What to Watch: Millennial Female Founders Are Modernizing Vaginal Products

Feminine care, sexual wellness, self-love, self-care — call it what you will, but a category for products designed specifically for vaginas is continuing to grow, and looking ahead to 2020, is expected to continue to permeate deeper into mainstream beauty. From organic tampons and boho-chic supplements for vaginal health to fashion vibrators and CBD lubricants, there is no shortage of cheekily designed brands formulated with better-for-your-vagina ingredients. At the Indie Beauty Expo in New York earlier this month, for instance, several of these brands were on display, including Saalt menstrual cups, Dame Products silicone vibrators in various colorways, and CBD lubricants and “intimate oils” from Quim, a brand described as a “self-care line for humans with vaginas and humans without vaginas who love vaginas.” The number of sexual wellness and women’s health-oriented brands on display at Indie Beauty Expo has tripled year-over-year from 2018, said cofounder Jillian Wright, noting that retailers attending the show have also shown increased interest. Kandice Hansen, beauty buyer at Revolve, noted that Dame’s Fin vibrator quickly became the top-selling item on the site’s beauty and wellness vertical after it launched with the e-tailer in 2018. Even mainstream retailers have begun to modernize their vagina-centric assortments. Target has brought

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