JAKARTA - Skin care has always been synonymous with the face and body. However, there is one area that often gets overlooked, even though it is very sensitive and prone to problems, namely the anus. Although it is rarely talked about openly, complaints in this area are actually experienced by many people.
Starting from itching, pain, heat, to pain due to irritation or hemorrhoids, problems around the anus often appear without knowing the exact cause.
One of the triggers is the habit of cleaning with ordinary bath soap that contains hard ingredients.
Seeing this condition, a brand called Asset presents a series of skincare that is specifically formulated for anal care, ranging from cleansers to daily serums.
Asset founder and CEO Chad O'Connell said problems in the anal area are actually very common, but are often hidden because they are considered embarrassing.
"Anal irritation is experienced by almost everyone at some point in their lives. The problem is that this topic is still considered taboo to talk about," said O'Connell, quoted from the New York Post website.
Based on an internal survey conducted by Asset on hundreds of respondents, the majority admitted that they had experienced disorders in the buttocks area, including irritation and discomfort around the anus.
Without realizing it, the habit of cleaning the anus with ordinary bath soap can actually worsen the condition of the skin. The perianal area, namely the skin around the anus has a thinner and more sensitive structure than other parts of the body.
Skin specialist who is an Asset medical advisor, Dr. Reza Kafi explained that the use of certain cleaning agents can damage the skin's protective layer.
"The hard surfactants commonly found in soap can interfere with the skin's natural protective function. The skin around the anus is very susceptible to dryness and irritation," said Dr. Kafi.
He added that these conditions can trigger prolonged pain, itching, and inflammation.
To answer this need, Asset developed Hole Cleanser, a gentle cleanser without fragrance and without irritating ingredients, which is designed to maintain the pH balance of the skin in the anal area.
In addition, Asset also presents Hole Serum, a serum containing ceramide and botanical ingredients to help soothe the skin, reduce irritation, and strengthen the skin's protective layer.
"We want to provide a daily care solution, not just a temporary relief product," said O'Connell.
These products are intended for those who experience mild discomfort due to friction, excessive sweating, frequent wiping, to conditions such as mild hemorrhoids.
Not only focusing on liquid products, Asset also highlights the importance of keeping the anus area dry. For this reason, they introduced a special towel that is only used for the buttocks area.
"Excess moisture in the anal area can trigger itching and create an environment that supports irritation or fungal infections," explains O'Connell.
This towel is made separately and given a special marker so that it does not get mixed with face or body towels.
Behind the product line, Asset has a mission to open a conversation about anal health, which has long been considered sensitive. According to O'Connell, shame often makes people ignore symptoms that should be noticed.
"When people are reluctant to talk about anal problems, they are also likely to delay treatment. In fact, many disorders can be prevented if they are dealt with from the start," he said.
Asset hopes that in the future, anal care can be seen as normal as facial skin care.
"Taking care of the anus should not be different from taking care of other parts of the body. This is about health, not something that needs to be covered up." O'Connell concluded.
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