Vaginas are now the new place for Swarovski.
Jennifer Love Hewitt popularised "vajazzling" after revealing in her memoir that she'd had Swarovski crystals applied to her "precious lady" to get over a break-up.
And now, the practice has raised the ire of feminist bloggers, who rank it alongside other dubious grooming trends such as pubic hair stencilling and Brazilians.
In fact, they also look down upon Linger, a new line of vaginal mints, or My New Pink Button, which is a labia dye.
"Vaginas are having a moment right now in our popular imagination," the Globe and Mail quoted Cynthia Loyst, host of TV's Sex Matters, as saying.
"It's the last frontier. These savvy entrepreneurs are marketing and creating a product, telling women, 'Maybe you should consider this. Maybe you've never thought about it before, but other women have,'" she added.
Also getting popular is VulvaLoveLovely.com, an online emporium of wares intended to "foster understanding and appreciation of Vagina."
The merchandise, which also sells on Etsy, includes "portrait pendants" crafted from photos of customers' "Yonis" and uterus-shaped pillows fashioned after feminist icons Frida Kahlo and Rosie the Riveter.
However, the most baffling of the vaginal offerings is VULVA Original-launched in December by a German company called Vivaeros, the scent is made from the "organic substances of a real woman" and is aimed at men.
"It is for your own smelling pleasure. You just put it on the back of your hand, smell it and the film starts rolling in your head," chief executive officer Guido Lenssen explained on the phone from Cologne.
Another growing vaginal treat is 'My New Pink Button', a line of non-permanent labia dyes, which come in four vivid shades- Marilyn, Bettie, Ginger and Audry.
"This wasn't something that was made up as a joke: It was something that really grew out of women asking gynecologists and plastic surgeons how they could get their pink back down there in their genital area," said Karan Mari, the California paramedical aesthetician behind the product.