For too long conversations about our vulvas - or more commonly named vaginas - have been shrouded in secrecy.
But now one website is hoping to change that, by launching an online shop celebrating everything to do with women's intimate areas.
Cult Beauty, which is most well known for selling products from some of our favourite beauty brands, has announced a new sexual pleasure and wellness section of their website, to start to break down the taboos that so strongly surround our vulvas.
The new shop houses all kinds of items, from those for our own pleasure, to ones that help us take care of our vaginas.
As well as intimate washes and sex toys such as vibrators, customers heading to the website can expect pelvic floor trainers from Elvie, and affordable supplements, all there to support the health of your private areas.
One of the rarer products on offer is a 'Moon Juice', by brand Sex Dust, which promises to re-boot your sex drive by acting as a powdered aphrodisiac.
The products range in price from £12 - £169 for the pricier items, such as the pelvic floor trainers.
But one of the nicest parts of the newly launched shop is that 10% of all profits from the section will be donated to The Lady Garden Foundation, which funds education into gynaecological cancers.
Cult Beauty co-founder and co-CEO Alexia Inge said of the launch, "We’re starting a conversation to help women close the ‘orgasm gap’, but also normalise commonplace issues so embarrassment doesn’t inhibit a better quality of life.
"We want to help The Lady Garden banish ‘The Silent Killer’ cancers by being loud about the symptoms."
Fans of the website were largely impressed with the announcement, with one writing on their Instagram, 'This is so important. Full stop.'
While another said, 'YES! Well done cult beauty 💗🌸🧘🏼♀️♀️'.
