Maesa, a dynamic incubator known for its innovative product lines, is stepping into the intimate wellness category with the launch of its new brand Niches & Nooks. Scheduled to hit shelves this Sunday, this brand aims to address often overlooked areas of personal care, providing solutions for what they describe as the “nooks and crannies” of the body. The collection is made up of 14 different products priced at $13 each, all designed with a focus on being pH-friendly. These items have been dermatologist and OB-GYN tested, assuring consumers of their safety and efficacy. Available in Target stores and online, the product lineup includes fun and catchy offerings like the Wash Your Nooks Gentle Cleanser and the Dry Your Nooks Sweat Absorbing Chafing Barrier Spray, as well as fragrances and comforting wipes in scents like Soft Clementine, Airy Vanilla, and Fresh Fig—each catering to the evolving needs and preferences of modern consumers.
Maesa already has experience in body care, notably through its Being Frenshe line with Ashley Tisdale, but Niches & Nooks is its first venture specifically targeting the intimate wellness sector. Chief Brand Officer Oshiya Savur emphasizes that the brand was conceived by identifying gaps in the market where consumer needs are unmet. For many women, intimate care is a vital aspect of overall wellness; however, there’s often stigma surrounding it, leading to a lack of openly discussed solutions. Savur and her team want to change that narrative, making intimate care an essential part of self-care rather than something to be embarrassed about. Their aim is not just about providing products but also fostering an environment where women can feel empowered and confident discussing intimate wellness.
The brand’s development came as social conversations about personal care, especially among younger generations, began to shift. Gen Z, in particular, is emerging as a demographic that is open to talking about intimate care, with studies showing that 43% of this group feels comfortable discussing these topics. Maesa recognized that while products are available, many do not resonate with the ideals of modern consumers. Savur notes that existing offerings often resemble products found in conventional cleaning aisles—unappealing and lacking in aspirational qualities. The company aims to redefine what intimate care looks like, promoting a culture where natural bodily odors are seen through a lens of freshness rather than shame.
Further emphasizing this positive approach, Maesa’s senior vice president of product development, Dana Steinfeld, clarifies that the focus is not about fixing something perceived as broken but rather about embracing natural beauty. The formulations they’ve created respect and cater to sensitive skin, all while ensuring that users feel fresh and confident. The scents included in the products are developed with master perfumers, making them more luxurious and appealing than everyday cleansers. The idea behind this thoughtful approach is to elevate the intimate care experience to something that can be comfortably discussed and enjoyed.
Packaged in a distinctive dark purple that stands out on the shelves, the products feature a unique sculpted divot designed to symbolize the nooks and crannies they aim to care for. This thoughtful packaging not only enhances visual appeal but also injects a sense of fun and personality into the brand, aligning with its mission to take the seriousness out of intimate care. To celebrate the launch, Niches & Nooks has partnered with influencers like Serena Kerrigan to bring a lively and cheeky tone to the brand, appealing to a younger audience and normalizing conversations around personal care. Dr. Fran Haydanek is also involved, lending credibility and seriousness to the messaging.
As Niches & Nooks makes its debut, there’s a sense of excitement about what’s to come. Although the launch starts with four core products, there is a clear plan for expansion. Savur hints at innovative new formats and staples that will complement the existing lineup, showing a commitment to continuous progress in the realm of intimate care. With a fresh perspective, Maesa is not just entering the wellness market; it’s positioning itself to lead a movement that empowers individuals to embrace personal care in a more open, accessible, and engaging way. The hope is to change how society views intimate care and elevate it to a status that deserves recognition within self-care routines, ultimately contributing to a broader cultural shift in attitudes towards wellness.