Once Upon a Vagina

The Indian Academy of Vaginal Aesthetics (IAVA) approached us with a mission: to help more women understand vaginal health — what the issues are, why they shouldn’t be ignored, and how no woman should feel compelled to live with discomfort in silence.

We knew the challenge would be significant. Centuries of stigma and social conditioning have created an awkward silence around vaginal health — a hesitation so deep that even articulating concerns can feel uncomfortable, almost like speaking about an ex you’d rather avoid.

Yet the truth is simple: a vagina is a woman’s partner for life, and speaking openly about it can only strengthen that relationship. So we built a community in a space where women already feel at ease — Instagram.

Once Upon A Vagina was designed to engage women and dispense advice in an unapologetic tone. While the posts got the thumbs to stop and people to follow us, it's the post copy and discussions via DM that really solved the problem for IAVA.

Thousands of women discovered they weren’t alone — exchanging stories, learning from one another, and finding reassurance in a community that normalised their questions, concerns, peeves, and pleasures.

What was once whispered away in hesitation finally found a space to be heard.