: [morningstar](https://www.morningstar.com/news/pr-newswire/20240925da15107/plum-a-science-first-line-of-vaginal-skincare-products-sets-its-sights-on-revolutionizing-womens-health-launching-with-a-clinically-tested-serum-for-the-vaginal-area) & [loveyourplum](http://www.loveyourplum.com)  Plum, the first direct-to-consumer brand under the Curive Healthcare banner, introduced Plum Serum as its debut product and it's a clinically tested serum to address intimate dryness. The [microbiome-friendly, hormone-free, fragrance-free serum](https://www.trendhunter.com/trends/intimate-glide) was created to support the many women who suffer from [vaginal dryness](https://www.trendhunter.com/trends/niches-nooks), a condition that's often overlooked and inadequately addressed. "Healthcare brands that are winning with consumers are doing so in a way that feels premium, sensorial, and interesting," says Matthew Line, Chief Marketing Officer of Curive Healthcare. Many women experience dryness at pivotal points, such as during [postpartum or menopause](https://www.trendhunter.com/trends/made-with-tmi), and conditions or illnesses requiring treatments, like chemotherapy. Plum Serum uses advanced technology to optimize intimate skin comfort with peptides, hyaluronic acid, prebiotics, probiotics, lactic acid, omega-3, 7 and 9, and plum oil. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 82% | Activity: 84% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Intimate Health Innovations:** Microbiome-friendly serums like Plum Serum offer advanced, non-hormonal solutions addressing often-overlooked conditions such as vaginal dryness. - **Direct-to-consumer Healthcare:** The rise of brands like Plum under Curive Healthcare indicates a shift toward more personalized and accessible intimate health products. - **Advanced Skincare Ingredients:** Incorporating peptides, hyaluronic acid, and prebiotics into intimate health products showcases the trend of using high-quality skincare ingredients to enhance overall well-being. ### Sectors Adopting This - **Women's Health:** Innovative products like Plum Serum cater to specific women's health needs, particularly during postpartum and menopause, which are critical but often neglected areas. - **Biotechnology:** The formulation of microbiome-friendly, clinically tested serums demonstrates the intersection of biotechnology and consumer healthcare products. - **Skincare:** The inclusion of advanced skincare ingredients in intimate health products points to a growing convergence between skincare and health-focused formulations. ## Related on Trend Hunter - [Balancing Intimate Serums](https://www.trendhunter.com/trends/intimate-serum.md) - [Summery Intimate Serums](https://www.trendhunter.com/trends/vipstick-serum.md) - [Plum-Powered Facial Treatment Oils](https://www.trendhunter.com/trends/sweet-plum-oil.md) - [Hydrating Intimate Suppositories](https://www.trendhunter.com/trends/moisture-suppository.md) - [Intimates Hydration Melts](https://www.trendhunter.com/trends/hydration-melt.md) - [Hormonal Hydration Bodycare](https://www.trendhunter.com/trends/midlife-magic-set.md) - [Intimate Skincare Systems](https://www.trendhunter.com/trends/daily-v-system.md) - [Mind-Body Intimacy Supplements](https://www.trendhunter.com/trends/moisture-mood.md) - [Plum-Inspired Deep Hydration Kits](https://www.trendhunter.com/trends/deep-hydration-skincare.md)