Body hair is natural. As natural on women as it is on men. And yet, somehow, even the slightest of traces of body hair on a woman can still seem to cause outrage. In April, for example, 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 with her arms raised revealing a hint of stubble in her armpits, garnered as much criticism as it did praise.  

Trying to challenge this narrative and normalise body hair is (perhaps ironically) female-first razor brand Billie. Despite being a razor brand, Billie believes that shaving is a personal choice and not something that should be enforced by society’s rigid standards. Last year, Billie became, incredibly, the first ever brand to show female body hair in a razor ad, with its Project Body Hair campaign shot by Ashley Armitage. Now, to celebrate the one year 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, relax on the beach, swim in the pool and just generally enjoy a pleasant day in the sun. Teaming up once again with Ashley Armitage for the campaign, Billie challenges the idea that body hair at the beach is unacceptable and must be removed in order for 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 clear: to celebrate the freedom women have to display their body, and their hair, in any way they choose. 

“With Project Body Hair, we set out to completely change the way women are depicted in the shaving category. One year 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 every 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!