New direct to consumer brands are finding fertile ground shining a light onto categories previously shrouded in taboo.

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This is being fuelled by wider cultural shifts including the body acceptance movement and social campaigns to liberate ideas of shame around intimate or sexual health. 

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Using contemporary branding, playful copy and a willingness to open conversation where there has been awkward silence or confusion these new start ups are showing the traditional FMCG and pharmaceutical companies how it should be done.