Spreading Clean Beauty

Care everywhere: The feminine wellness skin care trend

Everywhere, women are more empowered and willing to discuss intimate issues. Through these more liberal attitudes, women are becoming increasingly conscious of feminine wellness. Once stigmatized, women are now far more comfortable with issues surrounding vaginal health and recognize that intimate skin needs care too. For instance, vaginal pH has an impact on broader health and well-being; properly balanced pH can prevent infection, improve energy levels, and aid in alleviating issues in digestive health, such as bloating. 

Considering the wider awareness around feminine care, many personal care brands are moving into the intimate skin care space. This further encourages open and healthy conversations about women’s health and responds to increased demand for such products. Here, we discuss the trend and present Provital’s contribution to the feminine care market.

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Brands caring for every aspect of feminine wellness and beauty

In response to this rising awareness, several brands have begun to cater to the demand for feminine wellness products. In terms of feminine skin specifically, brands are responding to the skin health issues raised by waxing trends. For instance, The Perfect V has created products to keen intimate skin smooth and moisturized, including serums, washes, and beauty mists.

However, caring for waxed skin isn’t the only dimension of the intimate care trend. As beauty becomes more inclusive, many women – particularly young women – are embracing body hair. To care for intimate hair, brands like Bushbalm are marketing pubic hair oils to keep the area soft and nourished. 

Provital’s Jellybean Wash

In response to the new demand for feminine wellness products, Provital has developed Jellybean Wash. This mono-dose jelly product supports the natural pH of intimate areas using mild surfactants. The product is infused with Provital’s Orange Blossom Rain, which has antimicrobial and purifying qualities, to keep intimate skin clean and fresh. Meanwhile, Provital’s Happy Skin employs neurocosmetic technology to create a de-stressing and well-being effect, thanks to the Rhodiola rosea extract.

This was formulated in response to the particular demands of the intimate care space. Whereas before harsh products focussed on odor removal dominated the market, now, particularly younger consumers are looking for something more gentle. For instance, 75% of Chinese consumers are aware of the importance of pH balance, thus driving the popularity of clean intimate products. Further to this, a study by Mintel found that 62% of American women aged between 25-34 believe that natural feminine hygiene products are safer. 

Clean beauty for every part of the body

Beauty should be inclusive, empowering, and caring. Today, women are more aware of issues surrounding feminine wellness and the beauty industry needs to respond to this demand. Whether women want to care for intimate skin or hair, the industry should provide safe, healthy solutions. With clean, organic products, brands can care for the delicate skin in intimate areas and promote a more open, positive narrative about the importance of intimate health. 



A soft cleansing jelly for a playful and gentle intimate wash. Citrus Aurantium Flower Water and Happy Skin™ care for sensitive areas. Intended for daily intimate care, this product is also suitable for use during menstruation. This formula is environment-friendly, discrete, and compact.


Green transparent jelly.


Take the jelly and lather softly in the palms of your hands. Cleanse the genital area gently and rinse thoroughly. For external use only.


All skin types.


ACitrus Aurantium Amara (Bitter Orange) Flower Water, Sodium Benzoate, Gluconolactone, Calcium GluconateOrange Blossom RainProvital32.25
Aqua (Water), Citric AcidCitric Acid 50%0.25
Aqua (Water) Deion. Ster. Water31.90
Chlorophyllin-Copper ComplexNatural Green 0.10
B1.2-HexanediolHexiol EPMinasolve2.50
GlycerinGlycerin USPBrenntag3.00
Magnolia Officinalis Bark Extract Cosphaderm® Magnolia Extract 98Cosphatec0.20
CGlyceryl Caprylate, Glyceryl UndecylenateLexgard® NaturalInnolex1.00
Chondrus Crispus (Carrageenan)Safic Care T CI Safic Alcan1.00
Chondrus Crispus (Carrageenan) ExtractSatiagel VPC 508 PCargill1.50
Glycerin, Aqua (Water), Sorbitol, Sodium Cocoyl Isethionate, Disodium Lauryl Sulfosuccinate, Sodium Chloride, Phenoxyethanol, Tetrasodium EDTA Crystal OPCStephenson Personal Care25.00
Glycerin, Aqua(Water), Rhodiola Rosea Root Extract, Phenoxyethanol, Potassium SorbateHappy Skin™Provital0.20


China and Vegan compliance 

55.3 % Natural Origin Content

1-2 EWG

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