At BITE LA, a forthcoming beauty exhibition from Beauty Independent taking place on Jan. 30, brands in attendance will be showcasing both tried-and-true bestsellers and new products. With Valentine’s Day around the corner, we were curious what they had to offer for intimate care. Below, we spotlight six intimate care products from five BITE LA brands sure to spice up the holiday.
Überlube Lubricant: While many consumer goods brands are constantly churning out products, Überlube has only sold silicone-based personal lubricant since its launch in 2010. The lubricant is available in two sizes, a $19.99 full size and $17.50 refillable travel size.
“Überlube remains a family-owned business experiencing worldwide growth without compromising our original values,” says president Stephen Magnusen. “Our goal is still to enhance joy and pleasure in our customer’s lives. Our quality is without compromise and our signature glass bottle remains the face of our brand. When we say ‘feeling is everything,’ we’re also saying that the lubricant should be a tool that does its job without stealing the show. That’s why we have always relied on simple, body-friendly ingredients.”
Überlube is carried by Anthropologie, Urban Outfitters, Mayo Clinic, Hustler Hollywood, Good Vibes and Lovers Lane in the United States and is available in Canada, the European Union, Australia, the United Kingdom and Iceland. For 2025, the brand has its sights set on expansion to Mexico and South America.
Lapcos Lifting Booty and Calming Bikini Masks: Long before the second K-Beauty wave, founder Cindy Lee established South Korean-born sheet mask specialist Lapcos’s home base in Los Angeles in 2017, allowing the brand to blend Korean skincare expertise with the Angeleno lifestyle, including beach-going. Staples for Lapcos since 2019, Lifting Booty Mask and Calming Bikini Mask are directed at consumers who wear bathing suits and short shorts year round. The masks are priced at $25 for a 5-ct. box. Lapcos products are sold at Barnes & Noble, Forever 21 and ECosmetics.
Lifting Booty Mask is powered by Lapcos’s proprietary complex of 17 amino acids and the patented ingredient levan to smooth and firm the bum. Calming Bikini Mask contains rosemary, hemp seed oil, aloe vera and grapefruit for post-wax skin protection and ingrown hair prevention. “Bikini masks are really popular with our salon wholesale buyers, typically places that offer waxing,” says Lapcos marketing coordinator Olivia Ziglio.
Sweetums Lucky Wipes: Sweetums founder Alisa Brady is a clinical psychologist and serial entrepreneur. As the latter, she built and sold two successful mental health businesses. As the former, she worked with many couples who found it difficult to connect during moments of intimacy. Brady says, “I am aware of just how closely mental health and sexual wellness are. This was a driving force behind creating our products, making connection fun and easy and convenient.”
Sweetums, marketer of intimate wipes in a variety of flavors, including cherry, cinnamon bun and honey lavender, is Brady’s third entrepreneurial venture. After wiping an area with a Sweetums wipe, a subtle flavor is deposited on the skin. Sweetums also offers scented unflavored wipes, flavored fragrance and its newest launch, men’s Lucky Wipes.
Initially, Sweetums developed its wipes to be used by both men and women, but it realized over time that men weren’t buying them because of the brand’s feminine packaging. To rectify that, it designed Lucky Wipes specifically aimed at men. They are sold in three flavors: Banana, Strawberries and Cream and Sweet Cucumber. A 10-ct. box sis priced at $19.99.
Brady says, “Before we launched the men’s wipes, we did some market research, and we were blown—no pun intended—by how excited men seemed to be about having a product like this on the market.”
MyBum Bum Balm: MyBum co-founder Summer Brock is skilled at tackling taboo topics. Prior to launching butt care brand MyBum last year, she held sales roles at The Good Patch, a brand with sex, menopause and hangover products, and cannabis-infused sexual wellness brand Foria. Brock, who suffers from irritable bowel syndrome (IBS), created My Bum’s $20.99 shea butter- and coconut oil-driven Bum Balm, to change up the hemorrhoid ointment market. Along with shea butter and coconut oil, it has arnica, peppermint and geranium oils.
“I love the viscosity of it, particularly for this area of your body,” says Brock. “A lot of [hemorrhoid] ointments were greasy, dripped down your leg, stained your underwear.”
MyBum recently launched on Amazon. “We’ve always believed that natural, clean solutions are the best way for women to heal and manage hemorrhoids and other bum-related concerns, and it’s so rewarding to see that our vision resonates,” says MyBum CEO and co-founder Stephen LaBarbera. “Now that we’re accessible via Amazon, we’re looking forward to helping even more people experience the gentle, effective relief that MyBum provides.”
Lala Rose Day Inner Perfume: Seoul-headquartered brand holding company Bloomkare is making a major play for the U.S. market. Its stable of brands includes Oganacell, Varihope, Rokkiss and Lala Rose Day. Among feminine care brand Lala Rose Day’s products are the essential oil-centered $19.45 Inner Perfume Oil.
It features a light floral scent from a mix of rose, jasmine and ylang-ylang essential oils that were chosen to promote relaxation. In addition, it has bergamot and lavender essential oils to support immunity. Lala Rose Day instructs that the perfume oil is safe to apply on external intimate skin and can be diluted with a carrier oil to produce a massage oil.
Click here to learn more about exhibiting at BITE NYC 2025.
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