Brands destigmatise feminine hygiene

The feminine hygiene industry, beset by lazy marketing euphemisms and a lack of innovation, has been slow to progress. In a bid to destigmatise the market, a wave of brands are moving away from traditional sexualised typologies and offering luxurious, straight-talking branding and all-natural products.

Unsatisfied with the chemical-laden options available to women looking to maintain good vaginal health and weary of the shame associated with the topic, Lo Bosworth founded Love Wellness, a range of all-natural feminine hygiene products. ‘Why can’t we elevate the experience of being a woman and take care of our bodies in a way that is enjoyable rather than embarrassing?’ she asks.