Skin Care Where?

Does your bikini area really need its own regimen? We report.

- April Long

The V-zone is the new T-zone, with a raft of innovative brands offering everything from moisturisers to mists to—ready or not—high-lighters, each promising to clean, hydrate, and beautify down below. While a multistage Korean-beauty-level regimen may be taking things too far, experts do say that we can all benefit from a little more love in the region. Here, simple maintenance for staying in good shape and holding undesirables such as ingrown hairs at bay.

A case for care

Most of the new products for the vaginal area are geared toward keeping the skin smooth and healthy overall. There’s New York-based Fur (a chic intimate care line that is beloved by Emma Watson), Lady Suite (which produces the cult favourite Lady Business oil) and The Perfect V, to name a few. This last one, a luxe paraben-, sulfate-, and fragrance-free skin-care line, was created by former L’Oréal Paris marketing executive Avonda Urben, who was inspired by the desire to elevate pampering of this delicate, deserving area. “Feminine care has been stuck in the 1950s, and it’s all negative,” she says. “You’re bleeding, you’re itching, you smell. It’s all grouped in the back of the store, as if it’s shameful. I didn’t understand why we couldn’t have a modern way to take care of ourselves.”