Our Q&A with Lauren Breuer & Paras Kansra, Co-Founders of PRIVATES, covers their unique backgrounds, the idea behind the brand, and more!
What moment first sparked the idea for PRIVATES—and when did you both realize you were meant to create it yourselves?
The idea for PRIVATES came from one of those everyday moments that just lingered. We were searching for intimate wash/wipes that were gender neutral, felt clean, simple, and elevated/lifestyle-esk—something that didn’t scream “medical” or feel overly gendered. But everything we came across was either packed with unnecessary ingredients, overly perfumed, or wrapped in outdated messaging. There was nothing on the market that felt modern, inclusive, and lifestyle-driven.
A product we picked up claimed to be minimal, but flipping it over revealed 42 ingredients. That moment made us pause and think: why is it so hard to find something straightforward and aesthetically appealing for such a basic part of our daily routine? Why are we using different products for the same exact need— our intimate skin—just because of old and outdated ideas around this sector?
There was this obvious gap. Nothing felt neutral, thoughtful, or designed with real people and real routines in mind. Everything was either pastel and floral or harsh and hyper-masculine. It felt like the category hadn’t evolved at all.
That’s when the vision for PRIVATES came into focus: a brand rooted in clean, simple formulations, gender-neutral design, and a lifestyle aesthetic that felt elevated but effortless. Not loud. Not performative. Just good-for-you products that actually work, look good, and make sense.
We didn’t see anything like that on the shelf—so we built it.
You come from two very different backgrounds. How do your unique strengths complement each other as co-founders?
We definitely come from two very different worlds, but that’s actually one of our biggest strengths as co-founders. Where one of us sees a challenge, the other often sees a new perspective. That balance is what makes our partnership work so well.
Paras is incredibly analytical and solution-driven—he’s always breaking things down, asking why, and thinking ten steps ahead. He comes from a product design, branding, and entrepreneurship background, so he naturally gravitates toward systems, visuals, and user experience. He’s also a total health enthusiast and pushes us to be better, more thoughtful, and more aligned. He’s the one who gets fired up about finding the gap in the market and figuring out how to fill it in a way that’s smart and scalable. His mind is constantly spinning with ideas, but always rooted in solving a problem.
Lauren, on the other hand, brings a more intuitive and purpose-led energy to the table. Her background in production and supply chain grounds her with a deep understanding of how things actually get made and move in the world. She’s a wellness advocate from the inside out—someone who genuinely lives the values we’re building PRIVATES around. If something doesn’t feel intentional, she can’t fake it. She’s constantly reading labels, diving into ingredients, and questioning what goes into the products we use daily—because for her, it’s not just about what a product does, it’s about what it’s made of. She also brings a creative lens through storytelling—always thinking about how we communicate our why in a way that resonates.
Together, we balance each other in a really natural way. Where one of us might zoom out, the other zooms in. We challenge each other, complement each other, and ultimately share a deep belief that good products—like good partnerships—are built with intention, honesty, and a whole lot of heart.
What gap in the hygiene space were you most passionate about solving?
The gap we were most passionate about solving was the complete lack of gender-neutral, lifestyle-focused hygiene products—especially when it came to intimate care. Everything on the shelf felt like it was designed for someone else. It was either overly medical and sterile, or painfully gendered with soft pinks and florals “for her” or bold, aggressive branding “for him.” There was no in-between. Nothing that felt modern, elevated, or reflective of how people actually live and care for themselves today.
There was also this weird disconnect between form and function. Even if a product technically worked, it didn’t feel good to use or carry around. It didn’t fit into a well-designed routine—it felt like something you wanted to hide in a drawer. That didn’t sit right with us.
We wanted to change that by creating products that were both effective and aesthetically intentional. Something that looked good, felt good, and made sense. No awkward packaging. No assumptions about who you are. Just clean, simple, beautifully designed hygiene that actually fits your lifestyle.
That’s the space PRIVATES was made to fill—and it’s the reason we do what we do.
Can you expand on your vision for PRIVATES as a gender-neutral brand that aims to eliminate stigma in this space?
We see PRIVATES as a staple in everyone’s bag — whether it’s someone running to a meeting, catching a flight, heading to the gym, or just navigating a packed day. It’s for the doers, the thinkers, the caretakers, the creators — anyone who moves with intention and wants to feel good while doing it. We created PRIVATES to cut through the noise and the shame that often surrounds hygiene products. There’s nothing embarrassing about taking care of yourself, and there’s definitely nothing gendered about cleanliness.
