A new trend on TikTok has sparked controversy as the brand Juice promotes 'self-care melts' priced at £45 each, designed to make vaginas smell like strawberry, cherry, or peach. These suppositories, inserted like tampons, have drawn sharp criticism from health experts who warn they could cause infections and damage condoms.
Marketing Tactics Under Fire
The brand's social media videos previously used the phrase 'everyone would choose cherries over fish,' which has since been deleted. However, critics argue the underlying message persists: that women's natural vaginal odor is undesirable and needs to be altered. This is part of a broader trend, with Sure launching 'whole body deo' for genitals in 2025 and Kourtney Kardashian releasing Lemme Purr gummies in 2023 to improve 'vaginal freshness and taste.'
The UK intimate care market is booming, forecast to grow by 5.39% by 2030. Unilever research shows over 70% of consumers are self-conscious about body odor, a vulnerability these brands exploit.
Health Risks and Expert Warnings
Dr. Aziza Sesay, a women's health specialist, states: 'Vaginas are not supposed to smell like berries, roses, or flowers – they're supposed to smell of vagina. These products are exploitative and reinforce stigma around vulvovaginal health.'
Dr. Shirin Lakhani, an intimate health expert, adds that a healthy vulva naturally has a scent that changes with the menstrual cycle, hormones, exercise, and diet. 'That's biology, not a problem needing a solution. The vagina is self-cleaning, and fragranced products can disrupt its bacterial balance, increasing infection risk.'
Women's health advocate Valentina Milanova warns that ingredients like coconut oil can break down condoms, leading to unintended pregnancy or STIs. Juice's FAQ acknowledges this. Other ingredients – cacao butter, jojoba, flaxseed, almond oil, vanilla, stevia, vitamin E, and peach extract – may disrupt the vaginal microbiome, causing bacterial vaginosis, yeast infections, or UTIs.
Empowerment or Exploitation?
Dr. Lakhani notes that modern marketing frames these products as empowerment, using phrases like 'feel fresh' or 'boost your confidence.' However, confidence is tied to being more acceptable or desirable to others. The 1950s housewife aesthetic used by Juice evokes an era when women were expected to be polished and pleasing at all times.
Valentina Milanova adds that such products create a standard that doesn't exist, making women feel something is wrong with them. 'It's ironic – a product marketed to improve smell may leave women with infections.'
Experts advise avoiding feminine hygiene products altogether. Instead, they recommend staying hydrated, eating well, and consulting a GP for any discomfort, itching, or discharge changes. Dr. Lakhani concludes: 'We live in a culture obsessed with optimization. It was only a matter of time before the vulva was pulled into that conversation.'
