Niches & Nooks: The New Name in Intimate Care

Niches & Nooks is the newest name in intimate care, launching exclusively at Target with a debut line of pH-balanced bodycare essentials. Designed to refresh, cleanse, and care for what the brand playfully calls your most ‘overlooked nooks’, the range aims to reframe conversations around intimate wellness.

Incubated by Maesa, the beauty and wellness disruptor known for creating accessible, prestige-inspired brands, Niches & Nooks marks the company’s first venture into the intimate care category. It joins a growing portfolio that includes Kristin Ess, Hairitage by Mindy McKnight, Fine’ry, and Being Frenshe.

At the heart of the launch is a mission to normalise intimate care and remove the long-held stigma surrounding it. Combining clinical expertise with a witty tone, the brand hopes to change how people think and talk about intimate hygiene.

“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.”

To help drive the conversation forward, the brand has enlisted two ambassadors: Serena Kerrigan, self-proclaimed “Queen of Confidence,” and Dr. Fran Haydanek, a board-certified OB-GYN (DO, FACOG).

“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.”

Dr. Fran brings both medical expertise and an innate feminine perspective to the brand’s education-first ethos. “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. 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.”

The launch collection includes four dermatologist- and gynaecologist-tested products, all made in the US and free from dyes, sulphates, parabens, phthalates, and talc:

• Wash Your Nooks Gentle Cleanser: A lightly lathering cleanser infused with radish root ferment, prebiotics, and cucumber water to nourish, calm, and cool.
• Wipe Your Nooks Refreshing Towelettes: Convenient, soothing wipes enriched with aloe vera to deliver freshness on the go.
• Dry Your Nooks Sweat Absorbing Chafing Barrier Spray: An invisible, quick-drying spray that reduces friction with moisture-absorbing rice starch and hydrating aloe vera.
• Freshen Your Nooks Body & Fabric Fragrance Mist: An intimate mist that blends hydrating barley extract and calming radish root ferment for long-lasting freshness.

Each product is available in one of three signature scents — Soft Clementine, Airy Vanilla, and Fresh Fig — developed with the brand’s exclusive Microbiome-Friendly Scent Technology to deliver lasting fragrance without disrupting the skin’s natural balance. Fragrance-free options are also available for the cleanser and towelettes.

Niches & Nooks is available now in Target stores nationwide and online at target.com. News regarding a UK launch has yet to be announced.