"The sweet treat it deserves." Kourtney Kardashian is selling 'vagina gummies' now.

She is, she really is.

Didn't see it? How rude of me.

Have a squiz at the new release from her vitamin and supplement brand, Lemme.

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A post shared by lemme (@lemme)

In the post, shared on Instagram, Kourtney encourages her followers to "Give your vagina the sweet treat it deserves (and turn it into a sweet treat)." 

And Kourt, pls.

The caption continues, "We combined real pineapple and Vitamin C with the power of clinically-studied SNZ 1969™ probiotics to target vaginal health and pH levels that support freshness and taste."

TASTE.

I just... 

MAKE IT STOP.

Women on Instagram responded to the campaign with everything we'd expect. Pure and utter outrage.

Here are just some of the standout comments below:

"I need a gynecologist to tell me this is okay to take."

"Freshness and taste????? Like my vulva needs to be stored in a crisper drawer or something??? f**k right off with that."

"Omg this is absolutely unethical and unnecessary..."

"Lol y’all just be doing s**t."

"You’ve gotta be f**king kidding me."

Watch: Nobody speaks to women like Mamamia. Story continues after video. 

And, look. It's not the first time we've been sold things to 'improve' the health of our vaginas. 

In fact, as a beauty and health writer, I can tell you that over the past couple of years, I feel like I've seen just as many products launching for your vulva as products for your face.

The vagina wellness industry is booming. There are washes, serums, masks, steamers, jade eggs (??), moisturisers, special wipes - and now, of course, supplements. To make them smell better. 

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If you're confused as to why this is a thing, but also kind of wondering if you actually.... require... supplements for a healthy vagina, let me just... come in close...

No.

I really just need you to know that you don't need to buy Kourtney's vagina gummies for $30 USD.

You really don't.

In fact, you don't need to use any of this s**t on your vagina. Because she's just fine, thanks.

The entire market for vaginal products comes from the problematic misconception that the vagina is 'dirty'. Which is, of course, total BS.

Your vagina is self-cleaning. It knows what to do. And it really doesn't need help from a Kardashian.

But, look - don't just take it from me.

Scroll through Instagram, and you'll find a heap of actual medical professionals absolutely slamming the vaginal gummies and calling them out for being completely unnecessary.

Gynaecologist Dr Jen Gunter, author of the bestselling book The Vagina Bible, shared a lengthy response on social media, calling it "Just another vaginal scam, this one brought to you by the aspirational Kardashian empire."

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A post shared by Jen Gunter (@drjengunter)

She wrote: "Block. Ignore. Don’t engage because that feeds the algorithm."

"Anyone who suggests that your vagina isn’t fresh or needs an improved taste is a misogynist and awful person, and yes that includes you @kourtneykardash and your @lemme grift."

"Weaponising the patriarchy for profit is misogyny. Your vagina is terrific. If you think you have a health condition, consult an expert not a Kardashian."

"And that pineapple myth needs to die. It’s a myth and one of the reasons I had to include a chapter on food in The Vagina Bible."

I also spoke to Dr Imaan Joshi, an accredited GP, who said the new gummies were simply "Marketing to target vulnerable women," and damned the continued perpetuation that there’s something inherently wrong with vaginas - that they need to be "sweet" and "acceptable".

"From the advert, it appears you’re meant to eat these, but even inserted, evidence is lacking that probiotics and other supplements make any positive difference at best - and risk harm at worst."

Dr Joshi went on to confirm my suspicions that there's no evidence that these can actually... reach your vagina.

Wondering what happens if you take them?

"At best nothing. At worst... probably nothing. Except you’ve wasted one dollar a day that you could’ve spent on something else."

Meaning? You'll pretty much just pee them right out.

NICE.

"I’d like us to move away from the inherent shame that seems to come with being female that’s ingrained in us from a young age."

"From feminine hygiene washes to all kinds of other things, none of these are necessary. Every doctor has seen dermatitis and more because of women buying the lie that they smell, when they smell normal," Dr Joshi adds.

"If there’s a real problem, sure - see your doctor. But the vast majority of the time we see women worried about unusual or smelly discharge, there’s no problem - except marketing and unrealistic expectations from people who don’t have vaginas."

So, yeah. Can vagina gummies and the wider vagina health trend hurry up and die now, please? Women's health deserves better. 

OKAYTHANKSBYE xx

Feature image: Instagram; @kourtneykardashian.