Lip Intimate Care was established by Veronica Campbell. Campbell has stated that the company’s origins were linked to personal experiences that prompted her to question the ingredients in conventional cosmetics and their impact on the body. Following the death of her daughter due to birth defects, she began researching everyday cosmetic ingredients, which led to a deep interest in natural cosmetics. 3

According to the company, Campbell had previously developed natural beauty formulations for other brands but identified a gap in the market: a lack of products specifically designed for women’s intimate areas that were both natural and free from unnecessary additives. This observation drove the creation of Lip Intimate Care.

The brand describes its inception as both a response to this product gap and a personal tribute to Campbell’s daughter, as well as a commitment to women’s health and wellbeing.

The philosophy of Lip Intimate Care revolves around three core concepts:

• Intimate: Promoting greater awareness and care for the vulva and intimate area.
• Proud: Challenging the embarrassment and stigma often associated with women’s intimate and sexual health.
• Organic: Prioritising natural and organic ingredients in all formulations.

Globally, the brand’s mission is to help break down stigma surrounding women’s intimate and sexual health while encouraging confidence and knowledge about one’s own body. A central tenet of its positioning is treating the vulva as skin requiring gentle skincare, rather than relying on harsh or heavily fragranced cleansing products.

Lip Intimate Care offers a diverse range covering cleansing, moisturising, intimate comfort, pleasure, and bikini-area care. The current Singapore range includes items such as:

• Cleansing & Moisturising Oil
• Lip Balm, Macadamia + Oat
• Cleansing Cream
• Intimate Wash for Men
• The Illuminator
• Gel-to-Milk Scrub
• Wet Lips Caring Glide
• Prebiotic & Postbiotic Cleansing & Moisturising Oil
• Prebiotic Deodorant
• Belly Oil
• Bundle sets and gift sets

The broader international catalogue is categorised into sections including vulva cleansers, vulva moisturisers, intimacy and pleasure, bikini-area care, deodorant, mamahood, and menopausal care.

Cleansing & Moisturising Oil

A flagship item is the oil-based Cleansing & Moisturising Oil. Described on the Singapore website as a feminine cleanser intended to cleanse while moisturising and nurturing intimate skin, established formulations combine sea buckthorn and Fragonia. Other versions include coconut and vanilla blends, as well as a prebiotic/postbiotic formulation.

Designed to replace conventional soap for external intimate cleansing, the product reflects the brand’s philosophy that oil-based cleansing removes impurities without stripping the skin’s natural moisture barrier.

Lip Balm, Macadamia + Oat

The Lip Balm, Macadamia + Oat is another key product, marketed as a multi-purpose balm for moisturising, soothing, and protecting the vulva. Its formulation includes macadamia oil, oat oil, sunflower oil, and beeswax.

The Singapore product page notes uses such as post-hair removal care, protection against chafing, intimate lubrication, and perineal massage. The company states this specific product is certified organic, containing 100% natural-origin ingredients and 98% organic content.

Natural and organic ingredients are fundamental to the brand identity. While the company highlights high proportions of these ingredients across its range, it distinguishes between different formulations; not every product is completely organic, though many feature significant organic content.

The international website states that formulations contain at least 99% ingredients of natural origin, with some reaching up to 99% ingredients from organic farming, depending on the specific product. The brand avoids what it terms “questionable” chemicals, focusing instead on plant-derived oils and naturally sourced ingredients.

A defining characteristic of Lip Intimate Care is its distinction between vulvar care and vaginal health. Products are primarily intended for the external intimate area, particularly the vulva. The approach focuses on skin care and comfort maintenance rather than altering the vagina’s internal environment. The brand also emphasises respecting the natural microbiome of the intimate area.

This places Lip Intimate Care within the growing feminine wellness and intimate skincare market, where intimate areas are increasingly treated as part of everyday personal skincare routines.

The Singapore website features endorsements attributed to doctors, gynaecologists/vulva specialists, and midwives. These testimonials generally advise avoiding overly harsh cleansing products and protecting skin and mucous membranes from excessive dryness. These statements are presented by the company as professional recommendations.

Operating under the name Lip Intimate Care Singapore, the local entity sells Swedish intimate-care products directly to consumers via its official website. The store currently advertises free local delivery for purchases of at least S$50.

The brand maintains an official social media presence under the handle @LipIntimateCareSG.

Lip Intimate Care identifies as a Swedish brand with products made in Sweden. This Scandinavian origin is integral to its identity, aligning with expectations of minimalist, natural, and organic skincare standards.

In the consumer market, Lip Intimate Care intersects several categories:

• Intimate hygiene
• Vulvar skincare
• Feminine wellness
• Natural and organic skincare
• Sexual wellness
• Body care
• Women’s health education

Rather than positioning itself merely as a feminine-hygiene provider, the brand frames intimate care as a form of premium skincare and personal wellness. This is evident in its product naming, packaging, ingredient choices, and educational content aimed at normalising conversations about vulvar health.

Distinctive Characteristics

Several factors distinguish Lip Intimate Care from conventional intimate-wash brands:

1. Swedish Origin: Strong emphasis on heritage and manufacturing in Sweden.
2. Oil-Based Cleansing: Flagship products utilise oils rather than traditional foaming soaps.
3. Organic Positioning: Emphasis on certified organic and natural-origin ingredients.
4. Vulva-Specific Skincare: Focus on moisturising, soothing, and protecting vulvar skin beyond basic hygiene.
5. Stigma Reduction: An explicit mission to encourage open discussion about intimate and sexual health.
6. Premium Pricing: Core products in Singapore are listed at a relatively premium price point, typically ranging between S$55–S$70.

Lip Intimate Care is a Swedish intimate-skincare brand founded by Veronica Campbell, focused on natural and organic products for vulvar and intimate care. The brand story originates from Campbell’s personal journey and research into natural cosmetics, addressing a perceived lack of gentle options for intimate care.

In Singapore, operating as Lip Intimate Care Singapore, the brand offers a premium range of cleansing oils, moisturisers, balms, and related products. Its value proposition combines natural/organic skincare, intimate wellness, education, and stigma reduction, encapsulated in the identity “Intimate. Proud. Organic.”

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