Experts have sounded the alarm about a new vaginal suppository product that claims to ‘improve’ the scent of a woman’s intimate area.
The intimate care market – which traditionally focused on washes and wipes – has seen an increase in products making unproven or misleading claims, often amplified through social media.
Among these new products are scented ‘vaginal melts’, tampon-like nubs of coconut oil which are designed to be inserted.
One, marketed by a London-based company called Juice, claims its products ‘add moisture and a light, fruity scent’.
Marketed as a ‘self care’ tool, they come in fruit scents such as cherry, strawberry and peach, and are described as being ideal to use as part of a ‘freshness’ routine.
Retailing at around £45 for a jar of 14, the products are described as being made from ‘100 per cent natural ingredients’ and ‘pH-friendly’, with suggested use every other day.
However, health experts claim that products such as these may disrupt the vaginal microbiome, the natural balance of bacteria that protects against infection, and increase the risk of irritation and illness.
However, clinicians have raised concerns about their safety.
The UK-based intimate care brand Juice focuses its offering on vaginal ‘self-care melts’
Dr Ginni Mansberg, a GP and women’s health expert, says products inserted into the vagina may interfere with its natural bacterial balance.
‘The vaginal microbiome is extraordinarily sensitive,’ she tells the Daily Mail.
‘A reduction in the protective bacteria lactobacillus can increase vaginal pH and allow harmful organisms to grow.’
Such disruption, known as dysbiosis, is associated with conditions including bacterial vaginosis, yeast infections (thrush) and irritation.
She adds that fragranced products, oils and preservatives applied internally may also cause irritation or allergic reactions, particularly in those prone to recurrent infections.
Health guidance from the NHS advises against using internal products for routine hygiene, noting that even those labelled ‘pH-balanced’ can disrupt natural bacteria.
Instead, it recommends washing only the external genital area with water or unperfumed products.
Experts also stress that the vagina is self-cleaning and does not require internal washing or fragranced products.
Juice vaginal melts are scented, oil-based suppositories designed to be inserted into the vagina to add moisture and, as described by the brand, ‘a light, fruity scent’
Vaginal thrush is a common yeast infection, caused by an overgrowth of a fungus called Candida
Natural vaginal odour is normal and can vary throughout the menstrual cycle.
Experts say marketing around intimate hygiene products often reinforces the idea that natural vaginal scent is undesirable.
‘When a product suggests your body needs to smell like fruit to be acceptable, it’s not solving a medical issue, it’s creating a social one,’ Dr Mansberg says.
Valentina Milanova, a gynaecology expert and founder of women’s health company Daye, agrees. She says many products appear to rely on female insecurity around natural scent.
‘The business model behind these products appears to rely, in part, on women feeling insecure about the natural scent of their vaginas,’ she says.
‘Natural variation in odour is a normal aspect of biology and does not need to be masked.’
Concerns have also been raised about contraceptive safety. Oil-based ingredients used in some vaginal products can weaken latex condoms, increasing the risk of breakage and unintended pregnancy.
Water-based lubricants are generally considered safer for condom use, while fragranced or oil-based products are discouraged.
Clinicians add that symptoms such as unusual discharge, odour, itching or discomfort should be medically assessed rather than masked with fragranced products as they may indicate conditions such as thrush or bacterial imbalance.
Vaginal thrush is a common yeast infection caused by an overgrowth of Candida, a fungus that naturally exists in the body. It typically presents with itching, soreness and a thick white discharge.
Pregnancy, diabetes and irritation from tight clothing or scented soaps can increase risk, but symptoms should always be checked by a healthcare professional.
Experts warn that the rise of intimate ‘freshness’ products reflects a wider trend of marketing normal bodily functions as problems requiring correction.
The Daily Mail has contacted Juice for comment.
