O Positiv Claims Women’s Wellness Industry Profits from Misinformation

In a recent revelation that highlights a significant knowledge gap in women’s health, wellness company O Positiv has announced that nearly all women (98.6%) cannot correctly identify basic female anatomy. This finding comes from a preview of their forthcoming “The State of the Vagina Report,” scheduled for full publication in January 2026.

The preview exposes concerning weaknesses in women’s trust, comfort, and knowledge regarding sexual wellness and health. Perhaps most telling is that 80% of women report never having been properly taught about their own anatomy, providing context for the widespread knowledge deficit.

This educational gap has direct implications for the personal care industry. When consumers lack understanding of their bodies, their purchasing decisions are inevitably affected. Products may go unbought simply because potential users don’t understand their purpose or benefits.

“For years, brands have relied on vague language, euphemisms, and surface-level explanations that do little to close the education gap women are navigating, and this report makes it clear just how wide that gap truly is,” says Brianna Bitton, co-founder of O Positiv.

The report preview reveals how ongoing stigma continues to shape women’s health experiences across various aspects, from sexual discomfort to uncertainty about reproductive anatomy. One striking example involves the growing trend of microbiome-supporting products in women’s wellness. Despite the increasing popularity of such claims—whether for gut, skin, or vaginal health—46% of women surveyed were completely unaware of the vaginal microbiome’s existence.

Dr. Roxanne Pero, an OBGYN MD who serves on O Positiv’s Medical Advisory Board, views the 98.6% statistic as a clear indicator that women’s health has been neglected. “That gap says a lot—about how health care has outsourced women’s empowerment, and how the personal care industry has been able to capitalize on misinformation and miseducation,” she explains.

According to Dr. Pero, the wellness industry has largely failed women by mimicking the beauty industry’s approach. “The beauty industry’s multibillion-dollar formula was essentially copied into vulvar, vaginal, and sexual health, focusing on products that make us look, feel, or smell ‘pretty’ down there,” she says. “Yes, it’s been lucrative, but it has also come at a cost—fewer products that genuinely support vulvar and vaginal health, improve sexual satisfaction, or help women understand their own anatomy.”

Bitton asserts that the personal care industry has inadvertently reinforced health stigmas by avoiding clear language and portraying normal experiences as problems to be hidden. She urges brands to normalize conversations around taboo topics and prioritize education over embarrassment.

“As an industry, we have a responsibility to provide clear communication and evidence-based, accessible education alongside every product we put into the world,” Bitton states.

To address these issues, Dr. Pero advocates for women’s wellness companies to reconsider their approach to product labeling and health literacy. “Instead of the personal care industry pushing fear-based messages—your vagina shouldn’t smell like that, you should be wet but not too wet, you shouldn’t have bacteria—we need to give women real tools and real education.”

O Positiv implements a Medical Advisory Board to ensure their products and educational materials are scientifically sound, using clinically studied ingredients specifically designed to support women’s health. The advisory board consists of doctors specializing in women’s health and hormonal issues.

“We have an obligation to collaborate with medical experts, cite evidence transparently, and raise the standard for what reliable guidance should be,” says Bitton. “Through this approach, we hope to help rebuild trust.”

The company identifies significant opportunities for personal care brands to make an impact by delivering accurate and meaningful information alongside their products. By co-producing solutions and educational content, brands can create more informed consumers, potentially leading to more confident purchasing decisions.

“When women have clear information, it opens the door to personalization, better diagnostics, and choosing products that genuinely fit their needs,” notes Dr. Pero. “Women are already seeking this guidance on social media—so brands should pair their products with the education women are asking for.”

Bitton concludes that their data clearly shows many women feel disconnected from their bodies, emphasizing that sexual wellness is deeply tied to overall physical and emotional well-being. “One of the most important things we do is show women that sexual health is nothing to be embarrassed about—it is not a taboo topic.”