New breed of feminine-care brands caters to Gen Z and millennial women, including one backed by Huda Beauty founder and another favoured by Gwyneth Paltrow

Periods are not considered appropriate dinner conversation but, as cultural taboos shift and society evolves, times are finally changing. A new wave of feminine-care brands that offer innovative yet functional products have made menstruation a hot topic.“There has been an emergence of new brands in this space,” explains Emaan Abbass, founder of newly launched sexual wellness brand Ketish, “both in the prestige and the new ‘masstige’ markets that have brought an elevated experience and…


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