By now, we are able to probably all agree that body hair is natural and needs to be treated as such. And while there’s a concerted effort in the sweetness community to normalise our body and facial hair, there continues to be mounting pressure for us to shave and conform to outdated, western beauty standards.   

But one brand is wanting to vary this. Founded on the principles that shaving is a selection, not a necessity, Estrid is the vegan body care brand hoping to revolutionise our approach to shaving. 

Determined to assist women embrace their fluff, Estrid has created a recent campaign which hopes to indicate us ‘just how powerful female body hair may be’ by happening the lookout for the world’s first Skilled Super Hairoes – a bunch of girls who love their body hair and wish you to feel the identical.

Platforming Lisa, Beth, and Alexandria, the campaign sees the Skilled Super Hairoes pose as superheroes in a Roy Lichtenstein-inspired shoot, with their armpit hair and leg hair front and centre. “I’ve been removing my body hair since I used to be a young kid,” says Alexandria Hodge, one among the Super Hairoes. “Now, I embrace it. I appreciate that I can shave when I need and it’s not a betrayal of myself to achieve this after I feel prefer it.” 

Having found that three out of 5 women should not comfortable showing off their body hair and 14 per-cent of girls feel there should not enough role models which speak about body positivity and body hair, Amanda Westerbom, Estrid’s founder, desired to ‘shed light’ on this issue. “Our purpose is to vary ideals and we imagine women needs to be comfortable showing fuzz,” she says. “We imagine we are able to speed up the method by giving the world confident women that love to indicate off their body hair.”