Self-care has been on the rise with a focus on women’s wellness. Once taboo, period care and menopause are now being discussed with a variety of new products and services launching to address women’s specific issues and fluctuating needs. According to the IMARC Groupa, the global feminine hygiene market reached $25.2 billion in 2021. It is expected to reach $33.9 billion by 2027 with a CAGR of 5%. Femcare innovation is coming from better-for-you, natural ingredients, products that address hormonal changes during menstrual cycles and products that address perimenopause and menopause symptoms.