We launched PRIVATES in January 2024 with the belief that intimate care deserves a seat at the table alongside your skincare and wellness staples. The name is a playful nod to “your privates,” but it’s also intentionally bold—a way to reclaim the conversation around intimate hygiene and make it feel elevated, not awkward. There’s a sense of exclusivity to it, too. We wanted the name to reflect the kind of care that feels personal, private, and premium—like something you want to use and show off, not hide at the back of your shelf.

It came from a personal pain point. We both felt let down by the options available in the intimate care space—everything felt either hyper-feminized, overly medical, or unnecessarily taboo. Nothing struck the balance between being effective, lifestyle-esk, well-designed, and inclusive. We wanted something that fit into our lifestyle, regardless of gender, and didn’t carry shame or awkwardness. So we built it. PRIVATES is the brand we were searching for—intimate care that feels as natural and elevated as your favorite skincare brand.

Our Intimate Wipes have become a fan favorite, especially among fitness lovers. They’re stocked in studios across the country and praised for their simplicity, effectiveness, and skin-loving ingredients. It’s the kind of product that instantly makes sense once you use it—and people keep coming back for more.

That would have to be the Intimate Wash. It was the very first product we developed. Every ingredient, every texture, every moment of the user experience was carefully considered. It’s truly the foundation of our brand—and our personal favorite for a reason.

You can find us online and on Amazon. 

We’re focused on expanding the conversation around intimate hygiene. It’s skincare for your most sensitive areas—yet it’s still considered niche or taboo. We want to change that and educate people and spread awareness about how vital intimate hygiene is for your overall health. 

We honestly inspire each other. Building something from scratch requires a lot of trust, energy, and resilience—and watching each other grow and evolve through this process has been one of the most rewarding parts.

Refusing to accept limits—especially the ones we place on ourselves. If something feels uncomfortable, that’s usually where the growth is. We’ve learned to lean into those moments and do things differently, even when the path isn’t obvious.

A consistent routine. You don’t need 20 steps—you just need to be intentional and consistent. That’s when the real magic happens and your vibrance comes out. 

Sleep. It sounds simple, but it’s the most overlooked pillar of wellness. Chronic tiredness affects everything—from your skin to your mood to your gut. Prioritizing rest and using clean, gentle products like PRIVATES can help you stay in tune with your body and its needs.

Persistence is everything. When one door closes, you knock on the next—or build your own. The key is to never settle for what is, especially when you know what could be.

Movement is our go-to—whether that’s a gym session, a walk, or a stretch. It clears our heads and resets our energy. Then we balance it out with a healthy, nourishing meal. It’s our version of self-care—simple, grounding, and essential.

For more information about PRIVATES, visit their website and follow on Instagram: @getprivates

[Images courtesy of PRIVATES]