Hemorrhoid-care brands including Norms, Megababe and Bummed have redesigned their packaging and marketing in recent years, moving away from the plain "wall of identical yellow boxes" the category was known for, according to Elle. Dr. Wendi LeBrett, a gastroenterologist and medical advisor for Norms, told the outlet that the active ingredients — protectants, lidocaine, phenylephrine and witch hazel — haven't changed and remain FDA-regulated, but that newer brands have added clearer labeling on what each product treats and when to use it.
LeBrett said hemorrhoids affect roughly 1 in 4 adults worldwide, citing research estimating they occur in up to 86% of pregnant women due to increased pelvic pressure. Dr. Carmen Fong, a colorectal surgeon and chief medical officer for Bummed, said reported rates vary widely because the condition is underreported, but that she estimates roughly half of people experience symptomatic hemorrhoids by age 50.