Lindy Rama-Ellis On Her Intimate Wellness Brand FIG Femme

Lindy Rama-Ellis is determined to open up conversations about vaginal health and sexual wellness. As a mother of three daughters, she wants her girls to grow up in a world without shame and embarrassment around historically taboo topics. So it’s fitting that she launched her own intimate wellness brand, FIG Femme, which caters to women’s most delicate body parts. 

When the brand launched its first product in Australia, the Restore Vulva Mask (a sheet mask for the vulva), it faced criticism for launching a product that was thought to be capitalising on women's insecurities. “There were claims that our products aimed to ‘brighten’ and ‘tighten’ or alter the scent of women’s genitalia,” says Lindy. Being one of the first brands worldwide to launch a vulva mask, she was prepared for misinterpretation. Travel restrictions due to the pandemic didn’t help as she was unable to present the products in the way she wanted to. Of course, none of the negative claims were true and once Lindy began sharing the story behind the brand, people started listening and making up their own minds.

Now the brand has launched multiple products in the intimate wellness category and has seen huge success both in Australia and overseas – and it looks like this is just the beginning for FIG Femme.

In celebration of International Women’s Day, we speak with Lindy about the rise of the intimate wellness category, the importance of speaking openly about taboo topics and where the idea for a vulva sheet mask came from in the first place.

Can you tell us where the concept for FIG Femme came from?
“I personally found that there was a gap in this market for intimate wellness products that were made with the right ingredients in chic packaging made by women. Everything else on the market seems very clinical and outdated.” 

Why do you think the intimate wellness category is important for women?
“I think it is incredibly important because it is about having open conversations on taboo topics. There are so many products out there on the market that target your face or your skin. But there were very few intimate wellness products that were geared towards making women’s intimate areas feel good in a way that a face mask would. Care for the vulva is no less important than care for any other body surface. Talking about your most intimate body parts can be awkward and uncomfortable. At FIG Femme we aim to breakdown these boundaries.” 

Where did the idea for a vulva sheet mask come from?
“Back in 2006, when I had my first child, I was shocked at the lack of postpartum aftercare. Being the first mother within my friendship group, I had absolutely no idea of the extensive pain and swelling I would have after birth. All I was given back then was a frozen filled condom to help with my swelling. This is where the concept of FIG Femme Restore Vulva Mask is originate from. There had to be a more chic way!” 

Who is the right candidate for the sheet mask?
“At FIG Femme, our aim is to be as inclusive as possible. We believe that everybody should be able to enjoy the benefits of our sheet masks. The vulva masks contain a lot of yummy natural ingredients that are targeted to hydrate, soothe and protect your vulva skin. It assists in soothing your vulva post waxing, lasering, sex or even a spin class. It’s a great way to reconnect to a part of your body that is often forgotten about.”

Vaginal health is a topic that’s rarely discussed publicly, do you hope that FIG Femme products can help to open up important conversations?
“Yes, absolutely. The topic of women’s vaginal health and wellness has always been such a taboo. Having three daughters myself, I think it is incredibly important and necessary that women all over the world can feel comfortable sharing their experiences in vaginal health and wellness. I want my girls to be able to grow up in a world where they won’t feel ashamed or embarrassed about that part of their bodies.” 

“At FIG Femme, our goal has always been to create a platform where women can have conversations around women’s intimate wellness. Where they can feel safe and comfortable to express their sexuality and concerns on vaginal health without judgement or scrutiny. We try to use our platform to spread awareness on topics that would typically be considered taboo. Topics like discharge, embracing different labias and masturbation etc.”

With the intimate wellness category on the rise, do you think this could help to empower women and remove shame and embarrassment around vaginal health? 
“This is one of FIG Femme’s core values. We believe that self-care is a form of women’s empowerment as it provides women with choices and autonomy. Being able to decide what works best for you and what makes you feel good. And that’s what intimate wellness is all about. At FIG Femme, we want women to be able to associate intimate wellness as a form of self-care. Self-care shouldn’t be limited to face masks and skin serums. Why not treat your vulva with a soothing vulva mask? Vaginal health shouldn’t be something that you should feel embarrassed or ashamed by. This is why I wanted to create products that you would feel proud to have on your shelf next to your lipsticks and face wash. Not stowed away in a cupboard as if it’s something to be embarrassed by. This is how normalisation can empower women.”

What can we expect from FIG Femme in the future?
“I am so excited for this year! Since our launch we’ve received enormous feedback from our customers and how much they love our products. We’re currently developing more products soon that we can’t wait to share with everyone. We’re also planning on doing something huge internationally, so stay tuned!”