General Merchandise/HBC

Lil’ Drug Store to Distribute LifeStyles, Skyn Brands

Exclusive deal broadens reach of company’s sexual health products in convenience channel
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CEDAR RAPIDS, Iowa — Lil’ Drug Store Inc. is now the exclusive distributor and marketer of LifeStyles Healthcare brands’ range of condoms, personal lubricants, devices and other related products to the convenience-store channel.

“We’re incredibly excited to be partnering with Lil’ Drug Store Products [LDSP]to broaden our reach and gain increased access to c-store shoppers across the country,” said Paul Hemings, director of channel sales at LifeStyles. “Lil’ Drug Store Products’ vast CPG [consumer packaged goods] expertise gives us confidence in the growth potential for our Skyn and LifeStyles brands in the convenience and travel channels.”

“The U.S. sexual wellness market size is expected to reach $19.9 billion by 2030, expanding at a [compound annual growth rate] of 7.67% during the forecast period. The market is expected to witness lucrative growth during the forecast period, owing to the growing acceptance of sexual exploration,” according to the recent report by Grand View Research cited by Lil’ Drug Store. “Increasing concern about personal hygiene is also one of the factors driving the market.”

The LifeStyles portfolio includes the Skyn non-latex condoms, LifeStyles-branded latex condoms and a full line of sexual wellness products, including personal lubricants and devices marketed under both the Skyn and LifeStyles brands.

According to Lil’ Drug Store, citing Nielsen data from April 2022, offline retail sales of personal devices in the sexual health category have grown 33% in the last year. The growth in the device segment demonstrates consumer understanding of the link between sexual wellness and overall wellness.

For more than 40 years, Lil’ Drug Store Products has developed an extensive network of more than 160,000 convenience stores and has been a partner for brands, wholesalers and retailers within the industry. Carmex, Ricola and Alcon are among the brands that use Lil’ Drug with as their exclusive distribution partner in the convenience channel. Leading health and beauty manufacturers GSK and Johnson & Johnson have developed collaborative partnerships with Lil Drug in the hope of bringing growth and innovation to the HBC category.

“At LDSP, we research, develop and market highly effective, clinically studied personal care products aimed at making a significant difference in people’s lives,” said Hayley Fry, director of marketing at Lil’ Drug Store Products. “We are thrilled to offer the full line of LifeStyles and Skyn products to the c-store channel to energize this growing and dynamic business category.”

Cedar Rapids, Iowa-based Lil’ Drug was founded in 1974 to provide convenient relief to travelers, With a growing roster of brand partnerships, the company has become a leading supplier of name-brand and private-label health and beauty products, automotive needs, sunglasses, cellular accessories and snack products to retail and wholesale customers. It serves the point-of-need marketplace that includes convenience stores, hotels, airports, cruise lines and others.

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