This spring we're taking better care of ourselves below the belt thanks to a cheeky new women's product line, South, that includes a probiotic intimate skin cleanser, a probiotic deo-mist (perfect to freshen up on the go), fresh wipes (biodegradable and flushable!) and more, all designed with our precious lady parts in mind. We chatted with South founder Lexi Miles about baring it all, and found out why she's passionate about eliminating taboos around feminine hygiene and providing resources for women to educate themselves about vaginal health and wellness. —Vita Daily
Hi Lexi! Please tell us a bit about yourself to start.
I’m the founder and CEO of WAXON Laser + Waxbar and South. I’ve always been passionate about the beauty industry and wanted to provide people with a convenient, affordable and quality experience, so I launched WAXON Laser + Waxbar as a beauty destination in 2012 for both women and men on the go, now with 13 locations nationwide. Overseeing all aspects of the WAXON business, I've been able to have many closed door conversations with our consumers, gathering insights about their experience and wellness needs, which is actually what led me to launch my new brand, South.
What is South, and when/why did you launch it?
South is a clean, intimate, and discreet below-the-belt skin care line, made in Canada by women, for women. As the CEO of WAXON, I would hear so many women talk about how they couldn’t find high-quality below-the-belt products or products that weren’t super embarrassing to have on their bathroom counters or in their gym bags. Seeing this growing demand, I was inspired to bridge the gap in the market by developing an innovative collection that would allow women to feel more comfortable and confident in their own skin.
Who is South for, and what does the collection include?
South is for women of all ages, but it’s definitely catered toward the modern woman. I know so many women who are constantly on-the-go—whether that be fellow business leaders, moms, or just young professionals with busy routines, so we really designed the South with this in mind. The collection consists of five core products that we developed with clean, high-quality, pH-balanced ingredients I’m really proud of, giving women simple and effective down south wellness products without the frills. These products include a Probiotic Deo-Mist, PH Balanced Probiotic Cleanser, Probiotic Gel Lubricant (known as “Lady Lube”), In-Grown Hair Serum and Fresh Wipes. All of the products retail under $35 because we wanted South to be an accessible product line for women, available both in store at all WAXON locations and online. The minimalist packaging was also a deliberate choice for us, because we wanted the products to be chic, feminine everyday essentials for every woman, easy to throw in a gym bag or leave on a bathroom counter without the embarrassment.
What are your top dos and don’ts of down-south hygiene (i.e., rules our moms never told us about!)?
There is still a lot of uncertainty around women’s hygiene, as there’s currently a large gap when it comes to education and awareness on below-the-belt wellness. As a result, many women aren’t sure which products are safe to use, where to use them or how to properly maintain overall vulva and vaginal health. These are my main tips and tricks when it comes to down south education—and just remember: say no to soap! First, the dos: do call your external genitals by their proper name—vulva. Do cleanse your external genitals, your vulva, with a mild SLS-free cleanser with a pH balance between 4 and 5. Do use products with clean ingredients on or around your vulva and between your legs. Do consult your health care provider if you have strong or unusual odour despite regular cleansing. As for the don'ts: don’t clean inside your vagina with a douche or any other products. Your vagina knows how to clean itself, thank you very much. Don’t over wash or use regular soaps. Regular soaps can have a pH as high as 10 that can irritate the delicate skin of your vulva, and throw off your natural balance. Don’t spray perfumes or anything else inside of your vagina—this is dangerous and unnecessary.
How about, in your opinion, the essential vaginal products to include in our daily routine?
I would say the most important product in the South collection is the pH-balanced cleanser, as this is something most women probably aren’t using when they cleanse themselves when they should be. It’s so important to maintain the proper pH-balance for your vulva in order to keep things balanced down south; I mean, you don’t wash your face with body wash, do you? (You shouldn’t be!)
Can you speak to the importance of eliminating taboos around feminine hygiene and providing resources for women to educate themselves about vaginal health and wellness?
There currently isn’t enough information available for women to properly educate themselves on their down south health and wellness, and that’s largely because it’s still a very taboo topic in today’s culture. Women need to have access to educational re-sources and be equipped with the right information so they can make educated pur-chasing decisions and use safe products that are pH-balanced for their vulvas. To help open up the conversation and dialogue around the importance of down south education, we launched a new blog called We Go There, which is a safe, informative and fun space where women can learn more about everything that goes on down south. We’ve included a number of different topics for women to read about and learn from, and as we talk to more women, we continue to develop content that dives into relevant “taboo” subjects so people have an efficient resource to better educate themselves.
Finally, if you were stranded on a desert island, what one South product would you take with you, and why?
If I could only take one South product with me, it would definitely be South’s Probiotic Deo-Mist. It’s our best seller and is an amazing product, with ingredients like probiotics, plant-based odour neutralizers, aloe and rosewater! Keeps you feeling fresh and clean all day—perfect for a deserted island.
Win! A $120 South Prize Pack!
We have a winner! Congratulations Chantelle W. of Langley, B.C., who won a $120 South prize pack including all of the products in the current range!