Female wellness products have a long history of being shrouded in secrecy and euphemisms. While menstrual hygiene products began to be advertised in the 1870s, it took until 1972 for periods to be shown on television ads. The conversation around feminine hygiene and wellness was often veiled in discretion, with vintage advertisements hinting at secrecy and using euphemisms for menstruation. Even in more recent times, outdated tropes and stereotypes continue to dominate the narrative, hindering the progress towards normalizing feminine care and wellness.
Today, a new wave of intimate brands is challenging these traditional norms. The next generation of feminine wellness products is breaking away from the covert approach of the past. Birth control pills now come in holographic packaging, tampons are designed with minimalist aesthetics, and intimate oils are presented in luxurious containers. These products are meant to be proudly displayed, signaling a shift towards openness and acceptance in the industry.
Therese Clark, the founder of Lady Suite Beauty, attributes this transformation to a changing power dynamic within the female wellness industry. Women-led companies are spearheading this shift, offering solutions that cater to women’s needs without compromising their health. The evolving attitudes of empowered millennials and Gen Z consumers have also played a significant role in reshaping perceptions around feminine health and wellness.
Jordana Kier, co-founder of LOLA, emphasizes the importance of dismantling outdated stereotypes in the feminine care aisle. By creating transparent and straightforward customer experiences, these brands are striving to destigmatize periods and promote a more realistic portrayal of menstruation. Clark echoes this sentiment, highlighting the need for inclusive packaging and educational initiatives that cater to women at different stages of their wellness journey.
Beyond just selling products, the new generation of female wellness brands is fostering a supportive community for women to engage in open conversations about feminine care. LOLA’s digital platform, The Spot, serves as a hub for women to access expert guidance, personal stories, and discussions on various health and wellness topics. By creating a judgment-free space for dialogue, these brands are empowering women to take charge of their reproductive health.
Clark emphasizes the importance of normalizing positive period education across all segments of society. By challenging ingrained taboos and promoting menstrual positivity, the movement aims to eradicate shame and fear surrounding periods. Encouraging discussions about feminine health and wellness can lead to greater awareness, self-care, and solidarity among women.
As the female wellness industry continues to evolve, there is a growing emphasis on education, inclusivity, and empowerment. By embracing a more open and honest dialogue around feminine care, these brands are paving the way for a future where women’s wellness is celebrated and supported in all its forms.
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