Both Canesten and MUA stand united in celebrating real bodies and real beauty.

This is the UK’s very first partnership where two industries collide to have a bigger, bolder voice in breaking social stereotypes and stigma surrounding our bodies.

To spread the word outside of intimate health and into the beauty shopping aisles, TWO NEW LIMITED EDITION MAKE-UP PRODUCTS have just launched exclusively in Superdrug on 17th July 2024, with a big bang launch event to media yesterday, 25th July 2024, and TikTok influencer partnership activity thereafter.

Our research discovered…

• 46% of women aged 18-24 are worried about the appearance of their vulva^[1]
• 67% Admitted they would change something about it if they could^[1]
• 55% Avoided going to seek medical help due to embarrassment^[1]

Make-up Product Exclusives
Each product features a QR code that points shoppers directly to www.truthundressed.co.uk, sharing the bare-naked facts about intimate health and showing the reality of how our bodies look and behave.

The ‘Undressed Eyeshadow Palette’ (RRP £6.00) contains 15 shades of inclusive nude tones. An improved spin on a much-loved MUA ‘OG’ palette, this is making an exclusive return especially for this partnership.

‘The Truth’ (RRP £3.50) is a new shade of MUA’s best-selling colour changing lip oil. Containing jojoba and vitamin E, this luxurious oil reacts to the body’s pH balance to create a unique shade to the wearer.

There is also a product with purchase: a Folding Pocket Mirror, handy for taking a closer look at your make-up, as well as your vulva and intimate area.

All MUA products are 100% vegan and cruelty-free.

More About ‘The Truth Undressed’ 
Launched in 2022 ‘The Truth, Undressed’ is an education-at-scale social purpose initiative. As well as Canesten’s online resource, comprehensive lesson plans were developed in collaboration with the PSHE Association, to support schools in teaching 11–18 year olds about vulval and vaginal health in an accurate, age-appropriate way.

Rose Abbott, Head of Brand for MUA says: “At MUA we believe that Makeup Unites All. We have always been passionate about educating and empowering our customers, and we can’t wait to engage our community with The Truth, Undressed’s taboo busting message and shame-fighting resources. Together, we have a more powerful voice in tackling a major social stigma”.

Daria Costantini, Brand Lead for Canesten, Bayer Consumer Health UK says: “We’re so pleased that through our partnership with MUA we can reach even more young people to stop the shame and speculation surrounding vulval anatomy and vaginal health. We’re proud to be partnering with such an accessible and affordable beauty brand that shares our values and belief in breaking boundaries for greater social good.”

Join the conversation on social media - #TheTruthUndressed www.truthundressed.co.uk www.muastore.co.uk


References
_{1Survey of 1,000 UK women (aged 18-24) – ‘Different Is Normal’ research by Canesten and sexual health charity Brook, conducted by 3GEM October 2020}