Not so long ago, conversations about care for ‘down there’ were full of embarrassment, misinformation and questionable chemicals.
More recently, the industry has made way for brands and products that feel empowering and focus on taking care of the most sensitive parts of our bodies. Everything from intimate washes to post-wax care and innovative period products to vagina-friendly lube are stepping into the spotlight.
The global feminine intimate care market size was valued at 1.1 billion dollars in 2018 and is expected to see an annual growth rate of 3.4% from 2019 to 2025. The growth of the market is attributed to increasing awareness among female consumers regarding genital hygiene along with a wider acceptance of women exploring sexual health and wellbeing. A number of big beauty retailers such as Cult Beauty, Feelunique and Ulta Beauty now offer intimate health and sexual wellbeing categories, including sex-tech.
The V-care industry is growing and covers all those formally embarrassing topics from ingrown hairs to periods and sex-toy recommendations and it is quite frankly a revolution. According to research carried out by Feelunique, there has been a 115 percent increase in sexual health and wellness searches online.
Here are a few of the v-care brands you need on your radar.
Created by French friends Bethsabée Krivoshey and Cécilia Capece, Baûbo is named after the eponymous Greek goddess who is known for inciting women to live happily and liberate themselves sexually. In 2015 they created their iconic intimate balm that was formulated for use ‘after sex and everyday’. Baûbo identifies the gap in the market for an organic, natural care product to soothe the discomfort that can occur after sex, during periods, menopause or even just a day in restrictive underwear.
Aptly named ‘The Balm’ this product is a do-it-all, soothing treatment. Formulated with skin-friendly coconut, avocado, jojoba, calendula and beeswax it helps soothe, soften, calm, heal and nourish the delicate skin of the vulva whenever irritation occurs.
If fragile postpartum skin is more your concern, The Gorgeous Balm is a luxurious buttery toner for breasts, bellies and bums. With skin-loving ingredients such as oat, shea and hemp, it firms soothes and repairs for perkier breasts and soothed skin in the most sensitive of places.
With a mission to bring sex out into the open and create sensual products that are fun, sleek and free from taboo, Smile Makers sets the pace for modern sex-tech.
They not only create products that hit the spot, they also run pleasure-positive sex education workshops to enforce a better understanding of our sexual health and the importance of pleasure, we call that good vibrations!
With intriguing names and fun packaging, these toys are a breath of fresh air. The Tennis Pro is an elegantly contoured silent internal vibrator made from polished silicone for a silky smooth feel. With four speeds and two pulsation modes, it is a sure 40 – Love!
Recent studies have found that 8 out of 10 women have experienced pain during penetrative sex. The Generous Gel vows to make penetration smoother. This water-based, clean formula offers long lasting lubrication and its pH optimal composition means it won’t cause any irritation. Because why should pleasure be compromised?
Did you know that the vulva has a specific pH level that keeps it healthy, and a number of products and harsh chemicals can throw this off?
Deodoc is the only intimate care brand that is founded and run by women doctors and aims to break taboos and empower women with the knowledge they need about their intimate health.
When founding sisters Dr. Hedieh Asadi and Hasti Asadi found that the existing intimate care products on the market had not evolved for over 30 years and were formulated incorrectly and often with irritating chemicals and ingredients, they decided it was time to find a solution. What followed was the creation of a line of intimate care products, grounded in medical expertise.
Deodoc’s Daily Intimate Wash is perfectly balanced to keep your vagina happy and healthy. This delicate formula banishes sweat and prevents bad bacteria from thriving, it is also hypoallergenic and free from parabens and other nasties. Available in three divine scents or fragrance free, none of which will cause any irritation.
For girls on the go, try the deodorizing and refreshing intimate Deowipes. The perfect addition to your handbag or gym bag, these handy wipes offer a quick and convenient cleanse a refresh. With moisturising olive oil, aloe vera and vitamin E they help to effectively cleanse, soothe delicate skin leaving it calm and content.
Foria is an innovative health and sexual wellness company with a mission rooted in the power of plants and natural formulas. They believe that sex and wellness go hand in hand and hav ecreated a line of products that combine the benefits of CBD and hemp with a blend of plant extracts.
With a commitment to clean ingredients, organic farming, responsible packaging and sex education, this brand prioritises your health and the health of our planet.
Their bestselling Awaken Arousal Oil with CBD works with your body to enhance pleasure, ease discomfort and helps increase sensitivity with a unique blend of CBD and organic botanicals. Designed to support sexual wellness, whether used solo or with a partner.
For a lubricant that provides all natural moisture, the Intimacy Natural Lubricant with CBD enhances arousal, soothes and excites. Its all natural formula is kind to skin and CBD promotes increased blood flow to enhance sexual pleasure whilst providing comfort and easing tension.
Elvie has become a cult brand in the intimate health and wellness category in recent years and it is clear why. Their aim is to improve women’s lives through smarter technology and talking candidly about women’s bodies in order to give them exactly what they deserve.
