Billie wants to know why women are taught to hate body hair. And yes, the brand acknowledges that is a strange question for a shaving brand to ask. But it’s one that aligns with the current individuality movement and establishes a healthy attitude for young women who are vulnerable to the pressure of friends and social media judgements.

Here is its Project Body Hair manifesto:

A CELEBRATION OF FEMALE BODY HAIR…
WHEREVER IT IS OR ISN’T.

For the past 100 years, women’s razor brands haven’t acknowledged female body hair. Commercials show women “shaving” perfectly smooth, airbrushed legs. Strange, huh? But everyone has short stubble, long strands, or something in between. What you do with yours is up to you – grow it, get rid of it, or comb it. It’s your hair, after all.

And here is its newest campaign, The Rules of Bodycare, consisting of a 50-second commercial and children’s book that reject the rules of body hair. The film points to the double standards between men and women when it comes to hair and how it has been judged according to trends throughout the years.

The book, by Billie co-founder Georgina Gooley, aims to give adults the tools needed to begin a positive dialogue around body hair: what it does, where it sprouts, all the ways it can change as you grow, plus tips on how to appreciate body hair and be respectful of other people.

The brand became famous in 2018 for being the first to show body hair in its commercials, when it launched Project Body Hair.