Mila is bringing a skincare-inspired approach to intimate wellness, as seen with its water-based intimate mist to supplement natural moisture with a pH-balanced formula boosted by firming collagen, refreshing aloe, antioxidant-rich green tea and balancing centella. Free from dyes, allergens, parabens, sulfates and other potentially irritating ingredients, Mila's Intimate Gliding Mist can be spritzed in Wild Peony, Honeydew Melon, or a fragrance-free option.
“We saw an opportunity to build for a generation of consumers who have turned self-care into a lifestyle and finally give the category its beauty era,” said Mila co-founder Ada Trujillo. The female-founded intimate wellness brand recently closed a $2.5 million pre-seed round led by Mensch VC with participation from Sticker Ventures and angel investors from Spotify, Dyson, Tetra Pak, and BrewDog.
What's Driving This Trend
- Skin-first Intimate Care
- Intimate wellness is increasingly borrowing from facial skincare, creating space for pH-balanced formulas with familiar actives like collagen, aloe, green tea and centella.
- Beauty-led Sexual Wellness
- Aesthetic packaging, sensorial scents and lifestyle positioning are reframing intimate products as everyday beauty essentials rather than purely functional personal care items.
- Clean-label Body Formulas
- Ingredient transparency and exclusion of irritants such as dyes, allergens, parabens and sulfates are reshaping expectations for products used on sensitive areas.
Who This Affects Most
- Personal Care
- Skincare-inspired intimate mists point to category expansion where hydration, comfort and sensorial appeal converge in premium body care formats.
- Sexual Wellness
- The rise of female-founded intimate wellness brands signals a shift toward softer, self-care-oriented products that normalize pleasure, moisture and comfort.
- Beauty Retail
- Retailers have new merchandising potential as intimate care products adopt beauty cues, fragrance options and clean formulations suited for wellness-focused consumers.
