Vaginal and intimate health issues affect millions of women, often exacerbated by conventional products containing irritants, hormonal changes, menopause, cancer treatments, or imbalances in the vaginal microbiome. As consumers increasingly prioritize clean, science-backed wellness solutions, the intimate care category has expanded significantly, with the broader feminine intimate care market valued at around $7.8 billion in 2024 and projected to reach $14 billion by 2034.
One longtime, trusted player in this space is Good Clean Love, founded in 2003 by Wendy Strgar in her kitchen in Eugene, Oregon. What began as a personal response to post-childbirth intimacy challenges has evolved into a B Corp-certified brand specializing in organic, pH-balanced personal lubricants, washes, and microbiome-supportive products. Strgar, a Forbes 50 Over 50 honoree, is now expanding the mission with Good Clean Clinical Care, a new telemedicine platform launched in the spring of this year, targeting chronic and complex vaginal health concerns.
Personal Need Pioneers Products
Strgar’s journey started after experiencing painful intimacy linked to common petrochemical-based products. This led her to study the vaginal microbiome and develop Bio-Match® technology, formulations designed to mimic the body’s natural balance with osmolality and pH levels supportive of healthy flora.
The company’s flagship organic lubricants have become market leaders in the natural segment, available in major retailers like Target, Whole Foods, CVS, and Walgreens. Products emphasize transparency, sustainability, and avoidance of parabens, glycerin (in certain lines), and other potential disruptors of the microbiome.
Expanding Into Clinical Wellness
Good Clean Clinical Care represents Strgar’s push deeper into personalized care. The platform offers advanced 55-target vaginal microbiome testing (beyond standard panels), telemedicine consultations with specialists familiar with complex conditions, and custom-compounded treatments formulated in a microbiome-friendly base. It particularly aims to support women dealing with issues like post-cancer sexual wellness, chronic imbalances, and preventive care.
This move aligns with broader trends in women’s wellness, where demand for integrative, preventive approaches to intimate health is rising amid greater awareness of how microbiome health influences everything from comfort and intimacy to overall quality of life.
The Market Landscape
The intimate care and personal lubricant markets are competitive and fragmented. In the natural and premium segment, competitors include The Honey Pot Company, Rael, The Yes Yes Company, and Aloe Cadabra. Many emphasize clean ingredients, but Good Clean Love differentiates through its long-standing focus on microbiome science, Bio-Match® formulations, physician endorsements, and now clinical extensions.
Success in this space often hinges on clinical validation, consumer education, regulatory navigation, and building trust in a historically underserved and stigmatized category.
Challenges And The Road Ahead
Some skeptics note that while consumer interest in “clean” or organic intimate products is strong, rigorous evidence for many claims remains limited, and individual responses to formulations vary. Regulatory oversight, ingredient safety standards, and integration with conventional medical care are ongoing considerations. Workforce and access issues in women’s health add complexity for telemedicine models.
Strgar and Good Clean Love have addressed some of these through advocacy (including efforts with PETA on animal testing alternatives for lubricants) and a focus on education via blogs, podcasts, and books.
As the women’s wellness sector matures, companies bridging consumer products with clinical tools may play a role in reducing stigma, improving access to personalized intimate health solutions, and broader funding for published research. For Good Clean Love and its new clinical arm, Good Clean Clinical Care, the test will be delivering measurable outcomes while maintaining its foundational emphasis on science, sustainability, and empowerment.
