Body hair is natural. As natural on women because it is on men. And yet, someway, even the slightest of traces of body hair on a lady can still appear to cause outrage. In April, for instance, a Nike campaign featuring Annahstasia Enuke was deemed “disgusting” by many on social media for its display of armpit hair. And last week, Rolling Stone’s cover of Halsey, which saw the singer together with her arms raised revealing a touch of stubble in her armpits, garnered as much criticism because it did praise.  

Attempting to challenge this narrative and normalise body hair is (perhaps paradoxically) female-first razor brand Billie. Despite being a razor brand, Billie believes that shaving is a private selection and never something that needs to be enforced by society’s rigid standards. Last yr, Billie became, incredibly, the primary ever brand to indicate female body hair in a razor ad, with its Project Body Hair campaign shot by Ashley Armitage. Now, to have a good time the one yr anniversary of the project, Billie is back and this time it’s putting pubic hair front and centre.

Titled “Red, White and You Do You”, the campaign video sees women of all shapes, races and pubic hair situations, from clean shaven to a full bush, loosen up on the beach, swim within the pool and just generally enjoy a nice day within the sun. Teaming up once more with Ashley Armitage for the campaign, Billie challenges the concept body hair on the beach is unacceptable and have to be removed to ensure that you to be “summer ready.” Here the theme of Fourth of July, when America celebrates the anniversary of their independence and freedom from Britain, is obvious: to have a good time the liberty women need to display their body, and their hair, in any way they select. 

“With Project Body Hair, we got down to completely change the best way women are depicted within the shaving category. One yr later, we’re pleased to see that the industry has completely shifted, with other razors brands also showing women’s body hair” says Billie Co-Founder Georgina Gooley. “Our latest film emphasizes that each woman already has a “summer-ready” body – hair or no hair. We’re hoping to destigmatize body hair once and for all this summer.”

If only more brands would follow suit!