Skincare for your private parts? Women’s beauty brand The Perfect V helps you glow down under
A marketing executive has created a skincare line for a part of the body for which few cosmetics were available: the bikini area. The products, which include a beauty mist, an exfoliator and a ‘luminizer’, promise to keep your privates pristine
Vaginal massages, vajacials and even steaming – just when we thought grooming your private parts was complicated enough, along came The Perfect V. Launched recently in Hong Kong at Joyce Beauty, the line of multitasking skincare created specially for the “V area”, or bikini area, marks the launch of an entirely new category in the beauty industry.
“I started to research what products were out there and everything looked like it was created in the 1950s, and it was always hidden in the back of stores in some pink bottle that reminded me of room fresheners. I was surprised because we have countless of choices for every part of the body except the V area,” founder Avonda Urben says.
Hoping to create something new, Urben approached a laboratory in the UK that specialised in organic and natural skincare to help develop her formulations. Due to the delicate nature of the area – “the PH balance is different to the rest of the body and the skin there has more sweat glands and is more sensitive,” says Urben – it was important that the products were as safe, effective and as natural as possible, and fragrance-, parabens- and SLS (sodium laureth sulfate)-free.
She also began researching innovative ingredients that would set her products apart. Being based in Copenhagen meant that she was drawn to Nordic ingredients, in particularly berries such as cloudberries and lingonberries, which contain high levels of Vitamin A, C and E, and are proven to brighten and calm the skin.
It was also important that the products look as good as they feel, which is why she spent a lot of time on packaging. Designed by a Danish designer, the sleek nude and gold bottles are subtle yet elegant so that you can show them off on your bathroom shelf.
“This type of product doesn’t fly off the shelves and has to be explained because it is so new and innovative. Believe me, no matter what country you’re in, it can be a taboo subject. But once people learn more, they want to try it.
“Early adaptors have been girls who go to spas and salons, as well as a younger crowd who spend time on looking good. With education hopefully it will go mainstream,” says Urben.