Brands tend to tiptoe around the word ‘pubic’, almost like it's a swear word, instead using terms such as ‘bikini’ or ‘intimate wash’ to describe the use of their products. Venus is getting frank with its Pubic line, accompanied by a campaign that encourages women to #SayPubic.

Many girls aren’t taught much about vaginas early on in life, and this can later manifest in shame and a reluctance to discuss things such as reproductive health and sexuality. Wellbeing brand Nyssa has launched a hands-free mirror to encourage women to learn about their anatomy.

Sexual wellness is being reframed as people have more open conversations around sex and begin to link sexual wellness to self-care. As whole-body wellbeing is embraced, Maude has put organic, natural products on the map – while also building a company with diversity and inclusivity at its core.

Femtech is booming and now the successful breaking of stigma and taboo is translating to IRL. App turned gynecology clinic, Tia, is encouraging collaboration between consultant and patient, while tapping into women’s increased desires for control and understanding of their gynecological health.