I have lived in the UK for over 10 years, and throughout that time I struggled to find intimate care products that actually felt good to put in my shopping basket.
When I first started looking, I searched for ages and could only find one wash on the shelf. I already knew I didn't like the smell or the way it felt, yet it was the only option available. I even asked my gynaecologist for a recommendation, and what I was given was something I had never heard of before—a cleansing wash that I had to ask for over the counter. It came in a large clinical-looking bottle that made my shower feel more like a hospital than a place of self-care.
I remember thinking that back home in Sweden there were plenty of products designed to care for your vulva, so why wasn't that the case here?
At the same time, we've all heard the advice that "water is enough." But honestly, I haven't seen any studies that support that statement. I think we've simply accepted it because there haven't been many alternatives available.
Although I could have created many different products, I realised there was something even more important missing from this space: elegance.
We often hear that we need to "remove the stigma" around intimate care. But removing the stigma doesn't mean we need to shout about it. It should simply become a natural part of the conversation, just like talking about your skincare routine or your favourite beauty products with friends.
When you open your bathroom cabinet, your intimate care products shouldn't be hidden away at the back. They should sit proudly alongside your perfume and skincare.
I started NILA M. for two reasons.
First, I wanted to bring more intimate skincare choices to the UK. There simply aren't enough options available, and there should be products across every price point to suit everyone's needs. NILA M. is designed to offer premium intimate care at an accessible price.
Second, I wanted to bring elegance and femininity into the category. It doesn't need to be loud or groundbreaking. It should seamlessly fit into your handbag, your bathroom cabinet, or your shower, and feel just as beautiful and considered as the rest of your beauty routine.
Because intimate care deserves the same attention, quality, and elegance as every other part of self-care.