Women’s pelvic floor muscles play a vital role in their health and wellbeing. From sexual wellness to bladder control and faster postnatal recovery. Yet studies have found that 1 in 3 women experience problems with their pelvic floor.
Enter the Elvie Trainer, an award winning, smart kegel trainer for a stronger pelvic floor. Combining cutting-edge technology with fun workouts and real-time feedback, this clever little device is placed into the vagina and connects to a handy phone app to guide you through your workouts. This high-tech and comfortable device is fun and easy to use to keep you motivated to regularly complete sessions for a stronger pelvic floor.
Lady Suite is all about modern femcare with products designed to keep vulvas happy, healthy and comfortable. They are a women-led feminine care brand who are on a mission to empower people through smart education, candid conversations and clean and effective intimate care products, redefining self care for down there.
If hair removal, skinny jeans and irritation has your intimate area looking less than fabulous, the Glow Refiner for stubborn intimate skin has you covered. This multi-tasking product works to exfoliate, brighten and even skin tone without drying it out so you can say goodbye to ingrown hairs, razor bumps, blemishes and hyperpigmentation.
While the Rejuvenating Botanical Oil for intimate skin delivers essential moisture, soothes irritation and softens the skin and hair in your most intimate area. Targeting itchy and sensitive skin this luscious formula with jojoba oil works to soothe and hydrate. Perfect for use on skin after hair removal.
Created by self-professed queen of vulva Cynthia Chua, Two Lips is a luxury intimate care range that prides itself in creating luxurious products that care for intimate skin with a similar approach to the way we care for our faces, giving intimate care a sleek and chic new look.
Their award-winning Blackout Activated Charcoal Vulva Mask has a 4-step process to soothe, detoxify, brighten and moisturize. Blackout’s key ingredient is Activated Binchotan Charcoal, which is made from Japanese Ubame oak and widely known for its purifying power. Combined with a whole host of other botanical ingredients it is perfect as a post hair removal treatment.
Designed to boost glow, the Diamond Gentle Vitamin C Brightening Serum is packed with Ascorbyl Glucoside, a water-soluble Vitamin C that’s super gentle, even on sensitive skin. A brightening serum for your vulva may seem excessive, but dullness widely occurs in the intimate area, especially the inner-thighs, regular use can brighten skin and restore moisture and elasticity for a truly all over glow.
In 2016, founder Meg Mathews turned fifty and began to experience the first symptoms of menopause. She was shocked at the lack of support and understanding shown to women during this time in their lives and made it her mission to break the stigma around the menopause.
She went on to create MegsMenopause.com as an open source of information and advice dedicated to empowering women through an honest discussion of all things menopause.
Since then, she has launched two full ranges of products designed to tackle the menopause symptoms.
With ageing, tissue around the vagina can become thinner, dryer and more irritated. This can result in the loss of moistness and softness often leading to pain or discomfort during sexual intercourse. The Motion Lotion – Natural Oil Based Intimate Lubricant has been formulated to provide silky lubrication and to alleviate discomfort.
While lubricants offer temporary relief from dryness during intercourse, an intimate moisturizer can help to eliminate dryness at any time. The Blossom Balm – Intimate Skin Moisturizer does just that. Full of vegan-approved ingredients, it is formulated to gently care for the intimate skin areas whilst keeping the local pH balanced helping avoiding bad bacteria from growing.
Founded by sisters Tamara and Sara, Luxury Intimate was created in response to the staggering numbers of women suffering with intimate care issues on a daily basis. Working alongside gynaecologists and medical professionals, the sisters launched Li Quandisa, a line of natural products to help preserve the wellbeing of your intimate area.
The intimate oil is formulated with entirely natural ingredients including peach kernel oil, grapefruit seed oil, sea buckthorn oil and essential oils of cinnamon, tea tree and clove, this oil works to nourish, soothe and even tone with a luxurious fragrance.
The Li Quandisa natural oil soap provides gentle cleansing and protection of the intimate area. The non-foaming formula is free from harsh chemicals and ingredients to ensure a lasting fresh feeling without causing irritation whilst the added oils combat dryness.
Created by a team of women who felt intimate care lacked a space to be bold and open and that products needed a little more va va voom. They launched a natural range of fun products that make care for down there easy and embarrassment free and named it WooWoo, and why not?
Their best-selling Tame It! Hair removal cream is designed to achieve super smooth results whilst being gentle on intimate skin. The vegan, in-shower hair removal cream works in as little as 3-6 minutes and is made with soothing aloe vera and softening jojoba oil for the smoothest skin you’ve ever seen (or felt).
Ditch harsh and irritating soaps and follow up with the Cranberry Cleanse! Labelled as a ‘pH balanced body and bits wash,’ this intimate wash features cranberry extract, widely recognised for its healing properties in helping to prevent UTI’s and maintain natural balance.