Beauty Boss: PRIVATES Is Elevating the Intimate Self-Care Category With High-Quality, Gender-Neutral Products
Co-founders Lauren Breuer and Paras Kansra.
Our latest Beauty Bosses are Lauren Breuer and Paras Kansra, Co-Founders of PRIVATES—a line of elevated hygiene care products that are pH-balanced and gender neutral. With Breuer’s background in cosmetics and fashion combined with Kansra’s expertise in product design and strategy in the health space, the duo joined forces to launch their brand after noticing a gap in the market for aesthetically attractive hygiene products that weren’t heavily gendered or outdated.
PRIVATES’ signature products feature minimalist formulas that are free from harmful ingredients and infused with soothing botanicals that nourish and purify, leaving you feeling clean and balanced all day long. They offer many benefits including enhanced comfort and confidence, supporting healthy flora and skin health, maintaining ideal pH levels, and more.
We chatted with Breuer and Kansra who shared the inspiration behind the brand, secrets for success, best advice, and much more.
PRIVATES Intimate Wash & Wipes Bundle offers the perfect balance of gentle cleansing and hydration.
When was PRIVATES founded and what does the name mean?
We launched PRIVATES in January 2024 with the belief that intimate care deserves a seat at the table alongside your skincare and wellness staples. The name is a playful nod to “your privates,” but it’s also intentionally bold—a way to reclaim the conversation around intimate hygiene and make it feel elevated, not awkward. There’s a sense of exclusivity to it, too. We wanted the name to reflect the kind of care that feels personal, private, and premium—like something you want to use and show off, not hide at the back of your shelf.
What inspired the creation of your brand?
It came from a personal pain point. We both felt let down by the options available in the intimate care space—everything felt either hyper-feminized, overly medical, or unnecessarily taboo. Nothing struck the balance between being effective, lifestyle-esk, well-designed, and inclusive. We wanted something that fit into our lifestyle, regardless of gender, and didn’t carry shame or awkwardness. So we built it. PRIVATES is the brand we were searching for—intimate care that feels as natural and elevated as your favorite skincare brand.
Do you have a hero product?
Our Intimate Wipes have become a fan favorite, especially among fitness lovers. They’re stocked in studios across the country and praised for their simplicity, effectiveness, and skin-loving ingredients. It’s the kind of product that instantly makes sense once you use it—and people keep coming back for more.
Favorite products from the brand?
That would have to be the Intimate Wash. It was the very first product we developed. Every ingredient, every texture, every moment of the user experience was carefully considered. It’s truly the foundation of our brand—and our personal favorite for a reason.
PRIVATES Intimate Wash helps purify and nourish with a combination of gentle and hydrating botanicals.
Where are your products sold?
You can find us online and on Amazon.
Future plans?
We’re focused on expanding the conversation around intimate hygiene. It’s skincare for your most sensitive areas—yet it’s still considered niche or taboo. We want to change that and educate people and spread awareness about how vital intimate hygiene is for your overall health.
Who inspires you?
We honestly inspire each other. Building something from scratch requires a lot of trust, energy, and resilience—and watching each other grow and evolve through this process has been one of the most rewarding parts.
Secret to success?
Refusing to accept limits—especially the ones we place on ourselves. If something feels uncomfortable, that’s usually where the growth is. We’ve learned to lean into those moments and do things differently, even when the path isn’t obvious.
PRIVATES Intimate Flushable Wipes effectively cleanse and refresh with nourishing and moisturizing botanicals
Beauty secrets?
A consistent routine. You don’t need 20 steps—you just need to be intentional and consistent. That’s when the real magic happens and your vibrance comes out.
Wellness tips?
Sleep. It sounds simple, but it’s the most overlooked pillar of wellness. Chronic tiredness affects everything—from your skin to your mood to your gut. Prioritizing rest and using clean, gentle products like PRIVATES can help you stay in tune with your body and its needs.
Best advice?
Persistence is everything. When one door closes, you knock on the next—or build your own. The key is to never settle for what is, especially when you know what could be.
How do you like to relax?
Movement is our go-to—whether that’s a gym session, a walk, or a stretch. It clears our heads and resets our energy. Then we balance it out with a healthy, nourishing meal. It’s our version of self-care—simple, grounding, and essential.
For more information about PRIVATES, visit their website and follow on Instagram: @getprivates
[Images courtesy of PRIVATES]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk