In every wave of social activism comes a new focus, amongst many modern issues at hand, present-day feminists are combating body standards in ways that have brought down razor companies profitability by the billions.
Beauty trends nationwide have had a large focus on inclusivity thanks to feminism working against a eurocentric gaze, with an aim to include women of all intersectionalities. Everything from the expansion of shade ranges in makeup lines, to the public protests against body-hair standards have become a main staple in steps to break down America’s patriarchy.
Within the past few years, celebrities and everyday women alike have protested against America’s standard of a hairless woman, with visible hairy underarms and legs. Celebrities in particular have gone to red carpet events sporting unapologetic confidence in their body hair.
Due to this, in the classic case of supply and demand as the desire (demand) to shave has gone down, so has the supply of tools to do so. Major razor companies like Gillette, owned by P&G has announced “a $5.24 billion loss due to the struggles of its Gillette shaving business,” due to the consumers general lack of interest regarding shaving.
A strong portion of this developing disinterest within the act of shaving is the way in which companies have traditionally gone about marketing razors, especially to women. Shaving ads have historically showed women taking a razor to already smooth and hairless areas, prompting consumers that they too can match that look with their product.
The hypocrisy behind doing so is that there is an underlying shame regarding removing body hair, let alone possessing body hair. This has enforced a huge distaste in shaving companies as they do not even promote showcasing physical body hair, further pushing the modern consumer away from the products.
To counter this decline in sales, razor companies have been forced to embrace real body conditions, hairless, and not, to show they support the consumers power in choosing to shave or not.
Developing brand, Bille has become the first razor company to have ads that display body hair. Fully grown, shaved, and in the middle of both. With a mission statement to “We're here to give you everyday TLC from top to toe. We deliver award-winning shaving supplies and premium body care products at a fair price without the pink tax. Billie was built for all of womankind, celebrating our choice to be shaggy, smooth or anything in between.”
With its pro-body hair image, Bille has gained $35 million in funding since it’s launch in 2017. The company’s instagram page also gains large amounts of consumer traction from its provocative use of models who appeal to the everyday woman, hairless and not.