A topic that’s still so taboo we can’t mention (vagina) without risking digital banishment, we’re here to kick-start some frank conversations and help raise awareness about women’s health (and enjoyment!).

Whether you’re abashed or simply baffled by the world of women’s wellness, figures show you’re not the only one. With one in four women embarrassed to go for a smear test, we think it’s time for some vagina dialogues (there, we said it).

In an age where sex is everywhere, an astonishing number of women still lack basic anatomical awareness. Shrouded in stigma and shame, most of us will own to being relatively clueless when it comes to knowing what's 'down there'... let alone understanding how best we can care for the intimate area. Which is why we've decided it's time to stop beating around the proverbial bush. We're on a mission to help raise awareness, provide education and empower women to feel more 'in tune' with their gynaecological health and their sexual pleasure.

By curating the best in vaginal care for the 'clitorati', our new {Sexual Pleasure & Wellness} category contains everything from pH-balanced cleansers to lubricants, pelvic floor trainers to sex tech by way of libido-enhancing ingestibles. What's more, alongside these launches you'll find an abundance of content which tackles the 'hush hush' approach to the issues affecting so many.

"The last two years have been a time of great social upheaval and awakening" says Cult Beauty's Co-Founder, Alexia Inge. "Women are shedding the constrictive chrysalis of patriarchal diktats; they are starting to own their own sexual health and fulfilment and search for solutions and guidance that don't come from the NHS, porn sites or sex shops. From menstruation to masturbation, female wellness and intimate health now exist under beauty's umbrella.

"About more than just products, we're aiming to normalise commonplace issues and trigger more open discussion - to help close the 'orgasm gap' and prevent inhibition from hindering health and our sexual gratification.

"Coinciding with International Women's Day, we are launching this new category in partnership with The Lady Garden Foundation: a charity which aims to educate and fund essential research into gynaecological cancers. The five gynaecological cancers (yep, there are FIVE) - ovarian, cervical, vaginal, vulval and womb - are still so underrepresented that they're termed 'The Silent Killers'."

Over the course of the forthcoming weeks we'll be sharing some staggering stats, distributing regular 'self-love' suggestions and tips from some industry experts (stay tuned). Our goal is to encourage understanding, to normalise discussion and rebel against outdated attitudes.

So, join us on our quest to help emancipate your ‘bits’. Let’s voice our concerns, be more open about our desires and start a worldwide #VULVALUTION!

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