SKINCARE FOR DOWN THERE
Lauren Breuer and Paras Kansra met at a spin class at FIT. He asked her out and thoughtfully considered her veganism when planning their first date. That’s how Breuer knew he was a keeper. As they got to know each other, their entrepreneurial mindset and passion for the environment brought them closer, and eventually inspired them to start a business together.
Breuer and Kansra searched for simple, effective washes and wipes for intimate hygiene to use within their relationship, but the options they found were disappointing: overly perfumed pink products marketed to women, highly medical solutions, or hyper-sexualized items tucked away in the “sexual health” aisle. None felt modern, approachable, or inclusive. Determined to fill this gap, they decided to launch a lifestyle brand that is animal cruelty–free, gender-neutral, and stigma-free.
Their brand, Privates, treats intimate hygiene like regular skincare: non-abrasive, safe for sensitive skin, and part of a routine. “We wanted something you could use daily, the way you care for your face or brush your teeth,” Breuer says.
The founders bootstrapped the brand while working full time, each applying their expertise: Breuer in product development, sales, supply chain, and marketing; Kansra in product development, management, and market research.
The product contains 14 ingredients designed to restore pH balance, a key factor in maintaining healthy bacteria, preventing infections, and protecting the skin’s natural barrier.
Throughout development, they received guidance from their former professors. Jill Friedman, an adjunct faculty member in the Cosmetics and Fragrance Department, helped them create a clean, effective formula free of phthalates, parabens, and silicones. Renee Liebler, assistant professor of Entrepreneurship, emphasized a hands-on approach to market research, urging real-time testing over theory alone.
Every detail, from the ingredients to the materials, was meticulously chosen for softness, neutrality, and trustworthiness. This commitment to quality is mirrored in the brand’s flagship product, the Intimate Flushable Wipes, made from biodegradable cellulose and ideal for post-workout use or a quick refresh throughout the day.
The minimalist, soft-touch packaging signals self-care over shame or stigma, challenging the hyper-feminized, gendered norms of the category where bright pink labels and clinical language can make purchasing intimate care products feel uncomfortable.
The products are available online through the website and Amazon and are offered as amenities at independent Pilates studios across the country.
Rather than lean into the taboo or shock factor often associated with sexual hygiene and health products, Privates is marketed through a lens of education and normalization. The goal is not to reframe intimate care as edgy or provocative, but as everyday hygiene. “We’re not in the business of sexual wellness. We’re in the business of hygiene,” Breuer says. “That distinction is important, because people tend to shut down when they think something is sexual, even if it’s just about keeping clean.” —Dana Flores, Advertising and Marketing Communications ’22