This razor brand wants to normalise unshaven bikini lines
By James Herring on Sunday, July 28, 2019
Razor brand Billie has launched an ad to celebrate natural hair.
In what’s believed to be the first-ever razor ad featuring female pubic hair – the video showcases models’ in various states, from a clean shave to a full bush.
To the brand’s knowledge, it is the first-ever razor ad featuring female pubic hair.
Billie co-founder Georgina Gooley told Glamour that the brands goal is to change the conversation around it: “There has been this shame around body hair, and a lot of that is the shaving category talking about the topic as a problem that needs to be fixed with the product they’re trying to sell.”
The brand message: “Shaving is a choice, not an expectation.”
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“The removal of body hair is a personal choice, NOT a social obligation! i love this campaign & love this company,” wrote one commenter on Billie’s Instagram. “Love this! Who cares if you aren’t totally bare? We need to allow each other to feel safe and comfortable however we choose to rock our swimwear and body hair” commented another.
The video follows a 2018 campaign which featured women with unibrows and underarm hair.
In 2014 American Apparel stopped shoppers dead in their tracks having kitted out the mannequins in one of their New York stores with pubic hair.