The Pill Helped Start the Sexual Revolution. What Will Phexxi Do?

Saundra Pelletier is marketing a new form of birth control to women wary of hormones.

SAN DIEGO — If you’re a woman aged 18 to 34, you may have seen a Phexxi ad during a commercial break on Hulu. Or you could have come across the product — a non-hormonal contraceptive gel that women can use within an hour before having sex — while scrolling through Instagram, somewhere between a recipe for Paleo bagels and an ode to body positivity. Phexxi went on sale in September in the United States, after receiving approval from the Food and Drug Administration. Prescriptions for Phexxi are in the low thousands, according to its publicly traded parent company, Evofem — about 17,280. This is puny compared to the estimated 8.6 million women who have undergone female sterilization or the 6.6 million women on the Pill. But Saundra Pelletier, the chief executive officer of Evofem, is hoping to reach a generation that, unlike their foremothers, who were “liberated” by the Pill, then schooled to insist on condoms, have grown up with hormones as the default birth control option.