Jessica Rich on Blocked, Banned, and Buried: What It’s Really Like to Build a Women’s Wellness Brand 

When I started Bona Dea Naturals in 2016, it wasn’t because I had a background in business or a marketing degree tucked in my back pocket. It was out of pure, honest frustration. I was tired of the one-size-fits-all solutions to vaginal discomfort — the synthetic creams, the overly perfumed washes, and the hassle of scheduling and visiting a doctor just to receive antibiotics that wreaked havoc on my digestive system. I figured I couldn’t be the only one who wanted something better. And I was right.

Fast forward a few years, and we’ve sold over 150,000 bottles of our Feminine Spray, earned 8,000+ five-star reviews on Amazon, and built a fiercely loyal customer base who cares about what they put on (and in) their bodies. That should be the feel-good end of the story, right?

But here’s the truth: being in femtech — especially when you’re dealing with real, physical, “uncomfortable-to-talk-about” issues like vaginal odor, dryness, or pH imbalance — comes with challenges that most people never see. And they’re not coming from customers. They’re coming from the very platforms that are supposed to help us grow.

The Algorithm Has No Idea What a Vulva Is

One of the biggest and most baffling challenges? Getting randomly booted off platforms like Amazon. Not because of customer complaints or safety concerns — we’re proud of our stellar reviews and rigorous formulation standards — but because their algorithms can’t handle the word vaginal.

Our listings have been pulled multiple times, often without warning or clear explanation. We’re told it’s due to “restricted medical claims” or “inappropriate content.” But in reality, it’s just code for “this product makes us uncomfortable.”

Each takedown can last weeks or even months, and as a solo founder, I feel every single day of lost revenue. Not to mention the emotional toll of seeing your livelihood vanish overnight because an algorithm decided your product was too taboo.

Let’s Talk About (Not Being Able to Talk About) Vaginas

Try running ads for a feminine care product, and you’ll quickly discover how limited your vocabulary becomes.

Facebook, Google, and Instagram have all flagged our ads for using “inappropriate language” — you know, words like vagina, vulva, menstruation, or menopause. So instead, we’re told to use vague euphemisms like “down there”, “intimate area”, “change of life,” or “time of the month.”

Let me be clear: it’s not just frustrating — it’s medically irresponsible. How are women supposed to make informed choices about their health if we’re not even allowed to use accurate anatomical language?

As it just so happens, as I’m writing this article, Meta has informed me that following products have been “permanently rejected” for violating their commerce policies: a topical patch meant to help with menopause, functional wellness seed bites meant to help regulate menstrual cycles, shower steamers meant to help ease menstrual cramps, and an herbal tea meant to help soothe the symptoms of PCOS (Polycystic Ovary Syndrome). These “violations” may as well be saying “girl stuff is icky”.

We’re constantly walking a tightrope between transparency and “algorithm approval.” And honestly, it shouldn’t be this hard to speak plainly about women’s health.

Intimate Care ≠ Porn

Then there’s the issue of categorization. Many retail and ad platforms lump our products into the “adult” or “sexual wellness” category. That means our listings might be hidden from daytime search results or buried in sections typically reserved for lubricants and sex toys.

Don’t get me wrong — there’s absolutely nothing wrong with sexual wellness. But a product that addresses menopause or balances vaginal pH? That’s healthcare, not foreplay.

By mislabeling and miscategorizing us, platforms are pushing essential wellness products into digital obscurity. And who suffers? Women looking for real solutions.

Fighting the Silence

Even though femtech investment has grown, brands like mine — the ones tackling unglamorous, everyday issues — are still being sidelined. We’re not “safe” enough for algorithms. And we certainly don’t fit into the sanitized, euphemistic mold that the industry seems more comfortable with.

But we’re not going anywhere. Women deserve better. They deserve honest language, transparent ingredients, and access to products that treat their health with the seriousness it deserves.

So I’ll keep speaking up, even if platforms try to silence us. I’ll keep using words like vagina and vulva — because they’re not dirty, they’re human.

Let’s Talk
If you’ve ever struggled to find a product for your feminine health that wasn’t awkward, clinical, or full of chemicals — you’re not alone. Have you experienced similar frustrations when searching for women’s wellness products? I’d love to hear your story.

By Jessica Rich

Jessica Rich is the founder of Bona Dea Naturals, a feminine care brand committed to empowering women with natural, science-backed wellness solutions. She launched her company in 2016 after identifying a major gap in intimate health products—and has since scaled her e-commerce business to international success while challenging outdated industry norms.