Pin It
Billie
Photography Ashley Armitage

Razor brand Billie puts pubic hair front and centre in new campaign


TextAlex Peters

You don’t need to shave to be beach body ready

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!

Read Next
folx health lgbtq trans healthcare hormones
FOLX Health is rewriting the script for LGBTQ+ healthcare Beauty Feature
cara delevingne model haircut hair shag trend
Cara Delevingne’s new shag haircut brings the hair trend into 2021 Beauty news
kris jenner skin skincare brand beauty
Step aside Kim & Kylie: Kris Jenner wants her own beauty brand Beauty news
skin skincare skinimalism trend regime
Why skinimalism, skincare’s fave new trend, is anti-capitalism repackaged Beauty Feature
furmaan ahmed non-binary photographer set designer artist
Furmaan Ahmed’s surreal atmospheric world is an escape from mundane reality Art Director
mona leanne makeup artist product review highlighter
This make-up must-have will give any look an ethereal iridescence Product of the Week
george jasper stone digital artist cgi
George Jasper Stone’s digital utopias meld the natural and unnatural artist
retinol skin glowing skincare
12 of the best retinols for glowing, rejuvenated skin products
Huda Beauty – Article Cover
How to win yourself a Huda Beauty Mercury Retrograde palette Beauty news
the c-list cancer beauty platform self-care
The C-List is the new platform making beauty safe for cancer patients Beauty Feature
lil uzi vert pink diamond forehead implant
Lil Uzi Vert on why he got his $24m pink diamond forehead implant Beauty news
goop vibrator sex toy sexual wellness
Goop just dropped its first vibrator Beauty news
ephemeral made to fade temporary tattoo ink
Ephemeral’s made-to-fade tattoos will change the industry forever Beauty Feature
TikTok Republicans
Seeing red: TikTokers are transforming into their Republican alter egos Beauty news
avani reyes gorilla glue girl viral hair tiktok
There’s another Gorilla Glue Girl and we’re so tired of this saga Beauty news
FOLX FAM hotline
Call FOLX Health’s hotline for support from LGBTQ+ artists and influencers Beauty news