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JO Expands Into Intimate Skincare with Vitalize

By on March 31, 2026

 Valencia, CA – A First for Adult Retail. JO, the trusted leader in sexual wellness for 25 years, is entering a new category with the launch of JO Vitalize, a dermatologist-tested, gynecologist-tested, and prebiotic powered skincare line created specifically for intimate skin.

JO officially introduced Vitalize as an international launch at the Altitude Show in Las Vegas on March 22, marking the brand’s debut into intimate skincare within the adult retail channel.

For decades, JO has set the standard for safe, body-friendly lubricants. Now the brand is extending that expertise into everyday intimate care, bringing clean, clinically-tested formulas to adult retail shelves around the world for the first time.

Built to meet growing consumer demand for elevated intimate wellness, JO Vitalize launches with two purpose-built products designed to support a modern, flexible care routine:

Nourish Restoring Moisturizer
 A lightweight, fast absorbing, pH-balanced cream with hyaluronic acid, squalane, vitamin E, and prebiotics that soothe dryness caused by hormones, friction, or everyday discomfort. Designed for daily hydration and post shave comfort.

Balance Refreshing Mist
 A pH-balanced, rosewater inspired, no rinse mist that instantly refreshes and naturally reduces odor. Quick-drying, with a light, natural scent from rosewater, and ideal for post intimacy, post workout, or anytime confidence.

Perfect for daily use, JO Vitalize supports everything from quick freshening throughout the day to targeted hydration for dryness caused by hormonal shifts. It supports comfort through every life stage including menstruation, postpartum recovery, perimenopause, and menopause. By addressing dryness, odor, and sensitivity, the line delivers a modern solution for consumers seeking clinically-tested intimate care in the adult retail space.

“Adult retail has always been about confidence and connection,” said Kong Son, Vice President of Sales at CC Wellness. “With Vitalize, JO is expanding that confidence into everyday care, giving retailers a premium, clinically tested offering that speaks directly to the needs of today’s shopper. This is a significant category expansion moment for the industry.”

To support retailers, JO will provide a display, educational leaflets, and staff training tools to help stores position Vitalize within Feminine Care or Intimate Wellness sets and drive trial.

www.systemjo.com

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