Plum: The New Brand Elevating Intimate Care

As the women’s personal care market experiences rapid growth, we’re witnessing a surge of innovation from both established and emerging brands. Plum, the newest women’s health brand transforming the industry, is not only innovating in intimate care but elevating it.

Inspired by the importance of vaginal health, Plum is dedicated to developing effective, science-backed products that support women through all stages of life. It is the inaugural brand from Curive Healthcare, a new consumer health and wellness incubator. “We developed Plum because we saw a demand in the women’s health sector that is untapped and unmet,” explained Matthew Line, Chief Marketing Officer of Curive Healthcare. “Consumers are looking for credible, science-backed products more than ever, and there is a big opportunity to highlight innovation.”

Plum’s debut product, Moisturizing Serum, is a first-of-its-kind vaginal area moisturising serum designed to alleviate dryness—a common issue experienced during various stages of womanhood, such as pregnancy, postpartum, and menopause. Despite its prevalence, vaginal dryness remains an unaddressed concern for many women globally. The Moisturizing Serum aims to correct this by providing effective products that are long-lasting, safe, and hormone-free.

The clinically tested serum was created with a team of top pharmacists and scientists who utilised the most effective ingredients to optimise vaginal health. The serum’s hero ingredient is Plum’s proprietary VGP-80™ Peptide Complex, which combines two unique peptides—Vasoactive Intestinal Peptide (VIP) and Vascular Endothelial Growth Factor (VEGF), to promote natural lubrication, moisturisation, and skin elasticity. Other ingredients include hyaluronic acid for hydration, prebiotics and probiotics to soothe skin and maintain a healthy microflora, and omega 3, 7, and 9 to decrease dryness and support a healthy inflammatory response. Lactic acid, glycogen, and urea restore moisture and bring pH levels and the microbiome into balance, while plum oil nourishes and protects against free radical damage

“Plum’s Moisturizing Serum was developed for women at all stages of life, as dryness isn’t limited to a specific life stage,” explained Lisa Krady, co-founder at Plum and VP of operations at Curive. “This is a skincare product about maintenance. Even women in their 20s experience internal and external dryness and vaginal atrophy. I recently gave birth and Plum Serum has been helpful for my intimate skin postpartum.”

Suitable for all skin types, the Moisturizing Serum is free from hormones, parabens, fragrance, gluten, soy, and all common allergens, making it a safe choice for women seeking effective intimate care.

Plum is available exclusively at loveyourplum.com with prices starting at $72. Information regarding a UK launch is yet to be announced.