The Skincare Your Vagina Has Been Missing

The Skincare Your Vagina Has Been Missing

Photo by Alison Engstrom / Styling by Cara Gibbs & Jesse Bratter

Serums and creams and mists, oh my! Products that cater specifically to a woman’s nether region have never been at the top of beauty companies’ priorities. Enter The Perfect V—a chic, luxurious line of beauty treatments that reflect the carefree spirit and self-confidence of the Scandinavian woman. Thanks to its gentle wash, exfoliator, luminizer, and more, that pretty little triangle shall no longer be subjected to all sorts of harsh denuding.

AVONDA URBEN, FOUNDER OF THE PERFECT V AND FORMER MARKETING EXECUTIVE AT L’OREAL, EXPOUNDS UPON ON HOW HER BEAUTY PRODUCTS ARE HITTING THE SPOT WITH PRETTY PACKAGING, NATURAL INGREDIENTS AND ELEGANT LANGUAGE.

Where did the idea for The Perfect V originate? I moved to Copenhagen six years ago. Scandinavian women are comfortable and confident in their bodies. They have great genes, but not everyone is a model. You take a Sunday walk and women are tanning topless in the middle of the city. I thought if I could only bottle that confidence. I’m inspired by my life living here in Scandinavia.

How do you talk to women about their V and how is that different from the current norm? I wasn’t that comfortable when I first thought of the idea because we don’t talk about the V. And if the big beauty companies did, it was problem-solution oriented. You’re bleeding or itching, you have red bumps or in-grown hairs—all of these ugly things. Or it was about intimate care and more sexual in nature. I wanted to change the language. There was no elegance. And I thought, why isn’t anyone doing this?

More and more women are waxing, shaving and lasering their hair and there’s nothing to take care of it. You want that skin to be beautiful and the product packaging should be elegant and chic. It’s so natural and easy to talk about it now. The culture is ready for it. The bum had its days.

Have you gone the way of Scandinavians and taken a public dip sans bathing suit? I had my inhibitions and I didn’t want to pass them on to my daughter. It took some retraining, but in Öresund, where it’s cold, I took off my robe and plunged in.

Any final words on the V? I want women to feel confident. Your V is perfect. It’s all in the way you feel about your V—treat it better.

a u n a t u r a l e

VV Cream Gentle Wash: This pH-balanced wash gently cleanses, tones and soothes the skin while softening and hydrating. VV Cream Very V: Since it soothes and alleviates red bumps, this hydrating cream is perfect between waxing, laser, or shaving. VV Cream Gentle Exfoliator: Natural AHA acids (lemon, sugar cane, sugar maple, and orange extracts) provide delicate exfoliating. The light fresh scent of The Perfect V’s beauty products can be traced to elderflower and rose hips, which also help to calm the skin. Other pure Nordic ingredients with nourishing qualities include arctic cloudberry (robust with vitamin C), anti-aging bilberry extract, conditioning sea buckthorn berries, and lingonberries rich in vitamin E.

Photos by Bjarke Johansen, Scandinavian Chic Fashion Show, Nautilus Hotel, Miami Swim Week

“Men have their beard oil. Women are in bathing suits and lingerie and we want every area of our body to look nice. Why not the V?”

— AVONDA URBEN

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