Following a 14-month hiatus after its January 2021 acquisition by Reckitt (RB), feminine hygiene brand Queen V has made a regal return to the shelves with the launch of seven of its products in 2,000 CVS stores.

Reckitt, ranked No. 6 in Happi's International Top 30 Report in 2021, has been working closely to build on the “incredible product line Lauren Steinberg introduced to the market,” said Olga Osminkina-Jones, global chief category growth officer, intimate wellness, Reckitt, in a statement. “We see tremendous potential for Queen V to help us change the face of the category, it’s reason for being and impact on women’s approach to feminine intimate wellness.”

 

Queen V will continue its mission to provide feminine hygiene products that support vaginal health, but with the backing of Reckitt’s doctors, scientists and R&D division to drive innovation, product development and improving upon past formulas, according to the company.

 

“Queen V’s mission is in alignment with Reckitt’s strategic choices, one of them being expansion into large and fast-growing intimate wellness space,” said Steinberg, who will remain the face of the brand, engaging with audiences on social channels “while keeping the brand firmly rooted in its DNA.”

The Queen V product range includes pH-balanced and microbiome-friendly wipes, bubble baths and lubricants for women. This indie brand was launched in 2018 by Steinberg, who sought to change the conversation about feminine hygiene. After years of frustration, the journalist turned entrepreneur applied her investigative nature to ascertain the root cause of women’s infections.

 

Steinberg also learned about the pH level of the vagina—the normal range of which is anywhere from 3.8-4.5. When vaginal pH is constantly off-balance, it can leave women with bacterial infections, she said, which disrupt the vagina’s healthy microbiome. 

 

“At Queen V, we educate consumers in a friendly way to respect your intimate pH,” she said.

Category Growth

The women's intimate health market is becoming saturated with many other up-and-coming feminine hygiene brands. 

In fact, the global feminine intimate care market (washes, wipes, moisturizers/creams, etc.) was valued at $1.1 billion in 2018 and was predicted to register a CAGR of 3.4% from 2019 to 2025, according to Grand View Research.

Sexual health and intimate wellness is also being addressed by device makers and tech firms, too. 

In more traditional areas of feminine hygiene, more brands offer wholesome intimate products to sustain and support vaginal health and eduacte women on the importance of choosing products that are agreeable to their vagina and the environment. These include Tennessee-based Trace Femcare, Inc. and Hempress based out of Austin, TX. The brands make hemp-based tampons and pads that are free from plastic applicators aimed to mitigate the use of single-use plastics. Hempress' tampons are made from antimicrobial fibers free of toxins, plastics, hormone disrupters and fragrances that support vaginal health, while Trace Femcare, Inc.'s are made from regeneratively-grown hemp fiber and organic cotton. (For more on wipes, pads, tampons and similar products, see Happi.com's sister site, Nonwovens Industry.)

 

Line Expansion for 2022

 

Continuing its focus on products that are free from fragrances, Queen V’s March 21 return included seven products aimed to help women obtain, maintain and sustain a healthy vaginal microbiome. The products were made in consultation with Steinberg’s father, a gynecologist with practices in California and New York, to develop fun, affordable and efficacious solutions to obtain and maintain a healthy vaginal pH and microbiome.

 

Products include:

 

·      pHUN Wipes, which are made with cranberry extract, are used for reducing the risk of bladder infections;

·      V Bar, soap infused with aloe and rose water to moisturize and ease irritation;

·      Queen It Up V Intimate Wash, a shower gel made from lemongrass extract and lactic acid to support the microbiome;

·      DD Probiotic supplement, which contains strains of lactobacillus and Bifidobacterium and 3 billion colony forming units to improve health;

·      Pop the Bubbly, a bubble bath liquid made with green tea, mango and chamomile extract to help keep the vagina’s acidity level balanced.;     

•    P.S. I Lube You, a dermatologist-test, latex-friendly, water-based lubricant applied before intercourse; and

·      UT(M)I, a cranberry and lactobacillus supplement that also contains maltodextrin, hypromellose, magnesium stearate, silica, can be taken in conjunction with treating a urinary tract infection.

 

Retail Expansion
 

In the four years since its formation, Queen V has gained a strong financial footing with her products sold at Target, CVS and Urban Outfitters, and a global launch in Sephora. The 28-year-old entrepreneur’s outspoken efforts championing dialogue around feminine hygiene earned her national recognition on Forbes 30 Under 30 and Ad Age 40 Under 40 lists.

 

In leading Queen V’s acquisition by Reckitt, which includes other intimate wellness brands such as K-Y and Durex, the brand sits within Reckitt’s Global Health Unit with feminine intimate hygiene category a reported $7 billion market.

 

“Queen V is a fantastic purpose-driven brand with products that appeal to the needs of our diverse and evolving customer base,” said Osminkina-Jones. “This innovative brand has the potential to enhance wellness and make a positive difference to many consumers’ daily lives. Working together with the Queen V team, we are committed to the shared mission of de-stigmatization, focusing on women’s needs and vagina-positivity.”