A RAZOR company is dividing opinion by showing women rocking pubic hair in their latest advert.
US brand Billie is trying to persuade women to embrace their natural hair down there – despite selling them razors.
While most of us spend our evenings watching the hairless men and women on Love Island flaunting their beach bods, and the women chat about shaving down there, one brand is trying to get us to change our shaving habits.
Kicking-off their summer campaign, Billie released a clip on Instagram showing women proudly flaunting their pubic hair.
They captioned the video, which has racked up more than 136,000 views: "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 (of July) unofficially kicks off summer. And this summer, you do you. Let your hair down, maybe even out.”
Billie sells razors for £7.08 ($9) online, and also has a shave cream, body wash and body lotion ranging from £6.30 ($8) to £9.45 ($12).
Despite selling hair removal products, the brand is trying to encourage women not to shy away from showing off their body hair.
They’ve launched an initiative called Project Body Hair, asking women to upload their fuzzy snaps under the hashtag #projectbodyhair.
They said: “The internet could use a little more fuzz.
“There's a serious lack of female body hair on the internet.
- Razor, Billie, $9 (£7.09) – buy now
“Search 'woman' in any image gallery and you’ll be scrolling for a while before finding a single strand.
“We're here to change that.”
The bold ad has divided opinion online, with some people praising the brand for finally showing natural women.
And despite Vogue recently declaring the 'bush was back', some viewers still labelled the ad “gross”.
People also pointed out the irony of a razor company encouraging women to stop shaving.
When all of your friends use the same razor?♀️
A post shared byBillie (@billie) on
One person wrote: “Wow. Wow!! I’ve never seen that in the media before.
“Pubic hair? On a woman?? What?! Thank you for normalizing body hair for women. You’re changing the world!”
Someone else said: “I f***ing love that you guys are a company that sells hair removal, but you advocate for women doing whatever tf they want with their hair.”
A third wrote: “Words cannot describe how much better your adverts make me feel about my body.”
This fan commented: “The teenage me needed this growing up to let her know that body hair is so normal and nothing and totally okay and beautiful !!!!”
But others weren’t so positive, with this person posting: “This is fine but how would you feel if boys let their pubes hang out their pants.”
About Billie, the razor brand behind the ad
Billie is female first.
Shaving companies have always been created for men which may explain why we're still overpaying for women's razors and referred to as goddesses for shaving.
Women shouldn't be an afterthought in the shaving category. We deserve to have a great shave and no, we're not paying more for it.
We're here to make a daily routine a little more delightful and a lot more affordable.
Somebody else wrote: “I’m not really sure why you would encourage that.”
This person thought: “You know why we have to be summer ready because people are mean and say nasty things to each other.”
And someone else added: “This ad is repulsive to me and yeah, ‘you do you’ but it’s not for me and not why I buy from you.”
Fabulous Digital has reached out to Billie for a comment.
Meanwhile Jameela Jamil has hit out at Kim Kardashian’s new body make-up saying she prefers her stretch marks.
And Robin Thicke’s fiancé has come under fire for letting her 16-month-old eat ‘toxic’ spicy crisps.
Plus mum-to-be Amber Rose was blasted as ‘shameless’ for promoting Flat Tummy’s pregnancy tea.
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