We’re ALL for discovering and stocking up on new beauty products (hello, 3D highlighter!), but as we’re quickly discovering, there’s a whole world of commodities out there that are meant for more than just your face. We’re talking about your lady parts, an area of our bods that’s getting a whole lot of attention from beauty companies as of late: Between the Gwyneth Paltrow-approved vagina jade egg, Lo Bosworth’s feminine hygiene line, and all these other yoni goodies, it’s all we can do to keep up!


Now, we’ve really heard it all, however, because a new line of “lipstick” has been launched especially for your hoo-ha. Say hello to VMAGIC Feminine Lips Stick, “because your other lips get chapped too!”

TBH, VMAGIC (which retails for $18) actually sounds pretty amazing. Created by Medicine Mama’s Organic Apothecary, the stick (which is really more of a balm) is meant to keep your labia and entire vulvar skin “balanced, moisturized, and purified.” According to the site, it’s also the “only feminine care cream that is 100 percent natural, free of all dyes, fragrances, soy, hormones, steroids, synthetic preservatives, petroleum, or parabens.” Okay, we’re officially intrigued.

NEW YORK, NY - NOVEMBER 21: Khloe Kardashian attends the 2016 Angel Ball hosted by Gabrielle's Angel Foundation For Cancer Research on November 21, 2016 in New York City. (Photo by Jamie McCarthy/Getty Images for Gabrielle's Angel Foundation)

Khloé Kardashian is already a huge fan, calling the product “Aquaphor for your vagina,” and we can kind of see why: Made with ingredients such as organic avocado oil and organic honey, VMAGIC is safe to use on external areas (although its all-natural status means it won’t hurt should a little make its way to your internals) as often as needed to instantly soothe your skin and restore its pH balance. That means no more itching or having to guess which lotions are okay to use on that super sensitive tissue.

As the site explains, many everyday activities can dry out and irritate your most intimate parts, including, “tight-fitting jeans, challenging workouts, shaving/waxing, and vigorous sexual activity,” making relief necessary through no fault of our own.

Hey, if it’s good enough for Khloe, it’s good enough for us: We kiiind of can’t wait to try it!

Would you give VMAGIC a try? Tweet us @BritandCo.

(h/t HelloGiggles, photos via Jamie McCarthy/Getty + Medicine Mama’s Organic Apothecary)