A women’s razor company, known as Billie, is normalizing body hair. Billie is trying to change the perspective that body hair is non-sanitary on women while being standard on men. 

In June 2018, the company released its first campaign, the Project Body Hair video, which currently has over 1.2 million views. This is the first razor ad ever to show pubic hair. 

According to Glamour.com, “Gooley says that after last year’s video, the brand received floods of support on social media. Most notably, the brand completely sold out of razors in the week following the video.” 

On the most patriotic day of the year, the 4th of July, Billie released a video called “Red, White, And You Do You” which shows women’s body hair in swimsuits. In just under three months, it has over 1.1 million views, just a little under their first video released over a year ago. 

In the ad, you see five confident ladies dressed in red, white and blue swimsuits showing off their figures and their armpit and pubic hair. At the end, the ad says “this summer, red white and you do you” telling viewers to show off their body the way they want. 

To celebrate the notorious “No Shave November”, the company posted a video last week of multiple women with grown-out mustaches. They speak out about how women are never noticed with facial hair because they’re taught to remove it. 

“Our hair has a very important announcement to make. Women have mustaches too. The world may not know this because we go through a lot to hide them. We’ve been hiding them all our lives,” said the women in the video. “News flash, we’ve got them. So this November were growing them out and joining in because a stache is a stache and we shouldn’t let our perfectly good ones go to waste.” 

The company has been sticking up for women’s rights for the last few years.

Two years ago, Billie brought light to the “pink tax” where women face paying more for the same products than men do such as razors, deodorants and more. They did this by launching a subscription service for cheaper women’s products. 

“We very much wanted to not only acknowledge that body hair exists, and to show it but we also wanted to move the conversation around the message that razor brands have been sharing with women—and that shaving is a choice, not an expectation,” said Georgina Gooley, co-founder of Billie.

The company’s website explains that “women’s razor brands haven’t acknowledged female body hair,” but Billie reassures us that what we do with our body hair is up to only us. They also go into depth about how you never see body hair on a woman in an advertisement, and that they’re there to change the social norm.