End the Dry Spell Campaign

New research launched today reveals the impact of intimate dryness on women’s wellbeing, both physically and mentally, sparking the hormonal wellness brand to de-stigmatise and increase its visibility on the women’s health agenda, in a campaign launched with health experts and advocates.

NAYDAYA break intimate health taboos and launch ‘End The Dry Spell’ campaign to end misinformation around vaginal dryness, backed by health experts and women’s health advocate and presenter, Ashley James.

Since the launch of #EndTheDrySpell earlier this month, the campaign has sparked a surge of women to share their experiences, NAYDAYA say "the floodgates have been opened and hundreds of women have come forward to share their experiences".  You can find their case studies here.

Hormonal wellness brand, NAYDAYA, decided to launch the taboo-busting campaign after new research that 82% of women have experienced intimate dryness, with 54% avoiding speaking to a medical professional demonstrating a need for widespread awareness.

To help bridge the gap of information, NAYDAYA can offer survey statistics, insights from a Consultant Gynaecologist, Sexual Therapist and Pelvic Health Physiotherapist.

NAYDAYA's founder Fiona Toomey says:

 “One of the most overlooked symptoms for women is intimate dryness, yet for our customers, it’s the most prominent issue that they’re looking to solve when they come to us. When our intimate dryness Victory Oil began selling one every five minutes, we realised the extent of women that were navigating this symptom – and most likely in silence! It’s time for us to open up the conversation and let women know they aren’t a biological anomaly, and you don’t have to accept the perpetual discomfort or miss out on the joy of intimacy.” Interviews with Fiona are available should this be of interest.

Despite its prevalence across all ages, 25% of women mistakenly believe that intimate dryness only affects older women, further highlighting the need for widespread education on the taboo topic.

Consultant Gynaecologist, Anne Henderson, on behalf of NAYDAYA explains “The most common, unifying cause is usually a hormonal shift of estrogen, most commonly postnatally or post-menopause. Many women may be alarmed when they suddenly experience intimate dryness, but the important thing to know is that it is much more common than you think and can be managed”

For those that have experienced intimate dryness, an alarming 54% didn’t speak to a medical professional for advice1, instead navigating the experience alone – something that NAYDAYA is on a mission to change.

Raising awareness and normalising the ‘taboo’, women’s health advocate and presenter, Ashley James, shares “Even after becoming a mum, it feels like discussing women’s health is still shrouded in shame which can make you feel overwhelmed and isolated when navigating the new and unfamiliar body changes experienced alongside hormonal milestones like post-partum or the menopause.”

Research showed that 29% of people believe intimate dryness cannot be helped, while NAYDAYA’s Victory Oil for intimate dryness – described as a ‘miracle worker’ – sells one every five minutes, with 89% finding the product eased discomfort after just 7 days.

“When our intimate dryness Victory Oil began selling one every five minutes, we realised the extent of women that were navigating this symptom – and most likely in silence” shares NAYDAYA’s founder, Fiona Toomey.

NAYDAYA has joined forces with professionals in gynaecology, pelvic health and sexual wellbeing, to launch a dedicated hub of resources, available at https://www.naydaya.com/pages/end-the-dry-spell