There’s definitely something going on — suddenly there are a gazillion products on the market dedicated to making your hoo-haa the best-looking, most popular girl on the block. Vajazzling, anyone?

We just caught wind of the cheekily named I Love My Muff line of feminine hygiene products, which have, surprisingly, been picked up by Henri Bendel and Fred Segal, among other swanky retailers.

With the promise “to provide daily love and care for down there,” I Love My Muff offers vegan, biodegradable wipes (for on-the-go freshen-ups), washes and even a moisturizing lotion. But we have the highest hopes for the line’s “Purifying Mist” — which we trust will restore us to Emily Dickenson-style demureness.

Photos courtesy of I Love My Muff.