In the era of intimate skincare, you can have a vagifacial

Vaginal rejuvenation treatments are a growing buzzword in the beauty and wellness industry

- Louisa Lim

At some medispas in Singapore, women are booking facials-not for their faces, but for their nether regions.

The vagifacial, a treatment that promises to cleanse, exfoliate and brighten where the sun does not shine, has been offered in Singapore for some years.

But what might once have been whispered about is now part of a growing buzzword in the beauty and wellness industry, as more women seek non-invasive ways to care for and enhance their intimate areas.

According to US-based market research and consulting company Grand View Research, the global feminine intimate care market was valued at US$1.91 billion (S$2.5 billion) in 2023 and is projected to grow at a compound annual growth rate of 2.8 per cent from 2024 to 2030.

It is no different in Singapore.

In April, Theresa Holdings - a local beauty operator that owns a chain of aesthetic clinics and medical spas, including Bio Aesthetic and Cosmo Aesthetic launched the 45-minute VagiFacial.

It is part of the company's suite of intimate care treatments, which include Brazilian laser hair removal: the VagiPink gentle peel to restore hydration and reduce pigmentation; and a mons pubis reduction to contour and reduce excess fat in the pubic area.

The $198 treatment starts with an exfoliation and purification session using an ultrasonic scrubber, followed by a soothing massage and a mask. Devices approved by the US Food and Drug Administration (FDA) and a range of products from FoxyAffairs, a feminine care product line developed in Japan, are used.

"It's essentially like a facial for the intimate area, using allergy-free products that are gentle on sensitive skin," says Ms Sandra Koh, the 35-year-old co-founder of Theresa Holdings.

While she was initially unsure if customers would be open to trying the VagiFacial, it has become one of the clinic's most popular offerings.