The brand released an iconic advertisement featuring models in swimsuits who proudly flaunted their underarm hair as well as their pubic hair.
Women have been forced to be ashamed of their body hair for the longest time. After being repeatedly told that "beauty hurts" and thrusting unrealistic expectations of ideal body types, women are finally saying enough. One brand took a stand and decided that shaming women for having body hair must end. Additionally, the notorious pink tax that takes a deeper dive into the pockets of women for gendered products was also tackled by this brand. Bringing this "double whammy" to the patriarchal society is the indie razor brand, Billie. The brand released an iconic advertisement declaring body hair can stay where it is and was the first brand ever to feature pubic hair.
As part of their Project Body Hair, the razor brand released an ad titled "Red, White, and You Do You." In this video, they set precedent by featuring models in swimsuits who proudly flaunted their underarm hair as well as their pubic hair. In the description of the video they wrote, "Hang on, why is there so much pressure to be "summer ready"? 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. 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."
"In this film, we wanted to normalize body hair and show that we have options," Ashley Armitage, the campaign's director, and photographer, told Refinery29. "Body hair on cisgender men is seen as attractive. Body hair on cisgender women, transgender women, and nonbinary individuals is seen as unattractive, unhygienic, and unacceptable. I want people to feel free to do what they want with their bodies this summer and every summer. Body hair is a personal choice. Shaving it, waxing it, or growing it are all valid, and all up to the individual." The brand was also visionary when they used models with actual body hair to demonstrate hair removal with their razor.
"When we started to build this brand, what we did was we went back 100 years and really wanted to understand when did women start shaving in America, what's the messaging around kind of this hair removal and how had brands be talking to women?" the company’s co-founder, Georgina Gooley, told TODAY. "And what we found was, a lot of it is rooted in shame and making women feel bad by having body hair and then pushing your product so that you could sell more razors." The brand believes in putting women first and represent what real women look like.
"We never want to tell women that they should have hair somewhere, they shouldn't have hair somewhere … it's OK to have body hair and if you choose to keep it, then great," said Gooley. If you choose one day, you wake up and you want to shave it, that's fine as well. But either way, you shouldn't be apologizing for your choice and no choice is wrong." With yet another bold ad, the brand is receiving a lot of positive support from women. "I think for us it’s always been about putting our audience ahead of our product," Gooley told Glamour. "With Project Body Hair we showed women with body hair and without body hair. We actually had the razor in that one, because we were making this statement and calling out the shaving category. But we were also saying that’s a choice, and with this new video, it's more of a celebration of that choice."