The brand, known for its juice products, is selling the suppositories in cherry, strawberry, and peach scents for £45 per jar of 14, according to multiple reports. Health experts have cautioned that such products can increase the risk of irritation and infection by interfering with the natural balance of bacteria. The NHS advises against using internal products for routine hygiene, recommending only washing the external genital area with water or unperfumed products.
The launch is part of a broader trend in intimate care marketing. In June 2025, Sure introduced a 'whole body deo' promising 72-hour freshness for genitals, and in 2023, Kourtney Kardashian released Lemme Purr gummies to improve 'vaginal freshness and taste.' According to Metro - Main, Dr Aziza Sesay described the products as exploitative, noting that vaginas are not supposed to smell like fruit. Dr Shirin Lakhani, also speaking to Metro - Main, said the natural scent changes throughout the menstrual cycle and that interfering with it can increase health risks.
Vaginas are not supposed to smell like berries, roses and flowers – they're supposed to smell of vagina. These sort of products are quite exploitative and unfortunately encourages the stigma and embarrassment around vulvovaginal health.
The UK intimate care market is forecast to grow by 5.39% to 2030, and Unilever research found over 70% of consumers are self-conscious about body odour. Experts say natural vaginal odour is normal and varies throughout the cycle. According to Daily Mail - Health, Dr Ginni Mansberg described the vaginal microbiome as extraordinarily sensitive, and Valentina Milanova noted that the business model relies on women feeling insecure about natural scent. It remains unclear what specific ingredients are in the melts or if any clinical studies have been conducted on their safety.
It has a natural scent that changes throughout the menstrual cycle, with hormones, with exercise, even with what you eat. That's biology, not a problem that needs solving. The vagina is self-cleaning. It maintains its own delicate balance of bacteria, and interfering with that, especially with fragranced or unnecessary products, can actually increase the risk of issues.
Women never get to hear other points of view, which can make intimate health feel daunting and isolating. And when marketing is telling them that they should take products to make their vagina smell a certain way, it can make women feel as though something is wrong with them.
What's clever about modern intimate care marketing is that it's framed as empowerment. You hear phrases like 'feel fresh' or 'boost your confidence.' However when you look closely, confidence is often tied to the idea of being more acceptable, more desirable, more palatable to...
The vaginal microbiome is extraordinarily sensitive. A reduction in the protective bacteria lactobacillus can increase vaginal pH and allow harmful organisms to grow.
When a product suggests your body needs to smell like fruit to be acceptable, it's not solving a medical issue, it's creating a social one.
The business model behind these products appears to rely, in part, on women feeling insecure about the natural scent of their vaginas. Natural variation in odour is a normal aspect of biology and does not need to be masked.