A case for care
Most of the new products for the vaginal area are geared toward keeping the skin smooth and healthy overall. There’s New York-based Fur (a chic intimate care line that is beloved by Emma Watson), Lady Suite (which produces the cult favourite Lady Business oil) and The Perfect V, to name a few. This last one, a luxe paraben-, sulfate-, and fragrance-free skin-care line, was created by former L’Oréal Paris marketing executive Avonda Urben, who was inspired by the desire to elevate pampering of this delicate, deserving area. “Feminine care has been stuck in the 1950s, and it’s all negative,” she says. “You’re bleeding, you’re itching, you smell. It’s all grouped in the back of the store, as if it’s shameful. I didn’t understand why we couldn’t have a modern way to take care of ourselves.”
All the bikini-specific brands popping up are dermatologist and gynecologist tested to ensure efficacy and safety. This is the best argument for bikini-zone beautifiers, according to dermatologist Dr. Doris Day. “For those with sensitive skin in this area, it is helpful to know that the products have been tested,” she says. “They’re much less likely to cause a problem.” Put simply, “Skin is skin. You really shouldn’t neglect any of it,” says dermatologist and Shape Brain Trust member Dr. Mona Gohara.