New Intimate Care Brand Juice Just Landed

Let’s be honest: intimate care has been stuck in a time warp for the past two decades. Aside from a handful of brands like Luna Daily, Niches & Nooks, Plum, and Naydaya shaking things up, the category has largely stayed the same — think clinical vibes, boring functional packaging, and, frankly, zero joy. But that’s about to change, thanks to new brand Juice.

Juice is a new intimate beauty brand founded by entrepreneur Hanushka Toni, and it arrives with a totally new category of product designed to make intimate self-care feel as elevated as your go-to face mask.

The brand is making its UK debut with a range of small, fruit-inspired melts that are a far cry from anything you’d find behind a prescription counter. Each jar, priced at £45 ($63) and available in Sweet Strawberry, Soft Peach, and Ripe Cherry, contains 14 melts designed to be inserted, then dissolve naturally. Once in place, they release a blend of plant oils, vitamin E, and fruit extracts to leave you feeling moisturised, comfortable, and smelling fresh (and fruity!).

While the branding is playful, the science is serious. The melts are manufactured in Italy in partnership with a specialist gynaecological formulation laboratory. They’ve ticked all the necessary boxes: they are pH balanced, non-irritating, hormone-free, and vegan. Plus, they use beauty-grade ingredients, so you know you’re putting the good stuff on your most delicate area.

“I’m thrilled to be launching Juice and bringing an industry-first product to the UK beauty market,” says Toni. “For too long, intimate care has been overlooked — left to the pharmacy shelf while the rest of beauty has evolved beyond recognition. Juice is here to change that.”

The mission is simple: to make intimate care a natural, non-awkward extension of our daily routines.

“The moment a woman reaches for Juice, the same way she reaches for her favourite serum or her go-to lip liner, without overthinking it, without it feeling like a big deal, that’s when I’ll know we’ve done our job.”

Juice is available now exclusively at the-juice.com, shipping to both the UK and US.