Big-box retailer Walmart has unveiled a women’s intimate health section in over 1,000 doors, roughly a fifth of its total door count in the United States, and its website.
The section features supplements, intimate skincare, vaginal health, menopause care and other wellness items from a combination of new and existing brands, including Womaness, Joylux, pH-D Feminine Health, The Honey Pot Co., BioMiracle, Good Clean Love, PlusOne and Maya. Womaness and Joylux are making their debuts at Walmart, while pH-D Feminine Health entered the megachain in 2021.
A Walmart spokesperson tells Beauty Independent, “We are always listening to our customers, and based on their feedback, Walmart is expanding its assortment and simplifying the shopping experience.”
“Walmart is expanding its assortment and simplifying the shopping experience.”
Walmart is modernizing its approach to women’s intimate health as the category has been expanding to encompass sexual wellness, vaginal health, period care and menopause care. According to the firm Allied Market Research, the global feminine intimate care market size was $7.8 billion in 2024 and is projected to advance at a compound annual growth rate of 6.1% from 2025 to 2034 to reach $14 billion.
Retailers have been testing emerging women’s intimate health brands as they notice customers, especially younger consumers, seeking products beyond traditional staples like Summer’s Eve, Vagisil and KY. However, identifying the right product mix that generates significant revenue and sustainable demand has been challenging. After trying buzzy brands in sexual wellness in particular, some retailers have stepped back from the category.
Walmart’s new section lives in its intimate hygiene aisle, but Womaness co-founder Michelle Jacobs says it’s “thinking about it in a broader way than intimate hygiene. That’s why they’re excited to sell our body cream alongside our vaginal moisturizers and our supplements. They’re giving us the space and making the commitment to this category. We’re really thrilled with their strategic effort around reaching this customer in the best way we’ve seen out there.”
Six of Womaness’s products are going on shelf: $24.99 body cream The Works, $21.99 vaginal moisturizers Cocoa Bliss and Daily V Soothe, and supplements Active Glow, Let Me Sleep and Me. No. Pause. priced from $26.99 to $46.99. The brand’s five facial skincare products, priced between $29.99 and $34.99, will be sold online at Walmart. Known for its red light vaginal health device, Joylux is launching in Walmart stores with $13 soap SHEBar and $19 reusable cooling bra insert patches ColdHER. PlusOne’s $19.99 Weighted Silicone Kegel Exerciser will be new to Walmart and sold in the section.
Colette Courtion, Joylux founder and CEO believes initiatives like this are overdue. “For years, women in menopause were told to just deal with it,” Courtion says. “Walmart’s decision to expand their focus in this space proves what we’ve known all along, menopausal women are a powerful audience, and it’s time the retail world gave them the attention they deserve.”
Prior to introducing the new women’s intimate health section, Walmart conducted focus groups to learn about female customers shopping at it for intimate health, according to Womaness, which reported that members of the focus groups named the brand among those they look to buy. Negotiations between Walmart and Womaness on Womaness’ rollout at the retailer lasted nine months.
“What I’ve been most impressed with is just how much they know about women’s health and perimenopausal [and] menopausal women,” says Womaness co-founder Sally Mueller. “They know she’s shopping in the store, and they want to give her a better solution.”
Jacobs admits retail has been “sort of a roller coaster” for Womaness. The brand premiered at 500 Target stores at launch, where Mueller was formerly a senior marketing executive, but it exited the retailer last year. Mueller suggests the brand’s menopause-oriented products may have arrived at Target before the larger movement around menopause awareness took root.
“We were really one of the first players in that space and one of the first to go into retail,” says Mueller. “You need patience and the commitment longer term from the retailers. So, so much has changed in this space, and I really think we were maybe too early.”
