“We have to say la V,” Busy Philipps tells me right off the bat. “Hashtag #SayVulva.”

The phrase is echoed on her tee shirt, where it’s emblazoned in big letters, and it’s core to the new line of “veauty” products launched today by Say la V., a woman-led intimate skincare brand. The company’s name is meant to poke fun at how little we talk about our vulvas, and how little we’ve been taught about caring for them. “We believe the vulva is capable, powerful, beautiful, and often entirely overlooked,” the brand wrote in a press release, “even though it’s integral to our confidence and well-being.”

“We know that the vagina is a self-cleaning oven and we don’t need to mess with it,” Philipps, who is partnering with the brand on their launch, explained. “But your vulva is more akin to the rest of the skin on your body. It’s got oil glands and has trillions of bacteria that are all in balance, and then can get out of balance depending on your sweaty workout clothes or sex or sitting on an airplane.” 

Say la V’s products — a ph-balanced Nourishing Veauty Wash with jojoba oil, Hydrating Veauty  Cream with bacteria-balancing prebiotics and vitamin E to soften and soothe your vulva, and a Refreshing Veauty Mist with bacteria-balancing prebiotics, aloe, and rosewater — are centered more on care and comfort than on “cleaning up” the vulva. 

“I want my vulva to be soft and inviting,” Philipps laughs, “and I want her to age well.” Since working with Say la V, she’s added the wash into her self-care routine and stopped using a basic body cream down there. “It’s all about getting rid of the shame surrounding all of it,” she said. “It’s enough. We’ve all held onto this for long enough.” 

Read the rest on Flow Space.