Reckitt has quietly closed down the feminine hygiene and intimate care brand Queen V two years after a complete rebrand and relaunch in the mass channel. WHO: Queen V was founded by Lauren Steinberg and launched in partnership with Brandable, a technology-enabled consumer packaged goods platform. The daughter of a gynecologist and former brand development coordinator, she set out to create better-for-you formulas for the vulva and vagina. The brand launched 11 products priced at $3.57, with the majority hovering at roughly $5, and was divided into three purpose-driven categories: maintain, heal, and enjoy. The brand launched in 4,000 Walmart doors and reportedly racked up  $500,000 in sales in one month.Between the acquisition and March 2022, Queen V went quiet, pulling products from distribution in partners like Walmart, Target, Urban Outfitters, and CVS. The brand was reformulated to become microbiome-friendly, making minor packaging and logo changes. The brand relaunched with seven products in 4,500 Walmart doors, Urban Outfitters, and online with Target.IN THEIR OWN WORDS: In an email to Beauty Independent, a spokesperson for Reckitt said, “We continuously evaluate our product portfolio to align with consumer demands and market trends. At present, we do not intend to manufacture any more Queen V products." DETAILS:Reckitt has shuttered the Queen V brand, closing social media accounts and redirecting website traffic to the conglomerate K-Y brand.Queen V founder Lauren Steinberg, who stayed on post-transaction, said Reckitt terminated her employment in 2023.