Personal-Care Brands Are Evolving From Commoditized to Cool

The personal-care category is evolving from consisting of commoditized utility products purchased mainly on the basis of price to a diverse segment with a wide array of sophisticated, specialized offerings for many different, specific consumer groups.

Loey Lane of body-positive body-care line Love AnyBody, Aaron Paas of Wildist and Lauren Steinberg of Queen V are all new founders in the personal-care arena. Each brand, from stretch mark creams and chafe ointments to natural deodorants and toothpaste to vagina care, is innovating in the personal-care space, bringing new offerings to what was until very recently, a stale category monopolized by big CPG companies.

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