A selection of widely used products was purchased directly from large retailers targeting the U.S. and EU markets. These products were then subjected to our four-phase testing protocol, including in-vitro and ex-vivo stages, and analysed in order to determine their microbiome-friendliness – i.e. their ability to not disrupt the vulvar microbiome when used. Our study found that only 47% of these products could be classified as microbiome-friendly, highlighting a need for formula optimisation when it comes to this crucial parameter.
The product categories highlighted in this market analysis involved cleansers, wet wipes, wash lotions and other similar feminine intimate care products.
Understanding the impact of feminine intimate care products on the vaginal microbiome
“It is particularly important to maintain the healthy microbiome of sensitive areas such as the vulva, which serves as the external part of the female genitalia, as these areas are more susceptible to environmental changes and external pathogens due to their unique anatomy and physiology” – says Leo Salvi, Head of Science at KIND TO BIOME.
The vulvar microbiome is essential for women's health, directly impacting the vulva's resistance to infections and irritations. A healthy vulvar microbiome is typically dominated by beneficial bacteria such as Lactobacillus spp., particularly Lactobacillus crispatus and Lactobacillus iners, which are vital for maintaining an acidic environment through their production of lactic acid. This acidity, with a pH generally ranging between 4.6 and 6.3, prevents the overgrowth of pathogenic organisms that could lead to conditions such as bacterial vaginosis (BV) and vulvitis. (Urasaki et al., 2024; Brown et al., 2007).
Both the acidic environment of the vulva as well as the composition of the microbiome present are influenced by a variety of factors such as such as age, local hygiene practices, hormonal fluctuations, lifestyle choices, and crucially the impact of personal care products, which have the potential to disrupt this delicate balance. This underscores the need for careful product selection that preserves vulvar microbiome health.
Caring for the vulva: navigating cosmetics and hygiene products
While the vulva is designed to be self-cleaning, many women still choose to use various cosmetics and hygiene products for comfort and hygiene. It’s essential to recognise, as shown through our market analysis, that a lot of these products have the potential to disrupt the natural balance of the vulvar microbiome if they have not been formulated with microbiome-friendliness in mind.
Doctors emphasise that maintaining vulvar health does not require extensive use of specialty products; washing the vulva with warm water is often sufficient for cleanliness. Strong soaps, scented products, and douching can alter the natural ecosystem of microorganisms and lead to inflammation and infections. Instead, women should focus on gentle hygiene practices, wearing breathable fabrics, and utilizing kind products sparingly to support rather than disrupt the vulvar microbiome.
Conclusion: prioritising microbiome friendliness in feminine intimate care products
The findings from KIND TO BIOME’s market analysis shed light on the need for education and awareness regarding feminine care products and their impact on the vulvar microbiome. “With nearly 53% of products tested having the potential to disrupt this crucial balance, it is imperative for manufacturers and brand owners to prioritise microbiome-friendliness in their formulations” – says David Hjalmarsson, Managing Director at KIND TO BIOME.
Moreover, consumer awareness regarding this crucial parameter in products should be elevated. Consumers can be empowered with accurate information and a deeper understanding of the vulvar microbiome and safe hygiene practices, to make informed decisions about the products they use.
In conclusion, microbiome-friendliness is a formulation parameter that is becoming increasingly important in the beauty and personal care industry. The growing body of research and the number of citations surrounding this topic over recent years clearly indicates that it is not just a trend of the times. As the industry continues to evolve, it is vital for both manufacturers and consumers to prioritise products that support and maintain the health of our microbiome regardless of their area of application.