Feminine health is still a taboo in S’pore, this couple wants to break it with their startup

The conversation around feminine hygiene often remains unspoken, but Foxy Affairs, a Singaporean startup, has decided to break the silence. 

Launched in 2022 by Amelia Lim, 25, and Jerome Soong, 28, this ecommerce brand aims to transform how we think about feminine care.

Amelia worked in marketing, while Jerome was in the food and beverage industry. Despite their established careers, they decided to transition to running Foxy Affairs full-time, driven by their shared vision.

The idea was sparked when they heard countless stories from one of the co-founders’ father, a gynaecologist, about the alarming lack of knowledge among women about basic feminine health. 

So, by combining their skills, they aimed to address a gap they noticed in the market—feminine hygiene products that women could trust and feel good about using.

The product line-up

Foxy Affairs began with three core products: Kitty Rinse (gel wash), Kitty Scrub (exfoliating scrub), and Kitty Drops (rejuvenating oil). The idea was simple—a daily three-step routine for intimate care, akin to how we cleanse, exfoliate, and moisturise our face and body. 

“We chose fruity fragrances such as strawberry, peach, and watermelon to add a touch of fun and encourage self-care through natural, plant-based essential oils and fruit extracts.”

“Our goal was to motivate customers to enjoy and prioritise their vulva health,” they told Vulcan Post.

As Foxy Affairs grew, so did its product offerings. The brand introduced the Bedroom Series, along with items like Kitty Mist (yoghurt prebiotic mist) and Kitty Wipes (antibacterial wipes), catering to the needs of women on the go. 

The latest addition, Kitty Pads (sanitary pads), incorporates anion chips and negative ion technology, claiming a dryer, antibacterial, and odour-free experience.

According to a case study, anions in sanitary napkins release negative ions that neutralise oxygen, reducing the growth of anaerobic bacteria.

Initially, Foxy Affairs targeted primarily local women aged 18 to 35 who were seeking high-quality, reliable feminine hygiene products. It was due to their active engagement in seeking out and investing in products that align with their personal care needs and values.

However, the brand now caters to a broader audience, including those interested in eco-friendly and sustainable options.

Fragrance in feminine care

Seeing their range of feminine care products, I couldn’t help but wonder: Could their offerings be perpetuating the idea that something needs to be “fixed” down there? Or is it simply catering to a demand that already exists?

We don’t know for sure, but it’s still a question worth pondering, especially when the overall industry seems more focused on marketing than on the actual health implications of their products.

Considering we know so little about what a healthy vulvovaginal environment should look like—in part because it can differ so much from person to person—it can be difficult to outline clear guidelines on what products someone should use when it comes to intimate hygiene.

Many studies advise against using fragranced products in such sensitive regions. According to a blog by Covington Women’s Health Specialists, if you rely on heavily scented feminine washes to freshen up, those chemicals and perfumes can make you prone to problems like urinary and yeast infections or may otherwise exacerbate the problem you’re trying to solve.

When asked to comment on the misconception that women’s intimate parts should have a certain smell or appearance and if these products are negatively affecting public perception, Amelia and Jerome declined to comment.

However, they did acknowledge the concerns about fragrances and additives in feminine care products, as some research suggests.

To address this, the company uses naturally derived fragrances from plant-based sources like flowers, fruits, and herbs that are gentle on the skin.

“These natural scents are extracted using methods like steam distillation and cold pressing, which preserve their beneficial aromatic compounds. A key component of our fragrances is essential oils, which are concentrated extracts capturing the pure essence of their source plants.”

“In contrast to synthetic fragrances that may contain harsh chemicals known to irritate sensitive skin, our natural fragrances are formulated to be milder and less likely to cause discomfort. This ensures that our products provide a pleasant scent experience without compromising skin health,” they said.

They also emphasised that their products are designed for use on the vulva, not inside the vagina.

“We spend an average of eight to nine months on research and development before finalising any product,” said the founders.

This rigorous process includes multiple rounds of tester trials and statistical analysis to determine the optimal efficacies of their products and safety checks before they place their stamp of approval. 

“If any one of our in-house quality assurance checks doesn’t meet our standards, we restart the developmental process of the product again. This is why we take so long to develop products,” they said. 

They manufacture their products in Japan, China, and Taiwan, where they apply advanced technology and meticulous quality control.

The brand’s commitment to quality doesn’t stop at their own lab tests. Every product is independently tested with SGS and meets the HSA guidelines. 

A gynaecologist also personally vets the integrity and safety of their premium ingredients, adding an extra layer of assurance for their customers.

Looking ahead

Foxy Affairs is a brand with heart, driven by founders who are passionate about offering products that are accessible, well-marketed, and backed by a commitment to education. 

Looking ahead, Amelia and Jerome have big ambitions for Foxy Affairs. They aim to expand beyond Singapore, bringing their message of empowerment and education to women worldwide. 

To them, the future of Foxy Affairs lies in being more than just a brand—it will be a community of empowered women who feel confident in their health and well-being.

Featured Image Credit: Foxy Affairs