Colombia – Menstrual cup specialist LifeCup has unveiled LifeFemT, a new intimate wash product explicitly created for trans women and non-binary people who undergo gender affirmation surgery. After identifying a gap in the market, Romina Rizzi and Stephanie Larumbe, co-founders of LifeCup, joined forces with marketing agency Wunderman Thompson Colombia, medical professionals and local trans women to develop a trailblazing intimate wash made of amino acids, complex lipids, calendula and aloe vera. The product, proudly showcasing the trans flag, aims to balance pH and hydrate bacterial flora while boosting tissue regeneration.
‘Trans women are women, but we are also trans, and becoming who we are can take months or years, sometimes even when you’re fighting with yourself,’ says Ximena Borré, one of the trans women who were part of the community that consulted on the project. ‘Right after gender affirmation surgery, it’s easy to get overwhelmed with questions like, how do I take care of myself? What product do I use?’
In Queer Care Market, we signalled the rise of similar inclusive products and services addressing LGBTQ+ health challenges.
Strategic opportunity
As the number of proudly out LGBTQ+ consumers grows, how can you identify gaps in your market, from healthcare to fashion, to tailor to this growing demand?
