by Amely Greeven
When the luxury skincare line The Perfect V launched last month, it caused a bit of a kerfuffle in the tweet-o-sphere. A few click-seeking websites declared that the Scandinavian-based brand was hustling high-priced “highlighter for your vagina” and a minor media storm was born. Clearly, the outraged tweeters were missing the cheeky Nordic humor in the brand’s name, not to mention getting confused about anatomy (did they skip the day in school when it was explained that the vagina is actually inside the body?). From this upstart beauty co’s point of view, the “V” is the often-overlooked bikini area that women laboriously wax, shave, pluck, or laser as part of an average grooming regimen, but that gets minimal aftercare or pampering after these depilatory assaults.
Avonda Urben, founder of The Perfect V
I did feel an initial flush of skepticism myself: Long-ago laser sessions have left my own bikini line fairly effortless to manage, without bumps and irritation, and the concept of applying specialty cleansers, lotions, and serums “down there,” even those infused with soothing, Nordic-derived ingredients like Arctic cloudberry, bilberry, and elderflower felt vaguely crazy. And the brand’s origin-story about carefree Scandinavian women—who presumably lavish their V with luxury cremes after liberating nudie saunas and frigid plunge-pool sessions?—made me feel a bit defensive. But then I fell just a little bit under The Perfect V’s spell. The fact that I never even consider the care and pampering of my nether regions suddenly struck me as a sad and glaring lack—I may be married with a pre-schooler, but I’m still a woman in my prime!
VV Beauty Mist