Our goal has always been to make hygiene feel simple, clean, and stigma-free. That’s why our products are intentionally designed without gendered language or flashy marketing gimmicks. They’re effective, minimal, and rooted in self-respect. We want people to feel empowered — not marketed to — when they pick up a pack of PRIVATES.
Paras, your experience in design and product strategy shines through. What design choice are you most proud of?
Paras is all about the details — and one of the design choices he’s most proud of is the packaging. From the start, we wanted PRIVATES to feel elevated but approachable, minimal but memorable. The soft-touch finish was super intentional. It’s subtle, but the second you hold it, there’s this sensory shift — it doesn’t feel like a typical hygiene product, and that’s the point.
Paras wanted people to want to touch it, to keep it in their bag proudly, not hide it in the bottom of a drawer. It’s design that respects the user — clean lines, no loud colors, no nonsense — just good, thoughtful design that says: “I care what I put on my body.” It’s functional, aesthetic, and just tactile enough to create a small moment of calm in someone’s day.
Lauren, with your background in production and supply chain, what were some must-haves for you when bringing PRIVATES to life?
For Lauren, the non-negotiables were clear from day one: clean, simple ingredients, cruelty-free, and vegan. No BS, no fluff, no unnecessary fillers. With a background in production and supply chain, she’s seen firsthand how much gets added to products purely for marketing appeal or cost-cutting — and she was determined to take a different approach.
Every ingredient in PRIVATES had to serve a purpose. If it didn’t support the skin, it didn’t make the cut. Lauren wanted to create something she could stand behind not just as a co-founder, but as a consumer — something she’d actually use daily and feel good about. For her, the process wasn’t about chasing trends or buzzwords; it was about integrity. Sourcing responsibly, formulating consciously, and never compromising on effectiveness or ethics — that’s been her must-have checklist from the start.
How do you define “clean” when it comes to wellness—beyond just ingredients?
To us, “clean” goes way beyond just what’s listed on the label. It means being radically transparent — not just saying something is safe or effective, but actually knowing why it’s there, and how it works. We lean into naturally derived ingredients whenever possible, but we’re not anti-science. If we use a synthetic, we want to know exactly where it’s from, how it was made, and if it’s truly safe for the body and the planet.
“Clean” is about integrity. It’s about making choices with intention — not just to check a box or hop on a trend, but because it aligns with our values. We’re not here to fearmonger or greenwash; we’re here to give people real information and better options. Clean, to us, means nothing hidden, nothing unnecessary, and nothing that doesn’t serve you.
What’s one piece of customer feedback that truly moved or surprised you?
One piece of feedback that really stuck with us was when someone said, “This is so needed — it’s crazy how something like this hasn’t existed before.” That moment honestly gave us chills. It wasn’t just a compliment, it was confirmation that we were solving a real, overlooked problem.
It hit us because that’s exactly why we started PRIVATES — to create something thoughtful, functional, and stigma-free in a category that hasn’t really evolved. So to hear someone recognize that gap and feel seen by what we made? That’s the kind of feedback that reminds us we’re on the right track — not just making a product, but starting a conversation.
How do you each stay grounded and aligned with your purpose on busy or overwhelming days?
We’re both big believers in intentional structure — which sounds intense, but for us, it’s how we stay grounded when things get chaotic. We always have a notebook nearby (like, always), and every night we map out the next day. Not just a basic to-do list, but a real check-in: What actually matters tomorrow? What’s going to move the needle? What can wait?
We both juggle a million things — there’s no shortage of tasks — but we’ve learned that being busy doesn’t always mean being productive. So we’ve gotten in the habit of stepping back and asking, Is this helping us get closer to our bigger vision? If it’s not aligned, we pivot.
It’s not about being perfect. Some days are a mess, and that’s okay. But the practice of writing things down, planning ahead, and constantly realigning keeps us focused and sane — even when things feel like they’re moving at 100 mph.
If you had to sum up the mission of PRIVATES in just one word—what would it be, and why?
Simple. That’s the word that captures everything we stand for.
At its core, PRIVATES is about cutting through the noise — no overcomplicated routines, no overwhelming ingredient lists, no gimmicks. A brand that isn’t specific to any gender, clean, with effective hygiene that does what it’s supposed to do. We’re not here to repackage the same old formulas with flashy branding. We’re here to simplify a space that’s been over-engineered for way too long.
“Simple” doesn’t mean basic or boring. It means intentional. Thoughtful. Honest. From our ingredients to our design to the way we talk about hygiene — everything is rooted in clarity and ease.
To learn more about PRIVATES, visit https://getprivates.com/
