Niches & Nooks, a fresh and witty approach to intimate care, has launched with a range of pH-balanced essentials in innovative product formats with microbiome-friendly scents. Designed to refresh, cleanse, and care for the most overlooked nooks, the brand is putting intimate care into the spotlight with a witty tone of voice and comedy spin to the topic that historically has been considered a taboo. Incubated by Maesa, the leading disruptor in beauty and wellness, the brand is the company’s first foray into the intimate care category.

The line, tested by dermatologists and gynecologists, features science-backed formulas and immersive scent experiences that rival the elevated scent profiles of fine fragrances. Committed to delivering gentle, effective and beautifully fragranced products that prioritize skin health, each product in the line is powered by exclusive microbiome-friendly scent technology that ensures safe and soothing care for all skin types. Available exclusively at Target and Target.com, the launch assortment includes Wipe Your Nooks Refreshing Towelettes: Convenient, soothing wipes enriched with Aloe Vera for freshness on the go. The line also includes a gentle cleanser, sweat-absorbing chafing barrier spray and body & fabric fragrance mist.

All products are free from harsh ingredients like dyes, sulfates, parabens, phthalates and talc and are available in three signature scents—Soft Clementine, Airy Vanilla and Fresh Fig—as well as a fragrance-free option for Wash Your Nooks Gentle Cleanser and Wipe Your Nooks Refreshing Towelettes for those who prefer an unscented experience.

“Intimate care plays a vital role in a woman’s hygiene routine, yet it remains surrounded by shame,” says Oshiya Savur, chief brand and marketing officer at Maesa. “Society has conditioned us not to be vocal about it, and for a long time, the industry has used language more suited to dishwashing than to caring for women’s private parts. However, in this day and age, with TikTok views for intimate care content rising by 64% and 43% of Gen Z consumers feeling comfortable discussing it, we’re on the cusp of a cultural shift. Intimate care is becoming a real and meaningful part of the conversation. With the launch of Niches & Nooks, we’re sparking an open dialogue and positioning ourselves as a cool confidante for everyone.”

Bringing together effective, safe formulas and a modern, witty tone of voice, Niches & Nooks is on a mission to turn whispers about intimate care into meaningful yet lighthearted conversations with a comedy spin. The brand has partnered with two brand ambassadors – Serena Kerrigan and board-certified OBGYN Dr. Fran Haydanek, DO, FACOG – to help break down stigmas around intimate care, educate and facilitate an open dialogue on the topic.

Known as the “Queen of Confidence,” Kerrigan embodies the essence and emboldened spirit of the Niches & Nooks brand. Her vibrant personality, comedic charm and natural ability to bring ease and relatability to once-taboo topics make Kerrigan an ideal fit and perfect collaborator for the launch.

“Niches & Nooks is redefining intimate care and making it effortless, fun, and unapologetic,” says Kerrigan. “I’m excited to be part of this launch and support a brand that’s making self-care feel modern, desirable and completely essential.”

Recognizing the need to place education and community at the forefront, Dr. Fran’s partnership with Niches & Nooks will combine her medical expertise and innate feminine perspective to provide reliable and accredited information on women’s health in an accessible and approachable way. As a board-certified OBGYN with an engaging online presence, Dr. Fran bridges the gap between patients and medical knowledge to foster a community centered on trust and education while spotlighting women’s sexual health.

“Niches & Nooks gets it—women’s bodies are meant to be celebrated in every shape and size,” says Dr. Fran. “I’m excited to team up with a brand that puts confidence and self-care first while delivering modern, science-backed products that actually work. These skin-inspired formulas and innovative formats bring together microbiome-friendly fragrances and real efficacy, so you don’t have to choose between a scent you love and caring for yourself. As a women’s sexual health expert, I can’t wait to explore the positive impact these products have and share insights with my community on how Niches & Nooks is changing the game for everyday intimate care.”