The Yassification of Hemorrhoid Cream

The growing focus on butt care was not on our 2026 bingo card. But alas, here we are. What’s more, a much-welcomed makeover of the once-medicinal treatments and products used to keep our rears in shape seems to be happening—particularly hemorrhoid creams. While the core ingredients used to treat hemorrhoids haven’t changed much—mainly because they work—updated, more approachable packaging has made these treatments less of an item you want to tuck away in a bathroom drawer. Brands like Norms, Megababe, and Bummed have also opened up discussion and education on treating hemorrhoids beyond cheeky marketing campaigns—though that’s pretty good too. Experts from these brands explain the unexpected fascination with and “yassification” of treating hemorrhoids.

What are hemorrhoids?

Everyone has hemorrhoids. Dr. Wendi LeBrett, a double board-certified gastroenterologist and internal medicine doctor, founding partner and medical advisor for Norms, explains that the blanket term we traditionally call hemorrhoids actually describes a condition in which veins in the rectum and anal canal dilate and become engorged. “Internal and external hemorrhoids are separated by an anatomical structure called the dentate line. The main difference is the nerves that supply internal and external hemorrhoids. So while we may experience bleeding from internal hemorrhoids, we typically do not feel them because they are innervated by the visceral nervous system (which doesn’t have sensory inputs). External hemorrhoids are innervated by spinal nerves, which provide sensation. So they can cause symptoms such as itching, irritation, and pain,” LeBrett explains to ELLE.

What causes hemorrhoids?

Several very common culprits can unknowingly contribute to a hemorrhoid flare-up. Dr. Carmen Fong, MD, FACS, FASCRS, chief medical officer for Bummed and double-board-certified colorectal surgeon, says that things like sitting too long on the toilet—sometimes caused by constipation or diarrhea—sitting too long in general, perhaps at a computer all day; standing on your feet for a long time, for example, waiters; straining on the toilet; and things like bicycling long distances, long plane rides, and long car rides are all risk factors for symptomatic hemorrhoids.

LeBrett adds that anything that increases the pressure in the pelvic region or anal canal can cause hemorrhoids because pressure leads to decreased vascular flow and dilation of the blood vessels. Older age is a risk factor for symptomatic hemorrhoids as well due to weakening of the connective tissue that anchors the hemorrhoids. Cirrhosis, which is chronic scarring and fibrosis of the liver, may also cause hemorrhoids as the scar tissue in the liver impairs return of blood flow from the anorectal region.

Hemorrhoids are also common in pregnancy and postpartum. LeBrett points to research that estimates as high as 86 percent of women experience hemorrhoids during pregnancy. “The growing uterus in pregnancy increases pelvic pressure, leading to vascular engorgement of the hemorrhoidal vessels. Additionally, constipation is very common in pregnancy (studies estimate around 40% of women experience constipation) due to hormonal changes as well as increased pressure on the rectum from the uterus; this can lead to straining, which also increases the risk of hemorrhoids,” LeBrett explains.

How common are symptomatic hemorrhoids?

Fong notes that the incidence of symptomatic hemorrhoids ranges from 5 percent to 50 percent, and the significant gap in those numbers is due to a lack of self-reporting or seeking medical attention for what is traditionally a taboo subject. “I like to quote 50% by the age of 50, but most of the people I see in my office are under 50,” says Fong. “I’d estimate 25 percent by the age of 25, and 35 percent by the age of 35, because of our lifestyles, especially after COVID.”

LeBrett goes on to share that hemorrhoids affect approximately 1 in 4 adults worldwide; they are more common in older adults, where, as Fong noted, reports suggest 50 percent of adults over the age of 50 have experienced hemorrhoids.

How do you treat symptomatic hemorrhoids?

For LeBrett, prevention and lifestyle treatments are first-line. Diet and other daily changes that reduce constipation and ensure bowel movements are soft and easy to pass can help prevent hemorrhoids. “Common interventions to help achieve this include eating a fiber-rich diet (guidelines recommend 25-30 g of fiber per day, and most Americans do not meet this goal, ensuring adequate hydration, taking a fiber supplement such as psyllium, and, if needed, a stool softener or over-the-counter laxative,” says LeBrett. She also recommends household items like a Squatty Potty pooping stool that elevates the legs and helps anatomically by straightening the rectum to make bowel movements easier.

Fong also emphasizes conservative care such as increasing fiber intake, drinking water, staying active, and reducing straining and sitting. If symptoms are already active, it may be time to try a topical ointment that treats all the symptoms like itching, bleeding, and swelling. “If that doesn’t help, colorectal surgeons know about eight different ways to treat hemorrhoids, ranging from less invasive banding (ligation), injection, or infrared coagulation (IRC), to more invasive options like laser, transanal hemorrhoidal dearterialization (THD), and finally, excision. Most people do not need excision,” says Fong.

