
New CPG Incubator Curive Healthcare Launches Intimate Skincare Brand Plum
Plum, the first brand from new consumer health and wellness incubator Curive Healthcare, is launching today to take on intimate skin dryness.
Curive is backed by PCCA, a supplier of chemicals and equipment for compounding pharmacies, and it’s harnessing the formulation expertise of PCCA to create science-backed consumer health products. Plum is starting out with a single product, $72 Plum Serum, an external moisturizer intended for the vulva. The brand is available on its direct-to-consumer platform and slated to launch on Amazon soon.
Lisa Krady, co-founder at Plum and VP of operations at Curive, believes the intimate skin category is ripe for disruption by companies like Curive releasing advanced products. Plum Serum’s delivery system, dubbed the V bond system, is its disrupting force. It was developed at Curive’s in-house lab to increase the serum’s bonds with the mucosal surface of the vulva and improve moisturization.
“It helps to absorb into the skin rather than sit on top, which is one of the main issues we found in research of other solutions in the vaginal dryness category,” says Krady. “They are messy. They will leave stains everywhere. They will drip, and it’s unpleasant.”
At Plum, Krady, former senior manager of operations for digital at Birkenstock, director of operations at Flyby and VP of operations at Shhhowercap, has teamed up with co-founder and CMO Matthew Line. Krady and Line met at alcohol-related wellness brand Flyby, where he was CMO. Plum has an advisory board of medical professionals, including pelvic physical therapist Melissa Waldron, functional medicine health and hormone doctor Carrie Jones, and doctor and microbiologist Sarah Zielsdorf.
Plum is entering a global women’s intimate care product market valued at $30 billion in 2024, according to the firm Research Agenda, and projected to expand at a compound annual growth rate of 3.9% to exceed $44 billion by 2034. Along with serums, the market spans washes, oils, mists and deodorants.

Coupled with its V bond system, Plum Serum has a proprietary VGP-80 peptide blend with two peptides, VIP and VEGF. VEGF is a version of growth factor peptide. It aids in turning over skin cells and mimics some of the benefits hormone treatment provides without the side effects that can accompany it. Plum Serum also features various weights of hyaluronic acid, sea buckthorn oil, vanilla plant fruit water, lactic acid, lactobacillus ferment, urea, plum oil and other ingredients.
Krady emphasizes Plum Serum is directed at women at all stages of life as vulvovaginal dryness isn’t limited to a specific life stage. She says, “It’s definitely not a menopause product or a sexual wellness product, it’s maintenance, it’s skincare.”
Indeed, women in their 20s experience internal and external dryness and vaginal atrophy, often due to hormonal birth control. For Krady, who recently gave birth, Plum Serum has been helpful for her intimate skin postpartum.
Plum Serum is designed for twice daily use, and its 30-ml. bottle is expected to last customers three to four months, a stretch that could make the $72 price palatable. Plum is positioned as a premium brand with elevated formulas that command prices at the higher end of the intimate care field. It has two products launches planned for next year, in March and July, and three additional products anticipated in 2026.
“We want to make sure that they are efficacious, pharma-grade, super safe from the best sources. That’s very important to us,” says Krady, adding, “We want to create an entire system for you, similar to a skincare ritual, for the vulvavaginal area, both with external and internal products.”
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