1 Summer discomfort is not a sign of physical weakness, but environmental strain

We sweat in the summer. The humidity is high. Underwear, pads, absorbent underwear, and tight clothing easily trap moisture. We also find ourselves sitting for long periods, commuting, and traveling more often.

Our bodies are chilled by air conditioning while we sweat when we step outside. Sweat, sebum, menstrual blood, discharge, urine, and friction—summer is a season where all these things tend to accumulate.

That is why I don’t view summer discomfort as a sign that my body is weak, but rather as "a state where the environmental burden has simply increased."

2 The day I first learned about "intimate wash"

That was the first time I had ever learned of the existence of such a product. Even though I must have walked past pharmacy and supermarket shelves like that almost every day, I hadn't "seen" them at all.

I didn't know they existed, how to use them, or that they were a part of anyone's daily life.

But in his household, caring for the intimate zone was so integrated into daily life that they could ask their son to pick it up while running errands. I don't know if that was specific to London culture or his French family culture, but I was genuinely surprised.

3 When things that were invisible become visible

Ever since that experience, I have come to realize something.

People cannot see what is right in front of them if they haven't recognized it yet.

In Japan, products for intimate care are gradually increasing. I believe this is because the vague sense of "something is uncomfortable" but "it’s hard to talk about" that each of us carries is finally being put into words and taking a visible form.

The increase in products might mean that the small sense of unease people have felt is finally being articulated.

4 What is the "intimate zone"?

The term "intimate zone" is actually used quite loosely. Here, I will use it to refer to the entire area covered by underwear that is prone to moisture, including the vulva and the groin area.

5 Don’t over-wash, but don’t ignore. How to wash in summer.

Care doesn't require anything extraordinary.

• Wash only the external vulva and groin area.
• Do not wash inside the vagina.
• Use lukewarm water and wash gently.
• If using a cleanser, choose one designed for the intimate zone that is low-irritant, fragrance-free, and pH-balanced.
• Do not scrub.
• Do not over-wash.
• After washing, gently pat dry instead of rubbing.

I view this not as a way to eliminate odor, but as a way to reduce discomfort caused by sweat, moisture, friction, and irritation.

It’s not something to pressure yourself about—it is something that supports your daily comfort.

6 How do you choose? How to select intimate care items

When choosing products, these are the points I prioritize:

• Fragrance is not too strong.
• Low irritation.
• Easy to continue using every day.
• Suits my skin.
• Does not rely on anxiety-inducing language like "scents for femininity."
• Gently supports a sense of cleanliness and comfort.
• In summer, portability and convenience for travel are also important.

And if you feel it doesn't suit your skin, don't force it—stop using it. There isn't just one correct answer; you can start simply by learning about your options.

7 The realization that this wasn't just a "women's issue"

He said that during hot days, men can also experience bumps, spots, or itching in the intimate area. He mentioned that he felt the discomfort eased after he started using it. This is, of course, just his personal experience.

At the time, I didn't fully realize that men had those needs too. At the same time, I realized that by having care items that can be used regardless of gender—rather than strictly separating them into "women’s" and "men’s"—we can share and empathize with the bodily unease we each face.

Sweat, moisture, friction, and discomfort can happen to anyone. Bodily concerns cannot be completely divided by gender.

That is precisely why having options for care can also serve as a conversation starter with family or partners. There is value in being able to put words to our bodily discomfort regardless of our gender.

8 Self-care to keep in your summer pouch

You don't need to aim for a perfect routine. I think it’s enough to have the mindset of "preparing just a little before it becomes a problem."

• Keep spare underwear or liners on hand.
• Change as soon as you can when you get sweaty.
• Have days where you avoid tight clothing.
• During your period, choose between pads, tampons, menstrual cups, menstrual discs, or absorbent underwear depending on your plans for the day.
• Keep a small care pouch for travel or going out.
• Don't forget to stay hydrated, manage your exposure to air conditioning, and find places to rest.

Staying hydrated, managing your temperature, and ensuring you have a place to rest are also vital forms of self-care.

9 Summer self-care sets from fermata

I often hear people say, "I don't know what I should start with."

At the fermata store, we offer bundle sets that you can choose based on your needs, such as for summer outings, travel, menstrual care, intimate care, or pelvic floor care.

When it’s difficult to choose things one by one, I would be happy if you used these sets as an entry point to find the options that work best for you.