Lastly, LeBrett advises limiting electronics use while in the bathroom to avoid spending more time than necessary.

How has caring for hemorrhoids evolved?

While the packaging and branding may have gotten a glow-up, LeBrett says the core medicine hasn’t changed much. “The ingredients that work, like protectants, lidocaine for pain and itch, phenylephrine to temporarily shrink swelling, and witch hazel, have decades of safety data behind them and are regulated by the FDA. Fiber, water, and better bathroom habits are still the foundation,” LeBrett explains.

What’s changed is how these treatments are delivered and how we talk about them. “For decades, the hemorrhoid aisle was a wall of identical yellow boxes, so patients grabbed whatever was on the bottom shelf, used it awkwardly, and never asked questions,” LeBrett recalls. Now packaging is designed to help people choose, with clear names and plain guidance on what each product is for and when to use it.

For more advanced symptomatic hemorrhoids, Fong says the gold standard for most surgeons is complete excision of all three hemorrhoidal columns. The problem is, as Fong shares, the procedure is painful and leads to significant scarring both cosmetically and functionally. “We have evolved from more radical surgery to less invasive procedures. We now also understand hemorrhoid anatomy and physiology better, and the pelvic floor, so we can use topical compounds that treat the root of the problem, rather than just putting a band-aid on it,” says Fong.

Format upgrades have become more personalized, too. As LeBrett points out, there are wipes and sprays for people who don’t want to use creams, and portable options for life on the go, whether you’re traveling, at work, or out with a new baby. “There’s also far more accessible education, so people understand what they’re treating and when to see a doctor. Where that last part matters: rectal bleeding or pain that doesn’t improve should always be evaluated, not self-treated indefinitely,” says LeBrett.

How have newer brands transformed hemorrhoid care?

LeBrett says that for decades, hemorrhoid creams ignored the sensorial cues. Treatments were greasy, medicinal, and built only to provide relief for a few hours. Newer brands like Norms have taken a real step forward from traditional options by offering the same proven ingredients, but with more thought about how people actually find and use care. “That matters, because what I see with patients is that it’s really overwhelming. They need a roadmap for what to use, when, and how to use it. Traditional hemorrhoid products have never given them one, and the category has historically been built by men, for men, even though pregnant and postpartum women are some of the people who need care most,” says LeBrett. Additionally, she points out that treatment labels are confusing, the options look the same, and the format offerings haven’t changed in decades.

For a brand like Bummed, co-founder and CEO Jennifer Dwork says the goal is to provide a much more effective solution than what’s available over-the-counter. Considering that OTC only helps with symptom relief and doesn’t heal the underlying issues, Bummed formulated compounded prescription creams that were traditionally only available through a specialist, like a gastroenterologist or colorectal surgeon. “We’ve made them accessible to everyone across the U.S., as long as a medical provider on our site deems them appropriate,” says Dwork. The Bummed meds include prescription ingredients like diltiazem, which are clinically proven to heal up to 91% of fissures. They also contain multiple actives, like lidocaine and bupivacaine for pain relief, hydrocortisone to reduce swelling and irritation, and metronidazole to treat the infection. “We also have formulations with nitroglycerin and nifedipine, depending on what your symptoms and medical history are. These are well-researched prescriptions that are effective and generally very safe, and we’re so happy we can make them more accessible to folks who otherwise wouldn’t be able to go and see a specialist,” Dwork proudly shares.

LeBrett adds that where newer brands differ is access. Depending on where you shop, she says some newer models add extra steps before someone can get relief. “Part of the problem has always been too many barriers to treatment, and every extra step is one more reason to put it off. Norms meets people where they are. It uses the same proven, FDA-regulated ingredients patients have relied on for decades, at maximum strength, with clear packaging that tells you what each product is for,” says LeBrett. And although you may be looking for immediate relief, there’s an option to sample Norms in doctors’ offices. So, as LeBrett highlights, patients who are too embarrassed to ask questions can leave with relief in hand.

Why the sudden interest in butt products?

Consumer knowledge has deepened. “Patients now ask me about ingredients the same way they ask their dermatologist. People have started giving the rest of their body the care they used to save for their face, and that’s finally reaching the parts nobody used to talk about,” LeBrett shares. She compares treating hemorrhoids to skin care, noting that perianal skin is actually thin and sensitive, much like the skin under eyes or on lips.

Plus, no one likes pain. “I think that people are finally realizing that your face can be completely made up and you can dress really well, but if your butt hurts, you are completely miserable, so I am so excited that self-care is finally extending to butt care,” says Fong.

The minis trend in beauty shows up in the hemorrhoid treatment category, too. LeBrett says that alongside its full-size tubes, Norms recently launched Squeezies, single-use sachets you can take anywhere. “That’s practical, because flare-ups don’t wait until you’re home. It’s also fun, and that matters more than it sounds. A product you’re happy to carry is a product you’ll actually use when you need it,” says LeBrett.