Razor brand Billie praised for showing women’s pubic hair in new campaign

The brand aims to normalise female body hair

An American women’s razor brand has been praised on social media for showing pubic hair in its latest campaign.

On Monday, Billie unveiled a new video as part of its Red, White, And You Do You campaign, which features a diverse mix of women relaxing poolside or on the beach wearing high-cut swimwear with tufts of pubic hair visible.

In one shot, a woman is captured readjusting her swimsuit while another reclines on a sun lounger to reveal hair under her arms.

The short film features a diverse of models in keeping with Billie’s brand identity, which champions diversity, body positivity and female empowerment.

It’s a rare sight to see pubic hair in advertising, but Billie’s executives explain they’re hoping this campaign will change that and help to normalise female body hair.

"I think when we brush topics to the side and don't address it, it’s a form of body shaming," Georgina Gooley, the co-founder of Billie, told Refinery29.

"You’re saying it’s so unacceptable that we’re not even going to talk about it, and that's how we treat pubic hair,” she added.

“That’s why it's important to have a strong message that says, 'No, no, we are talking about it and it is OK.'"

The campaign has been widely praised on social media, with thousands of people lauding Billie for tackling the harmful myth of the “beach body”.

“This is fearless,” commented one person on Instagram, while another added: “There’s something you don’t see everyday but it’s good.”

Many pointed out that the removal of body hair should be seen as a personal choice and not an obligation as per societal norms and thanked Billie for bringing this message to light.

“I’ve never been told it’s ok to have hair showing in my bathing suit... thank you Billie,” one person wrote.

The inspiring campaign comes nearly a year after Billie launched a campaign called “Project Body Hair”, which featured an assortment of female models with hair on areas such as their legs, armpits and toes.

The distinct lack of body hair in shaving and waxing adverts has been a subject of much contention for quite some time, with many expressing their dismay over the insinuation that women are naturally hairless beings. Let’s hope campaigns such as these put an end to that myth.