A razor company launched a new advert this week which showcases women’s body hair, including pubic and armpit hair
Razor brand Billie have released a new campaign to tackle the pressures of being “summer ready”.
The company are encouraging women to love themselves and embrace their body hair if they so desire – or reach for one of their products if they’d prefer.
Their latest advert is thought to be the first to feature women showing off their pubic hair and has been praised by hundreds online, for trying to end stigma surrounding body hair.
The ad, which is part of their Red, White and You Do You campaign, shows women in swimming costumes by the pool and at the beach, with some having shaved their bikini line and others opting to let their hair down, so to speak.
Billie launched in 2018 and quickly amassed support after launching Project Body Hair, which sent out an empowering message about women’s armpit hair.
Now they’re back and doing the same, but this time the focus is on pubic hair.
Speaking about the advert, Co-founder, Georgina Gooley, said: “Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation.
“To celebrate our one-year anniversary of Project Body Hair and the beginning of summer, we wanted to challenge the notion of being ‘summer ready’.
“A lot of women feel the pressure to remove their body hair when they’re wearing a bathing suit, so we felt like it as the perfect time to get out there and say, ‘no matter what you choose, you’re already summer ready’.”
She added: “Historically, women’s razor brands have portrayed body hair as ‘socially problematic’ in an attempt to sell more razors – they instilled shame around having women’s body hair.
“By showing and celebrating the fact that women have body hair, we’re hoping to remove the shame around it.
“We shouldn’t be defined by our grooming choices.”
The new advert was released online earlier this week and already has hundreds of people talking about how refreshing it is.
One commented: “So real and uncensored!”
Another wrote: “I looked you up solely because of the buzz about this commercial. I seldom shave – I have very little body hair. But now I’m buying your razors for the times I do shave. I just appreciate this message so much.”
A third added: “I FREAKING love this!”
However not everyone was quite so impressed, with some branding the advert “gross”.
“That’s gross,” posted one woman on the brand’s Instagram. “Come on girls just keep up with yourself a little bit.”
While someone else blasted it for being pointless: “A razor company encouraging you not to shave… reverse psych?”