Beauty sheet mask goes south when it comes to vulva care
Spa Esprit Group launches a first-of-its-kind sheet mask for female genitalia
Beauty and wellness products have moved south.
While sheet masks for the face have become part of many beauty regimens, local entrepreneur Cynthia Chua wants women to start paying attention to their intimate area.
Specifically, their vulva.
The 47-year-old founder-director of home-grown Spa Esprit Group - which Strip and Tiong Bahru Bakery come under - has developed a first-of-its-kind sheet mask for female genitalia.
Ms Chua told The New Paper: "Some people think it is disgusting or don't talk about it because their mother said not to. We want to challenge those taboos."
Officially launched at Open Farm Community yesterday, the TWO L(I)PS Blackout Mask, conceptualised and formulated in Singapore, will be available in stages across 12 cities.
Formulated with organic ingredients including binchotan charcoal, chamomile and ylang ylang, it will reportedly brighten, soothe and hydrate the crotch area, as well as "help with odours".
It has also "gone through tests with not just dermatologists, but gynaecologists as well", said Ms Chua.
The rising interest in feminine care is impossible to ignore, she added, pointing out the many hair removal treatments and grooming locations that have popped up in the past 15 years.
In an era where women are learning to love themselves more and embracing their sensuality, the conversation surrounding looking and feeling good is more pertinent than ever.
She said sometimes, women can suffer from dryness, odours and even ingrown hair and scarring on the vulva, which can affect their confidence.
Ms Chua said: "The objective is to make yourself feel good and feel empowered. To lie in bed, put on the mask, watch some Netflix and just relax."
She said while vulva care may not be for everyone, she wants to give women the option.
She said: "I first developed the product because the therapists at (hair removal establishment) Strip said customers were asking for a product to help with dryness and darkness in their crotch area."
After almost six years of working on TWO L(I)PS products, it will expand over the next two years with 15 products in the pipeline, including a cream and even scents for the vulva.
Priced at $120 for a box of five and $28 for a single sheet, Ms Chua said the mask has already sold 3,000 pieces here even before its official launch through Strip stores.
She added: "I know a lot of women care about and want to know how they can take better care of their vulva, but they do not know what to use or where to go to discuss it. We want to start the discussion."
However, many experts assert it is best not to use feminine hygiene products or scented products on the vulva as they can remove the natural fluid that keeps the vagina clean.
Gynaecologist Christopher Ng said: "As a doctor, I cannot endorse any product that is not medically proven, with a report to prove it.
"If people are to use the product, they will have to do so at their own risk."
He said unless a product is cleared by the Health Sciences Authority, it cannot be said to be medical grade.