Target’s Got a New Intimate Wellness Brand—Maesa’s Niches & Nooks and It’s Actually Cute and Smart

Maesa’s Niches & Nooks is bringing real talk (and luxury vibes) to intimate care—and we’re so here for it.

Alright, Talkers—let’s get into something we don’t talk about enough: intimate care. Yup, we’re going there. And guess what? There’s a brand-new player on the scene that’s changing the game in the most elevated (yet totally approachable) way.

Maesa, the beauty incubator behind some of your fave Target brands, is officially entering the intimate wellness space with a new line called Niches & Nooks. And honestly? It’s kind of iconic.

So, what is Niches & Nooks?

Launching exclusively at Target this week, Maesa’s Niches & Nooks is all about celebrating our bodies—not fixing them. The name alone is cheeky and clever, hinting at what the brand is all about: taking care of all the little corners of our bodies with love, not shame.

The line includes 14 dermatologist- and OB-GYN-tested products, all priced at $13 (so your wallet won’t panic). The lineup covers everything from:

Wash Your Nooks – a gentle cleanser for your most sensitive areas
Dry Your Nooks – a sweat-absorbing spray to help with chafing
Freshen Your Nooks – a body and fragrance mist
Wipe Your Nooks – refreshing towelettes in fun scents like Soft Clementine, Airy Vanilla, and Fresh Fig (plus fragrance-free options too)

Whether you’re post-gym, mid-period, or just want to feel fresh, these products are made to support—not shame—you.

Why now? And why Target?

Maesa’s team said they noticed a major gap in the market. Think about it—most intimate care products look like they belong in the cleaning aisle, and the messaging often makes us feel like we’re "dirty" or need to be "fixed."

The goal with Niches & Nooks? Flip the script. Create luxury-level, body-positive intimate wellness that’s cute enough to sit next to your favorite perfume and gentle enough for your most sensitive skin.

And honestly, with Gen Z leading the charge on body honesty and self-care, the timing is perfect. Searches for intimate care are climbing (thank you, TikTok), and there’s a growing demand for products that are both effective and empowering.

What makes this brand different?

Let’s start with the vibes: the packaging is a bold, rich purple with cool sculpted details—literally designed to mimic the curves and "nooks" of the body. It’s giving chic, not sterile.

The scents were developed by master perfumers, and the team says they smell as luxe as your fave eau de parfum. So, yes—your body mist can now pull double duty.

Also, the formulas are microbiome-friendly, so they’ll keep things balanced without messing with your body’s natural flow.

Who’s behind it?

To make sure the brand has both the fun and the facts, they tapped two brand ambassadors:

Serena Kerrigan, a bold, hilarious content creator who’s basically the queen of confident girl talk
Dr. Fran Haydanek, an OB-GYN who’s bringing the medical credibility and education to back it all up

Together, they’re helping spread the word that intimate care is self-care, and it should be treated with the same love and attention as the rest of your beauty routine.

Where to find it + what’s next

You can grab the full Niches & Nooks line in every Target store and online starting now. With industry insiders predicting the brand could pull in $5M to $10M in its first year, it’s safe to say people are ready for this conversation—and these products.

Oh, and this is just the beginning. Maesa says they’re already working on more "cheeky" formats that haven’t been done before, so expect the line to grow beyond the basics.

The way we care for our bodies—all of them—is changing, and I’m so here for brands like Niches & Nooks leading the way. Whether you’re looking to feel fresh, fight chafing, or just want products that respect your body, this line is worth checking out.

What do you think—would you try it? Let’s talk self-care, scents, and yes, all the nooks and crannies in the comments

Qui Talks