Billie, a female-first shave and body brand, featured models with pubic hair in its new campaign.

By Allie Strickler
June 27, 2019
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Woman wearing one piece bathing suit with pubic hair peeking out of the crotch
Credit: Billie

Female body hair is (finally) having a moment. Halsey just rocked her unshaved armpits on the cover of Rolling Stone, and women everywhere are getting candid about why they don't shave their body hair. Now, female-run razor brand, Billie is celebrating pubic hair in its latest ad campaign.

The campaign, Red, White, and You Do You is the first of its kind to feature models with pubic hair, according to Glamour. In the video ad, women of all shapes and sizes hang out by the pool, stroll along the beach, soak up the summer sun—all with tufts of pubic hair peeking out of their bathing suits.

"Magazines tell us to stop eating carbs in February, follow a 12-step routine to get the perfect beach bod, and to remove every last strand of hair before squeezing into a bathing suit," reads the ad's video caption on YouTube. "The 4th unofficially kicks off summer. So this summer, you do you. Let your hair down, maybe even out… we hope you'll enjoy the breeze."

If you think it's ironic for a razor brand to spotlight unshaved pubic hair in an ad, that's kind of the point. "We wanted to show that body hair is a choice; shave it, wax it, grow it, or do a bit of both. All are valid," Ashley Armitage, the ad's director and photographer, told Glamour. (Here's how Emma Watson grooms her pubic hair.)

People are clearly craving this authenticity in ad campaigns, especially those that target women. "Women are made to feel dirty/ashamed to have hair," commented one person on Billie's Instagram video ad. "I'm honestly super self-conscious of this exact situation. My hair poking out of my bikini or bodysuit. And I am f*cking sick of it. I hate shaving, and it doesn't last, you have to wait with waxing. I can't be hairless all the time. Just let me live. Thanks for trying to change the game Billie. You are helping me."

"Thank you for using your platform to inspire and create change," said another commenter. "The removal of body hair is a personal choice, NOT a social obligation! I love this campaign & love this company," wrote another person.

ICYDK, Billie has a history of celebrating female body hair. Last year, the brand launched Project Body Hair, a campaign intended to change the one-dimensional way in which women are portrayed in mass media. (Related: Why Not Shaving My Legs In High School Helped Me Love My Body Now)

"Only showing smooth, hairless legs seemed like an archaic way of representing women," Billie co-founder, Georgina Gooley previously said in a statement. "We have always said shaving is a choice—it's your hair and no one should tell you what to do with it."