THE WHAT? Wype has launched a new wellness product for use below the waist. Viva La V is described as a natural feminine pH gel designed to freshen up delicate bits.

THE DETAILS The gynecologically approved, hypoallergenic gel is applied via toilet paper and was created in response to a common myth that the vulva is self-cleaning, Wype says. In fact, while that’s true for the vagina, the outside of the vulva can benefit from a little TLC, according to the brand.

THE WHY? Intimate hygiene is a growing wellness category – building on the trending microbiome movement. Wype is presumably looking to harness this burgeoning popularity and convert it into sales.