Beauty Below The Bikini Line

Products for issues ‘down there’ used to be shelved in the drugstore, and strictly in the health aisle, but new procedures and products prove that the beauty world’s new cash-cow category is giving women exciting options intended more for pampering than problem-solving

- Christina Ko

Browse any beauty counter and you’ll see countless solutions for your face — is your skin oily, dry or combination? Do you need anti-ageing or antioxidants or anti-pollution? Skincare for more visible parts of your body has been split into infinite categories, and yet for the area ‘down there’—observed, depending on your personal preference and promiscuity— selection has been precious little. At least, until now.

The beauty world is turning its gaze upon the woman’s nether regions, and the variety of potions to spruce up the intimate area is growing day by day. Options range from topical treatments to internal procedures. As sex becomes less taboo so too do topics such as grooming practices, aesthetic attributes and even ageing — because indeed, your parts do age along with the rest of you.

If the only cosmetic product for that area you can think of is Summer’s Eve, then it’s time to brush up on your knowledge. While Asia certainly lags behind in terms of mainstream intimate beauty products, large department stores and retailers have begun jumping on the bandwagon.

MD Hair, available at Joyce Beauty and Lane Crawford, is a line founded by gynaecologist Susan F. Lin with intimate products (among others) geared towards women over 30, noting that ageing, medication, childbirth, stress and “over-usage” can cause changes in sensation. Its MD Intimate Restore is a cream that enhances sexual wellness and revitalises skin. The Intimate Fresh Serum, meanwhile, maintains pH balance and freshness for a ‘clean’ feeling that lasts all day.