Beyond clean: Rethinking intimate care as self-care
Last updated 09 September 2025
This article is an opinion piece from founder Shannon Phillimore
Disclaimer
This content is for general informational purposes only and is not a substitute for professional medical advice, diagnosis, or treatment. Always consult a qualified healthcare provider with any questions about your health or personal care.
When we think of self-care, we often picture skincare rituals, yoga classes, or taking time for rest. Intimate care, however, is rarely part of that conversation. For too long, it has been framed around hygiene, correction, or silence. But intimate wellbeing is not about being “clean enough.” It’s about comfort, confidence, and connection with your body.
At Maebl, we believe it’s time to shift the narrative. Intimate care deserves to be understood and embraced as an essential act of self-care.
Intimate wellbeing is more than hygiene
For decades, intimate care has been framed through a lens of shame. Marketing has focused on masking, fixing, or purifying; as if the natural body were something to apologise for. This narrow view not only misinforms but also reinforces the stigma that stops people from openly discussing their own wellbeing.
We reject that. Your body already knows how to take care of itself. The vaginal microbiome is proof of that. The real question is: in our full lives, how can we support it, rather than disrupt it?
Supporting this balance isn’t about constant intervention. It’s about small, thoughtful habits that keep you feeling comfortable in your own skin. When approached with respect and knowledge, intimate care becomes an empowering expression of autonomy.
The connection between intimate care and holistic wellness
Self-care is often described as an investment in both body and mind. The same is true for intimate care. When you feel physically comfortable, that sense of ease can positively influence your confidence, mood, and overall wellbeing.
Just as a skincare ritual can help you feel grounded, caring for your vulvovaginal health can be a way to slow down, check in with yourself, and nurture your body. Intimate wellbeing is deeply connected to self-esteem and acknowledging this link helps remove the stigma around the subject.
Building your intimate self-care ritual
An intimate care ritual doesn’t need to be complicated. Instead, think of it as a gentle extension of the self-care routines you already have.
Choose gentle cleansing: Use warm water daily. Reserve mild, microbiome-friendly products for when you want extra support.
Support your microbiome: Opt for formulations that respect your body’s natural pH and flora.
Prioritise comfort: Breathable fabrics, hydration, and movement all contribute to vulvovaginal wellbeing.
Listen to your body: Notice changes, honour your comfort, and don’t ignore your instincts.
These small steps create a foundation of care that supports both physical and emotional balance.
Choosing products that support you
The products you use should work with your body, not against it. This means avoiding harsh cleansers or unnecessary fragrances, and instead seeking microbiome-friendly formulations that respect your natural balance.
At Maebl, our collection is designed with this philosophy in mind: certified microbiome-friendly, transparent in formulation, and evidence-backed products you can trust.
Rethinking intimate care
When we place intimate care in the same space as skincare, nutrition, or mental wellbeing, we begin to see it differently: not as a chore, but as an empowering practice of self-respect.
Rethinking intimate care as self-care is an invitation to shift from silence to openness, from shame to confidence, and from “clean” to well.
At Maebl, we’re here to provide the knowledge and products to support you in that journey.