The 'Femine hygiene’ market is predicted to reach $42.7bn by 2022 – but it's doing more harm than we realise - The Independent

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We thought we might see the beginning of the end of unnecessary products when Goop agreed to settle for $145,000[1] for making unproven scientific claims about its vaginal eggs. It seems not.

"Feminine hygiene" is on a roll. The global market is predicted to reach $42.7bn in revenue by 2022[2] (more than a 6 per cent growth since 2016).

Now, I'm delighted that the vulva and the vagina are getting more attention – indeed, as CEO of gynaecological charity, The Eve Appeal[3], we've worked with a gynae army of clinicians, charities and women's health experts who are all working to reduce the stigma and taboos that surround female reproductive health. We launched the Vagina Dialogues in 2014 and led the taboo-busting way, helping women understand their own bodies and not be too embarrassed or ashamed to seek medical advice or be seen by doctor if they think something is wrong.

Front and central to changing behaviour and the culture around gynae health are three principles: 1) using proper, anatomical words for parts of the body is vital – there is strong evidence that the use of euphemistic and silly language is a barrier to women knowing their own bodies; 2) ensuring all information is factual and based on clinical evidence; and finally – 3) this is not just a conversation for women.

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