The Perfect V: Q&A with Founder Avonda Urben

For the modern woman, there's no such thing as "just another day." Every day is filled with opportunities to show off your best self.

The Perfect V is a Scandinavian-inspired intimate essential care brand for the modern woman. They are on a mission to help women feel comfortable, carefree and confident in their skin, whatever their age or shape. The Perfect V woman is at ease with herself - a very alluring trait. It's in her DNA, integral to the Scandinavian love of all things natural and simple. It's what makes for a more liberated and beautiful lifestyle.

We spoke to the Founder of The Perfect V, Avonda Urben about all things confidence, ‘vanicures’ and entrepreneurship.

What inspired you to found a company that focuses on confidence for your V? 

I’ve always been interested in presenting beauty products in a direct and modern way that makes women feel good about themselves. It is the most beautiful part of a woman’s body, but I found many few companies approaching it that way. There are, of course, products out there but with childish names, flowery ingredients, and ugly, bulky packaging (which, in my eyes, is embarrassing situational advertising). These companies focused mainly on various hair removal products and services, not skincare in general. The Perfect V takes a totally different approach – a modern one. We believed our approach would make women feel great about taking care of the bikini area, so we launched ‘intimate skincare’ – and it truly does.

How did the idea of a 'VANICURE' come about? 

The idea was inspired by a typical skincare approach – like we do for our face. Three, simple steps that are basic to any good skincare regimen. Cleanse, exfoliate, moisturise. My ideas then blossomed further than just typical approaches. I began to wonder about manicures and pedicures, which really are comprised of some general principles of taking care of your hands and feet. So, why not a beauty regimen for the V? Obviously a play-off of the manicure and pedicure, our ‘VANICURE’ was perfect! Women love the term because it is undeniably easy to understand, and it fits perfectly within our brand. It’s completely tailored to each individual, providing you the freedom to adapt the ‘VANICURE’ regimen to your specific needs so you have utmost confidence.

How did you select your ingredients? 

I’ve been in product development for most of my beauty career and know that fruits have an amazing treasure trove of antioxidants. Vitamins A, C and E are all found in our Nordic superfruits, as they grow in colder areas which preserves the efficacy of these properties. Our delicate bikini area needs that extra TLC, anti-inflammatory and super hydration. That’s why our ingredients are fantastic. Our fruits; bilberry, arctic cloudberry, sea buckthorn, lingonberry, rose hip and elderflowers are plentiful in Scandinavia. I was inspired from seeing them used so frequently in the Danish cuisine and wild flowering on my daily walks in the forest and by the sea.

Could you recommend 3 products for someone who has never tried The Perfect V and briefly why? 

Our simple daily regimen is the ‘VANICURE Essentials’, which helps to keep the bikini area looking radiant and smooth.  It’s just 3 easy steps - Cleanse, Exfoliate and Moisturize.

Step 1 - V V Gentle wash cleanses the area while keeping a good pH balance and providing much needed hydration.   

Step 2 - Next is the V V Cream Exfoliator, which gently gets rid of dead cells to help prevent any ingrown hairs. It also preps the skin for the next product.    

Step 3 - The VV Cream hydrates and adds moisturize to the delicate skin. This area tends to get dry and irritated, but this cocktail of products is designed to prevent dry skin, red bumps and give that intimate area a more radiant look.   It’s important to note that a little product goes a long way and with daily maintenance, your bikini area will look and feel great.

What is The Perfect V's mission for women? 

It started with the undeniable fact that women still struggle with low body confidence and self-esteem. This is due to many factors, but it all starts when we are young. The negative, and often taboo, messaging about the V in particular is rarely positive. We wanted to elevate women’s confidence levels. Modern femininity, direct and positive messaging is our main mission. All touch points of our products are designed to make women feel good about taking care of themselves.

Finally, what is one piece of advice for someone starting their own beauty brand?  

There are so many things that I have learned through this journey and many things I would have done differently but one thing comes first to my mind.    

Most concepts start out with one main idea and then you build upon that idea. It is so much fun to keep expanding the concept because you, as the founder, see the bigger picture. That’s a great way to view it but the execution of the actual core idea is key - take just the main idea and go with that. And keep pushing that one message until people understand it.  I love everything about this new category - intimate skincare - and couldn’t stop with one or two ideas! We were spread a little thin, so I recommend going strong with one idea at a time.