Venus is venturing into the clean beauty category with Venus for Pubic Hair & Skin Collection, available now at Walmart and Amazon, and the new Venus Radiant Skin Razor. The latter is the first razor that keeps skin moisturized with a simple push of a button, thanks to Olay technology. The razor will be sold exclusively on this month.

With the pandemic and many women unable to attend in-person spa appointments for laser hair removal and waxing, grooming for pubic hair has become a booming category. CEW Beauty News caught up with Alessandra Dolfini, P&G SVP Global Grooming Brand Franchise Leader Gillette, Venus and Braun to learn more about the brand’s shift to the pubic hair shaving category.

Venus, an established brand with over 20 years’ history in shave, is getting into feminine grooming, something consumers are saying they want.

“We are constantly listening and learning from women around the world to find new ways to meet their beauty and grooming needs, which is why we are incredibly excited to launch the new Venus Pubic Hair and Skin collection,” said Alessandra Dolfini, P&G SVP Global Grooming Brand Franchise Leader Gillette, Venus and Braun. The category is an underserved area for women, noted Alessandra, stating that 84 percent of U.S. women groom their pubic area. “When you look at U.S. women 18 to 34 years old, it’s an even higher trend with 92 percent of this group partaking in pubic grooming.” But, Alessandra noted, 87 percent of women experience some sort of negative effect after this process, such as irritation, redness and itching.

Most women’s grooming products are designed for the general job of removing body hair. “Body hair and skin are very different than pubic hair and skin and shaving pubic hair with the wrong tools can mean bumps, redness and irritation, dry skin, uncomfortable or itchy during the grow-back phase, and ingrown hairs,” she said. Venus’ new collection features products created for pubic grooming, taking into account the unique process and needs for both the hair and skin in this delicate area, she added.

This product collection was being researched and developed prior to COVID-19. As for post-COVID consumer behavior, P&G reported earnings for its second fiscal quarter that ended in December. Net sales for the full company were $19.7 billion, up 8 percent year-over-year, with net earnings of about $3.9 billion, an increase of 4 percent. The grooming segment, which houses brands including Gillette and Venus, posted a 5 percent increase in net sales to $1.7 billion.

The new collection is about servicing a wide range of pubic grooming needs, from shaving to trimming to simply maintaining pubic hair. The products are designed to not just remove hair but also protect skin along every step of a pubic grooming routine, Alessandra said. “They can be mixed and matched based on the unique needs of each woman.”

Are pubic shaving products destined to continue to become a larger category in the shaving space? Alessandra said that based on her team’s research, “It seems that pubic grooming is an established consumer habit rather than a trend in which 84 percent of U.S. women partake.” However, she noted, this may appear like a trending topic because more women are having open conversations about this topic. “We hope to see this normalization continue to grow,” Alessandra said. “Saying anatomical words like ‘pubic’ should not be uncomfortable for anyone because it ultimately creates a disassociation for women with an entire part of their body,” she added. “By normalizing conversations about this area, we then can have more honest conversations about what sort of needs they may have and what products we can bring forth.”

The collection includes:

Venus for Pubic Hair & Skin Razor features optimally spaced out blades to allow the razor to cut hair while barely touching the skin. It includes an ergonomic handle with a rubber-like grip. This razor minimizes irritation in the pubic area, where the skin is delicate, and the hair is coarse. Key features include a small cartridge to reach tricky areas, like the curves of the pubic area, a protection bar between the blades to guard skin from irritation and it absorbs pressure from the hand.

Skin Smoothing Exfoliant: For use prior to shaving or in-between hair removal days to help protect against cuts. Gentle formula exfoliates the skin’s surface to help loosen and sweep away old skin cells and oils that can trap hair.

2-in-1 Cleanser + Shave Gel: Protects skin from irritation during the shave. Can be used as a shave gel or as a daily gentle cleanser.

Daily Soothing Serum: For use after and between shaves to help maintain skin hydration and reduce itch. Supports the natural renewal process of the skin’s surface with lactic acid to help reduce buildup of dead skin cells, which can help reduce ingrowns.