More than 18 months ago, I wrote a feature for a fashion magazine about what was set to become the next frontier in the wellness world: intimate care and sexuality. The discussion had well and truly begun, with a few players in the space starting to speak about sexuality as a key pillar of wellbeing, but for the most part, mainstream brands were still hesitant to partake.
Fast forward to today and we’re seeing companies big and small fill the once-expansive gap in the market. Celebrities have gotten on board too, with the likes of Dakota Johnson, Cara Delevingne and Lily Allen partnering up with brands to create sophisticated pleasure items and intimate care that speaks to the values of a new generation.
It seems the industry is finally starting to recognize that our penchant for elevated, aesthetically-pleasing products doesn’t just stop at the skincare we use – we want considered formulas and sleek packaging in our top drawers and our top shelves, thank you.
Here are a few of GRAZIA’s favorite new intimate product purveyors bridging the gap between beauty and intimate wellness.
Next-Gen Pleasure: LBDO
These Australian intimate products are the result of founder Rachel Baker’s desire to create a truly inclusive pleasure brand that rejects heteronormativity. The LBDO range features an organic, vegan and cruelty-free lubricant and massage oil – made with native botanicals like Kakadu Plum and Quandong – but the star of the lineup is the Essensual Vibe ($149.95), an external vibrator designed to stimulate all bodies and erogenous zones. LBDO also offer guided self-pleasure audio tracks, including one that caters to a diverse range of identities by eschewing specific genital references altogether.
Science-Led Intimate Skincare: Dr. Barbara Sturm
Famed for her cutting edge skincare range, Dr. Barbara Sturm has now added intimate care to her stable of luxury products. The brand’s new V Wash and V Drops were created to balance the vagina’s delicate eco-system, with formulas that cleanse and nourish the external intimate area without disturbing the skin’s natural pH and microbiome. And of course they come in Dr. Barbara Sturm’s signature chic packaging, which is perfectly suited to your shower. The V Collection has already won its share of celebrity fans too, including iconic supermodel and entrepreneur Elle Macpherson.
All Natural Lubricant: FIGR
Born from the realization that almost all lubricant brands had a male at the helm, FIGR set out to create a lubricant that didn’t feel awkward, gross or masculine. There’s no unwanted glow-in-the-dark gimmicks or dubious ingredients that make your insides itch at the mere sight. The packaging is chic, and the FIGR Fluid ($35) formula reads like the back of a skincare product – think native Australian extracts like Finger Lime and Strawberry Gum – with the aim to reframe stigma associated with the category.