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Background: Feminine hygiene products (FHPs), including washes, deodorants, suppositories, and wipes, are widely marketed in the United States as essential to vaginal cleanliness, pH balance, and odor control. However, these products may contribute to adverse outcomes such as microbiome disruption, irritation, and infection. Black women disproportionately use FHPs and experience higher rates of reproductive health issues, yet the content and marketing of these products remain underexamined. This study investigates the health claims, ingredients, and marketing strategies of FHPs, with a focus on products explicitly marketed to Black women in the US. Methods: ", vaginal steaming), and/or (2) marketed claims related to health concerns disproportionately affecting Black women (e.g., fibroids, endometriosis). Results: Of the products analyzed, 63.8% claimed to balance vaginal pH, 33.7% targeted odor elimination, and 15.6% claimed to treat BV or yeast infections. Products often contained acidic ingredients (56.6%) and fragrances (28%), despite limited safety data. Products marketed to Black women disproportionately used spiritual or empowerment language such as "yoni," promoted herbal or botanical formulations (90%), and made unsubstantiated claims to treat reproductive conditions such as fibroids, infertility, and menstrual irregularities. Conclusion: Marketing of FHPs reinforces myths about vaginal cleanliness and targets Black women with racially coded and scientifically unsupported claims. These practices may contribute to reproductive health disparities and warrant increased regulatory oversight, provider education, and culturally grounded health communication.
Hall et al. (Sun,) studied this question.