Femfresh

Femfresh, feminine intimate hygiene with pH balance

Femfresh is a brand of feminine intimate hygiene products that presents itself as a global leader in the sector and is part of the Church & Dwight group. Its catalogue is built around the idea that vulval skin has its own pH —4.5— different from the rest of the body —5.5—, so it requires specific formulations. The brand maintains that conventional soaps and shower gels can disrupt that balance and encourage irritation, odours or infections such as bacterial vaginosis or thrush.

Brand history and positioning

Femfresh was launched in 1968 in the United Kingdom and, according to its own presentation, has become a global benchmark in feminine intimate hygiene. The company states its aim is to educate women at all stages of life about intimate care and health. All its products are described as soap-free, pH-balanced and clinically tested under dermatological and gynaecological control.

Product range

The range is organised around four main functions: cleansing, on-the-go use, daily freshness and absorption of residual moisture. The products are grouped into the following families:

• Washes: daily wash, soothing wash, active wash, 0% sensitive wash, shea extract foam wash and rose extract foam wash.
• Wipes: daily wipes, 0% sensitive wipes and tissue foam.
• Deodorants: daily deodorant and active deodorant.
• Powders: daily powder.
• Specific solutions: external comfort gel and odour eliminating gel.

Among the products highlighted by the brand itself are Daily Wash, which gently cleanses intimate skin; Daily Wipes, for long-lasting freshness; Active Deodorant, aimed at busier days, and Soothing Wash, which promises a soothing sensation for up to 24 hours.

Formulation and technical approach

The core of Femfresh's message is the pH and microbiome balance of vulval skin. The brand explains that an altered pH can encourage bacterial growth and lead to infections, and argues that water alone is not enough to maintain the right level. Its products are presented as specifically designed to match the pH of the intimate area and are, according to the company, subject to dermatological and gynaecological testing.

Educational content and expert advice

The brand's website includes an expert advice section and articles written by Dr Frankie on contraception, sexually transmitted infections, ovarian cancer, endometriosis, smear tests, confusion between vulva and vagina, care during menstruation and pregnancy and postpartum. It also publishes content on physical health, activity and nutrition, and on the vulval microbiome.

Distribution and contact

Femfresh products are sold through retailers, as stated on the website itself. Consumer care is handled through a contact form and a consumer relations phone line, as well as a specific number for medical enquiries. Press enquiries are directed to the agency Capsule Communications Ltd.