Simpler, safe skin care formulations and fragrance transparency are on the rise, thanks in part to the indie beauty movement. Startup intimate skin care brands are also making headlines lately and expanding the breath of products that belong in the beauty isle.
Earlier this year, in fact, Cosmetics Design reported on advances that new brands like The Perfect V and improved brands like Vagisil are making in the beauty marketplace. The executives responsible for those (and similar) businesses are making moves to position well feminine care in the personal care and skin care space—at least so far as retail shelfing and pagination is concerned.
Fragrant but gentle
“Vagisil has never compromised its ingredients when it comes to women’s intimate health,” emphasizes Keech Combe Shetty, CEO of Vagisil, in a media release about the brand’s latest launch.
The legacy brand’s two new washes and wipes are scented thoughtfully; that is, “without adding harsh cleansers, dyes, or MIT preservative, because Vagisil believes that women should not have to choose between scent and their sensitive skin,” according to the release.
The new fragrances—branded Scentsitive Scents—are White Jasmine and Peach Blossom. The former is formulated with vitamin E; the later with chamomile.
“Scentsitive Scents is a testament to our commitment to provide women the scents that they want in intimate products that are hypoallergenic and clinically tested to be gentle and safe,” notes OB-GYN and Vagisil Partner, Dr. Althea O’Shaughnessy, in her remarks about the new feminine care wipes and washes.
Purchasing but intentional
The new Vagisil launches are on trend, and not by accident. “A recent consumer survey conducted by Vagisil, indicated that 69% of women think vaginal products with fragrances irritate vaginal skin,” O’Shaughnessy notes in the company media release.
“The key difference of the new Scentsitive Scents line,” she says, “is that it has been specially formulated to provide a long lasting, skin-friendly scent with vitamin E and chamomile, which is great for the sensitive skin of the vaginal area.”
And a better-for-you approach is much of the reason why the brand has not only included ‘so-called’ skin-friendly ingredients in the formulations but also why Vagisil opted to exclude certain cleansers, dyes and methylisothiazolinone (the ingredient also known as MIT preservative, which is banned in the EU and of concern to ‘clean’ beauty shoppers.)
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.