"The world pretends it doesn't exist. But it does. We checked." That declaration in the latest ad from Billie is talking about women's body hair, and not only is the razor company revealing body hair's presence—it's embracing it with eye-catching visuals. USA Today reports on the minute-long promo, labeled "Project Body Hair" and featuring women with unibrows, hairy legs, and all kinds of other fuzzy body parts; one woman is even shown post-shower turning a hair dryer on her armpit. It's the newest addition to Billie's overall "Project Body Hair" campaign, which claims Billie is "the first women's razor brand to show hair" and notes its mission to promote more images of hirsute women in the media to make ladies feel comfortable in their own stubbly skin.
Honoring hairy bodies may seem an odd approach for a razor company to take, but Billie co-founder Georgina Gooley explained to Glamour last month each woman should make her own personal-grooming choices. "We all have body hair," she said. "Some of us choose to remove it, and some of us choose to wear it proudly." The brand, which has lobbied against the so-called "pink tax" that's often tacked onto women's hygiene products, is also offering free stock photos showing hair-proud women and using the #ProjectBodyHair hashtag to ask the public to upload their own pics. Billie's efforts are receiving praise online, per the Guardian and BBC. "This is damn beautiful," one commenter wrote on Instagram, while others noted, "Finally!" and "[It's] about damn time." (You may do well to leave your pubic hair alone.)