INTIMATE CARE


cleaner was seen as better, we now have recognized, that chemical “sterilization” harms all microbiomes – including the vaginal. Caretaking the vaginal microbiome may look


like as follows: avoiding excess vaginal hygiene like harsh soaps, vaginal showers and chemical cosmetics, only using microbiome-friendly products, thinking twice about taking antibiotics, consciously choosing contraceptive methods, stress management and not smoking. It could also mean ensuring the gut


microbiome is healthy and avoiding the transfer of unwanted invaders from the anus to the vagina. Like with other interventions, it is wise to adopt a holistic approach that factors in the individual situation of each woman.


Microbiome-friendly product development, marketing and customer happiness Until recently, most women, who were looking for relief from itching, vaginal dryness or unwanted smells, were not aware that intimate care products, which are claimed to help these conditions, contain microbiome-disrupting chemicals that might actually worsen their problems.


With missing regulations in the cosmetic


industry, brands can advertise health-promoting ingredients and products, with no scientific data to back up these claims. So far, the focus has been to make products stable and good smelling, instead of minimal and mild. Luckily, the beauty space is becoming more scientific. This goes hand in hand with increasingly health-conscious customers who see through unsubstantiated marketing claims and demand science-backed products that leave the microbiome untouched. With the growing awareness of the


microbiome’s importance, the demand for scientific-based products will rise and the cosmetic industry will have to adapt. Manufacturers, who are formulating their products with the microbiome in mind, are the forerunners in the growing market of high- quality, microbiome-friendly personal care products. They could even use their products to educate consumers and build their trust to actually get what is promised: healthy products that respect microbial wellbeing.


Conclusion and future perspectives While no-one ‘normal’, healthy vaginal microbiome exists for all women, this article discussed several common underlaying factors that can assist women all over the world, in preventing dysbiosis, naturally balancing the vaginal flora and keeping it healthy. By spreading this knowledge and breaking taboos once and for all, women can feel empowered to take care of their unique and beautiful bodies – top to bottom. In order to bring clarity and help women


navigate the unregulated jungle of intimate personal care products, MyMicrobiome developed a registered certification mark for microbiome-friendly care products. Among others, the world´s first microbiome-friendly lubricant from Australia has been certified in 2022. MyMicrobiome is an independent control body that rigorously tests products and single


www.personalcaremagazine.com


ingredients in vitro for their impact on the key microbes found on respective body areas, like standard 21.10 for the vaginal area. In case the balance and diversity of the microbiome is sustained, the product is awarded the ‘Microbiome-friendly’ seal. This certification mark entails a competitive


advantage for the manufacturer and creates trust with the customer. 41% of European consumers are influenced by third-party verified certifications when purchasing goods, including personal care products.26 We should strive to keep interventions on


the microbiome to a minimum. By supporting the cosmetic industry to create and certify microbiome-friendly products, MyMicrobiome acts as a change maker in this previously unmonitored market – for a better, microbiome- friendly world.


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