Plum, a new player in the women’s health sector, has launched its first direct-to-consumer product, aiming to address the often-overlooked issue of vaginal area health. The company’s debut product, Plum Serum, is designed to provide a solution for vaginal dryness, a common concern for women at various life stages, including postpartum, menopause, and during treatments like chemotherapy.
Developed by Curive Healthcare, a consumer health inclubator, Plum Serum is positioned as an advanced, hormone-free solution to help women maintain comfort and health throughout different life stages that might disrupt hormonal balance. The product is rooted in rigorous research and clinical testing, with a formulation that mimics aspects of the body’s natural vaginal fluid.
Matthew Line, Chief Marketing Officer of Curive Healthcare, said: “We developed Plum because we saw a demand in the women’s health sector that is untapped and unmet. Consumers are looking for credible, science-backed products more than ever, and there is a big opportunity to highlight innovation.”
The development of Plum Serum involved a team of top pharmacists and scientists who focused on sourcing optimal ingredients. The company emphasizes transparency, providing clear information about the ingredients used, their origins, and their benefits. This approach aligns with growing consumer demand for credible and science-backed products in the wellness sector.
Plum Serum’s formula includes a range of active ingredients such as peptides, hyaluronic acid, prebiotics and probiotics, omega 3, 7, and 9 fatty acids, lactic acid, glycogen, and plum oil. The product is marketed as clinically tested, pharmacist-recommended, microbiome-friendly, hormone-free, and fragrance-free.
Line added: “Healthcare brands that are winning with consumers are doing so in a way that feels premium, sensorial, and interesting. Women across the globe face the intimate and uncomfortable issue of vaginal area dryness, a condition often left inadequately addressed. Our commitment is to provide solutions that truly deliver on their promises and improve the quality of life for our users.”
