On August 20, 2026, XBIZ reported that Body Garden, a new intimate skincare line, debuted earlier this month at Stimulate Nashville — the sexual health and wellness conference that also held its inaugural awards this year. Founded by two friends, the brand launched from the show's emerging brands room with a three-SKU opening range built around a premise the category has largely avoided: caring for pubic hair rather than removing it.

Why It Matters

Intimate skincare is one of the few sexual wellness adjacencies that mainstream retail has been comfortable stocking without much hand-wringing, which makes it a reliable wedge category for new brands. A pubic-hair-care line is a small bet on a genuine consumer-behavior shift, and it is the kind of product that can sit next to a lubricant in a wellness section without triggering a merchandising fight. Whether it becomes a category or a curiosity depends entirely on whether the anti-grooming trend holds — but the emerging-brands room at a curated trade show is exactly where you'd expect to find out first.

The debut lineup is the Bush Buff exfoliating body bar (formulated with malic and glycolic acids plus rice protein and shea butter, per the company's site), Bush Oil, a fast-absorbing nourishing formula for body hair, and Vanilla Fields, a scent booster. Body Garden states its formulas are 100% plant-based and vegan, pH-balanced, dermatologist-tested, cruelty-free, and free of parabens and phthalates, and positions them as gentle enough for use anywhere on the body.

The positioning is the story. Intimate skincare as a category has been overwhelmingly built around hair removal aftercare — ingrown-hair serums, post-wax soothers, razor-burn treatments — with the underlying assumption that the goal is bare skin. Body Garden's "bush is back" framing inverts that, treating body hair as something to condition and maintain. That tracks with several years of survey data and editorial coverage suggesting younger consumers are grooming less aggressively than the millennial cohort ahead of them, though the brand is new enough that there is no independent sales or review data to corroborate demand yet.

Launching at Stimulate rather than a beauty trade show is also a deliberate channel choice. Stimulate positions itself as a curated sexual health and wellness event bringing together brands, buyers, retailers, distributors, and educators — meaning Body Garden is courting the pleasure-products retail channel and the intimate-wellness buyer, not the mass beauty buyer, for its first distribution.

Sources

Update — 2026-08-21

Initial entry — story first created.