TWANY Launches Feminine Care Line 'TWANY&me' in Japan

TWANY, a subsidiary of the Kao Corporation, is preparing to introduce a new feminine care line, "TWANY&me," in response to rising demand in this sector.

This move coincides with strong expansion in the Japanese feminine care industry, particularly between 2020 and 2021, which is sometimes referred to as the "Femtech Gannen" or the "first year of the Femtech era." In 2021, the market was worth JPY 63.5 billion (USD 426 million), with consumer items accounting for 70% of the total.

According to a recent Kao poll, 93% of women aged 20 to 40 were interested in intimate care, but 86% had not yet investigated this area owing to a lack of expertise and apprehension to address the subject.

TWANY&me attempts to close this knowledge gap with two products meant to cleanse and moisturize sensitive skin. The form-fitting composition of the Delicate Care Wash seals in moisture while eliminating impurities that create smells and stickiness. The Delicate Care Cream is a body cream that is intended to protect sensitive skin in intimate regions.

These products contain plant extracts, are allergy-tested, and have perfumes to mask disagreeable smells and stimulate relaxation. Starting November 11, the TWANY&me collection will be available in various retailers around Japan as well as on Kao's e-commerce site, My Kao Mall.

TWANY is also planning to launch the Female Terrace website in October, which will provide a plethora of information on intimate care and address specific challenges that women encounter.

The brand's long-term ambition includes increasing its product range to address acne, rough skin, hair loss, and menopausal symptoms, with the ultimate objective of empowering Japanese women by delivering excellent goods and correct information at all phases of their lives.